Brand New: A Collective Launches 'The Residency' on Martha's Vineyard
Brand New: A Collective is launching 'The Residency,' a multi-day social hub aimed at Black audiences, from August 11-15 on Martha's Vineyard. This event will feature programming and partners from various industries.
Marketing agency Brand New: A Collective will launch its first experiential event franchise, "The Residency on Martha's Vineyard," from August 11-15, 2026. The event is designed as a "third space" for Black audiences, featuring a curated social environment with programming and activations across entertainment, wellness, beauty, business, and community.
The Residency will take place at The Harborside Inn in Edgartown and Eleven Circuit in Oak Bluffs, featuring a schedule of networking opportunities, wellness sessions, panels, and performances. Partners for the inaugural event include Diageo, Peloton, Gold Bond, Atlanta Life, and Hers. Diageo will provide a premium cocktail program, while Femme It Forward will host its "High Tea" event.
Brand New: A Collective, an award-winning, women-owned integrated marketing agency, views The Residency as a platform to foster cultural impact. Co-founders Kellie Pean and Alyssa Convertini-Lindquist stated that the event aims to create a dedicated community hub given Martha's Vineyard's historical significance as a gathering place.
The event is structured with distinct daily rhythms: mornings for wellness and movement, afternoons for culture and conversation, and evenings for social gatherings. The agency plans for The Residency to be a scalable platform, with potential expansion to other global cultural events in the future. Partnership opportunities are still available for brands looking to engage with the event's audience.