Daewoo E&C said on the 18th that it expects to supply about 18,000 residential units nationwide this year, setting the largest supply record among private construction companies.
Daewoo E&C introduced an eco-friendly residential product called "Green Home·Clean Apartment" in 1994, bringing the concept of the environment into apartments in Korea for the first time. In 2003, it unveiled the residential brand "Prugio," meaning a high-level living culture space where people, nature, and the environment become one.
Daewoo E&C cited its outstanding market analysis as the reason it can deliver what is expected to be the largest residential supply among private construction companies this year. A Daewoo E&C official said it is the result of quickly predicting and analyzing what consumers want and market trends.
Daewoo E&C is introducing the "Prugio Edition" in line with the latest residential trends and changes in customer lifestyles. Since it was first announced in 2021, it has selected a theme every other year and unveiled new products.
This year, Daewoo E&C refined the existing brand name "Prugio Summit" to the single NAMING. "SUMMIT." It also introduced a new symbol to represent it. The aim is to strengthen brand symbolism in the high-end residential market while building SUMMIT's unique brand identity.
Through this renewal, Daewoo E&C redefined SUMMIT not as a simple high-end residential brand but as a Monument symbolizing customers' achievements. The brand philosophy defined as "The Monument of Aspiration" conveys that the Summit brand is a symbol that becomes the pinnacle of customer achievement.
To shape the "Originality" unique to Daewoo E&C's Summit as its brand identity, it designated the overall design concept of the brand—including design, products, services, and various communications—as "Modern Koreaness" (Modern Koreaness).
Daewoo E&C is expected to supply a total of about 18,000 residential units this year. In Feb., it achieved an early sellout of the Blanc Summit 74 officetel in Busan. It then continued its sales success with the supply of four public housing sites with private participation, including Hanam Gyosan Prugio The First, Dongtan Fore Park Jayeon& Prugio, and Wangsuk Prugio The First districts 1 and 2.
In Seoul, where there were deep concerns about a supply shortage, it took the lead in easing local supply through urban renewal projects such as Gocheok Prugio Hillstate and Rivercent Prugio We've. In the greater Seoul area, including public housing with private participation, it also moved to supply in various regions such as Yongin Prugio One Cluster districts 2 and 3, Mangpo Station Prugio Le Marque, Pungmu Station Prugio The Mark, and Paju Unjeong New Town Prugio The Smart (public housing with private participation for rental). In provincial regions, it led the presales market by introducing high-end products such as Busan Summit Limited Namcheon and Seomyeon Summit The New.
Keeping pace with the rapid changes in the external environment such as the fourth industrial revolution, Daewoo E&C is pursuing a strategy to secure advanced construction technologies early and expand its capabilities in new businesses. In particular, it is strengthening its capability to forecast and consult on the entire pre-construction business process, including review of design documents, budgeting and review of appropriate construction costs, process optimization through process mapping, and deriving highly complete optimal design plans using BIM (Building Information Modeling, three-dimensional modeling design technique). It also plans to introduce BIM at Prugio sites to enhance overall construction competitiveness, including quality improvement.
At Tapseok Prugio Park 7 supplied in Uijeongbu, it introduced an artificial intelligence (AI)-based intelligent landscape design system. AI proposed the main concepts and draft designs for the seven parks within the complex, and based on that, the CG was quickly completed. A Daewoo E&C official said that by providing refined design data, AI improved work efficiency and completeness.
A Daewoo E&C official said, "Based on outstanding market analysis, we will ensure that customers can directly experience and feel the ever-evolving Prugio through product competitiveness that reflects trends," adding, "While it is important to develop residential products that reflect rapidly advancing IT technologies and trends, we will keep our original intent of prioritizing the value of residents' lives."