The Dungeon
Experiential | Immersive Cultural Landmark
Scope of Work:
Creative Direction & Spatial Storytelling
Cultural Research & Narrative Development
Design Strategy for Immersive Experience
Guest Journey Mapping & Discovery Zones
FF&E Selection & Styling
On-Site Art Direction + Installation
For Airbnb Icons, NW10 Design Studio was brought on to transform one of hip-hop's most significant spaces — the basement studio where Outkast, Goodie Mob, and the Dungeon Family shaped the sound of Southern rap — into an immersive overnight experience.
The work started with the culture, not the floorplan. What did this room mean to Atlanta? To hip-hop? To someone walking in who already knew every bar, and to someone discovering the story for the first time? We designed for both — preserving the raw character of the original space while layering in sensory moments that reward curiosity without performing for it.
It's become Airbnb's longest-running Icons collaboration, still active. That durability comes from the same place the design did: getting the story right before deciding what anything should look like.
