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Co-living Spaces in the New Millennial Brand by Ascott
The Ascott Limited, a Singapore-based hotelier, has started testing its new co-living space concept that is intended for its new millennial brand, Lyf.
The concept was developed by the hotelier together with Singapore Management University and is called lyf@SMU. SMU students will also participate in testing of the new co-living space. In total, the hotelier plans to engage as many as 1,200 millennials, who will visit lyf@SMU every day and test its living and public spaces. Every student will stay there around four hours on average and will write down their feedback and preferences.
The first testing space was open in the end of February. The three-storey building has the total area of 32,000 square feet and is open 24h a day. Inside, there are communal tables, large voting boards, special co-working lounges with modular furniture, and even state-of-art multimedia rooms. Visitors can rest on day beds and napping pods. lyf@SMU includes even special recreation areas, where visitors, for example, are welcome to play different music instruments in a special soundproof studio. If they want to charge their handheld devices, they are invited to pedal special bikes. Students will also test new exercise zones with table tennis tables and a foosball area. Laundry also comes with foosball tables, and the food can be cooked in an open kitchen.
Lyf is a new brand that was introduced in November 2016. The idea of making a special hotel brand for millennials came out of the survey, which determined that a quarter of all Ascott customers belong to this generation.
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