The House of Cannabis is comprised of 10 vastly different experiences. Though each floor explores a unique theme, the experiences themselves vary greatly in the senses they activate and the sensations they evoke. From a celebration of the cultural significance the plant has had on music, to a confrontation of the injustices that have spawned as a result of the War on Drugs, THC NYC takes guests through the many dimensions of cannabis culture.

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Tasked with developing a Brand Campaign prior to the completion of the space, we asked ourselves, ‘How do we quickly and effectively showcase this experiential diversity?’ With the intent of eliciting curiosity and imagination, we told this narrative arc through human emotion. Choosing and assigning 6 of the experiences with a distinct feeling (Awestruck, Liberation, Marvel, Pleasure, Marvel, and Blitzed), we assimilated the distinct aspects of each room and turned a hyperbolic lens on the emotions of THC NYC.

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Identity created by Base Design