The Ascott Limited – Lyf Residence
lyf (pronounced “life”) is a new-generation brand by The Ascott Limited, designed for travelers who seek freedom, creativity, and community. Positioned between co-living and hotel living, it offers flexible, design-led spaces that move with the pace of modern urban life. Each lyf property is built around connection, featuring co-working lounges, social kitchens, laundromats, and event zones that inspire collaboration and shared experiences. Its bold interiors, local art, and modular layouts express the character of each neighborhood while encouraging authenticity and exchange. More than a place to stay, lyf is a vibrant platform for living, working, and creating together. With its scalable model and people-first design, it embodies a new vision of hospitality—one shaped by the social and cultural energy of the world’s next generation of global nomads.
B&B HOTELS – New Hybrid Long Stay Concept
B&B HOME represents the long-stay vision of B&B HOTELS, created to meet new travel habits shaped by mobility, flexibility, and sustainability. The concept blends the warmth of a home with the efficiency of a hotel, offering guests a place where daily life and hospitality flow together naturally. Its distinctive features—shared kitchens, co-living areas, and collaborations with social initiatives like Café Joyeux and Meet My Mama—make it an innovative force in its segment. By weaving inclusion, local engagement, and environmental responsibility into its design, B&B HOME transforms accommodation into a living space grounded in community and purpose. Balancing functionality, comfort, and meaning, B&B HOME redefines long-stay hospitality as both efficient and inspiring. It invites a new way to travel—responsible, connected, and deeply human.
Hyatt Hotels – The StandardX
The StandardX, created by Hyatt, introduces a new lifestyle brand that combines minimalist design with the creative pulse of a younger generation of travelers. Drawing inspiration from the energy of urban neighborhoods, it removes unnecessary formality to highlight authenticity, comfort, and local character. Each property is designed as a social and cultural hub, where design, music, and contemporary art come together effortlessly. The aesthetic is modern and understated yet full of life, echoing the rhythm and spontaneity of the city. This concept redefines luxury for a new generation—focused not on opulence, but on experience and connection. With its blend of modern minimalism and cultural relevance, The StandardX stands among Hyatt’s most forward-thinking projects, bridging lifestyle hospitality with the evolving expectations of today’s creative travelers.
nhow Hotels & Resorts – nhow Gaming Rooms & Studio
Minor Hotels, through its creative lifestyle brand nhow Hotels & Resorts, unveils a bold concept that brings together hospitality, design, and digital culture. The Gaming Rooms & Studio at nhow Berlin, created in partnership with SK Gaming, turn the traditional hotel stay into a dynamic playground for gamers, streamers, and eSports professionals. The nhow Gaming Studio, a 71 m² certified professional space, includes five high-performance gaming stations, ergonomic Noblechairs, LeetDesk setups, and ultra-fast connectivity. Immersed in nhow’s signature atmosphere of neon light, vibrant color, and futuristic design, the spaces capture the energy and creativity of modern digital culture while maintaining comfort and style. By combining hotel hospitality with cutting-edge gaming infrastructure, Minor Hotels and nhow set a new benchmark for innovation—redefining how lifestyle travel and digital entertainment can come together in one immersive experience.
Novotel – From La Suite to the Legendary Rooms
Novotel pushes the limits of hospitality with a striking innovation: a real hotel suite built inside a football stadium. La Suite Novotel by ALL.com, created within Paris’s Parc des Princes in partnership with Paris Saint-Germain, is a fully operational room overlooking the pitch, where guests can watch a live match from their own bed. The concept fuses sport, travel, and comfort into one unforgettable experience. Extending this vision, Novotel Legendary Rooms brings the spirit of the game to hotels around the world. Each room, inspired by PSG legends and decorated with authentic memorabilia, turns storytelling into design and passion into décor.
UMusic Hotels – UMusic Hotels, a Magical Stay
A collaboration between The Ascott Limited and Universal Music Group, UMusic Hotels reimagines urban hospitality by uniting accommodation, culture, and live performance. The first property, UMusic Hotel Madrid, breathes new life into the historic Teatro Albéniz, now transformed into a vibrant destination with 130 rooms, a rooftop pool, and a concert venue built seamlessly into the hotel itself. From the outside, its statues and ornate façade preserve the theater’s legacy, while inside, music and design come together to create a dynamic guest experience. This concept distinguishes itself by turning a cultural landmark into a living hotel space where guests can stay, dine, and experience live music in one place. With curated cultural programming and the UMusic Shop complementing the offering, the property defines a new level of experiential travel—where hospitality becomes an artistic expression that connects people, creativity, and history.
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