As one of the largest, vertically integrated medical cannabis companies, Cresco Labs launched their newest lifestyle product line consisting of three unique extensions; RISE, REST, REFRESH. Brand New produced intimate, 200-person launch events which featured custom consumption areas for guest to sample products, interact with other industry enthusiasts, influencers and tastemakers.


Create an immersive branded footprint, incorporating local touch points of the respective markets while providing guests with the right balance of education and enticement across the Cresco product lines. Inspire guests to trial products, share experiences within social communities across social platforms and drive volume across points of distribution.


Successful launches in both San Francisco and Los Angeles markets resulted in strong attendance, high engagement and increased brand affinity among consumers and industry attendees. Guests enjoyed highly curated experience from custom cocktails to fresh, locally sourced bites while sampling a variety of products in custom consumption areas.