what do you get up to when no one is watching?
behind closed doors by airbnb, brand extension proposal for a new service strategy
what is going on? 2018, airbnb made a series of changes that will help them to grow. airbnb believes everyone belongs anywhere, the everywhere succeed with 191 countries around the world, everyone that is a different story. airbnb is still an alternative... that is why airbnb presented new online options to go upmarket. there is only one question? how will airbnb reach this potential new target group which doesn’t even know or uses the platform?
to reach brand awareness airbnb will create a new service- and communication strategy which triggers the potential target group her needs.
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this new service is called behind closed doors. a new exclusive retail service in collaboration with luxury fashion brands. enter the wonders of the great indoors and ask yourself what do you get up to when no one is watching?
airbnb offers exclusive branded surroundings which go further then obvious retail environments. curated liveable spaces which breathe the entire brand story.
meet a new world of retail experiences which are not available anywhere else. curated liveable spaces where (almost) everything is for sale.
airbnb and marni give consumers a one-off buying experience, which is only available by appointment. consumers can test the full functionality of the latest collection and the brands lifestyle at these new retail surroundings
