Ascott launches The Crest Collection

La Clef Champs-Élysées Paris

Ascott has launched The Crest Collection, a prized selection of some of its most prestigious and unique luxury serviced residences.

The collection offers the growing number of discerning travellers extraordinary experiences with a sense of home.

Each property is a signature on its own with a distinctive character which epitomises European elegance and grandeur.

The debut collection comprises the newly added Metropole, which will open in Bangkok in June 2016, and three of Ascott’s Citadines Suites properties in Paris that have been renamed to La Clef Louvre Paris, La Clef Champs-Élysées Paris as well as La Clef Tour Eiffel Paris, where the launch ceremony of The Crest Collection was held.

Acquired in 2011, La Clef Tour Eiffel Paris was included in the global asset enhancement programme rolled out by Ascott in 2010.

Through Ascott’s extensive experience in product development and design, the property was boldly transformed – the serviced residence seamlessly marries Parisian elegance in a 19th century Haussmannian apartment building with the postmodernist style of celebrated architect Ricardo Bofill in an adjoining hotel.

Lee Chee Koon, Ascott chief executive, said: “Ascott has a strong track record of product development and design expertise, from preserving heritage buildings to converting offices to serviced residences.

“Since we started with an extensive refurbishment programme in 2010, we have invested S$230 million to renovate 45 properties globally, 23 of which are Citadines properties in Europe.

“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.

“With more than 30 years of experience and managing over 290 properties worldwide, Ascott has been focusing on creating the best experiences for customers staying in our properties of international standards; while at the same time ensuring we make the most efficient use of space to maximise returns for the owners.”

The launch of The Crest Collection follows Ascott’s recent unveiling of its Tujia Somerset brand to cater to the booming segment of middle class travellers in China.

Together with its three award-winning brands of serviced residences – Ascott The Residence, Citadines Apart’hotel and Somerset Serviced Residence, Ascott is able to provide guests with wider choices to suit their different lifestyle needs.