POSCO E&C to Launch 'ACMER Dongtan', Hyper-End Residential-Commercial Landmark in Central Dongtan This September

Independent Brand 'ACMER' Introduced
Pioneering a New Genre Beyond Traditional Construction Brand Hierarchies
Global Artists Join POSCO E&C's Project, European Luxury Finishings Featured
A Complete 'Global Curation' Experience

POSCO E&C will open the model house for 'ACMER Dongtan', a large-scale residential-commercial complex with up to 49 floors and 1,808 units in Dongtan New City this September and will begin official sales.

POSCO E&C, which is responsible for the construction of this complex, previously achieved success with high-end residential facilities such as LCT in Haeundae, Busan and Brighton N40 in Nonhyeon-dong, Gangnam-gu, Seoul. As a top-tier builder in South Korea that has completed a series of large-scale projects, the company is already recognized for its reliability in construction.

The project site in Bansong-dong is considered Dongtan's very center and the last remaining premium land in the area, having been untouched for 20 years. The location offers panoramic 'park-side' views with Dongtan Central Park, spanning approximately 1.08 million square meters, and Banseoksan Neighborhood Park right outside your door. Furthermore, the basement of the complex is planned to be directly connected to Bansong Station (currently under construction, tentative name) on the Dongtan-Indeogwon Line, making it a symbolic and strategic point in the region.

Given this strong symbolism, a dedicated independent project brand, 'ACMER', has been applied for the 1,808-unit megacomplex.

For a high-rise residential project of this magnitude, construction companies would usually put their own brand at the forefront to leverage brand awareness and construction credibility for marketing purposes. From the company's perspective, developing a local landmark is an opportunity to promote the company brand, as seen in the case of numerous large-scale reconstruction projects in the Gangnam area. However, a representative from the ACMER Dongtan developer explained that an independent brand was chosen to pioneer an entirely new 'genre' called 'hyper-end'.

The representative commented, "No matter how exquisite ready-to-wear is, it is categorically different from 'Haute Couture', which is perfectly tailored to an individual client. In the same vein, ACMER is a project meticulously planned from measurements to materials, created solely for this land that embodies 20 years of Dongtan's value."

In particular, as Dongtan continues to attract high-income groups driven by large-scale, high-quality jobs such as semiconductor clusters, there is considered to be sufficient demand for this kind of high-end luxury residential product.

The most striking feature is the 'Global Curation'. Decorated with an artistic sensibility, renowned designer Janaína Milheiro—who has collaborated with Hermès and Chanel—participated in the exterior design. The unit interiors are outfitted with top European brands such as 'Cucine Lube', Italy's No.1 kitchen furniture, premium ceramics from 'Mirage', and 'Giordano', a wooden flooring brand with a 155-year-old tradition. Such luxury curation is usually reserved for high-end residences and villas in Gangnam, Seoul, and is rarely seen in large apartment complexes.

Special design features also stand out. The standard ceiling height of 2.3 meters has been raised by 20 cm to 2.5 meters to create a more open atmosphere. Each unit will have approximately 1.5 parking spaces on average, the largest in the region, and over 1,000 wide-scale parking spots with a width of 2.6 meters will also be provided. In addition, there will be a dedicated private storage room for each residence, further enhancing convenience. The plan also includes a smart food waste auto disposal system, fire prevention and automatic suppression for electric vehicles, high-performance windows, and high-efficiency glass systems, maximizing convenience, safety, and energy efficiency.

The community amenities include an Edu Lounge to inspire children's creativity, private study rooms, an open-view fitness club, and pilates/stretching rooms. Other amenities will feature a golf practice area equipped with screen golf and putting zones, and a privacy-conscious sauna for residents to unwind after a busy day.

A representative from the sales office said, "ACMER Dongtan is not a complex that competes for hierarchy or rank with existing brands, but rather a completely new genre—'Art-chitecture'. We hope it will be recognized as a unique 'limited-edition trophy asset', curated with the technology of the builder, the world's finest finishings, and artistic design."

Meanwhile, 'ACMER' is a proper noun created solely for this project. The brand name is a combination of 'ACME', meaning the summit, and 'R', representing five values: ▲'Revolution' for new changes; ▲'Richness' for affluence; ▲'Rarity' for exclusivity; ▲'Relax' for leisure; and ▲'Respect' for dignity.

ACMER Dongtan will open its model house in September and begin official sales.

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