Created by KesselsKramer and shot by It’s Nice That’s Ones to Watch alumni Amber Pinkerton, across the campaign the photographer gets up close to shoot from the perspective o below – making way for an unusual composition revealing the subjects’ contorted faces while they’re resting. The series consists of 98 windows and is a celebration of the idiosyncrasies of sleep. It’s also the first time citizenM has brought a “citizens” exhibition to London, with previous exhibits presented throughout the US and Europe. However, this isn’t the first time KesselsKramer has worked with the hotel; not only did it help launch the name and brand identity back in 2006, the creative agency worked on other campaigns across Zurich to Copenhagen, including an 11-storey window highlighting grassroots creativity in Downtown LA.
Everyone sleeps, but not everyone gets to see your resting snooze face pressed against the pillow. For the opening of new hotels across America and one in London, citizenM hotel has zoomed in on sleepers by releasing a series of multi-storey window exhibitions celebrating one of the most universal things in the world: a lovely nap.
“Every time citizenM opens a hotel,” says creative director Dave Bell, “we like to mark the occasion by creating a street-level, back-lit exhibition in all of the windows of the hotel.” He adds, “Naturally, sleep was a subject we arrived at; citizenM is known for many factors (living rooms not lobbies; great styling; good tech; affordable luxury) but ultimately you need a great sleep whenever you stay in a hotel.”