A launch campaign to mark the opening of citizenM’s new Tower of London hotel.
Photographer Dirk Rees shot 27 ‘royal’ portraits of real citizenM guests and staff in costumes made exclusively of items found in the Tower of London hotel.
These portraits appeared in a public gallery as part of a Tower Hill tube station takeover, accompanied by lines that played on the reputation of the area.
Social media activity accompanied the series, inviting guests and locals to create their own DIY royal outfit. Various other PR and social materials were created to draw attention to the opening of the hotel.