Channel: Adweek Feed
Viewing all articles
Browse latest Browse all 7988

Sonos and Rough Trade Are Giving Music Geeks the Airbnb Listing of Their Dreams


There's an Airbnb for everybody—classy desert dwellers, would-be Mowglis, horror buffs ... and even compulsive TV show-bingers.

But if "Netflix and chill" isn't your thing, and you're a high-fidelity fiend who's really bummed about the untimely end of the record label heydays, Sonos has the bed for you. 

The brand has partnered with cult record store Rough Trade to create a home audio listening experience right inside the latter's Brooklyn location. "Night at Sonos Listening Room at Rough Trade" is, in its own words, "an ode to the old-school record store culture." 

The sleep-in includes two Sonos PLAY:5s, two Sonos PLAY:1s, a Sonos Connect, and a Pro-ject record player—not to mention all the out-of-print zines and music you'll ever need to get your geek on, and illustrative art by New York cartoonist Mark Stamaty.

For privacy reasons, the images seen here are staged, and your sleeping quarters will actually be in the Listening Room (shown below), located inside a shipping container above the entrance. The bed can be put wherever you wish.

Then there's the food. A mini fridge comes stocked with snacks and drinks from local Brooklyn spots. And whether you want to party hard or keep the space to yourself, the staff will prepare it with a soundtrack made to your specifications. 

The space will be available on certain Friday and Saturday nights in October and November. Best of all, it's free: People over 21 with Airbnb accounts can enter from Sept. 19 to Sept. 26 to win a dream night of ear candy indulgence.

There's just one Cinderella-style caveat: If you invite others, Sonos needs a headcount in advance, and everybody needs to leave by 2 a.m. Them's the rules. 

Here's an exterior shot of the shipping container you'd be living in:

On top of spoiling music lovers and cashing in on "earned media," it's easy to see what Sonos and Rough Trade get out of this: People are more likely to buy pricey items—like sound systems—when they've tried them. And lulling those same fans to sleep in a retail space that's the emotional equivalent of Narnia activates the ultimate greed factor: When stuff that isn't yours feels like it's yours, it's harder to give up, which makes you more likely to purchase. 

If a staff member slides a rare piece of vinyl into your specially curated playlist, come on—it's going to feel like destiny. You'll want that. 

Speaking of wanting stuff, Rough Trade knows all about that. At sunup, the store will be yours alone for purchases galore. Take it all home with you, for a price, and give those guys something nice to pad their PowerPoints with. 

More pics appear below.

Viewing all articles
Browse latest Browse all 7988