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Ascott unveils The Crest Collection 

La Clef Tour Eiffel Paris bedroom
To mark the milestone in its global facelift programme, CapitaLand’s wholly owned serviced residence business unit, The Ascott Limited (Ascott), has announced the launch of The Crest Collection.  
The collection has been created with properties that offer a unique character and experience through their exceptional location, architecture and history. Operating within architecturally distinct buildings, the new luxury collection delivers a refined accommodation experience, combining the space and comfort of an apartment with the excellence of personalised service.

The debut collection of properties includes the newly added Metropole, expected to open in Bangkok in June 2016, and three of Ascott’s Citadines Suites properties in Paris. These have been renamed to La Clef Louvre Paris, La Clef Champs-Élysées Paris (scheduled to open in 2018) and La Clef Tour Eiffel Paris.  

Acquired in 2011 and formally known as Citadines Suites Arc de Triomphe, La Clef Tour Eiffel Paris was included in the global asset enhancement programme rolled out by Ascott in 2010. Utilising Ascott’s extensive experience in product development and design, the property has been transformed. The finished serviced residence seamlessly marries the Parisian elegance of a 19th century Haussmannian apartment building with the postmodernist style of celebrated architect Ricardo Bofill in an adjoining hotel.  

La Clef Louvre Paris, formerly Citadines Suites Louvre Paris, is a distinctive serviced residence featuring an Art Nouveau façade made from dressed stone, and is adorned with balconies, sculptures and colonnades, a perfect complement to its immaculately designed suites.   

La Clef Champs-Elysées Paris, formerly Citadines Suites Champs-Élysées Paris, was built as a residence by the renowned cognac distillers, the Hennessy family, in 1907. Located along Rue de Bassano in the prestigious eighth district of Paris, the five-storey Haussmannian-style building has kept every bit of its character and charm over the decades.   

At the unveiling ceremony in Paris, Mr Alfred Ong, managing director Ascott Europe said: “To greater differentiate our Citadines properties and The Crest Collection in France, we are renaming the Citadines Suites properties La Clef, which represents ‘the key’ to a memorable experience through the art of luxury living. Each property is inspired by a story, whether it is in the building’s heritage, design or location. These unique luxury properties are well-positioned to tap into the rising demand for upscale accommodation in Paris. Guests will enjoy Ascott’s signature hospitality as we constantly strive to exceed their expectations and make them feel at home.”  

Mr Lee Chee Koon, Ascott’s chief executive officer, 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 €150 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.”

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