A new décor evoking the old Baltard pavilion, redesigned and enlarged communal areas, modernised studios and flats: the Citadines Paris Les Halles is part of the wave of renovations launched in 2023 by the Ascott group to give the brand a new look. a new dynamic in tune with the times. Yesterday the Citadines Paris La Défense, today the Citadines Les Halles, but also the Citadines London Holborn-Covent Garden and Berlin Kufürstendamm, and tomorrow the Citadines République and Place d'Italie in Paris: all these establishments are benefiting from a repositioning and a move upmarket, in line with the contemporary spirit of the latest Citadines openings in Vienna and Amsterdam.
" These renovations are part of our ongoing modernisation plan to offer unique and sustainable experiences, in line with our customers' new expectations." said Philippe Mettey, Ascott's VP Sales & Marketing Europe. Completed this summer, the transformation of the Citadines Paris Les HallesThe project, orchestrated by Belgian architects Dominique Hottois and Dinterieur, included the creation of a mezzanine floor, which now houses a large table that can be used for meetings, while the old room has been converted into a waiting room for members of the loyalty programme.
On the ground floor, in addition to tables with sockets for working alone or in small groups, the lobby boasts a new space, dedicated to breakfast in the mornings but open to coworkers the rest of the day. With its fitness room and app-controlled laundry, the establishment, which offers a total of 134 studios and 55 flats, embodies this new generation for the brand, meeting the expectations of both short and long-stay travellers. And the same applies to the Citadines Holborn-Covent Garden London and Kufürstendamm Berlin, with redesigned lobbies, coworking and breakfast areas or a new look for the flats.
In addition to these renovations, the Ascott Group has set itself the following priorities the development of its lyf brand, a hybrid hosting solution halfway between traditional hotels, coliving and coworking. First appearing in Europe in Vienna at the end of 2023, and then in Frankfurt last summer, this brand targeting "digital nomads" is expected in Paris next April, in the XXe arrondissement, near Gambetta metro station. Originally scheduled to open this year, but now slightly delayed, the project will involve the conversion of a former printing works, redecorated by Fabien Roque and fitted out with 139 flats for 1 to 8 people. The project will also include a shared kitchen, a bar-restaurant and a karaoke room.
As well as Paris, the contemporary spirit of lyf will also be exported to the UK, with three openings planned for 2025. in Glasgow, Manchester and Londonthe latter as part of the partnership between Ascott and Chelsea football club. The Singaporean group has taken over the management of the former Millenium & Copthorne, adjacent to the stadium and marketed under the name of Stamford Bridge Hotel. Over the coming months, this establishment will gradually be converted to the contemporary atmosphere of the lyf brand, with some of its 232 rooms taking on a long-stay dimension, some with microwaves, others with fully-equipped kitchens." Chelsea was seduced by the brand, its lifestyle spirit blending well with sport" says the Group's VP Sales & Marketing Europe.
Ascott, which until now has only operated in London and Liverpool, is expanding its offering in the British Isles. In addition to the three lyf, its new brand Unlimited Collection is expected next year in Leicester and Dublin, with the conversion of the Temple Bar hotel, already owned by the group. The Unlimited Collection, which is the upmarket cousin of the five-star Crest Collection, reflects the Ascott Group's desire to extend its range of possibilities to the classic hotel sector and not just to long stays. " Ascott's ambition is to be a player in hospitality in the broadest sense of the termexplains Philippe Mettey. With the Unlimited Collection, we have a range of brands that increasingly meets the different expectations of investors and owners." .
Even before these two openings, the brand had already made its European debut in Edinburgh in November with the takeover of an ideally located hotel. in the heart of Scotland's capitalon Princes Street, with views of the castle from its restaurant and bedrooms. This first for the Unlimited Collection is the result of the takeover of a former Mercure hotel, whose rooms have already been refurbished, while the public areas await their turn.
As for the Crest Collection, it has two major projects in the pipeline: the complete renovation of the Cavendish hotel in London, due to start in the first half of 2025 and lasting one year, with the hotel upgrading from four to five stars on completion. While in Paris, the Ascott group is preparing to launch the conversion of the Citadines Saint Germain des PrésThe design was entrusted to Jean-Philippe Nuel, who has already designed La Clef Champs-Elysées.
Although the project is in its final stages of development, Ascott's VP Sales & Marketing Europe has given us a glimpse of the future. a few details about the future facility which, in particular, will have a majority of traditional rooms, but also flats with kitchenettes or fully-equipped kitchens: " The rooms on the ground floor will disappear to make way for a bar and restaurant, with the possibility of extending outside, as the venue has two interior gardens." .
In addition to these committed projects, Ascott intends to pursue its growth in EuropeIn particular, it is expanding its regional network in France, Germany and the UK through management or franchise agreements. " Our ambition is to expand our geographical coverage by increasing our presence in markets where we are already present, while looking at growth opportunities in Eastern Europe, where we are not yet present." says Philippe Mettey. This development is in line with the CSR strategy of the Capital Land group, Ascott's parent company, which is aiming for zero carbon emissions by 2050 and wants to see all its European residences certified to the standards of the Global Sustainable Tourism Council by next year.
