Ascott’s lyf brand unveiled yesterday afternoon the start of a travelling art showcase that reflects its ambitions to venture into new destinations and commitment to offering innovative experiences for guests. The showcase was presented at lyf Funan Singapore, the brand’s first property that opened in 2019.
The event was also a celebration of the brand’s fifth year in the business.
The art installation, titled The Door of Cosmic Dreams, is created by Singaporean contemporary artist, Jahan Loh, who is recognised as one of Asia’s most successful street artists credited with introducing street art to galleries in both Singapore and China.
Drawing inspiration from a quote by French author and playwright Guy de Maupassant emphasising the mysterious and boundless possibilities that lie beyond the familiar, The Door of Cosmic Dreams serves as a metaphor for a gateway to different worlds, depicting how travel, much like dreams, acts as a passage from the real world into a realm that has yet to be discovered.
The Door of Cosmic Dreams is open free to the public from October 15 to 26, 2024.
After Singapore, it will journey to lyf properties around the world, including Tokyo, Paris and Penang, where the showcase may be expanded to include other local artists, shared Glenn Koh, lyf partner, brand.
Serena Lim, chief growth officer, Ascott, told TTG Asia that the travelling showcase is a first-of-its-kind by a hospitality brand, and is a creative way for the lyf team to communicate its unique brand story around the world.
Addressing guests at the launch party, Lim said the lyf brand is advancing from its original concept as a co-living space to one that is defined as “experience-led social living”.
“We like to do things differently, stay ahead of the game, and break boundaries,” she remarked.
Adeline Phua, managing lyf partner and vice president, business development, Ascott, explained the new concept: “lyf offers a distinctive accommodation experience designed for a social generation eager to connect within a community. By transcending traditional hospitality concepts, lyf has created a vibrant stay-work-play environment that fosters a new way of social living.”
There are now 34 lyf properties in 24 cities across Australia, East Asia, Europe and South-east Asia, boasting over 6,200 units in operation and under development.
“This year, we will open five lyf properties with about 900 units in total, and mark the debut of the brand in three cities Cebu, Frankfurt and Penang. From 2025 to 2028, lyf will begin operations in more destinations – from resort locations like Bali and Danang to cities such as London, Glasgow, Manchester, Sydney, Paris and Ho Chi Minh City,” shared Lim.
