“You can’t ever predict what’s going to go viral,” says Yadira Harrison, who co-founded experiential company verb with Shannon Jones in 2018. This has become something of a mantra for those working with brands, perhaps to temper the idea that there is a formula for creating engagement. But sometimes you must have an inkling that you’re going to cause a storm, and the work of verb is littered with such moments.

You may not have heard of the company – more on why that is later – but you will know their work, which includes eye-popping campaigns for Amazon, Airbnb and Lyft, among others. Most recently verb created the Up house for Airbnb, a recreation of character Carl Fredricksen’s home from the Pixar movie.

Suspended by balloons (with the help of a crane), visitors can experience floating inside the “cozy home”, which is set among the scenic Red Rocks of Abiquiu, New Mexico. Created by Airbnb to mark the 15th anniversary of the release of the original film, it forms part of the brand’s Icons series of experiences, which celebrate cultural moments across music, film, TV, art and sports. You can also stay at Prince’s Purple Rain house, in the Clock Room at Musée d’Orsay in Paris, and at the Ferrari Museum in Italy.