Beyond - now known as Airbnb Lux - is the highest tier of home renting and experience provided by Airbnb. It offers custom designed end-to-end trips that fulfill the guests' aspirations. The promise is transformative travel.

The creative challenge was to launch Beyond as a credible luxury brand that breaks the rules and raises the bar. At the heart of this challenge was a tension between luxury and rebellion. What codes could we use to be seen as a credible luxury brand from the start, without appearing cliche. As Picasso once said 'Learn the rules like a pro, so you can break them like an artist.' That's exactly what we did. We took codes. And broke rules. And launched Airbnb’s very first luxury tier.