THC NYC Brand Creation & Launch

THC NYC, a groundbreaking multi-sensory destination in New York's Soho, redefines cannabis culture across five floors of immersive exhibitions. Established in the wake of New York's 2021 marijuana legalization, the House of Cannabis founders aimed to transform perceptions and eliminate stigma surrounding cannabis. Base, responsible for the brand's comprehensive development, strategically positioned THC NYC as an educational and experiential cultural institution rather than a conventional dispensary. The visual identity, from naming to merchandise, revolves around the iconic arched windows of the historic 427 Broadway building, symbolizing portals to alternative realms. A custom typeface infused with urban attitude, streetwear-inspired merch, and ethereal cloud art direction underscore the venue's transformative nature. Prior to its opening, THC NYC has already become a neighborhood icon, hosting a New York Fashion Week runway show and featuring prominently in passersby photoshoots against its branded windows.