How to live like a Parisian but eat like a Singaporean in the French capital

Picture this: You and your significant other are traipsing around Paris eighth, arms laden with shopping bags with fresh pickings from Avenue Montaigne and Avenue Georges Five. Both a little jet-lagged, both a niggling craving. A option-me-up is in society. For some reason, you both crave the comforts of home: Roast duck, fish soup, Yang Zhou fried rice.

This, despite being in the gastronomic capital of France (and maybe the earth). Enter Imperial Treasure, which just opened its first outpost in Paris at La Clef Champs-Elysees, a five-star serviced residence owned by The Ascott Limited.

Two powerhouse brands bringing a slice of Singaporeana to Gaul. "We wanted to bring a fine-dining experience to customers staying with u.s.," Ascott CEO Kevin Goh explained. "We hope to work more than with Singapore brands like Imperial Treasure, to partner them globally, complement one some other, and bring Singapore enterprise overseas."

The menu at Purple Treasure Paris includes oh-and so-comforting items like the Michelin-starred eating place'due south signature Peking Duck; Poached Turbot Fillets with Preserved "Xuecai" Vegetables in Fish Broth (essentially, fish soup); and Iberico Pork Bao. Dim sum is also available, in case yous but want to graze – but of course you tin can fuel up on a hearty dim sum brunch before hitting the streets of Paris.

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Dwelling house AND Abroad

The idea is for guests of La Clef Champs-Elysees – Singaporean or otherwise – to feel like they are completely at domicile, with Imperial Treasure equally their canteen. Nip in for some nosh, and then retire to your chicly appointed apartment, courtesy of designer Jean-Philippe Nuel, a principal of French elegance.

Homely touches abound, from the bookshelves, marble fireplaces and parquet flooring to the kitchenette and – in some of the property's seventy rooms, suites and apartments – washer/dryers. There is also a gym and residents' lounge.

The Executive Room. (Photo: Ascott)

Given that the property sits smack in the middle of the bustling eighth arrondissement – just a 5-minute stroll to Champs Elysees and the George V metro, and 10 minutes to the Arc de Triomphe – the neighbourhood has a surprisingly quiet, virtually residential feel.

"If you visit the property, it's got a very homely experience," said Goh. "We've even had 3 proposals happen in the edifice, in one of the penthouses. All three were successful!" he added with a express joy. For those thinking of popping the question in the City of Light, the penthouse in question is the 56 sqm (603 sq. ft.) Duplex Montmartre Terrace.

The two-storey, i-sleeping room suite features a lower level with living, dining and kitchen, while the upper level houses the bedroom and an expansive terrace that looks out onto Montmartre and the iconic Sacre Couer in the distance. Meanwhile the bath has a fractional view of the Eiffel Belfry – merely in case you needed a reminder of where you were while in the shower.

A NEW Lease OF LIFE

There is practiced reason for La Clef Champs-Elysees's homely feel: It was once the residence of the Hennessy family unit. "When you stay with united states, y'all're actually staying in a piece of history," said Goh. Built in 1907 in the Haussmannian style (that elegant architectural expression characterised by balconied facades, mansard roofs, high ceilings and tall windows), the Hennessy clan lived in the building until the 1950s.

The edifice's original staircase, with its elegant wrought-fe balustrade, was faithfully preserved. (Photograph: Ascott)

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Ascott purchased the holding in 2015, converting it into Citadines Suites Champs Elysees. La Clef Champs-Elysees opened in January 2022 later a 2-twelvemonth catamenia of renovation and restoration.

"When we took over the edifice, we appointed Nuel," said Goh. "He specialises in luxury interiors. The pattern intent was really to highlight the architectural heritage as well equally show the French way of living. If you look at the property in detail, y'all'll run across many touches of this in various parts of the building. Y'all'll see herringbone parquet, wrought iron railings on the stairways with different motifs on it."

La Clef Champs-Elysees is the third property in Ascott'due south The Crest Drove, the other two being La Clef Tour Eiffel and La Clef Louvre.

Goh explained how the three properties complemented and assorted with each other: "La Clef Tour Eiffel is too housed in a Hausmannian edifice, but the character of the interior is quite different. La Clef Louvre is correct side by side to the Louvre, but is fix i street away, so you lot get the peace and quiet. That belongings is more Gothic/Art Nouveau in style."

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Flight THE SINGAPORE FLAG HIGH

Across the pond in London, a major new holding under the Ascott umbrella is set up to open come up November: Citadines Islington London, part of the Islington Square integrated development. Coincidentally, the 108 apartments are also housed in a building – a former Royal Mail sorting office – that dates to 1907.

Key draws are the property'southward location: Information technology is ready amongst a buzzy stretch of bars, restaurants and shops. For soccer fans, Arsenal'due south abode ground, Emirates Stadium, is a vii-minute Uber ride away.

La Clef Champs-Elysees and Citadines Islington London are only two cogs in the wheel of Ascott's speedily expanding portfolio. Worldwide, the group has 112,000 units to its name at this bespeak, representing S$ten billion worth of assets under management. This is set to balloon to 160,000 units by 2023.

Not surprisingly, the Asia-Pacific region accounts for the group'southward biggest growth story. Commenting on this spurt, Goh said: "Our growth has been supported by macro-economic science. In Asia we run across better transport infrastructure, and customers who have the aspiration to travel a lot more to experience life. From a network perspective, it'southward important to offering our customers a variety of options as they travel around the globe with us."

As a scale business, Goh added that it allows the grouping to lower the overall cost of operations, which then translates into higher investment in areas like direct sales channels, loyalty programmes, and technology.

GAME ON

But in an era where home-sharing platforms similar Airbnb or Stay One Degree, as well as major hotel groups like Marriott International (Homes & Villas by Marriott International) and Accor (Onefinestay), are offering luxury homes as function of their portfolio, competition for customers, and customer loyalty, is fierce.

Goh has no qualms about this.

"We focus a lot on customer satisfaction, product consistency, service consistency, too as the safe and security of our customers. Most of our customers stay with us because they appreciate that. What we want to practice is listen very closely to our customers. And I recollect if we stick to that principle, we would be a few steps alee of where our contest might be."

In April, the group unveiled Ascott Star Rewards, touted as "the globe's first loyalty programme in the serviced residence industry to offer full flexibility to earn and redeem points".

And then far, Goh said the response has been very positive. "On our direct sales channels – people who come to united states of america on our website – shut to 95 per cent of bookings are made past members. That'southward something we desire to invest a lot of time and effort in, edifice a straight channel to accomplish out to our customers, to mind to, and appoint with, our customers, and tailor our products accordingly."

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Source: https://cnalifestyle.channelnewsasia.com/people/ascott-ceo-kevin-goh-245901