You'll recognise the modular concept of the hotel rooms, which we first saw at its Amsterdam Schiphol Airport location. Perhaps the artwork with "Another World Is Possible" is a reference to this being not-your-average hotel concept? And we suppose the suited gentleman / golfer is an example of the "mobile citizen of the world" that will be choosing to stay at CitizenM.
We'll keep you posted as the hotel starts welcoming guests to bring you an update on how the brand has done with its introduction to the UK market. We'd guess that with affordable rooms in a city known for its inflated hotel prices, and not to mention free Wifi, they will do just fine. In the meantime, if you are still a little new to CitizenM, you can find out more about the concept here.