JARS Cannabis, Michigan’s leading lifestyle retailer and purveyor of affordable and accessible cannabis products, became the first cannabis retailer to sponsor Movement, an internationally renowned dance music festival that is held annually during Memorial Day Weekend (May 28 – 30, 2022) in Downtown Detroit at Hart Plaza on the city’s Riverfront.
Traditionally hosting five stages, Movement expanded its festival footprint to demonstrate the new partnership by offering a sixth stage for electronic dance music fans and cannabis enthusiasts alike to enjoy this year, Detroit Stage presented by JARS.
“As a community-centered and culturally-inspired organization, JARS is committed to celebrating the intersection of cannabis with lifestyle and culture by creating shared experiences that touch upon personal passion points,” explains JARS Cannabis Marketing Director, Stefanie Michels. “There is a longstanding, synergistic relationship that exists amongst cannabis and music, and we are eager to be presented with such an extraordinary opportunity to honor the two, as Movement’s first-ever cannabis retail sponsor.”
Located near the main entrance on Jefferson Ave. and directly across from the Food Court and Detroit Stage presented by JARS, the cannabis retailer simultaneously debuted its new 360-degree, immersive, pop-up experience, JARS Campus. Boldly embracing stoner stereotypes through the depiction of high-contrast, graffiti-inspired line drawings, JARS Campus came to life as an edgy, Instagrammable oasis of immersive art installations, curated to elicit cannabis-infused conversations amongst festivalgoers while imposing disruption on mainstream culture and expression.
Open to all Movement ticket holders, JARS Campus immersed festival attendees in a variety of cannabis-themed art activities and installations, inspired them to capture and share post-worthy content, and offered limited-edition JARS Collection streetwear apparel and accessories that was available for purchase while supplies last, only at Movement. Throughout the three-day weekend, festivalgoers may have recognized high-profile social media stars hanging out at JARS Campus, including Detroit’s Rick Wershe, AKA “White Boy Rick”; Detroit Tik Tok Creator, Anna Robb; Instagram influencer and Hour Detroit Magazine’s Best Youtuber 2020, Emily Jean; and the multi-faceted musician and internationally-renowned ‘Bored in The House” Tik Tok Creator, Curtis Roach. Additionally, beginning at 4:00 pm EST on Sunday, May 29, the cannabis retailer welcomed Detroit-based dance collective group, Jit Happens, along with popular Tik Tok dancer, @b_nonstop, to perform a live, choreographed dance routine for Movement attendees to enjoy at the experiential, JARS Campus pop-up tent.
Formerly known as Detroit Electronic Music Festival (DEMF), the iconic event originally established its roots in Techno City during May of 2000 as an ode to Detroit’s influential role in the evolution of electronic dance and techno music. Renamed officially to “Movement” in 2006, the techno-focused festival has since been produced under the direction of Paxahau, a globally recognized boutique production company specializing in event management, booking and promotions. Despite enduring several name and production changes over the years, the Detroit-based event has effortlessly managed to attract millions of music fans across the globe since its inception.