In an effort to get its content in front of its already rabidly loyal customer base, Airbnb is launching a print magazine.
The quarterly print product, titled Pineapple, is part of the company’s effort to put out real-world, tangible products that make it feel like more than just a website. Look at it as a move in the direction of lifestyle branding. The same way Crocs are a lifestyle brand for doctors and people who have just kind of given up, Airbnb hopes to be the lifestyle brand for people who are cool with sleeping in a stranger’s house.
The magazine will highlight all the awesomeness of said lifestyle.
From Fast Company: “The inaugural issue is 128 pages, ad-free, and designed to spark coffee-table conversation. Each issue will focus on three cities—London, San Francisco, and Seoul get the honors the first time around—and feature stories of hosts and guests.”