Context:

As an iconic American fashion house known for craftsmanship and quiet confidence, Billy Reid sought to reconnect its Charleston flagship with the city’s cultural rhythm—using Charleston Wine + Food as a moment to bring product, community, and experience into alignment.

The Opportunity:

Reintroduce the Charleston store as a cultural destination during one of the city’s most influential weekends

Engage local tastemakers, industry leaders, and loyal customers through an elevated retail experience

Showcase the Spring Collection in a way that felt exciting, intentional, and on-brand

Build lasting buzz in the local market, driving retail momentum beyond a single weekend

Our Role / Scope of Work:

Concept Development

• Created a multi-tier activation roadmap, from creative direction through execution, anchored in brand storytelling and local relevance.

Strategic Partnerships

• Curated aligned beverage, food, and experiential partners that complemented Billy Reid’s ethos and the Charleston Wine + Food audience.

Talent Booking

• Booked a Miami-based vinyl DJ to enhance atmosphere and energy while keeping the product and space central.

VIP Engagement

• Produced a private, after-hours gathering for Charleston’s top industry executives, partners, and brand stakeholders.

Experience Design

• Orchestrated an immersive in-store journey highlighting the Spring Collection through sound, taste, and tactile storytelling.

Onsite Production

• Delivered full event management, logistics, and guest experience support throughout the activation.

The Impact:

Reintroduced Billy Reid’s Charleston store as a cultural anchor on King Street.

Drove a measurable lift in Spring Collection sales during and post-activation.

Established the brand’s presence within Charleston Wine + Food's cultural ecosystem.

Created long-term partnership opportunities with local vendors and influencers.

Delivered an intimate, editorial-style experience that reflected the DNA of Billy Reid.