There’s more than one way to celebrate cannabis than lighting up.
Earlier this year, New York legalized the use of recreational cannabis by adults, and a Las Vegas-based nightlife entrepreneur is gearing up to bring the city a major cultural touchpoint in celebrating the plant.
The House of Cannabis, or THCNYC for short, is Robert Frey’s project to transform a sprawling 30,000 square foot space into an immersive museum that will explore the history of cannabis and highlight the creative arts and culture that he has influenced over the decades.
Frey is the former owner of Vegas’ Pure nightclub and Pussycat Dolls Lounge. Most recently, he became the owner of a 50,000 square foot cannabis production facility and owned the city’s Zen Leaf dispensary. Frey has since left that company following a lawsuit with another former partner, according to the Las Vegas Review-Journal.
Scroll to continue
Despite its cannabis-related businesses in Nevada, however, Frey’s THCNYC does not intend to include on-site cannabis distribution or consumption. The exhibits will include LED light shows, sound technology and smell to stage a “full 4-D experience,” Frey said, per The real deal.
The conversion will be quite an undertaking as three separate floors will be dedicated to the experience. At least one floor will serve as community and event space for guest speakers, brand activations and more.
Frey maintains that the location aims to be more of a cultural center, and he says the place is intended to be a community center for New York City cannabis enthusiasts from all walks of life.
“We don’t want to compete,” Frey said. “We really want to help all dispensaries, whether they want to use us to launch brands or see that we can help their programs.”
THCNYC is set to open this fall at 427 Broadway.