“Life is fast changing and hotels need to respond and adapt”, states Rob Wagemans of Amsterdam-based Concrete. Concrete thinks that life itself should drive their designs. Not owners and developers. Not brand standards. Perhaps that is why two brands that they have help form, CitizenM and Zoku, are such mould-breakers. No cookies here. Conceptualisation of new visions for guest room use and the radical reimagining of other hotel volumes for the likes of W Hotels and Virgin Voyages have their origin in the way Concrete sees people living their lives. Form follows life indeed.
