CITIZENM SAN FRANCISCO

PROBLEM

How do you launch a bold European hotel in a city famed for counter-culture attitudes?

Solution

We continued the hotel brand’s successful “citizens of” launch program, aligning our bold approach to hoteling with the dreamers, and the movements started in this city, generation after generation. Derrick Freske captured 5 citizens from San Francisco who are pushing forward and realising their dreams today. Citizens like Andrea Brooks, CEO of Sava, a cannabis delivery service; Amir the photographer, who’s aiming to publicise a different side of the African American community; and Sister Roma, a nun with the Sisters of Perpetual Indulgence. With the help of Paul Plowman, we animated type, colours and dynamic portraits, then installed an interactive dreamlike experience for passersby of the hotel for its opening month.