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Terrane Group
New York, NY
New York, NY
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The House of Cannabis is an entirely new concept. Part museum, part immersive experience, part gathering space – THC NYC balances itself between being an institution to learn and a place to engage with the past, present and future of cannabis culture.
As cannabis consumption gains global acceptance, lingering stigmas and outdated stereotypes continue to shape its perception. How do you create content that both avoids the typical tropes and celebrates cannabis’s rich, multifaceted impact on culture?
Our goal was to build an inclusive, vibrant ecosystem of digital content that resonates with everyone—from the ‘canna-curious’ to key figures in the cannabis community. Guided by themes of energy, celebration, and connection, we built a series of content that embodied the depth, intention, and spirit of modern cannabis culture.
Culture / Museum
To create a captivating content universe, we began by diving into the lifestyle and aspirations of its audience. Through research on their interests, personal style, weekend routines, and unique cannabis habits, we gained insight into what excites and inspires them. This understanding allowed us to craft content that transports viewers from the ordinary into a world that embodies the brand’s vision—an authentic, immersive celebration of cannabis culture in all its complexity.
The merchandise tells a story, blending elements of counterculture and modern design to create items that are both eye-catching and meaningful. With this line, we’re building a world around the brand, where every product invites audiences to carry a piece of the museum’s experience with them, sparking conversations and creating connections long after they leave.
