'Eloy THE PH': Enjoying Both Price Competitiveness and Top-Floor Premium with Specialized Design

As the price competitiveness of newly built penthouses emerges as a key topic in the premium residential market of the Ilsan area in Goyang City, POSCO E&C is drawing significant attention from high-end residential buyers by offering its 'Eloy THE PH' (157 type) in the Pung-dong district of Ilsan at a strikingly competitive pre-sale price of around 1.2 billion won—about half the actual transaction prices (2.5 billion won range) seen in the nearby Kintex area.

The 'Eloy THE PH', for which POSCO E&C will begin accepting applications for discretionary allocation on July 7, is a top-floor penthouse product located within 'The Sharp Ilsan Eloy' in Pung-dong, Ilsandong-gu, Goyang-si, Gyeonggi-do. The complex comprises a total of 1,976 units, with the top-floor penthouses consisting of 16 units of 157m² exclusive area, 8 units of 248m², totaling 24 units. This discretionary allocation will be conducted for the first section of the complex.

In particular, the market is focusing on the overwhelming price advantage compared to the actual transaction prices of existing core penthouses in the Ilsan area. According to the Ministry of Land, Infrastructure and Transport's actual transaction data, a 143m² unit in Complex A, located near Kintex and completed in 2019, was sold for 2.55 billion won in August 2025. In contrast, the 157m² type at Eloy THE PH—which is even larger in area—has a pre-sale price set at around 1.2 to 1.4 billion won. Compared to the recent actual transaction price of 2.55 billion won for similar nearby units, this is 1.1 to 1.3 billion won lower. The larger 248m² type is also priced between approximately 1.6 and 1.8 billion won, demonstrating overwhelming price competitiveness and potential capital gains, even through a simple price comparison.

This price competitiveness stands out even more when considering the difference in building age. Eloy THE PH is a newly constructed complex with completion scheduled for June 2025, allowing immediate occupancy with no waiting period after contract, so buyers can fully enjoy the new apartment premium. In other words, despite being the newest product compared to the aging penthouses in the Ilsan area, its price is set at a much more reasonable level.

Industry experts analyze that, amid rising pre-sale prices, demand is increasingly concentrated on so-called 'value-driven high-end' products with reasonable pricing. Premium residential properties offered at roughly half the price of the surrounding market present a clear price advantage and are viewed as opportunities for future asset value appreciation.

The brand itself also offers differentiated value. 'The Sharp', POSCO E&C's residential brand, is recognized for its outstanding reliability, with a track record of various brand and quality awards.

Superior design further enhances its value. The 157m² type is designed with a 4-room, 2-bath, 1-terrace layout. Features such as a pantry, dressing room, dual-aspect living room, and the highly preferred LDK (Living-Dining-Kitchen) layout have been incorporated to maximize space utilization. In particular, the separation of communal and private spaces enables more efficient distinction between family living areas and individual spaces. Residents can enjoy exclusive premium panoramic views from the 42nd floor skyline—the tallest in the Pung-dong area—providing exceptional residential value.

In addition, the transport environment is excellent. The location benefits from a double-station area with access to both Pungsan Station (Seohae Line) and Baengma Station (Gyeongui–Jungang Line), and the GTX-A line between Unjeong Central and Seoul Station has already opened. This ensures outstanding accessibility to central Seoul, and upon the full opening of the line, rapid access to the Gangnam area will also be possible.

This offering will be made as a discretionary allocation, which allows anyone aged 19 or older to apply, regardless of housing ownership or subscription point. The pre-sale schedule begins with application acceptance on July 7 (Tuesday), followed by the lottery and winner announcement on July 10 (Friday). Contract signing for successful applicants is scheduled for July 11 (Saturday).

A sales representative stated, "Eloy THE PH is a rare, limited product within the entire complex, offering both the ultimate top-floor premium and specialized design. Compared to existing penthouses in the Ilsan New Town area, it boasts new product value, brand value, price competitiveness, and strong potential for future appreciation—all of which are powerful advantages."

This content was produced with the assistance of AI translation services.