The Brief
After years of creating headline-making experiential stays (à la the 1billion+ earned-media Barbie Dreamhouse), Airbnb set out to tap into nostalgia and fandom to create a brand experience like no other.

The goal? Evolve beyond accommodations with Icons: a new feature offering once-in-a-lifetime, bookable experiences that redefine what an Airbnb listing could be.

The Final Product
I led the experiential team to bring 11 extraordinary Icons to life, each rooted in immersive storytelling and cultural touchstones across a variety of the most iconic IP. Guests could float away in the whimsical world of Up, step inside HQ of Pixar’s Inside Out, visit Professor Xavier’s mansion from X-Men, or live like a superhero in The Incredibles’ house.

The Results
The launch of Icons became one of Airbnb’s most talked-about brand moments. 45,000+ news stories, 8,100+ global media placements, over 1 billion social impressions, and 96% positive sentiment worldwide. Icons didn’t just showcase new listings—they proved that Airbnb could engineer cultural phenomena through experience-led innovation.