쌍용건설

In October last year, Ssangyong E&C began to revitalize its domestic housing business and introduced a comprehensive new housing brand The PLATINUM. The new name came from the merger of Yega, the existing apartment complex brand, and Platinum, the existing mixed-use building and officetel studio brand.

The Platinum brand was first introduced in January with the presale of Ssangyong The Platinum Bupyeong, a new apartment complex located in Bupyeong-gu, Incheon. “The technology and expertise of our professionals, acquired from the construction of high-end architectural projects around the globe, such as the Marina Bay Sands Hotel in Singapore, were applied to The Platinum,” a company official said. “As the leading contractor of high-end overseas construction, we proudly present our customers with perfect residential spaces.”

In 1992, Ssangyong E&C first applied the concept of branding to its apartment complexes, with the slogan “An Apartment As Precious As Your Spouse, Ssangyong Apartment.” Later in 2000, to meet ever-increasing consumer demand for higher quality, the company introduced the new brand “Ssangyong SWEET dot HOME,” a name that came from the combination of “Sweet Home,” meaning a love-filled home, and “dot,” which symbolized an advanced 21^st century system. According to Ssangyong E&C, the brand name signifies an apartment where residents can enjoy the convenience of an advanced home system and where families can live in true happiness.

Ssangyong Platinum, a new-concept mixed-use building and officetel studio brand, was introduced around the same period. A precious silvery-white metal, platinum symbolizes the best products and services, as in a platinum album (an album that has sold over one million copies) or a platinum card. “The brand name embodies our will to provide residential facilities of the highest quality,” a company official said. Ssangyong Platinum was well received due to its resident-friendly features, including convenient interior space design, the use of separate entrances for commercial & residential facilities and the enhanced privacy through dedicated elevators for each group of family units.

Ssangyong Yega, the former apartment complex brand marketed by Ssangyong E&C over the past 12 years, launched its first construction project in Bongseon-dong, Gwangju in 2002. The brand name was a portmanteau of ye (藝), which means “art,” and ga (家), which means “house.” According to Ssangyong E&C, the name signifies “an artistic and cultural space as well as a space for those who possess intellectual beauty that transcends material prosperity.