HotelsLiving lab set up on a Singapore campus to let youths experience its new brand.

Ascott wants millennials to take charge of its ‘lyf’

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Artist’s impression of a ‘Beach-inspired’ discussion room.
Artist’s impression of a ‘Beach-inspired’ discussion room.
Artist’s impression of a Co-living Concept room for the students to hang out.
Artist’s impression of a Co-living Concept room for the students to hang out.

Named [email protected], the project will see Ascott setting up a living lab in the centrally-located SMU, enabling its students to be the first in the world to experience and mould upcoming properties by the brand.

Following the introduction of its newest millennial brand, lyf, in November last year, Ascott, the serviced residence business owned by CapitaLand, has embarked on a collaboration with the Singapore Management University (SMU) to field test co-living concepts on its campus.

Named [email protected], the project will see Ascott setting up a living lab in the centrally-located SMU, enabling its students to be the first in the world to experience and mould upcoming properties by the brand.

Each day, more than 1,200 millennials are expected to visit [email protected], clocking an average staying time of about four hours, according to Lee Chee Koon, chief executive officer, Ascott.

This will enable Ascott to “(build) up a sizeable data reservoir of user preferences and space usage patterns”, said Lee, allowing them to better tailor the brand to the needs of their target audience. 

The over-32,000-square-feet living lab will span across three storeys, with co-working lounges equipped with modular furniture, napping pods, communal tables in the social pantry, as well as recreational areas that enable guests to interact with their peers and to explore their creativity.

Ascott also plans to organise social activities to identify those that best resonate with the millennials, bringing together local artisans, entrepreneurs and technopreneurs.

Students will be invited to co-create and participate in community programmes, TED talks, hackathons, and even sign up to be ‘lyf guards’ for hands-on hospitality management skills.

Said Professor Arnoud De Meyer, SMU President, “In our multi-dimensional partnership – which includes incubating new spaces for millennial students, developing new SMU courses and subjects, creating internship opportunities – our students will stand to gain the most.”

Ascott is targeting to roll out 10,000 units under the lyf brand by 2020, in gateway cities of markets like Australia, China, France, Germany, Indonesia, Japan, Malaysia, Singapore, Thailand and the United Kingdom.



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