Brand Understanding
Lyf is a brand developed by Ascott for the millennial travelers. Lyf customers are proficient in digital technology, good at communication, socially responsible and willing to exchange information, including technology groups, start-up teams or artists in cultural circles such as music, media, fashion and other industries. Customer groups are not divided by age. They pursue ideas of freedom, exploration and yearn for community experience.

User analysis
Generation Z and Millennial which is our main target group in this LYF project. The pandemic has cultivated people’s desire to escape from the city, how does this crisis reshape people's life?

Social media motivated young consumers' behavior these days, following the trend. Young generations are becoming more tech and eco-conscious and social equality, it has brought extra pressure on the brand developers to showcase their social contribution and brand value commitment. According to our online survey, people are currently living ‘lazy lifestyle’ with fancy smart products and concern about health problems while they are active at night on social media or game life.

The definition of tourist for the younger generation has changed from landmark site visits and shopping to cultural and natural discovery experience. They are looking forward to having more offline interaction in a fresh environment and get into their community in order to enhance social belonging and social participation.

Design Concept
The millennial and Generation Z want to try fresher and newer experiences. Design exploration for the crossover culture and strong color implication with personality and character of the younger generation, actively re-design the traditional culture in an innovative view and modern stylish way. 

Beyond spatial design, our concept is more about how to design an organic user living journey with different scenarios, to deeply understand the city’s spirit and LYF brand identity. This living journey is conceptually divided into four parts with different unique Hangzhou historical design elements: Discover the local history, immerse the local culture, share their lyf experience and re-define the community. Extract over three hundred heritage cultures into new design elements and patterns for lyf apartment as culture development and protection is part of what our projects concern about. 

Traditional Hangzhou craft technique, textile pattern, music instruments, stories and remarkable landmarks is placed to surround the apartment, from indoor to outdoor and the way-finding signage to the slogan, people can sense the local cultural and stories in a new way as graffiti with strong color at every corner of the apartment. They are welcomed and encouraged to share their experience on social media in this platform, using their own views and ideas to inherit the culture and re-shape a new individual story about this city.