Accommodations-booking site Airbnb found a unique and experiential way to highlight its offerings to consumers in Los Angeles. Hello L.A., the five-day campaign intended to celebrate the city's diverse people, places, and experiences, set up immersive experiences in five pop-up locations all over town. And by submitting short, 10-word love letters to Los Angeles through Facebook, locals could enter to to win overnight stays at the pop-ups—for instance in a heavily windowed room smack dab in the middle of the lawn at the Grove shopping center.
To execute the campaign, Airbnb experiential head Ayni Raimondi worked with experiential agency of record Civic Entertainment Group, which tapped Melissa Abe as executive producer.
"Hello L.A. is our love letter to this city. By uncovering and sharing the most interesting people, places, and experiences, we've been able to connect the public to a truly Airbnb experience of hospitality," Raimondi said. "We partnered with over 100 local business owners, artists, makers, designers, and musicians for 25-plus events to highlight through experience the diversity and uniqueness of each neighborhood where we shared our celebrity-hosted pop-up Airbnb listings. From artist workshops to private dinners, public dance lessons to puppies in our backyard during Abbot Kinney Festival, each event has been a celebration of the best of what's local to Los Angeles."
Celebrities including James Franco, Anjelica Huston, Moby, Molly Sims, and Lake Bell (and her mother, designer Robin Bell) hosted and designed the pop-up listings in iconic places around the city: Hollywood Forever Cemetery, Venice, the arts district, and the Viper Room, as well as the Grove. Celebrity hosts also made appearances at their venues during the events, some of which were free and open to the public.
The design for the locations was intended to be a reflection of the personal style of the celebrities involved, as well as a showcase of their relationships to Los Angeles. Each temporary site also featured the celebrity's music playlist along with a guide to his or her favorite local hangouts. Created by McSweeney's for Hello L.A., five exclusive limited-edition neighborhood guides were available at the public events.
To create a distinct style for each listing, Airbnb worked with HGTV host and designer Emily Henderson, who collaborated with a team of local designers. The pop-ups used artwork contributed by the Broad museum's collection and Sonos's wireless music systems.
Actress Molly Sims was behind the look and feel of the pop-up Airbnb location at the Grove shopping center.
The winner of the Facebook contest spent a night in the Grove location, checking in around 3 p.m. right in the center of the lawn at the bustling shopping center. Out front, the theme for the surrounding events was all-American old Hollywood, with lawn games and live music.
Staffers gave out branded tote bags to shoppers and event participants.
Moby hosted the event at the Viper Room and shared unreleased tracks from his new record, Innocents.
At Moby's pop-up, a so-called "silent disco" provided the soundtrack for guests in headphones.
A spare and airy look dominated Moby's space.
Created by McSweeney's for Hello L.A., five exclusive limited-edition neighborhood guides were available at all public events.
Curated by James Franco, the Hollywood Cemetery pop-up was meant as a historic and nostalgic nod to Hollywood.
The Franco space had a "YOLO" art piece, a modern light fixture, and homey details.
Curated by Lake Bell and her mother, designer Robin Bell, the arts district pop-up was meant to underscore Los Angeles's creative community, with events showcasing local artists—including Lake's husband, Scott Campbell.
On Sunday, guests were invited to join hosts Lake Bell and her mother for a guided tour of the arts district pod.
Eclectic details rounded out the look and feel.
At Cook's Garden by HGEL, Anjelica Huston created a space using sustainable techniques and natural designs.
The Cook's Garden by HGEL space enlisted local sustainable architect David Hertz to bring green elements, such as off-grid batteries from Ojai Energy Systems and Lumos translucent photovoltaic panels by Permacity Solar, into the listing construction.Â
