Brands Cannabis Celebrities Marketing People Retail

Inside the First SoCal Store of Jay-Z-Backed Cannabis Brand Caliva

Courtesy of Caliva; Michael Kovac/Getty Images

With Jay-Z on board as chief brand strategist, Caliva officially opens its deli-themed dispensary on Thursday.

Jay-Z’s cannabis brand of choice has opened the doors of its first Southern California store.

Caliva, which tapped the rapper as chief brand strategist in July, is debuting its Deli by Caliva dispensary in Bellflower, Calif., just outside Los Angeles, with a grand opening ceremony at 10 a.m. on Thursday.

The name of the store is inspired by its Deli weed line that launched in January. The theme is mirrored in an old-fashioned New York deli design concept: a mint green color palette, glass window counters displaying different flowers and cafe stools for guests.

“We wanted to create something that was reminiscent of those early delis you saw from the 1950s,” says store manager Joshua Estrada to The Hollywood Reporter. “I kind of equate it to like if we took that deli from The Marvelous Mrs. Maisel — it’s that neighborhood vibe. They’ve got the rabbi, right? It’s one of those moments, the neighborhood celebrating those spaces. We wanted to also play on that.”

Courtesy of Caliva
Guests enter the white-lit store — the exterior of which features a mural reading “Make Your Daily Special” — and take a ticket from a vintage-style machine and grab a metal grocery basket. They can then peruse the offerings from a refrigerator, including drinks (CBD coffee from Somatik and THC infused Hi-Fi Hops from Lagunitas, $8 each) or chocolate bars (Chill’s cannabis milk chocolate with THC for $15).

The walls are lined with goods from several L.A. based companies, boutique greenhouses and family farms, as well as classic Caliva products such as the Toasties Classic pre-rolls ($15), Dogwalkers pre-rolls ($15), premium Bad Apple flowers (3.5 grams for $45) and the Deli collection (including the Mendo Breath, Cookies and Watermelon Zkittlez). At $160 for 28 grams, the Deli flowers come in retro mint green tins with branding to match the store’s neon sign reading, “Fresh Cuts Daily.”

To Read The Rest Of This Article By Lindsay Weinberg on The Hollywood Reporter

Published: November 20, 2019

SHARE
RELATED POSTS
MedMen Gains Exclusive Rights to Woodstock Name for Cannabis Products
Wyclef Jean Announces Cannabis Product Line
Lowell Farms emerges from acquisition with an eye toward dominance in California and beyond

Leave Your Reply

*