Drift off in the Up house or learn combat in the X-Mansion with Airbnb Icons

Unveiled as part of its annual Summer Release, Airbnb has launched 11 one-of-a-kind experiences in collaboration with creative powerhouses from the worlds of music, film, television, art and sports. The new series, Icons, sees Airbnb continue its winning streak in recreating experiences from popular culture. In 2023, the team built its own Barbie Dreamhouse in Malibu, created a moss-covered home in the highlands for a Halloween-inspired stay with Shrek, and invited Ted Lasso fans to stay at his favourite pub in London’s Richmond.

Ever since Airbnb co-founders Brian Chesky and Joe Gebbia turned their San Francisco home into a B&B with just an air mattress, “Bringing people into other people’s worlds is part of Airbnb’s DNA,” the company’s VP of design, Teo Connor, tells It’s Nice That in Los Angeles the day of the announcement. However, its previous viral marketing activations were relatively difficult to access, not only due to the demand, but also because they were unable to view in-app. The launch of these first 11 Icons represents a renewed focus on engaging new audiences, and facilitating inspiration-providing, unimaginable real-life experiences in an increasingly digital world.

With reaching new audiences in mind, the 11 “Icons” themselves are a broad collection. There is the opportunity to go on tour with Reggaeton artist Feid (including a specially designed tour bus); a 30-person intimate concert with Doja Cat; a tequila tasting turned comedy night out with Kevin Hart; and a gaming session with Khaby Lame, the most-followed creator on TikTok. “If you think about Feid, Doja Cat, Khaby they have massive Gen-Z audiences – people who perhaps haven’t been on our platform, or might not even know about Airbnb,” explains Teo. “This is a really great opportunity for us, through Icons and these incredible experiences, to connect with people in new ways.”

But it’s the new series of stays where Airbnb’s Icons shine, particularly from a design perspective. The most unimaginable of these is a custom-built house based on Carl Fredricksen’s home in the Disney and Pixar film Up. Handcrafted with the ability to actually be hoisted in the air by a crane, it’s a design feat that already has audiences questioning if its very real imagery is actually AI-generated. “How do you make a cartoon feel real? It’s the details that really matter,” says Teo. “Everything has to be elevated and thought about through a design lens. Working with the exact Pantone colours of the film, creating a real bed you can feel comfortable in, to ensure that we’re creating these worlds that feel really magical, but a real experience.”

Other stays include a mansion in Westerchester, New York, which has been reimagined in 2D to replicate X Men’s X-Mansion – including combat classes and beignets for breakfast. Over in Paris, Airbnb also collaborated with Mathieu Lehanneur, the creator of this year’s Olympic torch, to turn the Musée d’Orsay’s clock room into a bedroom, from which guests can watch this year’s Olympics opening ceremony. There is also the rare opportunity to stay in Prince’s own Purple Rain home; a night’s stay at the Ferrari Museum in Maranello, Italy; and an upcoming opportunity to stay at Team Riley Headquarters’ from Inside Out and doze off in your very own dreamatorium.

Potential guests can apply to stay at the 11 new Icons directly on Airbnb – a first for these specially created experiences. With this in mind, the attention to detail extends to the in-app experience, filled with easter egg references. The “hosts” of these experiences are often characters from the film-inspired stays, with profiles rich in detail. “We want to make sure that these experiences feel authentic and that we’re doing them justice in the quality of the build and the way we bring them to our app,” says Teo. “It creates this connection moment – people down the pub talking about the Up house. Having these global moments of real-life connection born out of Icons in the app.” Finally, the 4,000 selected lucky guests will also receive their very own golden ticket to confirm their stay, an extra touch of magic for a digital experience.

You can view the full list of Airbnb Icons and sign up to participate here.