A new multi-sensory and experiential destination that explores the many facets of cannabis culture has landed in New York’s Soho. Offering five floors of unique exhibitions and experiences, THC NYC aims to be a beacon of “high” culture, and our identity helps to transport visitors out of the ordinary and immerse them in the extraordinary.
Almost overnight, New York officially pivoted its approach towards, and relationship with, marijuana in a dramatic 180-degree flip. Legalizing the substance for public consumption in 2021 immediately led to dispensaries opening in droves, a slower release and rehabilitation of those previously convicted of weed-related crimes, and a significant growth in general interest in cannabis products and culture.
Against the backdrop of this major shift from subculture to mainstream, The House of Cannabis (THC NYC) founders acknowledged early on the key role this unique “museum” will play in breaking stigma, changing perceptions, and elevating cannabis culture both for experienced and newly curious audiences. Its visual identity therefore needed to facilitate all of these elements, while avoiding so many potential cliches and tropes.
Base touched almost every brand aspect: from naming and strategy, to the website and merchandise – all centered around communicating the museum as a place that’s experiential and educational; a cultural institution rather than a dispensary. Since cannabis can transport the mind to different places, the iconic arched windows of the house’s historic building at 427 Broadway were an obvious tie-in to represent portals to other realms. This shape informed a tight visual framework that revolves around a flexible motif, used to either contain or frame a wide range of content, and acting as both a conceptual and a literal window into the world of THC NYC.
A custom typeface speaks to urban culture, with plenty of attitude, and merch was created with a streetwear sensibility. For the art direction, clouds represent the ethereal, and also act as euphemisms for smoke, while color gradients evoke the feeling of ever-changing moods and constant discovery.
Even before opening, the venue has become an icon for the neighborhood, having hosted a runway show for New York Fashion Week, and its branded windows acting as a backdrop for the myriad photoshoots undertaken by passersby. This integration into the neighborhood, and the city as a whole, has helped set up THC NYC to become an inviting world for many kinds of people to explore, and a critical milestone in bringing cannabis culture “into the light.”
Content provided by Terrane Group.
