Airbnb x Laneway Festival 2016
In January 2016, Airbnb invested as a key sponsor in Singapore’s Laneway Festival and wanted to leverage their sponsorship accordingly. Airbnb engaged Untitled Project (through the agency Arcade) to design and execute a site-specific installation they could use to delight consumers and engage artists and media. The brief involved giving a uniquely Airbnb twist to the traditional Peranakan shophouse design, building a comfortable space for people to feel ‘at home’ during the festival, and creating an interactive art installation that would allow fans to engage with their favorite bands.
In a decidedly lo-tech solution that aimed to communicate the homely and welcoming feel that Airbnb was going for, we designed and built a two-story, pop-up shop-house at Gardens By The Bay in Singapore. The color scheme was chosen to represent the Airbnb brand palette and stand out as a bright and welcoming destination at this popular indie music festival.
Making the most of its premium location opposite the main festival stage, Airbnb’s ‘House of Smiles’ was a beacon for the brand and attracted 13,000 consumers over the one-day event. Avoiding any hard-sell mechanic, guests were invited to lounge about on cushions and hammocks, enjoy complimentary water and write personalized messages that would be given to selected headline artists. Inside the shop-house was a string art installation where people could pin their messages and welcome the bands to their ‘home away from home’.
A hugely popular attaction point that generated a large on site buzz as well as social media generated from customers and bands alike.
View video: https://vimeo.com/208113905