Usal Project is crafting human connection.
What’s happening: The LA-born outdoor experience club opened Annex House, a physical gathering space designed to bring people together around shared interests.
Out there. Forged to reconnect urbanites with nature—and each other—Usal Project hosts run crews, hiking excursions, camping trips, and wellness workshops. Intimate by design but not a secret, the community has attracted brand partners like adidas and Freaks of Nature as sponsors.
Expanding gatherings to NYC and SF, Usal also launched Satellite, an LA retail showroom that recently supported the relaunch of Nike ACG.
In here. Dubbed “a room for return,” Annex House is a home base for an ongoing calendar of IRL experiences rooted in movement, culture, and community — from supper clubs and hi-fi listening parties to chess nights and flower arranging.
Making space. Seeking real-world connection, nearly 80% of young consumers want to attend IRL events, with 45% motivated by belonging and identity. As offline counterculture rises, everything from group fitness to book clubs and garden parties are being recast as wellness.
Looking ahead: Preserving authenticity as it expands, Usal is a blueprint for community-first wellness built around shared experience and outdoor exploration.
