POSCO Steel Sheet Launches Premium Color-Coated Steel Brand ‘INFINeLI’

POSCO Steel Sheet (President and CEO Yang-soo Yoon) is aggressively targeting the premium color-coated steel market with ‘INFINeLI,’ a premium brand that consolidates the company’s color-coated steel products. INFINeLI is a portmanteau of “Infinite,” meaning limitless and boundless, and “Finely,” meaning beautifully and precisely, referring to color-coated steel that transcends limitations and can be expanded infinitely based on a wide range of colors, designs, and functionalities.

Rather than being color-coated steel that simply applies color, INFINeLI aims to present a New Life Style—new sensibilities and inspiration—together with customers, and as a result it is gaining attention as an interior and exterior material that suits any environment with the design and functionality customers want. In addition, as an Eco Premium building material, it can replace stone and wood without acts of environmental destruction such as mining and logging, and by the nature of steel it also offers the advantage of being recyclable.

The INFINeLI lineup comprises a diverse range of products, including △ printed steel sheet (PosPRINT) with a variety of designs and textures, △ PosART, a high-resolution inkjet printed steel sheet, △ color-coated steel with non-combustible (PosNC) and antibacterial functions (PGS Antibacterial), and △ chameleon steel sheet (PVDF) that displays different colors depending on the viewing angle.

At its launch event in July last year, POSCO Steel Sheet announced its plan to elevate its existing products to premium status while building a platform for continuous and organic communication with customers, thereby creating color-coated steel that generates infinitely new value through ongoing new product development. POSCO Steel Sheet has developed and sold its products primarily for the building materials and home appliance industries, but in line with the recent trend of built-in home appliances using color-coated steel also serving as interior materials, the company is maximizing the advantages of color-coated steel and expanding its applications.

President Yang-soo Yoon of POSCO Steel Sheet explained, “Domestic color-coated steel manufacturers have been developing and selling products focused on design and aesthetics from their own subjective perspectives, whereas the ‘INFINeLI’ brand goes a step further by listening more closely to the voices of consumers with the goal of creating new lifestyles,” adding, “We will build a collaborative, win-win system and carry out joint marketing activities so that the product sales of client companies using INFINeLI as a material can be further expanded.”

To realize the spirit of INFINeLI, which is created together with customers, POSCO Steel Sheet held the ‘2021 INFINeLI University Student Design Competition’ last year and selected and announced innovative designs for architecture, interiors, and handrail products utilizing INFINeLI. ‘INFINITE FOREST,’ the grand prize winner by Gap-yoon Noh, Hyun-soo Kim, and Hae-in Yoo of Soongsil University, used INFINeLI’s wood-grain color-coated steel to create a tree-shaped structure at its center, and expressed INFINeLI’s brand vision—the infinite potential of steel—through the various sounds and lights produced by the pipe xylophones surrounding it.

In addition, POSCO Steel Sheet participated in ‘Korea Build,’ an architecture industry exhibition held in August last year, unveiling an ‘INFINeLI’ zone within the exhibition hall of ‘INNOVILT,’ POSCO Group’s building materials brand, and introducing a distinctive space where visitors could compare and experience wood-grain steel made with ‘PosART’ technology—one of the INFINeLI product lines—alongside ordinary wood materials. Through this, the company actively promoted its products’ ability to reproduce the natural color and texture of real wood identically, as well as product features such as round processing and bending at various angles that conventional wood materials cannot achieve.

Meanwhile, POSCO Steel Sheet is a steel affiliate of POSCO Group established in 1988 and produces color-coated steel for architectural interiors and exteriors. POSCO Steel Sheet has completely revamped its website around INFINeLI and also conducts joint marketing every month via social media to promote the products of client companies using INFINeLI. Furthermore, amid its recent push to accelerate ESG management, in the ‘2021 Listed Company ESG Evaluation’ announced by the Korea Corporate Governance Service (KCGS), its Environmental (E) and Governance (G) categories were each upgraded from B+ to A compared to the previous year, and it maintained an A+ rating in the Social (S) category, the same as the previous year, earning an overall integrated rating of A. 02-3457-4182

▲ Interior material PosART