Indigenous House
Indigenous House Activation, Santa Fe Indian Market
Cultural Activation, Brand Activation & Hospitality Experience · Santa Fe, NM · August 2026
The Challenge
Indigenous House needed a physical manifestation of its brand within La Fonda on the Plaza that felt elevated, welcoming, and authentic: an environment balancing storytelling, hospitality, content creation, and community-building while complementing the hotel's character and architecture. It had to support everything from panels and fireside chats to networking, creator activations, food and beverage, and entertainment programming. The plan had to be modular enough to maximize impact, encourage organic content capture, and position Indigenous House as a must-visit destination throughout Indian Market weekend.
The Idea
Our strategy was to transform Indigenous House into the cultural living room of Santa Fe Indian Market, a place where community, creativity, and storytelling could converge. By blending hospitality, content creation, and cultural programming, we built an environment that felt authentically Indigenous House while complementing the character of La Fonda. The result was more than a destination; it became a platform for connection, discovery, and cultural exchange.
The Execution
La Fonda became an elevated, welcoming expression of Indigenous House, with its flexible design carrying guests from intimate breakfasts to panels, networking, and a closing celebration without losing a cohesive identity.
The weekend opened with the Women's Breakfast, an intimate conversation between Deb Haaland and Vogue's Christian Allaire on leadership, representation, and supporting Indigenous creators, setting a thoughtful tone for the days ahead. Conversation deepened from there: the Gangland Panel paired recognizable talent with an accessible format that positioned Indigenous House as a bridge between community, creators, and entertainment. Then, In Conversation: Fashion & Culture gave Indigenous makers space to speak directly about the craft, entrepreneurship, and histories behind their work. Presented with the YouTube Creator Collective, the Creator's Summit brought Indigenous House's digital mission to life through candid conversations with creators Shina Nova and Eagle Blackbird. The weekend closed with Rez Roundup, live performances, dancing, and food from chefs Sean Sherman and Claudia Serrato, a joyful send-off that brought music, fashion, and community together in a way that felt distinctly Indigenous House.
The Results
QUANTITATIVE
QUALITATIVE
The flexible environment carried a diverse programming slate, from the Women's Breakfast and Gangland Panel to In Conversation: Fashion & Culture, the Creator's Summit, Rez Roundup, food and beverage experiences, and live music, without losing the cohesive identity established on day one. Four distinct photo moments, including a disco horse and Wakeah Jhane art, along with curated décor throughout, drove organic content across Instagram, TikTok, and Facebook. The space did as much work as the programming: an elevated, welcoming environment that felt authentically Indigenous House while complementing La Fonda's historic character, giving guests a reason to linger, return, and share.
Why This Moment Mattered
Indigenous House created a space where creators, artists, and community came together to celebrate and shape contemporary Indigenous culture, a true gathering place designed for connection. Every touchpoint told the story, from art and décor to programming, food and beverage, gifting, and content, and Indigenous creators took center stage throughout, deepening guests' connection to the people and culture behind the brand. While 860+ guests attended in person, the impact reached far beyond La Fonda, extending across social platforms and the broader conversation beyond Santa Fe. Guests left with a clear understanding of Indigenous House and a meaningful connection to its community, creators, and vision, proof that Santa Fe Indian Market was the perfect moment to show what Indigenous House was built to be: a home for Indigenous creativity, community, and connection.
