Airbnb selects 'Welcome' as latest campaign theme

Airbnb has teamed up with design think-tank Fabrica to launch its new experiential campaign, coined 'Housewarming'.

Giorgia Zanellato’s interpretation of the concept of 'welcome'
Giorgia Zanellato’s interpretation of the concept of 'welcome'

Set to launch tomorrow (14 April) as part of Milan-based furniture trade show Salone del Mobile, the campaign takes the form of an interactive installation within the walls of Milan's Palazzo Crespi.

The installation is designed to showcase the connections hosts and their guests experience when sharing a home, which is transformed by a simple welcome.

It includes interpretations of the concept of ‘welcome’ by 19 different international designers, whose work visitors will be invited to interact with.

These include Italian-born Giorgia Zanellato’s exploration of Italian paper trays, which are traditionally used to display pastries that are offered to guests or given to hosts, as well as an installation by Australian designer Thomas Fethers, which includes a series of jigsaw puzzles that visitors will be invited to play with to uncover methods for travelling to his country of origin.

Visitors can also get involved in the printing of facts about the cities of Milan and Lisbon on postcards with designer Mariana Fernandes, experience a British-style tea time and witness the Indian ritual of lighting lamps.

Joe Gebbia, co-founder of Airbnb, said: "Design helps shape our everyday interactions, through products, furniture, objects, or experiences. Fabrica's innovative students will showcase Airbnb’s belief that design can create a sense of belonging and facilitate connections between a global community."

Sam Baron, head of design at Fabrica, added: "Working with Airbnb is a true collaboration, as we share the same values on design thinking as a way to propose solutions. We both envisage our mission as a way to bring to daily life a unique look on the surrounding environment, where attention to detail reveals special attention to the human being.

"It’s a way to create specific memories. Local habits, cultural references, personal attitudes are re-taught to produce an experience where creativity becomes the common language to making guests feel at home."

‘Housewarming’ at Palazzo Crespi runs until this Friday (17 April). 

More: Airbnb launches Courchevel ski cable car competition

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