The best of hotel, aparthotel and coliving flat, no more, no less. This is how Ascott describes the lyf brand which will be making its Paris debut in 2024 in a lively, dynamic district that reflects its image: the 20th arrondissement. The future lyf Gambetta Paris residence, just a five-minute walk from Gambetta station, will offer a hybrid hosting solution with 139 accommodations ranging from classic double and twin rooms to studios with fully equipped kitchens and rooms twinned around a living room with private bathroom and shared kitchen. " It's the ideal solution for consultants on assignment who need to work together in the evening in a comfortable space, in complete confidentiality." says Philippe Mettey, Vice President Sales and Marketing Europe at The Ascott Limited.
The Singaporean group, which specialises in long-stay accommodation, will be introducing this new brand to Europe. It first appeared in Asia and now has five residences in Singapore, Bangkok, Fukuoka and Hangzhou. " With Lyf, we're not specifically targeting millennials, but travellers who have this mindset, for example start-upers or entrepreneurs looking for a community atmosphere" explains Philippe Mettey. To reinforce this idea, lyf guards will be responsible for the general atmosphere, organising conferences or yoga classes, for example, among other events that are open to local life.
Designed for the new generation of travellers, the lyf Gambetta Paris residence will devote a great deal of space to shared living areas with a bar and social kitchen Bond where residents will be able to prepare their own meals and exchange recipes, or take cooking classes. For business travellers, in addition to the convenient presence of a Wash & Hang launderette, the residence will have a coworking space and meeting rooms, all overlooking an open-roofed plant patio, one of the signatures of the building - a former printing works currently being converted - redesigned by architects Hardel & Le Bihan.
However, despite its focus on coliving, it is not a coloc' atmosphere that customers will find in this new building. residence with four-star positioning. The design has been entrusted to Fabien Roque, an interior architect known for his top-of-the-range projects, including the Maison Albar Le Vendôme and Voco Montparnasse hotels in Paris and Le Burdigala in Bordeaux. This architect will be incorporating the building's original purpose into his design, by preserving the industrial spirit. To do this, we plan to re-use old posters and signs that existed in the printing works," explains Fabien Roque. We also want to keep an old printing press that has a real history. "As the old and the new go hand in hand, customers will also be able to use Discover ASR mobile application to access hotel services, such as opening their flat, checking in and out, making contactless payments, interacting with other residents or lyf guards.
Following this first in France and Europe, the fruit of a partnership with the Coffim group, Ascott intends to extend its lyf brand in major European cities. " Other projects are being studied in Europe" says Ngor Houai Lee, Managing Director of Ascott Europe. In the meantime, 17 lyf residences expected by 2025 with openings planned in Bangkok, Cebu, Danang, Kuala Lumpur, Manila, Melbourne, Beijing, Shanghai, Singapore and Xi'an in addition to Paris. It should be noted that this CapitaLand Investment subsidiary currently has around fifteen Citadines apparthotels and three luxury La Clef residences in the French capital, while its European portfolio extends to 48 residences in over 20 cities, plus six establishments currently under development.
