Posco, South Korea’s largest steel maker, is pitching premium construction steel products as new revenue engine along with vehicle plates.

“Posco Group units will go all out to develop premium steel products to meet the safety and environment requirements for the future construction market,” said Jeong Tak, head of the marketing division at Posco, during a press conference held Thursday at The Sharp Gallery in Seoul.

Posco launched the premium structural steel brand Innovilt in November last year with its construction steel product-making customers using its steel materials to enhance the quality standard of steel products for building through alliance.

The Sharp Gallery, a three-story building commanding a floor space of 4,966 square meters (53,454 square feet) near the Dosan Park in Gangnam-gu of Seoul, was built to promote its steel materials and products with the Innovilt brand in March. Posco’s PosMAC steel materials that are three-times more corrosion-resistant were used in building construction, with other premium steel materials amounting to 760 tons in total.

[Photo provided by Posco]

Interior of the gallery is decorated with PosART steels applying advanced resolution ink jet printing techniques to give the texture and feel of real wood and marble. In the first-floor lobby area, a media table that displays the information of Innovilt branded steel products is installed, catching eyes of visitors.

Posco is planning to use The Sharp Gallery as an exhibition for its Innovilt products and bolster ties with the product manufacturers for joint marketing activities.

[Photo provided by Posco]

Currently, six Innovilt branded products are displayed beside the media table including a steel curtain wall for the outer wall of classy buildings made by NI Steel Co. and corrugated steel panel for structural stability and building efficiency developed by ChungAmEnC Co.

Posco hopes the Innovilt products would help raise its dominance in the domestic construction steel market with a combined yearly market demand of 22 million tons – 10 million tons of steel bars and 12 million tons of premium products.

“The company aims to raise the annual sales volume of Innovilt premium steel products to 14 million tons at home and abroad by 2030 from current 4 million tons,” said Kim Sang-kyun, marketing director for steel products at Posco.