Airbnb Luxe
In 2019, Following the acquisition of Luxury Retreats, Airbnb launched a luxury home tier called Airbnb Luxe. Our goal was to redefine luxury for home sharing. I led a multidisciplinary team of designers, photo editors, videographers, and editors for the launch and brand guidelines.
Launch
We launched with pre-roll and print ads in high end magazines and publications.
Our goal was to infer the presence of guests and the warmth of the home without making it too personal so we shot things as if the camera was a guest interacting with the home.
When deciding on where to go for vacation, guests generally choose a location, not a specific home. With Airbnb Luxe, the home is as spectacular as the location.
Airbnb Luxe Brand Guidelines
We created guidelines that helped designers working on Luxe understand the shared DNA with the Airbnb mother brand and inspire them to think Luxe.
