Get to know Amsterdam through the citizens that live there.
citizenM have a new member of their family – citizenM Amstel Amsterdam, their third hotel in the brand’s hometown and the most central one to date.
To celebrate their homecoming, we wanted to honour the people that give Amsterdam its special personality.
We collaborated with local photographer, Lois Cohen, to get under the skin of the groups that have become synonymous with some iconic neighbourhoods.
The series of portraits appeared in large format digital billboards across the Dutch capital, and in citizenM’s social introduction to their new Dutch home.
To continue the celebrations, we said hello to our neighbours in a suitably citizenM way.
We projected playfully pointed welcome messages on five hotels across Amsterdam (Amstel, Conservatorium Hotel, nhow, Okura, W Hotel).
The guests of these hotels were invited to come experience citizenM’s distinct brand of affordable luxury.