Lotte Engineering & Construction is redefining the dignity of residential space with its high-end residential brand LEEL, launched in 2019.
LEEL combines "LE," an abbreviation for "Limited Edition," meaning a limited release, with the suffix "EL," used as a Lotte symbol in Signiel of Lotte Hotel and the Avenue L luxury hall of Lotte Department Store. While carrying forward the image of an upscale "Castle," the brand conveys the intent to create the highest-end limited-edition residential products by concentrating all the know-how Lotte Engineering & Construction has built, so the brand holds value that transcends time.
Living up to its reputation as a high-end brand, Banpo LEEL and Daechi LEEL, the first complexes to adopt the LEEL brand, have become the top premium apartments in Gangnam and local landmarks thanks to their outstanding product quality. Lotte Engineering & Construction is continuing to develop top-tier complexes by applying the LEEL brand to complexes in Cheongdam and Jamsil as well.
Jamsil LEEL in Gangnam District, Seoul, the most recently offered for sale, drew 36,695 applicants for 106 units in special supply subscriptions on Aug. 29, posting a high competition rate of 346.18 to 1 on average. In the first-priority general supply subscription held on Sept. 1, 69,476 people applied for 110 units, recording an average competition rate of 631.6 to 1.
The complex is being built by reconstructing the Jamsil Miseong·Clover Apartments in Sincheon-dong, Songpa District, and will consist of 13 buildings with up to 35 floors, totaling 1,865 units. It boasts an excellent triple-station location, with access to Jamsilnaru Station (Line 2), Jamsil Station (Lines 2 and 8), and Songpanaru Station (Line 9) near the complex. With Olympic-ro, Olympic-daero, and Dongbu Arterial Road, it offers excellent access to major business districts in Gangnam, and it is convenient with large lifestyle and cultural facilities such as Lotte Department Store, Lotte World Mall, and Lotte Cinema nearby.
For Cheongdam LEEL, in collaboration with the Lotte Foundation for Arts timed to the pre-occupancy inspection from Sept. 13 to 15, works by Spanish artist Jaime Hayon and media art group SILO Lab were presented. In particular, Jaime Hayon showed great interest, as Cheongdam LEEL is the first domestic apartment complex to showcase his work; he personally visited the site in April to review the space where the work would be installed.
Cheongdam LEEL is a complex rebuilt from the Cheongdam Samik Apartments, located along the Han River with river views. It was built with 9 buildings, from four basement levels to a maximum of 35 stories above ground, totaling 1,261 units. The complex sits at a prime location by Cheongdam Station on Seoul Subway Line 7 and is rated to have excellent metropolitan transportation networks, including Olympic-daero, Dongbu Arterial Road, and Yeongdong-daero.
Through its high-end residential brand LEEL (LE-EL), Lotte Engineering & Construction has also introduced a special design philosophy to deliver LEEL's unique, differentiated value to customers. LEEL's design features lines imbued with philosophy, details shaped by discernment, and spaces that hold culture. To express the value that shines brighter when faithful to its essence in the most natural state, every line was used meaningfully. Lotte Engineering & Construction sought to capture in the space's details the traces and discernment from years of striving to create better residential spaces and design.
A Lotte Engineering & Construction official said, "By combining the know-how and technology gained from building ultra-luxury residential spaces such as Signiel and Nine One Hannam, we will do our best so that 'LEEL' can lead high-end residential culture."