To introduce the new technology we created North America’s first dispensary, for running. Dispensing that euphoric feeling you can only get with React.

The Dispensary was created with the materials and innovation of the React technology in mind. The store was open at night, so we created a neon sign to draw attention to it. Upon entering the space, you are immersed in the materials that represent the Epic React foam technology. A runner's high chemical formula and a Toronto personalized manifesto guide you up the stairs to the counter. The "breathing wall" is a mechanical Swoosh that expands and contracts to represent the bounce and breathing nature of the foam. The floor of the space was covered with a 4D mapping optical illusion. We built an trial room for runner’s to use the technology, where a series of LED lights and curated music, along with a guru guided voice optimized the runner's high thrill. The top mezzanine was created to be the chill out space to relax after the perfect high.

SOCIAL

• Impressions: 4,900,783

• Reach: 2,075,946

• Video Views: 642,217

• Engagements: 40,145

• Link Clicks: 15,053

OOH

- Impressions:  6,029,978

- 4000 calls to the dispensary phone number as of April 28th.