JOYN Living

JOYN Serviced Living was a premium serviced-apartment brand launched in 2019 by Upartments Real Estate, a subsidiary of CORESTATE Capital Holding — one of Germany's largest real estate groups. JOYN sat between a hotel and a home, made for the generation on the move: consultants, project workers, and expats staying weeks or months in another city. Fully furnished apartments with real kitchens, hotel-style services, coworking lounges, and community spaces — a design-led brand that opened first in Munich, with a pan-European pipeline behind it.

CORESTATE was building one of Europe's largest serviced-living platforms — more than a thousand apartments in the initial pipeline, cities from Vienna to Madrid. JOYN needed a digital front door to match the ambition: a brand-quality marketing presence, real apartment inventory across destinations, and a booking experience that takes a guest from discovering a city to a confirmed, paid stay — entirely online.

We owned the digital layer end to end. On top of Ippolito Fleitz Group's brand identity, we designed and built the marketing site: destination pages, apartment listings, and a page system that let a launching brand present a growing portfolio of cities and buildings.

At the centre sits the direct-booking engine. A guest picks a destination, sees live availability, chooses a rate and length of stay, enters their details, and pays — one continuous flow from discovery to confirmed reservation, built for a brand with no existing digital footprint to lean on.

JOYN launched in Munich in 2019 and took its first bookings on the platform we built — the digital experience shipped, worked, and booked real stays in its launch year. Then COVID hit: corporate travel collapsed, and under rising rates and falling property valuations the capital-intensive expansion became unsustainable. CORESTATE restructured, Upartments was sold, and the JOYN brand was gradually wound down; the site is no longer live. JOYN is still cited as a well-executed example of hospitality branding — the market ended the story, the product did its job.