Ascott gets a Lyf to target millennials
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Ascott, the Singapore-based serviced apartment operator, has unveiled a radical new brand aimed at attracting the millennial market.
Lyf (pronounced ‘life’) is a new serviced apartment concept that focuses on the rising desire among travellers, bred by the shared economy sector, to “live like a local”. This includes giving residents and other local people the ability to hold workshops and talks at the properties.
“Millennials already form a quarter of Ascott’s customers and this segment is poised to grow exponentially,” said Lee Chee Koon, Ascott’s CEO. “Lyf is a unique accommodation tailored for this demographic, including technopreneurs, start-ups and individuals from music, media and fashion. We do not define millennials by age but instead they are a social generation who crave discoveries and desire to be part of a community.”
Drawing on the social theme, all Lvf properties will feature communal spaces called ‘Connect’ that can host workshops or social gatherings. Residents can also socialise in the ‘Wash & Hang’ laundry areas, which feature foosball tables, while the ‘Bond’ kitchen areas allow residents to prepare home-cooked meals with other guests, and even host cooking classes.
Lyf properties may also feature giant ball pits, hamster wheels and oversized Connect Four sets.
The apartments themselves will come in a choice of layouts, including ‘Big Bed’ rooms (studios) and ‘Two of a Kind’ rooms (two private rooms with a shared kitchen). Corporate groups can opt for the ‘All Together’ units (business suites) which have screens for video conferencing and large tables that double up as working areas and dining areas. Rooms also feature optional hammocks, and instead of standard wardrobes, guests can hang their clothes on rails that suspend from the ceiling.
“Lyf will provide global jetsetters and trendsetters with the opportunity to live… in a dynamic environment and network with like-minded creatives to bring more ideas to life,” said Lee. “Most importantly, they can be assured of a consistent quality in products and services.
“With the rising trend of co-living and co-working, Ascott aims to have 10,000 units under the Lyf brand globally by 2020,” he concluded.
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