citizens of the Bowery  

Art Direction

To launch the new citizenM Bowery hotel, we celebrated the historical neighbourhood, through portraits of the people who live there.

Working with director, photographer and activist, Christelle De Castro, we photographed 63 of the Lower East Sides infamous characters. We used the windows of the hotel to display the portraits, creating a unique outdoor gallery that lit up the New York skyline.
The eclectic characters shared their stories with us, which were used on citizenM’s social channels and printed on coffee cups in hotels around the world.

To continue saying hello, we handed out cheesecakes to all of citizenM’s new neighbours.

We also shot some extra PR photos for citizenM’s social media, giving the usual cheeky dig at stuffy, overpriced hotels.