b' 23ARCHITECTURE AND BRANDINGAmsterdam-based architecture and design agencyWe craft experiences Concrete produces ultra-creative, high-impact, that fuse brandingdesign-led concepts that make a statement. Knownfor breathing visual identities into spaces, their portfolioand design.demonstrates a capacity to imagine unique experiencesMAARTEN DE GEUSand environments for clients such as citizenM. CHAIRMANCONCRETEA new hotel conceptcitizenM and Concrete have a long-standing relationship, since Concrete began working on the groups first hotel near Amsterdams Schiphol Airport in 2008. The citizenM concept is a new approach to hotel rooms and their features. They have extracted and preserved the essential to redefine the fundamentals of luxury. Concretes first challenge was to invent a new hotel standard. RUE DU MARCH 40GENEVASince the concept has been rolled out all in the chains hotels over the world. The group is continually evolving, staying in step with technological developments and improving the guest experience. For example, when the first hotel opened in 2008, WiFi, which is now included in services offered to guests, was a paid option.'