This study attempts to investigate the role of artistic value in the housing development project - focusing on brand identity and platform value. Based on the field study on the project development and the corporate decision making process, DLE&C’s integrated strategy of ‘Art with Management’ was analyzed. The company’s ‘Seoul Forest Project’ demonstrates the pivotal role of artistic value in the strategic initiative relying on user interface and user experience. The artistic value penetrates the overall development process including part and component design, interior work, and space design. With the variety of space needs, there is a rising demand of public service regarding artistic works. In the corporate reality, there are various obstacles to the close cooperation between the artists and the engineering experts. In this case, the top management involved in the artistic works and directly led the co-work process. This study pursued multi-disciplinary research. Based on the framework of eco-system perspective and platform strategy, the role of artistic value in the development of user interface is explained. Those critical threats for competitive advantage and its sustainability are analyzed. When supported by the studies on the choice behavior in the housing development, the outcome of this study will be further validated.