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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.
Experiential spaces are everywhere, filling social media feeds and fading into a backdrop of sameness. Yet the experience economy remains one of the most powerful ways to engage audiences today. In a landscape crowded with similar concepts, standing out now requires delivering a truly thoughtful experience. How can we reimagine immersive environments by drawing on emerging talent, fresh themes, and advanced technology to craft something genuinely original?
Culture / Museum
To create a custom digital experience that feels genuinely novel, we set out to seamlessly integrate bespoke technology and visionary artistic talent. We began with a provocative brief: “induce the feeling of being high without being high.” This concept opened doors to exploring altered states of perception within a completely sober context, inviting participants to tap into an elevated sensory experience.
An intriguing angle that emerged was the potential to blend cannabis culture with wellness, positioning psychedelia as a path to mindfulness and relaxation. By drawing on this wellness-focused perspective, we envisioned a space where immersive visuals, original soundscapes, and tactile elements harmonize to replicate the therapeutic effects of psychedelia.
To bring this vision to life, we commissioned artist Benjamin Gordon, who created a 10-minute hypnotic experience that blends abstract visuals and sound to transport viewers into a surreal, otherworldly state.
This experience unfolds within a reimagined theater equipped with 320 cutting-edge LED panels—delivering ultra-high resolution imagery far beyond traditional projection. Spanning 40 feet wide, 12 feet high, and extending 20 feet overhead, the LED walls wrap around viewers, creating a boundless sense of depth. Mirror-lined walls amplify this immersive effect, producing an infinite visual expanse, while custom wave-like furniture invites guests to sit back and fully absorb the journey.
The Hypnodrome was designed to be a fully customizable venue, offering strategic partners the flexibility to program every aspect of the space with custom content creation. From immersive visual content to bespoke layouts, the space can be activated to reflect each partner’s unique vision and engage audiences in truly memorable experiences.
As part of the marketing strategy, we partnered with Sundae School, Matte Projects, Colina Estrada and hosted a special record launch event with Curren$y featuring an appearance by the legendary Cheech & Chong.
