Miami – Airbnb was one of the big brands affiliated with Design Miami/ 2015, creating a theatre of discussion and debate.
The idea of a brand aligning itself with a particular feeling is nothing new – Coke famously ‘owns’ happiness while Swedish outerwear brand Stutterheim has played with themes of melancholy.
Airbnb furthered its ambition to own the concept of belonging with its pavilion at Design Miami/ this year, entitled Belong. Here. Now. Taking prime position facing the entrance pavilion created by the Harvard Graduate School of Design, the Airbnb pavilion was described as the setting for an urban theatre and was created by Design With Company around the concept of a classical symposium or amphitheatre.
‘We’re not a lecturing type of organisation. We’re much more about conversation and we believe that humanity can unfold across the kitchen table,’ explains Jonathan Mildenhall, chief marketing officer at Airbnb and the man behind the concept. ‘It’s really important that these kitchen tables are hosted by extraordinary people.’
The pavilion was home to a packed agenda of talks and events throughout the week, including a group sing-along and Q&A session with the humanoid robot BINA48 from the Terasem Movement Foundation.
Being one thing to all people as a global brand feels stagnant in the age of Beyond Borders. By opening up moments of discussion, debate and serendipity, Revelation Brands are creating more personal relationships.