Brand New: A Collective Launches The Residency on Martha’s Vineyard

The project marks the first experiential franchise from Kellie Pean and Alyssa Convertini-Lindquist, the founders behind high-profile activations at the Met Gala and the US Open. Operating daily from 9 a.m. to 10 p.m., the hub aims to provide a permanent anchor for connection on Martha’s Vineyard, an island long regarded as a historic gathering place. The schedule follows a set rhythm: mornings dedicated to movement, afternoons to panels and conversation, and evenings to social performance.

Corporate participation includes Diageo as the exclusive spirits partner, alongside brands like Peloton, Gold Bond, and Hers. A notable inclusion is the partnership with Heather Lowery’s Femme It Forward, which will bring its signature High Tea and awards program to the island for the first time. According to Pean, the goal is to move beyond the traditional event model by offering brands a long-term presence within a space designed specifically for an influential, cross-generational demographic. While this debut is rooted in the Vineyard, the agency views the concept as a scalable model intended for future expansion at cultural events worldwide.