Amsterdam-based architecture firm, concrete, develops a rich creative narrative for each new citizenM location inspired by the local area, history, and people. This narrative was visualised as an abstract design in a standardised monochrome rectangle which allowed for creative freedom and consistency across the range when viewed as one. This shake-up in the concept and design of the t-shirts transformed them from “do I have to wear it?” to people requesting to also have t-shirts from other locations and even guests asking if they were available to purchase.