Maximalist lifestyle brand Society Social returns to Round Top this spring to debut the highly-anticipated collaboration between founder Roxy Owens and irreverent photographer Nick Mele. Hot on the heels of a successful introduction to Round Top last year, this new collection Pause Life, Play Games by Society Social makes a visit to Blue Hills — a 26-acre property in Round Top that’s home to more than 60 vendors — a do-not-miss!
Society Social previously collaborated with Sarah Wetenhall on the redesign of The Colony Palm Beach. While there, she crossed paths with Mele, who was the artist-in-residence in the hotel’s Solarium at the time. Both designers find creative inspiration in time spent at home with their spouses and children, so a collection focused on family time emerged quite naturally.
With this capsule collection, the 13-year-old brand continues to make a splash with their whimsical designs, prints, and materials that evoke a feeling of nostalgia that can be lacking in a world that has, for the most part, gone beige. Charming game tables, video gaming chairs, and lots of swivels (all customizable) recall a time when leisure was king.
While this is Mele’s first foray into furniture design, the collection is not without a selection of his fine art photography. The “Game Night” images include glitzy, overhead displays of bejeweled fingers and wrists engaging in timeless games like backgammon, mahjong, and more.
Casegoods and bright, fantastical, upholstered pieces are hand-crafted in North Carolina, while the natural materials that contribute to the comfortably-sophisticated attributes of Society Social are made by artisans in the Philippines. Think wicker, rattan, grasscloth, and other natural woven goods native to the island — all created in small batches to ensure quality and exclusivity.
Over the last few years, buyers have continued to shift their eyes — and their dollars — to the vintage and antiques market, eschewing modern, flat-packed brands altogether. Society Social offers the opportunity for shoppers to stay that course, while allowing for the versatility of customization. “In a marketplace flooded with mass-produced goods, our bespoke, small-batch creations stand out, adding a unique, living essence to any room that mass-produced pieces simply can’t,” Owens tells CultureMap.
Spring Show visitors will have the opportunity to meet Owens and Mele between 11 am and 1 pm on March 27 in the Society Social tent at Blue Hills. CultureMap caught up with the duo to learn more about their collaboration, their brands, and their thoughts on Round Top.
Roxy Owens
CultureMap: Society Social is such a fun, yet sophisticated brand. How do you find that balance?
Roxy Owens: Ultimately, creativity is at the heart of everything we do. Whether we're designing a new piece of furniture, for example our pleated wicker stool, or having fun with a viral dance on social media, it’s the joy we find in being creative that we want to shine through in our work. While it’s essential to stay aligned with core brand values, it’s equally important to embrace risk and push boundaries.
In response to how to find balance… Leaning into traditional materials but reinventing them in a way that feels modern and fresh. Take our pleated wicker stool, for example. The design was inspired by dressmaker details often seen in upholstery, but we challenged ourselves to translate those fabric pleats into the language of rattan and wicker. The result is something that feels both rooted in design history and completely new. That’s the balance we always strive for: creating products that nod to the past while feeling at home in contemporary spaces.
CM: This is your second showing at Blue Hills. Is there anything in particular from your first experience that made you decide that you knew you’d be back?
RO: Round Top was unlike any other experience — there was a special energy and a genuine opportunity for connecting with customers that felt truly unique. It also gave us a chance to see Society Social in a whole new light. It became the perfect platform to showcase the versatility of our designs and the endless possibilities of our custom options. From moodier, richly colored furnishings to bespoke upholstery crafted in heritage fabric offerings, it allowed us to reimagine what we do and how we share it with our Texas-based customers.
CM: Your brand is very much an heirloom quality brand, even going as far as to have your pieces made here in America. Do you find that this helps to secure a certain style of clientele? Your work shows potential to become a legacy brand — how does that make you feel?
RO: Thank you for your kind words! Our goal is to be top of mind when consumers think of "heritage," "craftsmanship," and "custom." Artisanal made products can make a room feel alive in a way that a machine-made or bulk produced piece can’t. In a marketplace that can feel overridden with mass production, it’s our goal at Society Social to celebrate the bespoke. Each one of our designs is made in small batches and our custom upholstery is handmade in North Carolina; not one order is the same. In working with us, designers and clients are able to easily elevate their projects and set them apart from basic catalog looks.
One-of-a-kind products tell a story — they tell the story about the artisan who crafted it, the story of the homeowner, the story of the designer. Our business attracts customers who value high-end design and appreciate the unique opportunity to create something personal — pieces that bring their home to life with its own story and character.
Nick Mele
CultureMap: While familiarizing myself with your work, I can’t help but notice a distinct Slim Aarons vibe. I very much assume I’m not the first person to say this. Do you appreciate the similarities, find them offensive (as a creative) — what are your feelings on this?
Nick Mele: I am a huge fan of Slim Aarons' photography and would never be anything but flattered by the inevitable comparisons. To me his work feels, in some strange way, both timeless and nostalgic at the same time. There is an undeniable romanticism to the way he documents people and places. I would be lying if I said I wasn't inspired by his photos, especially considering our shared subject matter and love for environmental portraiture.
However, I am also inspired by numerous other artists and hopefully I bring a little bit of my own perspective that is unique to any of them. I am still fairly early in my career and I look forward to building a legacy that can one day be viewed on equal footing to Slim's. Until then, I will gladly toil in his shadow.
CM: I’m obsessed with your ability to make your overhead photos in your “Game Night” series come to life. How do you know when a shot is the one?
NM: I'd love to say that I instinctively know when I have the shot. It's a great deal of trial and error, especially with a series like this. A lot of preparation goes into picking the different props and backgrounds but, luckily, they are essentially "still life" photos within a set frame. There is no time limit to get it right. I'm mostly concerned about the placement of hands and objects so that everything looks balanced and there is enough detail to entertain the eye. As with all of my work, I try my best to blur the lines between fantasy and reality.
CM: Is this your first time at Round Top? What are your expectations?
NM: It is! I am so excited to explore all that Round Top has to offer. I love antiques and anything that has a story to tell. I'm hoping for some great shopping, old fashioned Southern hospitality and maybe a bite or two of some Texas barbecue.
Photo by Nick Mele
Visit Society Social at Blue Hills March 22 through April 5.
