The Travel Agency Soho Store Opening
The Travel Agency expanded its New York retail footprint with the opening of its Soho location, positioned as both a retail destination and a cultural moment for the brand.
Building on wellness, art, and architecture, the store introduces a more immersive retail environment, with design-led storytelling at its core.
I led media positioning around the opening, framing the store as a design-forward retail moment and aligning it with conversations around experiential retail in New York.
The Opening
The opening was announced on May 7, 2025, introducing a SoHo location designed to reflect the neighborhood’s long-standing relationship with art and design.
Developed in collaboration with Leong Leong Architecture, Big Heavy Studios, and artist BREAKFAST, the space was built as an immersive environment, anchored by a sculptural ceiling and interactive installations.
A curated Bong Gallery further positioned the store as a cultural space, featuring functional cannabis design from international artists.
Rather than approaching the launch as a traditional dispensary opening, the focus was on positioning it within design, architecture, and culture, expanding how cannabis retail is represented in media.
Outreach focused on editors across design, architecture, and New York culture, ensuring the story landed beyond cannabis and into broader retail and lifestyle conversations.
The Outcome
The opening secured coverage across design, culture, and local media, positioning The Travel Agency’s SoHo location as a standout retail concept within New York.
Coverage highlighted the store’s architectural design, gallery-like experience, and role in redefining how cannabis retail is presented.
