Gotham’s High Love New York Campaign Unites Iconic New Yorkers in Celebration of a Connected City
Gotham, the trailblazing cannabis concept store, has once again redefined the boundaries of cultural collaboration with its latest campaign, High Love New York. A celebration of cannabis as a cultural and community connector, the campaign brings together a diverse array of iconic New Yorkers and everyday citizens to highlight the unifying power of cannabis in the world’s greatest city.
Taking inspiration from the legendary “I ❤ NY” campaign of the 1980s and the timeless black-and-white photography of Richard Avedon, High Love New York is more than a visual treat—it’s a statement of inclusivity, creativity, and community. The campaign positions Gotham not just as a retail destination but as a hub for art, culture, and lifestyle, fostering a new narrative around cannabis consumption.
A Visual Homage to New York’s Creative Spirit
Shot by renowned photographer Dean Isidro, whose work has graced the pages of Vogue, OUT Magazine, and Grazia, the campaign’s imagery reflects the soul of New York City. The stark black-and-white portraits feature an eclectic mix of tastemakers and everyday New Yorkers—a barista, a drag performer, a retiree, a postal worker—alongside luminaries from creative industries.
Among the featured talents are:
- Lenny Kaye, the legendary guitarist who has been a cornerstone of Patti Smith’s band since its inception in 1974.
- DJ Bobby Trends, a pivotal figure in the city’s contemporary music scene.
- Richie Shazam, a multi-hyphenate artist and LGBTQIA+ icon, returning to Gotham after her impactful appearance in the 2024 Pride campaign.
- Grace Ling, a rising star in fashion design, celebrated for her groundbreaking collaborations with Gotham at New York Fashion Week.
- Liz Cambage, a model and basketball player, adding athletic dynamism to the campaign.
This mix of cultural icons and everyday New Yorkers captures the city’s unique tapestry—a melting pot of perspectives, talents, and shared experiences, all united by a love for cannabis.
Cannabis Meets Culture: The Message Behind the Campaign
At its core, High Love New York emphasizes the role of cannabis as a cultural and community connector. Gotham’s founder and CEO, Joanne Wilson, underscores this vision:
“When a substance is illegal and its users are criminalized, the surrounding culture doesn’t have a proper chance to develop and flourish. Gotham is working to make up for lost time—pushing the culture of cannabis forward by engaging and embracing the creative communities that have time and again been the first to welcome positive change.”
Through this campaign, Gotham seeks to dismantle outdated stigmas and recontextualize cannabis as a force for connection, creativity, and cultural growth.
A Taste of New York: High Love New York Gummies
In conjunction with the campaign, Gotham is launching a limited-edition product: High Love New York gummies by Off Hours. Designed for the city that never sleeps, these gummies offer an energy boost and are inspired by the iconic New York soda fountain favorite, Cherry Lime Rickey. This product exemplifies Gotham’s commitment to crafting experiences that resonate with the city’s vibrant culture and its residents’ dynamic lifestyles.
Expanding Gotham’s Footprint
The High Love New York campaign also marks a pivotal moment for Gotham’s rapid expansion. In 2024, the brand opened new locations on historic Warren Street in Hudson, NY, and in Williamsburg, Brooklyn, at The Refinery at Domino. A fourth location in Chelsea is set to open in February 2025, solidifying Gotham’s position as a leader in cannabis retail.
Each new store embodies Gotham’s mission to create a welcoming space that integrates cannabis with art, design, fashion, and culture. From in-store activations to community events, Gotham is redefining the cannabis retail experience, offering more than just products—it’s offering a lifestyle.
Pioneering Creative Collaborations
Gotham’s influence extends far beyond its retail spaces. The brand has become a cultural powerhouse, collaborating with artists, designers, and tastemakers to revolutionize how cannabis is perceived.
At New York Fashion Week in February, Gotham will continue its tradition of partnerships with iconic brands like Collina Strada and Eckhaus Latta, following its September successes with Grace Ling and Theophilio. The brand also made waves by teaming up with Alex Consani, the first out trans woman nominated for the British Fashion Council’s Model of the Year award, and collaborating with Creative Time on their annual gala to host a first-of-its-kind cannabar.
These initiatives are part of Gotham’s broader vision to integrate cannabis into the cultural mainstream, making it a celebrated and accepted part of New York City life.
A Unified Vision for a Unified City
In a city as diverse and dynamic as New York, Gotham’s High Love New York campaign serves as a unifying force. By showcasing the breadth of the city’s talent and embracing its unique spirit, the campaign not only celebrates cannabis but also the resilience, creativity, and inclusivity that define New York.
As the campaign goes live city-wide on February 1, 2025, Gotham invites all New Yorkers to join the celebration and explore the intersection of cannabis and culture. Whether through iconic imagery, creative collaborations, or the limited-edition High Love New York gummies, Gotham is fostering a sense of community and pride in the city we all love.
About Gotham
Founded in 2023, Gotham is the world’s first cannabis concept store, blending art, design, fashion, and culture with expertly curated cannabis offerings. A female-founded, mission-driven brand, Gotham is dedicated to redefining cannabis retail through creative collaborations, elevated experiences, and a commitment to community engagement.
With locations in the East Village, Hudson, Brooklyn, and soon Chelsea, Gotham continues to lead the way in revolutionizing the narrative around cannabis, making it an integral part of New York City’s cultural fabric.
Join the Conversation
What does cannabis mean to you as a cultural connector? Share your thoughts on Gotham’s High Love New York campaign and its impact on the city’s creative landscape.
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