Serviced apartment provider Ascott has launched The Crest Collection – a portfolio of some of the group’s “most prestigious and unique serviced residences”.
The collection has initially launched with four properties – the forthcoming Metropole in Bangkok (set to open in June), and three Citadines Suites properties in Paris which have been renamed under the new “La Clef” branding.
These are La Clef Louvre Paris (formerly the Citadines Suites Louvre Paris ), La Clef Champs-Élysées Paris (formerly the Citadines Suites Champs-Élysées Paris), and La Clef Tour Eiffel Paris (formerly the Citadines Suites Arc de Triomphe).
The launch of The Crest Collection is part of Ascott’s “global facelift programme”, which has seen 45 properties refurbished since 2010 at a cost of S$230 million (£119 million).
Commenting on the launch Ascott’s CEO Lee Chee Koon said that The Crest Collection “opens up more opportunities for us to work with property owners who want Ascott to manage their property while maintaining its unique features”.
He added that Ascott aimed to have 10,000 apartment units in Europe by 2020.
France is a key market for the group, with more than half of Ascott’s European portfolio located in the country, and the group’s managing director for Europe Alfred Ong said that the decision had been made to rename the Citadine Suites properties under La Clef branding as it represented “‘The key’ to a memorable experience through the art of luxury living”.