This is just the beginning for CitizenM, a new hotel brand taking off on the premise of luxury at an affordable price, with recent openings on London’s Bankside this summer and Paris and New York waiting in the wings
Rooms, small but perfectly formed, are stylishly appointed with Vitra furniture and have a lighting system that can be customised by mood. Wearing such fashionable elements of design on its sleeve, a vibrant, cutting-edge tone infuses this slick modern building in the Bankside district of central London. “We are trying to build a contemporary brand for today’s traveller who is both young at heart and very aware of what is going on,” says Robin Chadha, CMO of citizenM. “These people are very informed, and with that goes new ways of working, new ways of being entertained and cultural aspects such as art and design.”
Distinctive design is central to the thinking behind creating a hotel room that offers luxury for an affordable price. CitizenM appeals to the smart, cosmopolitan traveller with a recipe of tasteful comfort and cultural amenities. The look and feel is high-end, but with London room rates starting at £99, CitizenM captures a wider consumer base than the classic design hotel. The brand embraces the belief that an attractive bed, a great shower and a touch of style are all that guests need during a city or business trip.
To achieve a luxury feel at a budget price, the design cuts out all unnecessary items and creates a room that offers the essence of guest needs: a great bed and chic bathroom facilities. A neat way of achieving this is by placing a small cabin within each of the 192 rooms, containing a rain shower and toilet. Taking up the entire diameter of the 14 sq-m room, the super-king size bed stands in front of a floor-to-ceiling, wall-to-wall window.
“The hotel is created from inside to outside: the room design was literally the building block for the rest of the project,” explains Rob Wagemans, head designer at interior architecture specialists Concrete. “This process is rare in the conventional architecture arena, where this normally happens the other way around.”
Amsterdam-based CitizenM wants to expand globally by building over 20 hotels the coming years, all with the same room-module as its building block. In order to deliver luxury at a low price, it is essential that all the unnecessary items have been removed from the room design and, instead, brought back in the public spaces.
Read the full story, ‘Global citizen’, in the October 2012 issue of Perspective magazine!