Adeline Phua, Managing Lyf Partner, The Ascott Limited, unpacks the evolution of Lyf from a bold idea in 2016 to a growing portfolio of over 35 properties across Asia-Pacific and Europe. Designed for digital nomads, entrepreneurs, and modern travelers, Lyf is redefining what it means to live, work, and play under one roof. Adeline discusses how Lyf uses design, data, and community engagement — from "Ambassadors of Buzz" to yoga classes and pet adoption drives — to create a vibrant and flexible hospitality model. She also shares insights into investor interest, expansion into Europe and the Middle East, and key learnings like bringing back TVs (but not the channels). Lyf is more than a stay — it’s a movement toward social living.