10 citizenM hotel openings in 3 years

OBJECTIVE citizenM is renowned for shaking up the industry and disrupting traditional hospitality. It's lifestyle approach to their brand for the mobile citizen has skyrocketed to 36 openings of which 10 in the last 3 years (2022-2024). These launches needed to be the cherry on the cake to our awareness campaign – from teaser, to ramp up and open doors – all within consistent yet surprising themes to draw attention both locally offline as well as online on social media and other channels.

SOLUTION I was responsible for rolling out the concept of each of these 10 openings from Seattle Pioneer Square, Washington DC and Chicago to London Victoria, Paris Opéra, Rome, Austin Texas, Boston Back Bay and three in Miami. The event identity was developed from a welcoming and creative concept subject for each location.

BRAND DIRECTION DELIVERABLES

- Creative concept and event guest journey mapping

- Digital platform, event identity and campaign collateral - Pre-, During & Post Event communications - Social-media-first approach for content elements

PRODUCT & INTERIOR DESIGN - Experiential event design throughout the building - Performer and entertainment concept and execution - Food & Beverage and Hotel tour experience

- Seasonal takeover design-programming post-opening