In Latest Stunt, Airbnb Lists the 'Up' House. It Floats.

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Business|In Latest Stunt, Airbnb Lists the 'Up' House. It Floats.

https://www.nytimes.com/2024/05/01/business/airbnb-up-house-shrek-listings.html

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The company announced a new category of outlandish stays in partnership with brands and celebrities, building on the success of gimmicks like the Barbie Malibu DreamHouse.

Brian Chesky, the chief executive of Airbnb, with a replica of the house from the Pixar film "Up." The house, which will be suspended over the New Mexico desert by a crane, will be available to rent as part of Airbnb's new "Icons" series. Credit...J. Emilio Flores for The New York Times

The sleek mansion in the hills overlooking Las Vegas could have been featured on MTV's "Cribs." But the highlight of Aubrey Garza's weekend stay there wasn't the palatial rooms or the marble fireplace. It was meeting her Airbnb host: Christina Aguilera.

"It just felt like a dream," Ms. Garza, 26, said. When she was growing up, her bedroom was decorated with posters of the pop star. Ms. Garza had nabbed one of the "once-in-a-lifetime" promotional stays that Airbnb has occasionally listed in recent years.

The popular, if rare, listings have included not only private hangouts with celebrities but also stays in a Barbie mansion modeled on the one from the hit movie and a replica of Shrek's swamp dwelling in the Scottish Highlands.

On Wednesday, Airbnb announced that it was expanding stunt promotions like these under a new permanent category called "Icons," featuring unusual and ambitious partnerships with brands and celebrities

At a news conference in Los Angeles on Wednesday, Brian Chesky, Airbnb's chief executive, introduced the inaugural slate of Icons listings.

It was headlined by a replica of the floating house from "Up," the 2009 animated Pixar film, balloons and all. With the help of a giant crane, the house will be suspended high in the air over the New Mexico desert.

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