The hotel company citizenM in London dared to think outside the box, breaking away from tradition and unlocking entirely new potential for the modern traveller. The goal of the new location was to offer affordable luxury with an extravagant look. The architectural firm ICA opted for a modular construction approach. Prefabrication enabled rapid progress and straightforward quality control. The facade was clad with formparts featuring rounded edges in a U-shape. The architects combined these elements with artistic features. The result: a lifestyle hotel with charm and comfort, distinguished by architectural aesthetics. Photos: Ditz Fejer