Underlining citizenM’s unique hotel experience worldwide
citizenM is a relatively new hotel concept. In 2008 citizenM opened its first hotel with the idea of ‘disrupting’ the traditional hotel industry. They developed a hotel concept for the modern traveler. A traveler who values the experience of a luxury hotel, but at an affordable price and situated nearby a town center. citizenM has set its ambition: by 2025, it should operate 100 hotels across the world.
- Implement citizenM’s unique hotel and brand experience consistently on an international scale
- Streamline and standardize execution processes to ensure efficient brand implementation
- Shorten the lead time of location development and brand implementation process
- Enable central project monitoring and control
Unique brand experience & affordable luxe
citizenM differs from other hotel concepts in almost all aspects. The organization is centrally driven. They are an all-in-one real estate developer, design- and project management organization, and a hotel operator. Another distinctive factor is the way they let their visitors experience the citizenM brand. The entire journey is laced with brand expressions in an extraordinary way. And, a high degree of standardization enables a ‘hyper-efficient’ application of the brand, thereby creating a strongly recognizable and coherent experience across all citizenM locations. In every hotel, however, there is room for a touch of local flavor characterizing the city the concerning citizenM hotel is located in.
Being an expert in rolling out and maintaining branded assets, RGN uses the desired brand experience and established application standards as a starting point for determining what branded assets to apply and how to accomplish an optimal and efficient implementation.
RGN as partner
RGN brand identity services are the proud partner of citizenM for implementing branded assets in a consistent, uniform, and efficient manner. We support citizenM in the technical development of (mainly) the signage related branded assets, thereby capturing established technical specifications and creating 3D manufacturing drawings. To produce various branded assets, we have selected twelve manufacturing parties. Assembly and installation are done locally by partners from our so-called Local Hero network. This network currently includes over 800 individual specialists who execute work by our Excellent Executing Program (EEP protocol). Using this protocol, we continuously challenge ourselves and our Local Heroes to elevate our combined services’ quality to the next level.
The approach of central production and local assembly and installation enables us – for every new hotel citizenM is opening – providing effective and efficient implementation of all branded assets RGN is responsible for. In this way, we add value to the citizen brand.
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