New York: cannabis dispensary opens on 5th Avenue

Imagine a coffee shop on the Champs-Élysées. A dream? Likely for a few more years. But on the American equivalent of the Champs, it has become a reality.

A new dispensary has opened its doors on 5th Avenue on April 20th, under the name MedMen. The 200m² flagship store sits alongside prestigious brands like Apple and Barney's.

«This store represents the future» explained Adam Bierman, CEO of MedMen. But there's no question of getting ahead of product legality. Only medical use is currently allowed in New York, and in a restricted manner. Anyone can visit the dispensary, but only medical users will be able to purchase products, which greatly reduces the potential customer base. Of the 20 million residents, only 33,000 New Yorkers have a medical cannabis card.

MedMen currently only offers 5 cannabis varieties in the form of vape pen, of dyes and capsules. iPad screens detail the different effects of the products (Wellness, Harmony, Awake, Calm and Sleepand recommend specific varieties based on what the client is trying to treat.

MedMen's strategy is clearly to position itself for future cannabis legalization. Although the medical use of cannabis is slowly opening up, the upcoming gubernatorial elections should see the topic of legalization at the heart of the debates. Cyntia Nixon, former star actress of Sex and the City, has already positioned itself in favor of legalization in the state.

While awaiting legalization, MedMen is preempting the high-end cannabis sector. And by setting up shop on 5th Avenue, it's also a symbol that times are changing.

MedMen had already made a name for itself by trying to break stoner stereotypes with appropriate posters.