CITIZENM LOS ANGELES DOWNTOWN

Problem

citizenM is opening its first hotel in Los Angeles, in the burgeoning Downtown district. COVID-19 has curtailed all travel and this is their first hotel opening since the world started opening up. How do we announce the hotel to future guests while cementing our relationship with art, and the local, diverse & creative community?

Solution

Continue the hotel brand’s successful “citizens of” launch program, by creating an 11-storey exhibition of 52 locals from Downtown LA. “citizens of” is a large scale window exhibition which started in citizenM’s Bowery Hotel, and continued in Zurich, Copenhagen and Seattle. To launch in LA, the city of celebrity, we wanted to shine light on some less famous, but no less important faces in Downtown LA.  Local photographer , Corinne Schiavone, captured 52 creative, enterprising, artistic and beautiful locals in a medium synonymous with LA’s famous casting calls – the Polaroid. The exhibit was bolstered by video, digital and social content – see the series here and here. Apple News called it “a major artistic upgrade” and “a photo exhibit unlike any other”. Also featured on Creative Review, It's Nice That, Adweek, Muse by Clio and The Drum.