In 2009, the flagship store of Imogene and Willie, housed inside the old Granny White service station, started a renaissance in the 12th South neighborhood. The repurposed service station has become a cultural cornerstone in retail, fashion, music and hospitality. DAAD 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 by many in the business throughout the country, and has been the springboard for many of our boutique retail projects. Programing includes Supper and Song events in the backyard that have hosted some of the greatest names in the music industry including Dan Auerbach, Justin Townes Earle, The Civil Wars, Karen Elson, Jack White.