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The SoHo cast-iron building at 427 Broadway at night, every arched window glowing green, THC NYC posters along the street front.

Experiential & Events

SoHo THCNYC Museum

  • Experiential & Events

A production designed to be walked through, not just watched.

Intro

An immersive, multi-room cannabis brand experience. A scent lab that pairs mood with fragrance. A projection-mapped poem room. A psychedelic Hypnodrone tunnel. A live grow. A macro-photography gallery of the plant itself. And a room that takes on the War on Drugs head-on. Built for people to move through, touch, smell and feel.

Two visitors in silhouette facing a wall of swirling psychedelic projection.
The House: a dark lounge with curved green velvet sofas around a candlelit planted fountain.
A mirrored grow room: rows of young cannabis plants under white light panels.

Behind the scenes

  • A visitor leans in to smell a green sphere in a lime-green booth labelled The Scent of Energy.
  • Poem text projected over a dancer and across the floor in a dark room.
  • An empty lounge with low seating beneath a wall-to-ceiling psychedelic projection.
  • A dancer spins on a round platform in green haze under a starburst of light tubes.
  • The entrance to The Microverse, a macro-photography gallery credited to Kandid Kush.
  • Inside The Microverse: a glittering grotto hung with backlit macro photographs of cannabis, around a geometric mirrored lantern.
  • A long wall reading Cannabis Justice Now, hung with panels on the War on Drugs.

Process

Each room was designed as its own sensory beat. Scent, sound, light and projection were built together with the space, not added after. It reads less like an activation and more like a museum you can dance in.

Portraits

Photography by Ryan Neil Postas

Credits

Photography
Carlos Hano
Portrait photography
Ryan Neil Postas

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