Overview

Tonic, an up-and-coming CBD brand with a farm in upstate New York, engaged Limone to conceptualize, program and produce a popup in Manhattan during the busy holiday season. New York City is the most densely populated urban environment in America, and Tonic wanted to create a space where consumers felt connected to farm life and the attractions of cannabis cultivation in a way that also felt cosmopolitan.

What Limone Did

• Built out a space in a Bowery storefront lined with live cannabis plants, comfortable seating areas and sexy merchandising of products from Tonic and an assortment of on-brand non-cannabis partners.
• Created an ASMR farm experience for consumers to tune into the natural soundscape and narrative of Tonic’s Tricolla Farms.
• Programmed and hosted a class called Fire Escape Horticulture, where editors learned how to grow and take care of their own cannabis plants.
• Created several days of additional programming including an opening party, a Box + Flow fitness class, vitamin IV drips, meditation and yoga classes, aura readings, a sound bath and an expert panel discussion focusing on the culinary potential of cannabis.
• Secured activation sponsorships from Sennheiser, Alo Yoga and Gem + Bolt

The Results

<aside> ⏰ Over the course of a four-day pop-up

</aside>

• 30K+ in product sales for Tonic
• 500k+ in social media reach
• Attendance and coverage from Elle, Essence, GQ, Hybebeast, Highsnobiety, Fashion Daily Mag and more