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Casa Airbnb at Winter Olympics

    Amplify + Airbnb redefine Olympic hospitality in the heart of Milan by building a living home where design, community, and sport collided in one immersive experience.

    Challenge

    As a Worldwide Partner of the Olympic Games, Airbnb needed to create a meaningful, physical presence in Milan during the Winter Olympics, one that would stand out amid the scale and spectacle of the Games.

    The challenge: transform brand visibility into genuine cultural relevance, while connecting both locals and international visitors to the Airbnb experience in a way that felt human, immersive, and distinctly “at home.”

    Insight + Strategy

    Airbnb isn’t just about places, it’s about belonging. During a global event like the Olympics, visitors don’t just want to watch; they want to feel part of the host city.

    The strategy:

    • Reimagine Airbnb as a physical “home” in the heart of the city
    • Blend hospitality, culture, and sport into one cohesive experience
    • Create a space that feels both locally authentic and globally connected
    • Use programming and partnerships to continuously drive engagement throughout the Games

    By combining design, live experiences, and community interaction, Airbnb could turn its brand promise into something tangible.

    Solution

    In the heart of Milan, we opened Casa Airbnb, a fully immersive home, open to the public throughout the Milan-Cortina 2026 Winter Olympics, and launched with an exclusive opening night in collaboration with Elle Italia.

    Designed as a multi-room journey, each space brought a different facet of the Airbnb universe to life:

    • A Living Room blending comfort and culture, with Italian-inspired tastings, live artist customisation, and a coffee bar soundtracked by DJs
    • An Experience Room showcasing bookable activities—from live game screenings with athlete commentary to cookery classes and fashion workshops
    • A Garden featuring curling rinks and a fire pit, built to spark connection and community
    • A Lodge channeling après-ski energy with DJ sets, social gaming, and moments of calm through yoga

    Additionally, as port of the 22 day Winter Olympic schedule, Amplify contracted local Milanese creators, Experience Hosts, and Olympic athlets alike to provide programmed experiences and panel talks for guests and local residents.

      • 315

        guests booked and attended across 40 experiences

      • 600+

        press hits

    Across every detail, design and storytelling worked hand in hand. Opening night set the tone with live art by Davide Maestrutti and an intimate performance by Heir, alongside curated city guides that invited guests to explore Milan like locals.

    The result was a living, evolving hub that blurred the lines between home, culture, and sport—bringing the Olympic spirit into a human, intimate setting, and placing Airbnb at the center of the city’s most important global moment.

    Brand Experience Agency of the Decade