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CityHub Rotterdam | Yeddalin-


CityHub Rotterdam

Joann Plockova • Photography courtesy Studio Modijefsky • September 5, 2018

For , the second hotel from the CityHub concept,  created a playful and sophisticated layering of color, finishes, lighting, and signage that center on the 126 futuristic pod-like hubs, each equipped with king size beds, mood lighting, and music streaming. “From the moment guests arrive until the moment they step into the door of their hub, they are led through a sequence of different atmospheres,” explains Esther Stam, founder and creative director of Amsterdam-based firm.

Indeed, the digital-centric hotel was designed to not only function as a wayfinder, but to play host for plugged-in Millennials, blending the comforts of a hotel with the conveniences and community-driven aspects of a hostel. Guests can check in as they wish and even tap their own beer using color-coordinated wristbands, and connect 24/7 using the proprietary app and wifi-to-go.

Spread across three connected buildings, the design is inspired by its location on Witte de Withstraat, Rotterdam’s liveliest street. “In the daytime, it’s a street with art galleries and shops,” says Stam. “At night, it comes to life with a lot of bars and restaurants, neon signs, light boxes, and a very colorful mix of people, outfits, and cultures.”

While traces of the old walls and finishes are seen throughout, each of CityHub’s buildings is defined by its own bold color scheme. A pink, mustard yellow, or industrial blue palette gets darker as guests ascend floors for a unique gradient affect. From the digital check-in point at the entrance, a linear system of LED lights traces a pathway throughout the hotel, guiding guests. Cheeky signage invites visitors to pour themselves a drink or “Eat your heart out” in the communal hangout area.

Furniture is a mix of custom pieces, including yellow wall benches and wood tabletops, and off-the-shelf items, like upholstered poufs and chairs in fun primary hues. The shared, futuristic bathrooms, designed with sleek tiles, “bold color and funny accents” reflect CityHub’s fresh, energetic take on the hotel, Stam adds with each space “bringing something extra to the guest experience.”


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