LYRIC
Changing how we live when we travel.
Lyric redefined hospitality with a new category: premium apartment-style stays for modern business travelers. Backed by Airbnb, NEA, FifthWall, Starwood Capital, and Tishman Speyer, we built a brand at the intersection of real estate, technology, and lifestyle. I led a cross-functional team to design every touchpoint—digital and physical—positioning Lyric as the elevated choice in the flex-apartment space. Our research revealed that travelers wanted more than mid-tier hotels: they craved independence, wellness, workspace, and a sense of belonging. Lyric delivered a home-away-from-home that connected guests to both routine and neighborhood.
Aspirational Target:
Creative Modern Business Travelers
Our consumer research and design imagination sparked the development of the the Creative Suite™ which focused on Productivity, Renwal and Local Connection. Through a strong mission, clear positioning and a purpose-built design experience we were able to successfully attract millennial business travelers looking for more opportunities to harness a clear work/life balance.
The Creative Suite
A network of living spaces that focus on personalization, purposeful design and local community to help you recharge, inspire productivity, and discover new experiences while you travel.
Experience Pillars
1. Create
Empowering New Ideas
Everything we do is designed to inspire new thinking and help bring it to life in the world. From bright studio-like spaces to tools and resources that allow you to express your unique ideas, we’re designing a platform that empowers people and facilitates creation.
2. Renew
Recharging Bright Minds
We create opportunities for relaxation and recreation to help you let go after a productive day, leaving you reinvigorated and rejuvenated for when it’s time to start the next one. From restful sleep to energizing exercise, we guide you to clear your mind, making room for the next great idea.
3. Connect
Expanding Perspectives
We bring fresh ideas, new points of view and creative people together to foster communication and transform perspectives. We create a curated experience of the sights and sounds of the city to connect you to its culture and its communities.
Brand Identity & Design
An Identity Inspired By The City
Inspired by the movement and shapes of the city and urban living, my team developed a brand identity system that expressed the uniqueness of each neighborhood’s culture, style and identity. Every city has its own lyric.
Strong Growth & Guest Love
With a well defined product Lyric was able to secure real estate deals with the NMHC’s top 50;. 14 new markets were added to the portfolio. Guest Satisfaction scores through direct and OTAs (Online Travel Agents) were an average of 4.84 and NPS was a 70+. Strong growth and partnerships enabled Lyric to land an impressive 180 Million Series B and a prime property in New York City’s Financial District.
Role: Chief Experience Officer
Responsible: End-to-End Guest Experience