MASTERON Group recently inked management agreement with The Ascott Limited for the management of a greenfield hotel known as lyf Brickfields Kuala Lumpur, expected to commence in 2027.
This strategic partnership marks The Ascott Limited and Masteron Group's commitment to providing innovative and community-driven flex living experiences.
lyf (pronounced "life") is Ascott's lifestyle brand, that is designed to offer a unique blend of engagement-driven communal facilities and event spaces.
Inspired by the evolving needs of the modern bleisure travellers and digital nomads, lyf offers spaces such as a social kitchen, co-working areas are designed to foster social interactions and inspire creativity. By curating community events unique to each property, the company said it aims to create an experience-led environment among its guests and residents, making it more than just a place to stay.
lyf Brickfields Kuala Lumpur will be located a 5-minute walk away to Nu Sentral. With its' close proximity to Kuala Lumpur Sentral, Masteron Group is confident that Brickfields stands to benefit from the overspill of consistently strong office rental demand in KL Sentral. The introduction of this new development around Brickfields will also lead to further gentrification and rejuvenation of the area.
"By introducing a lifestyle hotel like lyf Brickfields, we aim to lead the gentrification of this area, transforming it into a vibrant destination that mirrors the city's progressive spirit. This partnership with Ascott marks a significant milestone in our journey to create unique and inspiring spaces in Kuala Lumpur," said Masteron Group's executive director, Datuk Choy Wai Hin.
Meanwhile, Ascott's country general manager, Mondi Mecja, said "We are thrilled about our collaboration with Masteron Group for lyf Brickfields Kuala Lumpur. This venture aligns perfectly with the lyf brand's vision to create innovative, community-driven spaces that resonate with the dynamic needs of today's travelers. The property is expected to tap onto market gap of branded lifestyle accommodation in KL Sentral."
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