b' 21BOUNDARY-BREAKING ARCHITECTUREMonoplan Architects is at the crossroadsof architecture, interior design and brand We like to create strategy. The Zurich-based company providesa meaningful dialog expertise to hotel brands from diverse horizons.between the very old They are particularly well-known for usingand the very new.architecture to represent a brands image and values. Many of Monoplans achievementsALEXANDROS ELEFTHEROUDAKISharmonise the old with the new.HEAD OF CONSTRUCTION & MEMBEROF THE EXECUTIVE BOARDMONOPLAN RUE DU MARCH 40GENEVAArchitecture and brand identityWhen Monoplan, Swiss leader in the hotel sector,took over the Rue du March 40 site from anotherarchitect, the site had already been stripped, cleanedand cleared. They were free to tackle design and major issues head-on. Inside, empty spaces destined forgreater things awaited them. Outside, the challengewas how to showcase citizenM, Swatch and Aeschbach.'