The women-owned marketing agency Brand New: A Collective has launched 'The Residency on Martha's Vineyard' — a premium, five-day social hub designed specifically for Black audiences. Scheduled for August 2026, the event will take place in Edgartown and Oak Bluffs.
'The Residency on Martha's Vineyard' initiative marks a strategic shift for the agency, as Brand New: A Collective transitions from executing campaigns for other brands to developing and owning its own cultural event franchise. The premium social hub experience is structured as an all-day 'third space' that offers a curated rhythm of morning wellness activities, afternoon panels and cultural conversations, and evening social programming. All of this is aimed at fostering a deep connection between participants.
'The Residency on Martha's Vineyard' experience is supported by a roster of prominent partners, including Peloton, Hers, Diageo, and Femme It Forward.
Black-Focused Social Hubs
Brand New: a Collective Debuts the Residency on Martha's Vineyard
Trend Themes
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Culturally-owned Event Franchises — Agencies are moving beyond client services into proprietary cultural experiences, creating new value through owned audiences, sponsorship ecosystems, and recurring premium gatherings.
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Premium Black Third Spaces — Curated social hubs designed for Black professionals and cultural communities reflect rising demand for luxury environments that combine wellness, dialogue, networking, and celebration.
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Experience-led Brand Partnerships — Major brands are embedding themselves in lifestyle-driven cultural events where authentic community engagement offers deeper relevance than traditional advertising placements.
Industry Implications
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Experiential Marketing — The shift toward owned event platforms expands the role of marketing firms into operators of scalable cultural franchises with stronger control over audience data and brand partnerships.
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Travel and Hospitality — Destination-based social hubs create opportunities for hotels, venues, and tourism operators to serve niche premium communities through culturally specific programming.
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Wellness and Lifestyle — Integrating fitness, health, and self-care into social events signals a growing market for wellness brands to connect with audiences inside aspirational community settings.