Airstream & Pottery Barn Target Retirees with Luxe RV
A special-edition RV from US caravan brand Airstream and US home furnishing retailer Pottery Barn (released in July 2021) offers both millennial travellers and adventure-seeking retirees a high-end on-the-road experience. As we explain in The Van Life, this desire to merge adventure with privacy accelerated across generations during the pandemic.
Inspired by California’s Pacific Coast Highway that overlooks beach and mountain, the interior of the campervan is decorated with muted greys, browns, and blues, evoking the feelings of freedom and adventure driving along the coastline. The Airstream boasts a beachy, contemporary aesthetic with luxuries like a sectional sofa, linen bedding and window coverings, and an oak dinette table. Travellers can choose between two twin beds or a single queen bed; both floor plans sleep up to five people. The design simultaneously embraces the spirit of escapism and relaxation, key concepts we explore in 10 Trends: Hospitality Design + Spaces. The iconic silver Airstream exterior remains the same except for the additions of striped awnings, to be used during outdoor gatherings.
RV ownership in the US has increased by more than 62% in the past two decades (Ipsos, 2021). Airstream hopes the premium campervan will attract those nearing retirement – the $145,000 cost targets those in the more established generations who prioritise style, comfort and adventure. For more on embracing the boomer-senior transition, see Retirement Rewired. Currently, however, millennials are more interested in buying an RV than any other age demographic – representing 38% of RV owners, they stand as the largest cohort of purchasers (RVIA, 2021). This collaboration lends itself to a cross-generational audience of wanderlust-filled consumers craving a controlled environment and luxurious aesthetics.
For more on the road trip experience, see Reimagining the Staycation.