Case Study: citizenM launches its first Los Angeles hotel with KesselsKramer’s ‘citizens of’ exhibition

CitizenM launches an 11-storey exhibition in Downtown LA with KesselsKramer

citizenM, a hotel group, faced the challenge of announcing the opening of its first Los Angeles hotel during the post-COVID travel resurgence while also strengthening its connection to the local creative community. The vendor, KesselsKramer, was tasked with developing a launch strategy that achieved these goals.

KesselsKramer's solution was to extend citizenM's existing "citizens of" program by creating an 11-story window exhibition featuring Polaroid portraits of 52 diverse locals from Downtown LA, photographed by Corinne Schiavone. This artistic installation was supported by video and social content. The campaign was a critical success, receiving positive coverage from outlets like Apple News, which called it "a major artistic upgrade," as well as Creative Review, Adweek, and The Drum.

CitizenM