Shangri-La Group has launched its family experience brand “Fam.ily” which involves programmes and experiences for families to play, bond, and grow together while creating life-long memories.

The programmes are specially designed and curated to cater to different age groups—from curious toddlers to adventurous grandparents.

As per the official website, “Fam.ily celebrates the unconditional love and support of a family, the deep affection, respect and loyalty among its members, and the strong ties that bind us. Fam.ily — which combines the shortened word for ‘family’ and the abbreviation for ‘I Love You’—symbolises our commitment to serve our customers and their multigenerational families better, and to go beyond service by inviting our guests to be part of an integrated family-centric experience.”

“This vision is communicated and brought to life through five pillars: Branding and Communications, Design and Environment, Product and Programming, Service and Culture, and our Intellectual Property.”

For more information, click here.