NEW YORK CITY-Looking to differentiate itself from other landlords presiding over rental properties, Invesco Real Estate has launched a “lifestyle brand”—called Instrata Lifestyle Residences—under which it will offer residents of its five properties here some unique services and amenities. The company, a unit of unit of Invesco Ltd., may also bring the concept beyond New York in the future.

The Instrata brand gives residents of Invesco buildings the promise of  “condominium-caliber design, finishes, amenities and services to rental developments,” buildings with ample public space, concierge services and access to golf courses, ski locations and the like throughout the country.

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