Airbnb officially announced a new subdivision called "Icons," offering a range of accommodations inspired by elements of popular culture, from movies and TV shows to celebrities. Among the most notable in this launch is a floating house designed after Carl's home in the animated movie "Up." The house is suspended in the air by over 8,000 colorful balloons, presenting a fairy-tale-like spectacle.

Additionally, Airbnb has introduced several other culturally significant accommodations, including the X-Mansion in New York, whose interior decor and furnishings are inspired by the "X-Men" comics; and the "Purple Rain" residence in Minneapolis, a collaboration with the estate of the late musician Prince, giving fans a chance to listen to his unreleased songs.

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At a press conference in Los Angeles, Airbnb's global marketing director Hiroki Asai expressed that these accommodations are not only a tribute to these cultural icons but also aim to encourage more frequent use of the Airbnb platform through these unique experiences. "We hope that by doing this, the power of culture will resonate with our platform," said Asai.

Although global travel spending still faces challenges, Wall Street analysts predict that this new market segment will help Airbnb attract new users and increase the activity of existing ones. Indeed, the company's stock price rose by 1.4% the day after the announcement and has gained about 16% so far this year.

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Furthermore, Airbnb plans to participate in broader cultural and artistic activities through these accommodations. For example, a lodging experience at the Musée d'Orsay in Paris will coincide with the Summer Olympics, offering visitors a private viewing of an Impressionist art exhibition and a view of the Olympic opening ceremony from a bedroom terrace overlooking the Seine.

Airbnb CEO Brian Chesky revealed at the press conference that the "Icons" division has been a project ten years in the making. "We have been considering what it would be like if we could make these unique lodging experiences a regular feature and easily discoverable in our app. Now, we are doing just that," said Chesky.

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Analysts at Bernstein mentioned in a research report: "Specialty properties like the Barbie Dreamhouse have been an important source of traffic and engagement for Airbnb." They added that by launching these limited-time special accommodations first on the Airbnb platform, it encourages users to regularly check the website to ensure they do not miss any new unique experiences.

Airbnb screens booking applications through an external agency, and applicants need to explain their motivation for booking. The length of the process depends on the location of the accommodation, but it is currently unclear whether Airbnb will disclose the specific financial performance of this market segment or how many such accommodations will be launched after the company goes public.

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Under Chesky's leadership, Airbnb is further expanding its types of accommodations, which means entering new fields such as set design, event planning, and architecture, and collaborating with various professional teams to ensure the perfect realization of each project. For example, to create the floating house from "Up," Airbnb had to work with structural engineers to ensure the structural safety of the house when using cranes typically used to lift wind turbines.

As Airbnb continues to push forward with this brand-new accommodation market, the company hopes to not only satisfy tourists' novelty-seeking in travel but also contribute to the global cultural landscape.