Holt Renfrew
Ethos
Description
In February 2025, luxury retailer Holt Renfrew partnered with Sample Chief to celebrate Black music history in Canada and its vibrant community. Together, we launched a multi-platform campaign that blended storytelling, performance, and cultural engagement.
Services
Editorial / Event Curation / Installation / Print Media / Music Curation / Social Media Campaign
Ethos
Description
In February 2025, luxury retailer Holt Renfrew partnered with Sample Chief to celebrate Black music history in Canada and its vibrant community. Together, we launched a multi-platform campaign that blended storytelling, performance, and cultural engagement.
Services
Editorial / Event Curation / Installation / Print Media / Music Curation / Social Media Campaign
Sample Chief curated an editorial feature on African music history in Canada, published on Holt Renfrew’s website, alongside a photo and video series spotlighting Toronto-based artists Ore, Deelo, and Töme as they shared their stories. At Holt Renfrew’s Yorkville location, we designed a listening booth, complete with a curated playlist and immersive visuals inspired by Sample Chief’s signature event posters, where guests could sit, reflect, and experience the music.
Sample Chief curated an editorial feature on African music history in Canada, published on Holt Renfrew’s website, alongside a photo and video series spotlighting Toronto-based artists Ore, Deelo, and Töme as they shared their stories. At Holt Renfrew’s Yorkville location, we designed a listening booth, complete with a curated playlist and immersive visuals inspired by Sample Chief’s signature event posters, where guests could sit, reflect, and experience the music.
The partnership extended beyond digital and in-store activations with a music trivia night and a live celebration featuring DJs and performances by No Tourists, Onii-Sama, Big Jacks, Savvv, and more. To tie it all together, we produced a collectible zine distributed nationwide across Holt Renfrew stores and at both events, further amplifying the stories and legacy of Black Canadian music.
The partnership extended beyond digital and in-store activations with a music trivia night and a live celebration featuring DJs and performances by No Tourists, Onii-Sama, Big Jacks, Savvv, and more. To tie it all together, we produced a collectible zine distributed nationwide across Holt Renfrew stores and at both events, further amplifying the stories and legacy of Black Canadian music.
