Travel community brand Airbnb launches a new lifestyle magazine which aims to share hidden gems across the globe and tell the stories of its most inspiring and unorthodox members.
Whatever you can see in Airbnb’s much-discussed Bélo logo, which launched in July this year, the amount of publicity and brand awareness generated by its anatomy-like curves is far from ambiguous. Part of a much larger overhaul of the travel company’s identity, the new marque signalled a repositioning of Airbnb from a somewhat niche holiday rental community to a global lifestyle brand for the fun-loving and adventurous.
The second step in this reincarnation is Pineapple, a new magazine published by Airbnb that hits the newstand today. The 128-page magazine has been developed in house by Airbnb and features photo essays from US-based Jake Stangel and Brits Emma Hardy and Kate Peters, as well as illustrations from the Airbnb creative team. Each issue will focus on three key cities - the first features stories from San Francisco (where the company is based), London and Seoul in South Korea. As well as inspirational travel writing and interviews with local creatives (including London studio Patternity), the magazine also aims to expand on some of the stories found in Airbnb’s comments section. Andrew Schapiro, head of brand creative for Airbnb, says: “It’s an opportunity to dive deep into those listings and explore the people behind them.”
