Seeing Green
WITH A SUCCESSFUL ROUND OF SERIES-B
FUNDING IN AUGUST, IT’S APPARENT THAT TOKYO SMOKE
HAS MORE THAN JUST THE DESIGN BUFFS BUZZED
With Canada puff-puff passing it’s way toward
marijuana legalization, it might not be too long
until you’re buying the stuff at the LCBO instead
of in your friend’s parent’s basement. But while
class-cutting teenaged stoners might be happy
with Cheech and Chong-inspired head shops,
Ontario’s altering state is an opportunity to disrupt
an industry - and culture - that has long been
stigmatized.
To say that Tokyo Smoke is rebranding cannabis
doesn’t do the company's mission justice. Retail
locations are a destination for designers, and the
design inclined, to get their fix of artisanal coffee,
sophisticated smoking accessories and free wi-fi; in
other words, a winning trifecta for inspiring great
ideas. Shelves are lined with crystal gemstone pipes
that could easily pass for room décor at the nearby
Anthropologie. Grab a chair and leaf through
“hi”, the brands nuanced print magazine or draw
inspiration from a series of artist collaborations,
including artwork by Dahae Song. Housing the
whole project in a coffee shop helps Tokyo Smoke
not only normalize cannabis, but cultivate a strong
sense of community.
Lifestyle marketing in luxury goods is nothing
new, it sells everything from coffee to cars.
However the owner’s clout (Alan Gertner is an ex-
Google executive, his father and business partner is
a serial investor) gives Tokyo Smoke a noteworthy
advantage in the race to transform hotboxing to
haute-boxing. Not only has the company received
financial backing from the likes of Dragon’s Den
alum W. Brett Wilson, but has also closed a ground
breaking deal with the leading licensed producer
of medical cannabis, Aphria.
However, until the government gives the green
light to sell cannabis recreationally, Tokyo Smoke
is dedicated to selling the most addictive drug: an
immaculately curated experience.
S y l va n u s - U r b a n . c o m
BERKELEY POOLE,
CREATIVE DIRECTOR OF TOKYO SMOKE.
INSTAGRAM WORTHY
“Design has become such an important part of
everyone’s lives. Tokyo Smoke operates adjacent to
that. We understand that people are really tapped
in culturally and visually. The brand is very design
focused because that's where people’s tastes are.”
MARY JANE’S MAKEOVER
“Tokyo Smoke is developing a new narrative or new
visual language within weed as opposed to totally
rebranding it as an industry. There is already a great
and interesting culture and history to cannabis, but
we are certainly developing our own voice in the
space.”
ON SELECTING ARTISTS
“I think most of the time it’s an intangible quality.”
‘HI’ ART
“If a magazine is fully digital I don’t know if people
engage with it in the same way. I think when you are
leafing through a print magazine it forces you to take
a moment and immerse yourself in the material. ”
LEADING THE CONVERSATION
“I think we are rearticulating cannabis in a way that
feels way more evocative and experiential. Those
are the two main things I’m always aiming to explore
with the brand.”
ESSENTIAL ACCESSORY:
Journey Pipe in rose gold.
The Edge
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