citizenM and Tribe VR partner to give hotel guests their first DJ lessons in Virtual Reality


citizenM and Tribe VR partner to give hotel guests their first DJ lessons in Virtual Reality

citizenM : Tribe - logo.jpg


October 24, 2017

AMSTERDAM -- citizenM, the boutique hotel chain offering "affordable luxury for the people", has partnered with Tribe VR, a San Francisco-based VR startup, to offer hotel guests a unique “Introduction to DJing” experience in Virtual Reality (VR).

Guests, many of whom had travelled to Amsterdam for the 2017 annual Amsterdam Dance Event (ADE) convention, booked a 5 minute VR DJ experience featuring a virtual DJ mentor, a DJ setup which exactly replicates those seen in nightclubs across the city, a short lesson and a free-play mode where guests could mix and stream their own sets to citizenM’s YouTube channel.

The citizenM-Tribe VR partnership marks the latest innovative use of technology by the hotel chain. citizenM hotels are built using modular construction techniques, and the hotel is a market leader in using data analysis proactively to provide a better, customized experience.

Commenting on the partnership, citizenM’s CMO, Robin Chadha, said: “At citizenM we are constantly looking to introduce new and innovative experiences for our guests".

“Tribe VR is developing a unique educational platform, harnessing VR and AR to make learning more fun and effective. citizenM is delighted to have partnered with Tribe VR to bring a unique DJ-learning experience to our guests, many of whom had travelled to Amsterdam to attend the ADE Dance music event. The VR learning experience was very well-received by our guests.”

Tom Impallomeni, co-founder and CEO of Tribe VR, stated: “Immersive learning of real-world skills is, we believe, the killer use-case for VR and AR, and we are delighted to showcase our learning platform to citizenM guests in Amsterdam. We’ve been incredibly impressed by citizenM hotels, their focus on technology to enable an innovative, market-leading customer experience, and their long-term vision to bring affordable luxury to all. We look forward to growing our partnership together.”

About citizenM

citizenM hotels aim to provide a new type of hotel experience for a new type of traveler. The group's founding philosophy is held central: to offer "affordable luxury for the people". Headquartered in Amsterdam, citizenM's founders include professionals from both the hospitality and the fashion industry. Together with an experienced management team, citizenM is preparing itself for a rapid expansion.

About Tribe VR

Tribe VR ( is an immersive educational and creative technology platform, harnessing VR and AR to democratize and improve learning of real-world skills.

Tribe VR's DJ and music production school features a dual-core curriculum. The first focuses on the mechanics of DJing and music production. Song analysis, mixing deck controls and performance will be explored in a series of immersive and interactive lessons. The second focuses on master classes from high profile DJs and producers, telling their stories, conveying their personal style, passion, cultural influences, and music and broader legacy. These classes let you connect with the unique personality of your favorite DJs and producers, deepening the appreciation of this special art form.

Immersive learning is a significant area of potential innovation for VR and AR, as outlined on the citizenM blog. Tribe VR’s platform will launch in the coming months on Oculus Rift and HTC Vive.

Tribe VR is based in San Francisco. Collectively the founders have built and worked at technology, entertainment and VR companies including Pixar, High Fidelity, Virtually Live, Transparent House and SuperAwesome.

For enquiries on citizenM, please contact:

Tel: +49 (0)177 3081188 email: