New brand to debut at Wirye complex set for December pre-sale

A scene from the Hoban Summit Edition promotional video. [Hoban Construction]
A scene from the Hoban Summit Edition promotional video. [Hoban Construction]

Hoban Construction has rebranded its residential label Hoban Summit for the first time in seven years and launched a marketing push centered on the premium line Hoban Summit Edition. The new brand will make its first appearance at a Wirye complex scheduled for pre-sale in December.

The company said Wednesday that a promotional video for Hoban Summit Edition, released Wednesday of last week, surpassed 7 million cumulative views within a week. The video is running on Hoban Group's official YouTube and Instagram channels as well as on terrestrial and cable television and OTT platforms including Netflix and Tving.

In renewing Hoban Summit, the company adopted a new brand slogan — "Where Life Grows" — describing the concept as an organic residential environment where value deepens the longer one lives there. The rebrand also involved a reworking of the brand's philosophy and design framework to reflect shifting residential demand and lifestyle trends.

Hoban Summit Edition, unveiled alongside the rebrand, serves as the premium tier of the existing Hoban Summit line. Built around the concept of "a summit in the city embraced by nature," it aims to differentiate itself from the base brand through prime locations and distinctive product design.

The first complex to carry the new brand will be Hoban Summit Edition Wirye, set for pre-sale in December at Wirye Commercial Block 9. Starting with that project, the company plans to roll out the new brand identity and brand framework sequentially across new developments.

"We wanted to convey the meaning of a residential space where individual lives and values grow through everyday moments shared with family, personal interests and nature," a Hoban Construction official said. "We will continue to expand the residential experience unique to Hoban Summit, grounded in our newly established brand philosophy and differentiated products."


quq@heraldcorp.com