# Black-Focused Social Hubs Brand New: a Collective Debuts the Residency on Martha's Vineyard By Kalin Ned | Published 2026-07-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/residency-on-marthas-vineyard References: [prnewswire](https://www.prnewswire.com/news-releases/brand-new-a-collective-launches-the-residency-on-marthas-vineyard-a-premium-third-space-for-black-audiences-302825634.html)  The women-owned marketing agency [Brand New: A Collective](https://www.trendhunter.com/trends/brand-creator-matchmaking-event) 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](https://www.trendhunter.com/trends/while-on-earth), 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](https://www.trendhunter.com/trends/the-think-party), and Femme It Forward. Image Credit: Brand New: A Collective ## Trend Insights (Trend Hunter) - Score: 7.3/10 - Popularity: 67% | Activity: 69% | Freshness: 84% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **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. - **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. - **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. ### Industries Being Reshaped - **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. - **Travel and Hospitality:** Destination-based social hubs create opportunities for hotels, venues, and tourism operators to serve niche premium communities through culturally specific programming. - **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. ## Related on Trend Hunter - [Fashion-Branded Café Experiences](https://www.trendhunter.com/trends/fashionbranded-caf-experiences.md) - [Community Run Hub Activations](https://www.trendhunter.com/trends/new-balance-london-run-house.md) - [Paris Running Pop-Ups](https://www.trendhunter.com/trends/new-balance-paris.md) - [Curated Discovery Stores](https://www.trendhunter.com/trends/the-shelf-nyc.md) - [Experiential Wellness Series](https://www.trendhunter.com/trends/well-design-summit.md) - [Luxury Hotel Residencies](https://www.trendhunter.com/trends/luxury-hotel-residencies.md) - [Community-Driven Collectives](https://www.trendhunter.com/trends/the-girls-nyc.md) - [Immersive Art Travel Programs](https://www.trendhunter.com/trends/immersive-art-travel-programs.md) - [Hotel-Bound Artist Exhibitions](https://www.trendhunter.com/trends/art-platform.md)