Purple and The Ascott Limited have today announced a strategic partnership that will see both parties collaborate to deliver Nigeria’s first professionally managed Apart’hotel. Purple’s upcoming mixed-use oasis, Citadines Purple Lekki will play host to this new, refreshing living experience, which blends the convenience and hospitality of traditional hotels with the comfort of being in your very own home.
This partnership will introduce and formalize the Apart-Hotel concept to the Nigerian market through its first offering, Citadines PurpleLekki Lagos. This novel location will consist of approximately 150 units broken up into one-, two-, three- and four-bedroom furnished Apart-Hotel suites, all benefitting from world-class management services, stunning ambience, design and build quality.
Citadines Apart’hotel is the industry-leading hospitality brand that defines the Apart’hotel concept, with a network of more than 770 serviced residences and hotels worldwide. Citadines Apart’hotels offer the flexibility and practicality of a serviced residence with an infusion of locally influenced hospitality. The feature-rich environment of Purple Lekki, which contains elements of retail, co-working, entertainment, cuisine, and arts and culture, provides the ideal setting for this product.
The Apart’hotels will sit atop the Purple Lekki mixed-use centre, boasting a world of fun, shopping and work within the same building. With Purple’s typically intelligent spatial design, the residences have been demarcated from the activity below, creating a peaceful enclave in the heart of the bustling Lekki axis.
The Citadines Apart’hotel brand is the jewel of The Ascott Limited; a Singaporean Hospitality Group with a portfolio that spans more than 190 cities across over 30 countries in Asia Pacific, Central Asia, Europe, Middle East, Africa and USA. Citadines Apart’hotels are known internationally for modern comforts, business connectivity and customized services, which ties in perfectly to Purple’s design.
Speaking at the signing ceremony between the two companies in October 2021, Laide Agboola CEO of Purple said; “We have carefully put Purple Lekki in partnership with an internationally renowned hospitality brand like Citadines to create an exciting and affordable lifestyle experience for our customers across all income levels, whilst ensuring standards and quality that will deliver compelling returns to our investors.”
Vincent Miccolis, Ascott’s Managing Director, Middle East, Africa, Turkey and India, said: “We are delighted to establish this partnership with Purple, to introduce Ascott’s award-winning Citadines brand to the dynamic and evolving hospitality landscape in Lagos. Citadines is one of our most popular brands amongst vibrant travellers across the world, offering guests the flexibility and practicality of a serviced apartment with hotel services and locally influenced experiences. We are proud to welcome Citadines to Nigeria through our formidable partnership with Purple, and confident that Citadines PurpleLekki Lagos will be a highly sought-after destination for both global and local travellers”.
The Apart’ Hotel is currently under construction and is poised to open in 2022.
Purple Real Estate Income Limited (“PREIL” or the “Company”) is a member of the Purple Group which is a specialist investment firm with businesses in financial services and real estate. PREIL commenced operations in 2014 and is responsible for the development of Purple Maryland (previously Maryland Mall), a Grade-A mixed-use centre that also boasts of the largest outdoor LED screen in West Africa. Purple is morphing into a tech powered real estate business deploying Proptech solutions like Purpleshop and Fractions, tearing down barriers to homeownership and world-class retail.
Building on the success of the landmark Purple Maryland, Purple Lekki is the company’s latest mixed use development, conceptualized as an affordable, all-inclusive lifestyle facility. Purple Lekki houses on a few floors, department and consumer goods stores, bars, cinemas, family entertainment, serviced accommodation created under The ‘Nano’ brand (Now named Citadines Purple Lekki, Lagos), as well as a floor of co-working and private offices.
About The Ascott Limited
The Ascott Limited (Ascott) is a Singapore company that has grown to be one of the leading international lodging owner-operators. Ascott’s portfolio spans more than 200 cities across over 30 countries in Asia Pacific, Central Asia, Europe, the Middle East, Africa and the USA. Ascott has more than 72,000 operating units and about 56,000 units under development, making a total of more than 128,000 units in over 800 properties. The company’s serviced apartment, coliving and hotel brands include Ascott The Residence, The Crest Collection, Somerset, Quest, Citadines, lyf, Préférence, Vertu, Harris, Citadines Connect, Fox, Yello, Fox Lite and POP!.
Ascott’s loyalty programme, Ascott Star Rewards, offers exclusive benefits to its members when they book directly with Ascott for their stays at its participating properties. Ascott, a wholly owned subsidiary of CapitaLand Limited, pioneered Asia Pacific’s first international-class serviced residence with the opening of The Ascott Singapore in 1984. Today, the company boasts over 30 years of industry track record and award-winning brands that enjoy recognition worldwide.
The Citadines Apart-Hotel Brand is the fastest growing chain within the Ascott Group. Over the years, Citadines has won several awards, including World Travel Award 2019 (7th consecutive year), Germany’s Leading Serviced Apartment Brand, World Travel Award 2019 (4th consecutive year), Europe’s Leading Serviced Apartment Brand, World Travel Awards 2018 (2nd consecutive year) and Japan’s Leading Serviced Apartment Brand.