[비즈한국] It has been confirmed that Samsung C&T028260 has proposed 'Cullinan Apgujeong' as the name for the Apgujeong District 4 reconstruction project in Gangnam-gu, Seoul. This is the first time that Samsung C&T has opted not to use its 'Raemian' brand for an apartment complex for which it is the sole contractor. Since the launch of the Raemian brand in 2000, Samsung C&T has consistently prioritized Raemian in its housing business, but this brand principle has been broken for the first time at Apgujeong District 4.
Samsung C&T's First Apartment Without 'Raemian'
According to the maintenance industry, Samsung C&T proposed 'Cullinan Apgujeong' as the name for the Apgujeong District 4 reconstruction site. Cullinan is the name of the largest rough diamond ever discovered by humanity. By choosing this name, the company aims to emphasize the image of a high-end residential complex, drawing from the diamond's symbolism of durability and rarity. It is reported that this name is a one-time designation exclusive to the Apgujeong District 4 project.
What stands out is the exclusion of 'Raemian' from the complex name. Raemian is the signature apartment brand introduced by Samsung C&T in 2000. The company has utilized the Raemian brand as a core asset in its housing business, including redevelopment projects. Even prominent complexes like 'Raemian One Bailey' in Banpo-dong, Seocho-gu, and 'Raemian Caelitus' in Ichon-dong, Yongsan-gu, maintained the Raemian name in their official titles despite having separate 'pet names'.
This is the first time Samsung C&T has not applied the Raemian brand to a standard apartment complex where it is the sole builder. While names like Royal Palace, Galleria Palace, Tower Palace, and Tra Palace were used in the past, they were exclusively for mixed-use residential complexes. Even the mixed-use brand was integrated into 'Tra Palace' in March 2003. Apgujeong District 4 differs in that it is a standard apartment reconstruction project rather than a mixed-use development.
Apgujeong District 4, Creating a Global Landmark
Samsung C&T aims to develop Apgujeong District 4 into a world-class landmark. They have already announced a collaboration with Foster + Partners, led by high-tech architecture master Norman Foster, and PWP Landscape Architecture, led by renowned landscape designer Peter Walker, to set a new global standard for high-end residential living in Apgujeong. Norman Foster is known for designing the British Museum, and Peter Walker designed the 9/11 Memorial Park in the United States.
The company also promised Han River views for all member households. Plans include designing building placement based on Foster + Partners' view analysis and implementing high pilotis up to 15 meters high to ensure Han River views even from lower floors. The proposal also includes 'Round Corner IMAX Windows'—frameless, wide-view windows that eliminate living room pillars—to provide an average of 20.5 meters of 270-degree panoramic Han River views per household.
Actual usable area will also be significantly increased. Samsung C&T proposed an average of 21.83 pyeong (approx. 72 sq. meters) of additional service area, including a 73.31% exclusive usage rate and 4.15 pyeong of terrace space per unit. The design, which originally planned terraces for only 7 households, has been changed to provide terraces for all member units. The strategy is to increase the actual usable space even for the same floor area and elevate the residential value of Apgujeong District 4 through universal terrace access.
Community and member-exclusive spaces have also been differentiated. Samsung C&T stated that it would create a large-scale space called 'Jewel,' featuring 25-meter spans between pillars and ceilings up to 16.5 meters high, as the complex's symbolic space, and include 105 programs such as fitness centers, private golf, and indoor/outdoor swimming pools. The community scale is approximately 5.6 pyeong per household. Every member will also be provided with an individual storage unit of 3.3 pyeong. It is reported that 261 rental-type spaces ranging from 10 to 20 pyeong have been proposed separately.
The company is also emphasizing fast occupancy and execution capabilities. By highlighting its 12-year streak as the top-ranked construction company in ability assessment and its record of zero project suspensions, the company plans to realize the fastest move-in date in Apgujeong. Lim Cheol-jin, head of Samsung C&T's Housing Sales Division, stated, "This proposal focuses on ultimately improving the quality of life for resident members beyond mere superficial splendor. We will complete Apgujeong District 4 as a global signature complex that the world admires.”
The Apgujeong District 4 reconstruction project involves demolishing the current Apgujeong Hyundai 8th complex and Hanyang 3rd, 4th, and 6th complexes to build 1,664 units up to 67 stories high. In the previous bid for a contractor held in March, Samsung C&T was the sole bidder, leading to a failed bid. After subsequent bidding also resulted in a failure, the association is now eligible to proceed with a private contract with Samsung C&T. The association plans to confirm the final contractor at a general meeting on the 23rd of next month.