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Lotte E&C Files Trademark for 'S70' Ahead of Seongsu District 4 Re-bidding

[비즈한국] It has been confirmed that Lotte E&C has filed a trademark for the name 'S70' ahead of the re-bidding process for the Seongsu District 4 redevelopment project. Prior to this trademark filing, Lotte E&C released a video introducing S70 as the 'pinnacle of LE-EL.' With the introduction of a new brand video and a trademark filing coming just before the re-bidding for the high-profile Seongsu District 4 project, analysts suggest that Lotte E&C may be preparing a specialized new complex name for the site. Lotte E&C stated only that it is "a trademark filing intended for application at sites scheduled for bidding or pre-sales.".

According to KIPRIS, the Korea Intellectual Property Rights Information Service, Lotte E&C filed trademarks for the name 'S70' and its associated symbols on the 9th and 11th. The filed trademarks include 'S70' itself, as well as names combining it with their existing premium housing brand 'LE-EL,' such as 'LE-EL S70' and 'S70 LE-EL.' The designated areas for these trademarks include Class 37, which covers construction, housing construction, and remodeling, and Class 36, which covers real estate sales, leasing, and financing.

This trademark filing aligns with a teaser video recently released by Lotte E&C. On the 6th, prior to the filing, the company posted a video on its YouTube channel titled 'S70 - The pinnacle of LE-EL.' The video, which begins with a person facing a towering snowy mountain, presents three keywords—'Sublime,' 'Singular,' and 'State of the Art'—before introducing S70 as the 'pinnacle of LE-EL.'

The Lotte E&C S70 trademark was filed just ahead of the upcoming re-bidding for the Seongsu District 4 redevelopment project. Previously, Daewoo E&C047040 and Lotte E&C participated in the bidding process for the Seongsu Strategic Maintenance Zone District 4 last month. However, the competition became overheated, and after both sides were caught by the Seoul Metropolitan Government engaging in unauthorized individual promotional activities, the bid was declared void on the 13th. Under Seoul City guidelines, construction companies are prohibited from conducting individual promotions targeting union members during the contractor selection process. The association is currently preparing a notice for re-bidding.

The Seongsu District 4 redevelopment project is considered a major prize in the Gangbuk area. The project involves building 1,439 apartment units, ranging from 6 floors below ground to 64 floors above ground, along the Han River in Seongsu-dong, with an estimated construction cost of 1.3628 trillion won. Among the Seongsu strategic maintenance zones, it is evaluated as having the longest riverside frontage along the Han River, maximizing the potential for river views. In the previous bid, Lotte E&C expressed its ambition to create a 'hyper-end residential space that looks ahead 150 years' in Seongsu District 4. They also revealed plans for collaboration with firms such as LERA, which handled the structural design of Lotte World Tower, and David Chipperfield Architects, which designed the Amorepacific headquarters.

Other construction companies have also filed trademarks targeting Seongsu District 4. Lotte E&C filed trademarks for 'Seongsu LE-EL' and 'LE-EL Seongsu' in August last year, utilizing these names to demonstrate their commitment to the project during the initial bidding phase. Their competitor, Daewoo E&C, filed trademarks last month for 'THE SEONGSU 520' and various combinations with their premium brand, 'SUMMIT.' During the Seongsu District 4 bidding process, they emphasized maximizing the advantage of the 520-meter Han River waterfront. Consequently, there is speculation that Lotte E&C may introduce a new apartment complex name reflecting the characteristics of Seongsu District 4 ahead of the upcoming large-scale competition.

A Lotte E&C official stated, "It is a trademark filing meant for sites where we are preparing for bidding or sales," adding, "We cannot confirm specific details."