ETERNO Brand Book

About The Entry

ETERNO, a high-end residential brand pursuing timeless beauty, presents a brand book encapsulating its architectural philosophy. Inspired by 18th-century German art historian Winckelmann’s concept of “noble simplicity and quiet grandeur,” ETERNO’s brand philosophy aims to create residential architecture embodying the ideal beauty of virtuous moderation and sublime characteristics through restrained opulence.

Winckelmann discovered universal and ideal beauty in ancient Greek art, which forms the foundation of Western modern culture. He identified the “harmonious state of moderation between extremes,” as seen in sculptures like Laocoön and His Sons, as the sole essence of sound and normative Greek art. The universal and ideal beauty of classicism stems from the sublime characteristics within the virtues of moderation. ETERNO traces the origins of classics and classicism, highlighting the pursuit of ideals and essence through classical art, emphasizing harmony, clarity, moderation, and universality. It explores the concept of the sublime in architecture, discussing how grandeur and majesty evoke awe and elevate the soul.

ETERNO’s approach begins by hearkening to the land. In architecture, topos is the ground where buildings take root, where human minds and actions take shape, and where emotions and memories blend as history. ETERNO presents architecture as an intellectual creation where simplicity, fragmentation, visual cognition, and spatial imagination interplay. The brand believes that when materials born of Mother Nature are carefully honed and presented simply yet majestically in the context of land and topos, they can evoke limitless emotion and become eternal. ETERNO demonstrates the order arising from the process of stacking and binding concrete elements. The brand book contemplates architectural solitude, asserting that buildings attain perpetual value when constructed within local, cultural, and historical contexts while maintaining complete individuality.

Home is the first world we encounter—a veritable universe. Building a house is more than just erecting a structure; it is life itself, constructing a way of living. The brand book reflects ETERNO’s commitment to constantly questioning and contemplating the essence of home and the significance of living space, creating enduring personal microcosms.