Pre-Legalization Pop-Up

The Gig

San Rafael ‘71 (SR71) is a brand that’s all about the Spirit of the 70’s. So when it was decided that we were going to do a pop-up the month before cannabis legalization, we wanted to make sure people felt like they’d been transported back to the 70’s. Since we weren’t allowed to advertise or promote on social media, we needed the storefront to be LOUD, so we painted a whole building SR71 blue and installed 8’ high lava lamp LED screens in the 2 front windows. Once inside, consumers were given a SR71 branded token that they could exchange for either a piece of SR71 swag, a vinyl record or a real-time screen printed t-shirt. The main floor had a whole vinyl shop, a 70’s inspired living room setting, 3 large arcade games and an area for cool local artisans to showcase their complimentary brands. Oh and did we mention that from Thurs-Sat, we hosted intimate band performances for 100 people in the basement? Featuring some of the GTA’s buzziest acts - Crown Lands, FRIGS, The Elwins and to close it all out Tokyo Police Club. The pop-up saw thousands of people through and left a memorable imprint on everyone that came by - our FRC staff and on-site team included.

The Goods

Program Ideation / Strategy
Activation Production
Contract Negotiation
Artist Procurement
Staffing