In 2009, Imogene and Willie took up residency inside the old Granny White Service Station, starting a renaissance in the 12 South neighborhood. The repurposed building has become a cultural cornerstone in retail, fashion, music, and hospitality. We designed and built much of the iconic retail store as a hands-on exercise in how to humanize and weave a cultural brand into the fabric of a neighborhood. This model has been replicated throughout the country and has been the springboard for several of our boutique retail projects. Programming includes Supper + Song events in the backyard that have hosted some of the greatest names in the music industry.