Dongguk CM to Promote 'Luxteel' Value at 'Korea Architecture Industry Fair'

by Jeong Donghoon

Published 15 Oct.2024 08:48(KST)

A bird's-eye view of the Dongguk CM Luxteel booth participating in the 'Korea Architecture Industry Fair 2024'. Photo by Dongguk CM

Dongkuk Steel Group's cold-rolled galvanized and color steel sheet specialist, Dongkuk CM, will participate in the 'Korea Architecture Industry Expo 2024' held for three days from the 16th to the 18th at COEX Hall B in Samseong-dong, Gangnam-gu, Seoul.

Dongkuk CM is the first company to differentiate color steel sheets, which were previously used as exterior materials for factories and warehouses, by securing corrosion resistance, weather resistance, and workability, and by premium branding, expanding into the high-end building materials sector. Dongkuk CM decided to participate in this exhibition to actively promote its premium color steel sheet brand, 'Luxteel,' to architects.

This exhibition marks Dongkuk CM's first domestic participation in 12 years. They will create the largest dedicated Luxteel space in the center of the venue. Dongkuk CM plans to focus the exhibition on Luxteel's strengths: ▲eco-friendliness ▲high corrosion resistance ▲non-combustibility.

Dongkuk CM communicates the advantages of Luxteel as an eco-friendly building material that can express the color and texture of natural materials without environmental damage such as deforestation or quarrying, while being 100% recyclable, replacing materials like wood?which is easy to process but vulnerable to moisture and fire?common but difficult-to-process stone due to weight, and expensive metal materials.

At the site, Luxteel sales experts will directly share the Luxteel brand evaluation criteria and provide an opportunity to experience finished Luxteel processed products such as line panels, metal louvers, and open joint panels through wall product art walls. Dongkuk CM applies strict internal evaluation standards and grants the Luxteel brand only to products that meet high corrosion and weather resistance standards, ensuring no discoloration or corrosion for at least 25 years.

In particular, Dongkuk CM has also set up an exhibition space for its fire door brand 'MET DOOR.' Fire doors are fire spread defense materials, with an average of 2.5 units installed per household. Dongkuk CM manufactures fire doors by processing non-combustible color steel sheets. Dongkuk CM is one of only two domestic companies that produce fire doors without using 'fire-resistant ceramic fibers,' which were designated as 'toxic substances' by the National Institute of Environmental Research in January this year.

During the exhibition, Dongkuk CM plans to unveil five new products under the Luxteel line called 'Luxteel Stone Touch.' Luxteel Stone Touch faithfully reproduces the natural patterns of stone materials such as granite, limestone, and marble. It is a product that applies the beauty of nature to buildings without environmental destruction. It is non-combustible, fire-resistant, and features a lightweight per unit area.

At the center of the booth, Dongkuk CM will showcase the 'Luxteel Lenticular Tower,' which won the 'Best Booth Design Award' at the Mexico Architecture Expo. Lenticular refers to a visual effect where the design changes depending on the viewing angle. Dongkuk CM expresses two images on one wall by utilizing the panel bending surface.

Park Young-jun, head of the Luxteel Solution Team at Dongkuk CM, said, "Only color steel sheets produced with the highest-grade raw materials and top processing technology are given the 'Luxteel' brand," adding, "We highly recommend Luxteel as an excellent alternative in the building materials market."

Dongkuk CM was established in June last year through the spin-off of Dongkuk Steel Group as a company specializing in galvanized and color steel sheets. It produced Korea's first color steel sheet in 1972. It has led the premiumization of color steel sheets under brands such as Luxteel and Appsteel. Last year, Luxteel became the first color steel sheet company to receive a 'Building Material Recommendation' from the Korea Institute of Registered Architects. Dongkuk CM has organized a 'Brand Management Committee' this year to establish and execute a mid- to long-term brand strategy for Luxteel.