Apgujeong Hyundai, Korea’s most prestigious residential address, represents more than a redevelopment project—it is an opportunity to redefine the future of luxury living. We led the project from brand strategy through creative direction, developing a vision worthy of one of the nation’s most iconic neighborhoods. Guided by the philosophy, “Beyond 30 years of architecture, toward 100 years of living,” we proposed a new standard that extends beyond physical housing to embrace the richness of life and the longevity of the city. Building on a 50-year legacy, we crafted a brand identity that looks ahead to the next century, culminating in OWN THE 100—a declaration not simply to create a building, but to shape the enduring value of a city for the next 100 years.