citizenM Inspires Guests To Embrace The Sunshine State Of Mind
The hotel brands opening campaign features the sun as the star for the newly opened Miami South Beach property
citizenM - the pioneer of affordable luxury hotels - has launched a new opening campaign for its third property in Miami, providing guests the opportunity to embrace their sunny side. Located steps away from the buzzing retail and restaurants of Lincoln Road, citizenM Miami South Beach is where the positive effects of sun meet the positive effects of citizenM’s sleep experience.
To embody the energy and flair of Miami, citizenM enlisted Edd Carr, a British artist who specializes in cyanotype, and three Miami-based influencers - Gaby Cuadra, Rodolfo Rojas and Gabi Fuller - for this one-of-a-kind campaign. Carr utilized cyanotype, a practice which allows you to print images with the sun’s rays, to uniquely capture how Gaby, Rodolfo and Gabi embrace their sunny side at citizenM. The vibrant blue hue in each image is a direct result of the cyanotype process, in which paper, soaked in a special solution turns blue when exposed to sunlight. The entire campaign was created by exposing photographic negatives in this manner, showcasing the sun’s power to impact people.
In a way that is distinctly citizenM, the bold campaign artwork is the brand's newest out-of-home ads. To celebrate the property’s recent opening, citizenM took the campaign to the beaches of Miami with boats featuring the animated artwork. In September, citizenM brought the out-of-home ads to New York allowing locals and tourists a glimpse of the sunshine state of mind on the city’s waters. The cyanotype artwork reflects the vibrant community of South Beach featuring Gaby Cuadra, a multifaceted social media professional with her finger on the pulse of Miami’s vibrant scene, Rodolfo Rojas, a professional athlete known for his daring slacklining and watersport stunts and Gabi Fuller, renowned American cheerleader inspiring fans with her positivity and dedication to personal growth.
We are thrilled to share our newest opening campaign for citizenM Miami South Beach, which marks the arrival of our third property in the city. Following our warm welcome for citizenM Miami Brickell and Miami Worldcenter, we built upon our prior campaigns in a way that is recognizable to the community as uniquely citizenM. Inspired by the Sunshine State of Mind, the sun was the natural choice to capture the radiance of South Beach. To bring the campaign to life, we worked with cyanotype specialist, Edd Carr, who beautifully captured how guests can embrace their summer spirit at citizenM Miami South Beach. Robin Chadha, Chief Brand Officer
citizenM continues to invest in guests' sleep experience from rooms kitted with XL king comfy beds and the finest European linens to the newly released personalized sleep guides. Launched in September, the sleep guides offer thought-led advice on how to get the best sleep. Each guide is personalized to an individual guest’s sleep chronotype, based on the outcome of the questions answered via sleep.citizenm.com. A sleep chronotype refers to an individual's natural preference for activities and sleep at certain times of the day, such as being a morning person (early bird) or an evening person (night owl). By identifying a guest's sleep chronotype, the citizenM sleep guides provide personalized advice to optimize their sleep, especially when staying at citizenM. The sleep guides are available to guests who have booked into any of citizenM’s locations across the US, UK, Europe, and Asia.
The 168 rooms are designed to be the very best: the beds are XL king-size wall-to-wall with an extra comfy mattress and luxury bedding. A 4K widescreen TV offers streaming options via free super-fast Wi-Fi, so that guests can enjoy their own content. A powerful rain shower with full-size shower gel, shampoo and conditioner (as well as giant fluffy towels) will soothe all long- and short-haul travelers. The room ambiance is fully controlled by an in-room iPad – the blinds, climate, the TV, even the lights with changeable colors – or via the award-winning citizenM app. Within the property, guests have access to stylish amenities, including a cozy living room perfect for bleisure travelers catching up on emails, the brand’s signature canteenM serving 24/7 snacks and drinks, a 24/7 gym, 2 societyM meeting rooms, rooftop infinity pool and hidden bar surrounded by lush greenery and a cozy outdoor second-floor terrace in addition to the captivating art on display throughout the hotel.
As a part of citizenM’s commitment to art and emerging artists, the three Miami properties will host activations during Miami Art Week 2024 (December 6-8). Head to citizenM.com or follow on Instagram and TikTok to stay up-to-date on all Miami Art Week activation announcements and details over the coming weeks.
citizenM Miami South Beach follows the successful openings of Miami Worldcenter (2023) and Miami Brickell (2022) and is a part of an ambitious expansion plan in the US and beyond, which aims to introduce its innovative lifestyle brand to hubs with modern travelers on-the-go. citizenM Miami South Beach joined the portfolio as the 36th hotel and follows recent openings in Boston Back Bay, Austin Downtown, Menlo Park on the Meta campus, and several cities across North America and worldwide.
About citizenM
citizenM was launched in 2008 with a purpose – to disrupt the traditional, stale hotel industry. Rattan Chadha – the founder of the global fashion brand Mexx – was inspired by his employees to create a hotel for today's frequent travelers, giving them everything they need and nothing they don't. This means central locations in the world's most exciting cities, but at an affordable price. Not just a place to sleep, but somewhere to work, relax and play – just like home. Somewhere with superfast free Wi-Fi, tech that makes life easy, and world-class art that isn't "hotel art'. A room with an ultra-comfortable XL bed to crash in, and a powerful rain shower to wake-up in. Rattan Chadha called this "affordable luxury for the people'. The first citizenM opened at Amsterdam's Schiphol Airport in 2008. As of November 2024, citizenM's portfolio has 36 hotels in 21 exciting cities: London, Glasgow, Amsterdam, Rotterdam, Paris, Copenhagen, Rome, Zurich, Geneva, New York, Los Angeles, Miami, Austin, Boston, Seattle, San Francisco, Washington DC, Chicago, Menlo Park, Taipei and Kuala Lumpur.
