Airbnb Icons
For Airbnb’s 2024 Summer Release, we introduced an entirely new way to Airbnb with Icons: extraordinary pop-culture worlds that let guests step into their imaginations. Guests could book a night in the Up house, become an X-Man in the X-Mansion, even go on tour with Columbia’s hottest Reggaeton artist.
This project touched all aspects of the product, from naming and positioning to developing launch assets for our biggest and most stunt-y release ever.
Naming & Positioning
The first thing we needed for this groundbreaking category was—a name. We explored thousands of names, looking to find something that felt differentiated, clear, and spoke to how special these experiences were.
Product Merchandising
Once we had a name, we turned our attention to the product pages for our Icon. We crafted the look and feel of each page, from the hero photography to the copy down the page, all written to evoke the voice and tone of the (often fictional) host.
Launch Event
We announced Icons as part of the 2024 Summer Release, which proved to be our most complex launch to date—involving a keynote presentation that included a real-life replica of the Up House, a ‘behind the scenes’ showcase film, as well as multiple demo assets, a landing page, and social.
Behind the scenes film
Launch social teaser
Launch social announcement
CREDITS
Directors
Eric Schlakman
Kristen Spillman
Eric Grunbaum
Scott Trattner
Creative Directors
Sarah Litwin-Schmid
Elie Kahwagi
Mike Heller
Alex Spott
Copywriters
Caroline Pham
Tim Shin
Designers
Valerie Shagday
Alex Dougherty
Brandon Strouse
Verena Michelitsch
Jarrod Barretto
Awards
Clio Silver—Creative Effectiveness
ANA Reggie Awards Gold—New Product Launch