Crafting Lume's "Treehouse"

The Broad Collective / July 25th, 2021 / Detroit, MI

situation /

To kick off their exclusive cannabis sponsorship at DTE Energy Music Theatre, Lume Cannabis Co. partnered with the experiential marketing agency, The Broad Collective, to concept a treehouse-inspired, outdoor lounge and showroom. Hoping to make the ground-level space an educational and relaxing hub for concertgoers, they turned to Britten, Inc. and their industry know-how to help bring the Lume “Tree House” to life.

solution /

Using 3D-modeling software, designers rendered a comprehensive layout of the branded, 6,000- sq. ft. lounge. WoodWorks™ engineered the pieces of a 15’ x 20’ showroom centerpiece, transported them to DTE, and fully constructed the structure on-site. After adding a garage door for an open-air look and feel, installers added custom-built display cases, shelving units, wooden signage, decorative metalwork, and drink rails. Then, they installed light pole banners, informational standees, and decals fabricated by the print crew. Now, concertgoers can swing by the lounge to relax before their show and learn about Lume’s unique products.

impact /

“The lounge turned out so beautiful. It’s such a welcoming and informational space that really represents the Lume brand,” says The Broad Collective co-founder, Ali Parker. “We love that first-time cannabis users won’t feel intimidated or afraid to ask questions in this type of relaxed setting. It’s going to give Lume the opportunity to meet, educate, and convert a lot of consumers.”

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