Article by Zaron Burnett III, Civilized
“I’m so glad you could make it. Okay, let me give you the tour. As you can see, there’s an assortment of brownies. They’re all infused. Later, we’ll have infused ice cream. For now, there’s the vape bar. Both indoor and outdoor flowers. And, once you’re feeling good and high, you should try the virtual reality.” This is how Dan Braunstein, founder of GrassFed, gives me the short tour and introduces me to his pop-up cannabis and VR soiree.
The crowd is young creatives. We mingle in a loft space on the top floor of a building, just south of downtown Los Angeles. The brick walls and wooden floors provide a certain feeling of timeless intimacy inside the open loft. There’s plenty of scattered furniture, comfortably arranged in clusters for conversation. Leaning up against and hanging on the walls is artwork that’s bold, striking. And then there’s the giant psychedelic-painted lion statue. Setting the vibe is a playlist of music that ranges from hip-hop to classic rock, psychedelic rock to Arabian folk music. It’s eclectic without ever feeling pretentious. A delicate balance to strike these days.
Now that California has passed Proposition 64 — which will see a legal recreational marijuana market open for business in 2018 — all sorts of savvy cannabis entrepreneurs are trying to figure out how to give consumers what they want. Braunstein’s pop-up pot event is one new model for how people might soon enjoy cannabis in intimate, one-time events. There’s a certain magic to a pop-up event for this simple reason. Just like a flower, the joy of the blossom only lasts so long. It’s a perfect way to create something special – something that provides a subtle feeling of wonder, like when Brigadoon magically appears.
As he leads me over to the vape bar, Braunstein tells me how GrassFed typically hosts themed, pop-up, pot-infused dinner parties. He wants people to enjoy a night out, microdosing to their heart’s content, invisibly surrounded by soulful music, delighted by new and intriguing tastes. Braunstein says his main goal is to destigmatize cannabis, to treat it with a similar sophistication that we bring to wine appreciation. In many ways, he swaps cannabis for wine. But he points out that tonight’s event will feature no alcohol. He finds alcohol can sometimes make social scenes messy. That rarely happens with cannabis. With marijuana, people tend to just chill and enjoy themselves. That said, much like wine, Braunstein also finds that cannabis pairs perfectly with good food and music.
This all sounds dope to me.