Ascott Limited to debut hip hotel brand lyf in Collingwood


The Ascott Limited is bringing its latest hotel brand lyf to Melbourne’s Collingwood this month.

lyf Collingwood, Melbourne is the first lyf to open in Australia, and offers 105 studio rooms with a choice of the One of a Kind studio or the Two of a Kind offering, which feature two side-by-side studio rooms with shared communal kitchen space decked out with SMEG appliances.

Custom murals by contemporary artist Mysterious Al, a networking lounge, free barista made coffee for Ascott Star Rewards members, a communal kitchen and a laundry space with arcade-style games machines set the Millennial style tone.  Small meeting and multi-purpose rooms are also available.

Shermaine Chong, lyf residence manager, said the lyf concept recognised travellers want to be able to network.

“Start-ups and technopreneurs don’t just want a conference room — they want fun, creative spaces and the opportunity to explore,” she said.

“They want to bond and network organically. Guests don’t just want a room and a shower. They’re looking to connect with like-minded people. They want a team who can help them really discover the fabric of a neighbourhood — the secret bar, the pop-up restaurant, the late-night comedy gig. Our guests want authenticity and community — they want somewhere to stay that is much more than just somewhere to sleep.”

David Mansfield, Ascott’s managing director – Australia, said the opening of lyf Collingwood signals the start of a phase of growth for The Ascott Limited in Australia, following the integration of the Quest Apartment Hotels brand into the business.

“We see great opportunity for expansion across key gateway cities in Australia, especially for our globally successful Citadines Apart’hotel and lyf brands and we are currently working with a number of interested parties on both management and franchise models,” he said.

In 2023, the company will bring the Citadines Apart’hotel brand to Sydney with the opening of the 252 room Citadines Walker North Sydney.

In 2022, four other lyf properties are slated to open across the globe in gateway cities such as Bangkok, Cebu, Kuala Lumpur and Xi’an. Five other lyf properties are scheduled to open in Beijing, Danang, Ho Chi Minh City, Manila and Paris by 2025.