Celebrating the intersection of cannabis with art and music, JARS Cannabis will bring its immersive pop-up experience to life at Movement May 28-30, 2022
TROY, Mich., May 19, 2022 – JARS Cannabis, Michigan’s leading lifestyle retailer and purveyor of affordable and accessible cannabis products, is now the first cannabis retailer to sponsor Movement, an internationally renowned dance music festival that is held annually during Memorial Day Weekend (May 28 – 30) in Downtown Detroit at Hart Plaza on the city’s Riverfront.
Traditionally hosting five stages, Movement has 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. Featuring a roster of all Detroit-based artists, the new stage’s lineup will include Movement veterans, newcomers, and rising talent, such as T4T LUV NRG artist Beige and Portgage Garage Sounds artist Tammy Lakkis, along with Deon Jamar, Meftah, Francois Dillinger, and many more. In addition to sponsoring Movement’s newest stage, JARS will also sponsor the BODY & SOUL (ALL NIGHT LONG) – Movement 2022 Official Opening Partyon May 27, along with the Movement 2022 Official Closing Party: Stacey Pullen B2b Loco Dice, Ellen Allien, Overmono + More on May 30.
“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 will simultaneously debut 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 comes to life as an edgy, Instagrammable oasis of immersive art installations, curated to elicit cannabis-infused conversations amongst festival goers while imposing disruption on mainstream culture and expression.
Open to all Movement ticket holders, the experiential, JARS Campus pop-up tent will immerse festival attendees in a variety of cannabis-themed art activities and installations, inspire them to capture and share post-worthy content, and offer limited-edition JARS Collection streetwear apparel and accessories that will be available for purchase while supplies last, only at Movement. Aiming to engage and connect with potential new customers in a digitally driven world, JARS will demonstrate its innovative click-and-mortar retail approach at the dance music festival by integrating a strategically curated QR code into its unique JARS Campus activation, leading festival goers aged 21+ to discover a seamless and contactless e-commerce shopping experience on the cannabis retailer’s website.
“Acknowledging that consumer behavior and preferences have shifted dramatically as we enter into a new post-pandemic era, our team was determined to create an in-person experience that could introduce and reflect who we are as a company while empowering festival attendees to develop meaningful connections with our brand,” JARS Cannabis Creative Designer, Kylie Hight reveals. “At JARS, we feel passionate about discovering compelling ways to disrupt social norms as we rewrite the existing narratives that surround cannabis. JARS Campus at Movement represents the ultimate culmination of who we are as a brand – daring, playful, gritty, nimble, and inclusive.”
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.
For more information on JARS Campus at Movement, please visit www.az.jarscannabis.com/events/jarscampus-movement/.