K.Z. INNOHUB
YOUTH RESIDENCE BRAND DESIGN
Working with LOD Design, Ascott China and Vanke
Hangzhou, China (2021)
Lyf (Luoyifang) is a brand developed by Ascott International Service Apartment for millennial travelers.
Customer groups are divided by ideas of freedom, exploration, and yearning for community experience.
Design Strategies
Brand Understanding
​Transfer local culture as consumption desire to brand design elements, expand the attraction for target consumers interest order to deliver the brand identity and value
User Analysis
The millennial and Generation Z would like to explore fresher and newer experiences they never get before, they are attracted and fascinated by the sense of the unknown journey and it is the main source of touristic consumption behavior
Spatial Planning
The Lyf Mid-Town project has a total of 5 types of apartment modules, including Studio S1 (71 rooms) and Studio S2 (30 rooms), Two of a Kind double rooms (4 rooms), All together quadruple rooms (2 rooms), Accessible room (2 rooms) and Thematic Rooms (12 rooms), totaling 120 rooms.
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Branding strategy development process
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Design Output
The year 2020 impacted every person across the world, it is the opportunity to develop what we have learned from this global pandemic to construct a new living experience where everyone can thrive especially for Generation Z and Millennial which is our main target group in this LYF project.
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'The pandemic has cultivated people’s desire to escape from the city,
how does this crisis reshape people's life'?
The definition of tourist for the younger generation has changed from site and landmark visits and shopping to cultural and natural discovery experiences. They are looking forward to having more offline interaction in a fresh environment and getting into their community in order to enhance social belonging and social participation.
Smart experience and interactions no longer happened online, to support and empathize with those most in need of our target user groups in their daily routine, we tried to combine consumer interests and preferences with local culture, to deliver a sense of cultural interaction physically and visually in this resident spatial product design.
Beyond spatial design, our concept is more about how to design an organic user living journey with different scenarios， to deeply understand the city spirit and LYF brand identity in order to better share the brand value with the users.
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 concerned about
Traditional Hangzhou craft technique, textile pattern, music instruments, stories, and remarkable landmarks are placed to surround the apartment, from indoor to outdoor and the way-finding signage to the slogan, people can sense the local culture 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 on this platform, using their own views and ideas to inherit the culture and re-shape a new individual story about this city.
