I love this effort by Quicksilver, the So Cal surf brand. In a nutshell, they have taken over a loft space for a year, and got 6 up-and-coming women in different creative disciplines to live together. You can visit the site here to learn more.
I like the many tentacles this has. It appeals and seems progressive for women, (who buy a lot of Quicksilver clothes I imagine). It gives Quicksilver a halo of social responsibility - giving something back to the community. It has 6 artists, each now with the Qucksilver backing, which probably means that at least one, if not all, will get more coverage and have a chance to be noticed. In terms of cost, free rent is simply not that much. Less than a few print pages in Teen Vogue. And if they are smart, they will be able to create a series of interviews, events and content all getting in front of the right people.
And ultimately, it is just plain cool and interesting, exactly where Quicksilver needs to be.