Ascott Limited Announces New Millennial Brand LyfWill Speros • December 12, 2016
Singapore-based serviced residence owner-operator the Ascott Limited, has announced its newest brand, Lyf, which will cater to and be managed by Millennials in pursuit of locally based and experience-oriented travel—achieved through community collaboration and networking opportunities for travelers and tastemakers. Ascott aims to launch 10,000 Lyf units in gateway cities worldwide by 2020.
“Millennials already form a quarter of Ascott’s customers and this segment is poised to grow exponentially. Lyf is a unique accommodation tailored for this demographic, including technopreneurs, startups, and individuals from music, media, and fashion,” says Ascott CEO Lee Chee Koon. “We do not define Millennials by age but instead they are a social generation who craves discoveries and desire to be part of a community.”
Designed to promote socialization and collaboration, the nontraditional serviced apartments feature Connect communal spaces and co-working areas in addition to onsite laundromats complete with Foosball tables, and the Bond social kitchen, where guests are can prepare homecooked meals. Lyf properties will also include interactive digital art and whimsical installations like ball pits and oversized hamster wheels.
“We worked with a local agency, FARM, to develop the experiential and interior design for our Lyf show suite,” explains Ascott’s vice president of innovation Mindy Teo. “In line with one of Lyf’s brand values, ‘authenticity’, we think global and act local. We support local designers and our Lyf properties will also use furniture by local designers.”
Apartments layouts will range from Big Bed studios to the two-bedroom Two of a Kind rooms or the All Together business suites, which are optimal for video conferencing and discussion with display screens and a large table doubling as a collaborative workstation and dining table.