POSCO E&C holds brand forum to drive residential innovation

POSCO E&C hosted a brand forum at The Sharp Gallery in Seoul to discuss the future of residential living and brand development. The event, themed “Creating housing where customers are happy and brands customers choose,” brought together approximately 60 company executives and employees with 26 female panel members from the Seoul metropolitan area and four industry experts in architecture, interior design, and real estate.

Discussions focused on the company’s flagship brand, ‘The Sharp,’ and its high-end brand, ‘Otiere.’ Panelists suggested shifting from purely aesthetic landscaping to “experiential landscaping” that integrates nature into daily movement patterns, such as from underground parking to unit entrances. Participants also emphasized the need for enhanced life-care services, including childcare, senior care, and cleaning or laundry assistance, to reduce household burdens.

POSCO E&C President Song Chi-young attended the forum to listen to direct feedback. He stated that candid criticism from customers is the most reliable way to evaluate the current state of the brand and achieve a leap forward. The company plans to incorporate these insights into product planning to enhance the practical value and competitiveness of its residential brands.