Bold new flavours, vibrant spaces, and content designed to stop the scroll
From high-quality plated shots to food preperation, the imagery helped CitizenM promote their evolving food offering with confidence and clarity.
CitizenM
WHO
CitizenM Hotels
WHAT
Content Creation, Social Media Assets & Menu Photography
WHEN
2016
WHERE
Rotterdam, Netherlands
HOW
Styled food photography, chef collaboration, and social-first content creation
The approach: food with flavour and feeling
CitizenM’s food offering isn’t just about what’s on the plate – it’s about experience. The brief was to visually bring new menu items, breakfast launches, and weekly noodle events to life in a way that felt bold, modern, and unmistakably, CitizenM.
We worked closely with the hotel’s chefs to ensure every dish was photographed at its absolute best – from preparation through to final plating. Alongside this, we hired and directed models to create relaxed, lifestyle-led moments that showed how the food fits into the wider CitizenM experience.
The focus was on:
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Clean, contemporary food styling
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Natural interaction between people and plates
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Content designed specifically for social platforms
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Versatile imagery that could live across menus, screens, and feeds
Everything was shot with flexibility in mind – allowing CitizenM to reuse and repurpose assets across digital, print, and in-hotel touchpoints.
Why it works
By blending menu photography with the model-led content, the visuals feel approachable rather than staged. Working directly with the chefs ensured accuracy and authenticity, while model-led scenes added energy, personality, and a sense of occasion to weekly events like noodle nights and breakfast features.
The result is food content that feels social-first, brand-aligned, and built for engagement – not just documentation.
The result
📸 High-quality menu and promotional photography
📸 Social-ready assets for ongoing campaigns and events
📸 Consistent visual storytelling across food, people, and space
