The Ascott Limited reveals its new brand 'Lyf'

The Ascott Limited, one of the world's largest international serviced residence owner and operator, headquartered in Singapore, has uncovered its new brand 'Lyf'.

The company released a press release, which says, "The new brand is designed for travellers who wish to experience the destinations as local citizens. Lyf signifies new way of living and collaborating as a community, connecting with other fellow travellers."

Lee Chee Koon, Chief Executive Officer, The Ascott Ltd., said, "Lyf is a unique accommodation tailored for this demographic, including entrepreneurs, start-ups and individuals from music, fashion (industry). With the rising trend of co-living and co-working, Ascott aims to have 10,000 units under the Lyf brand globally by 2020."

As part of expanding the brand, Lee said, Lyf marks another milestone in Ascott's innovation journey. The company is on the lookout for sites in key cities for setting up Lyf brand under both investment and management contracts.

He further added, "As we scale up to achieve our global target of 80,000 units by 2020 through Lyf and other brands; we will continue to test new concepts to seize market opportunities."