GS Engineering & Construction will open a premium residential brand "Xi" brand pop-up pavilion in Mok-dong, following Seongsu-dong in Seoul.
GS Engineering & Construction said on the 21st that it will operate the Xi brand pop-up pavilion through the 31st at the pop-up zone on basement level one of the Hyundai Department Store Mok-dong branch in Yangcheon-gu, Seoul.
The Mok-dong pop-up pavilion is designed as a participatory program where visitors can directly experience Xi's residential sensibility and brand value. An artificial intelligence (AI) photo experience and a floor-plan curation program will be offered, and prizes will be given through a roulette event.
A GS Engineering & Construction official said, "We will introduce Xi's brand philosophy to residents of Mok-dong and nearby areas and naturally connect it to interest in 'Mok-dong Yunseul Xi,' which will be unveiled in Mok-dong going forward."
GS Engineering & Construction is continuing brand marketing to expand Xi into a customer experience-centered lifestyle platform. In July last year, it became the first in the construction industry to operate a brand pop-up store for a month at Incheon International Airport, and in May this year, it introduced "House Xi" in Seongsu-dong.