There has been so many articles and talks about the new midscale hotel concepts that one could wonder if they were really open or not. Well at least, there is no questioning any more about two of them. While the first Aloft by Starwood Hotels opens at the Montreal Airport, CitizenM celebrates its official launch at Schiphol Airport near Amsterdam. With 230 rooms inspired by the cabins of a yacht, Citizen M is positioned a major player in the category “affordable luxury”. The limited space of the room - 14 sq. m - is optimised. Starting at 69 euros per night, they all offer a king size bed, a rain shower and a flat screen TV. Invented by Phillips, a one-button device sets whole the functions of the room: temperature, light, alarm, music. The vast and friendly lobby is designed to be a living space to meeting and relax 24 hours a day. The hotel pledge for the freedom of its guests with its “grab & go” catering concept at the CanteenM and its kiosks to check in and out. The construction technique based on IFD (Industrial Flexible Demountable) should allow a fast development of the concept. After Schiphol, a second unit is presently in construction in Amsterdam, next to the World Trade Centre, and should open at the beginning of 2009. A third one is already in the pipeline in Glasgow and another twenty or so CitizenM are expected in the major European metropolis within five years? Next step it the entire world.
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