Airbnb fertilises Experiences offering with Pantone, unveiling the ‘Outside In’ plant filled house

Airbnb has revealed the product of its oft-hinted collaboration with Pantone – a house filled with flora and fauna designed to promote its new consumer offering, Experiences.

The new Airbnb can be found in east London and is available to book for overnight stays online from 27-30 January. The house has been inspired by Pantone’s Colour Of The Year, Greenery, and as such features an entrance hall covered in woodland, a botanical greenhouse kitchen-diner and a bedroom lined with plants and a lawn.

The listing is also doubling up as a workshop space offering up a selection of Airbnb’s London Experiences, which launched as part of the brand’s Trips strategy in November 2016. Trips hopes to broaden the platform’s offering beyond accommodation with an in-depth travel service comprising guidebooks and itinerates alongside suggested experiences.

At the Outside In House, visitors and locals to the capital can sample a number of Airbnb’s Experiences, including a terrarium workshop, the Body Engineered exercise class and a wallpaper painting masterclass.

“What’s new for Airbnb at the moment is Trips, with Experiences being a key part of that,” said James McClure, Airbnb’s general manager of northern Europe. “These activities that are crafted by knowledgeable insiders are in 12 cities at the moment and we’ll be growing that to 51 this year.

“We’re really excited about how this can help move the belonging that people have in the homes into getting out and experiencing the things that they love in a city they’re not familiar with.”

Airbnb is seemingly in the final stages of launching a takeover bid for social payments provider Tilt, according to reports today (25 January).

Katie Deighton

Katie Deighton is The Drum’s senior reporter - creative and video based in London. She produces, films, presents and edits the title’s editorial video output, including series such as On The Scene, Ad Breakers and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing, as well as the third sector and fashion.

All by Katie