Superfly’s Window Installation: 5 Cannabis Brands Illuminate Superfly's Upper West Side Windows

In the heart of New York’s Upper West Side, Superfly has redefined the dispensary experience. More than just a retail destination, Superfly is a curated cultural statement, where cannabis meets art, design, and community. On May 21, 2025, the space unveiled a striking five-part window installation during its Grand Opening, captivating guests with a series of vivid visual narratives. Each window tells the story of a different cannabis brand, transformed into art by visionary mastermind Katrina Chiovon. Her creative direction bridges architecture and immersive storytelling, turning the facade into a gallery that speaks to the future of cannabis culture. From Grassroots, STAYME7O, Back Home/Milkweed, Matter by PharmaCann to Dank by Definition, each brand is reimagined with emotional resonance and elevated aesthetics. These aren't just installations, they’re living portraits of lifestyle, innovation, the future of branding.

GRASSROOTS Rooted in Craft and Culture

Grassroots is a brand that values authenticity and community just as much as premium cannabis. Everything Grassroots produces is grounded in the belief that cannabis should reflect care, creativity, and connection to nature. Known for their indoor-grown whole flower and pre-rolls, Grassroots consistently proves that the spirit of homegrown craftsmanship can coexist with innovation. Every product speaks to the brand’s respect for nature, its commitment to quality, and its deep urban roots.

At Superfly, their window installation honors this ethos with earthy textures, mountain-inspired silhouettes, and natural light tones that evoke a deep connection to nature. Katrina Chiovon wanted to focus on using natural materials to mirror the brand’s rooted energy and organic philosophy. The result is an earthy yet refined aesthetic, just like Grassroots itself. Think wooden textures, deep greens, and an inviting rawness that makes the display feel alive. Superfly’s platform gives Grassroots the chance to speak directly to New York consumers through visuals that reflect their craft and celebrate the calming power of the natural world.

STAYME7O:

Couture Cannabis

Crafted in collaboration with elite growers and inspired by NBA legend Carmelo Anthony, STAYME7O is a lifestyle-driven cannabis brand rooted in flavor, function, and finesse. Known for its bold flower cultivars and pure live resin vapes, STAYME7O offers cannabis for the connoisseur, products that deliver both performance and presence.

STAYME7O is more than a nod to Melo’s legacy on the court. It’s a reflection of his evolution, embracing wellness, balance, and a new phase of lifestyle and recovery beyond the game. Guided by the Rev Recover Relax framework that informs Melo’s selections, this is cannabis reimagined as a tool for recovery, creativity, and intentional living.

The Superfly window installation channels that energy, clean lines, athletic symmetry, and tonal Gradients evoke a sense of movement, focus, and inner calm. There’s a meditative elegance to the display, echoing the mindset of a champion who now leads with clarity and wellness at the forefront. The installation seamlessly aligns with Superfly’s mission to elevate stories of excellence through art, design, and cultural innovation, where cannabis isn’t just a product, it’s a philosophy.

Back Home / Milkweed

From Farm to Feeling

With sustainability in practice and purity in mind, The Milkweed line is a standout example of what next-generation cannabis farming looks like in New York. Cultivated under Back Home Farm LLC, the line represents small-scale indoor craft growing at its most refined, featuring zero-spray protocols, strain-specific grow rooms, and up to 22 irrigations per day. It’s cannabis grown with patience, precision, and a deep respect for the living ecosystem that surrounds it. Katrina Chiovon’s window installation brings that ecosystem into full bloom. Inspired by the Monarch butterfly, she built a dreamlike greenhouse that doubles as both a tribute and a sanctuary. The monarch doesn’t just live on this plant in the wild; it thrives there. For Katrina, a lifelong butterfly admirer, that connection became the emotional heart of the display.

The entire exhibit centers around this idea of sanctuary. Delicate gradients, soft greens, and botanical overlays wrap around a luminous centerpiece, the Monarch butterfly in motion. Subtle lighting, crystals, and prisms, reflecting off mirrors placed throughout the installation, create a lighting atmosphere that sets the mood. At the core of the display are hand-placed holographic butterflies that were added to match the branding design, echoing the brand’s logo and symbolizing Milkweed’s spirit of metamorphosis and precision. By merging the Monarch’s natural habitat with a stylized futuristic emblem, the window becomes a world within a world, bridging nature and design, art and agriculture, past and future. In this way, Superfly’s display transforms into a living homage, more than just a visual. A botanical stage for Milkweed’s quiet brilliance. A home, not just for cannabis, but for the life it supports.

Matter by PharmaCann

Everyday Elevated

Matter isn’t just a cannabis brand, it’s a lifestyle. This window installation showcases how Matter integrates seamlessly into everyday life, highlighting its versatile product line alongside branded apparel and accessories. From budtenders to the broader community, Matter’s focus is on elevating personal wellness and self-expression through thoughtful design and intentional living. With roots in Illinois and a growing presence in New York, the brand continues to build a national identity grounded in quality, connection, and care.

Backed by PharmaCann, one of the nation’s largest vertically integrated cannabis companies, Matter is built on scale without sacrificing soul. Whether it’s through tinctures, flower, or vape, Matter's focus is to help people “make every moment matter” with reliable, thoughtfully grown cannabis. The Superfly window for Matter is bold and expressive, a vibrant celebration of cannabis as a lifestyle. With dynamic visuals, curated apparel, and product displays that center both community and culture, the installation brings the brand’s identity to life. Katrina Chiovon reimagines what today’s pharmacy could look like, welcoming, modern, and rooted in wellness. As part of Superfly’s evolving display program, Matter proves that mindfulness has its place in the fast-paced city.

Dank by Definition

New York’s Premium Pulse

Founded in 2022, Dank is a New York-based cannabis brand driven by a deep love for the plant and its culture. They are the top-selling flower and pre-roll seller brand in the state. Built by a team of experienced cultivators and hospitality veterans, Dank brings together the best of premium cannabis and authentic lifestyle energy. From the beginning, their mission has been to deliver high-quality, consistent products that elevate the everyday. Dank offers a curated selection of premium flower and expertly rolled pre-rolls, all crafted with care, innovation, and environmental responsibility. They employ state-of-the-art technology and sustainable practices to ensure purity and potency in every batch. But more than a product line, Dank is a voice for cannabis transparency, education, and responsible consumption.

At Superfly, Katrina Chiovon translated that mission into a bold, urban-centric window design. Drawing inspiration from New York street style, she infused the installation with raw graffiti energy, skateboarding culture, and vibrant lighting to capture Dank’s unapologetic, modern identity. To bring this vision to life, Katrina brought on artist Michael O’Malley, whose signature graffiti work and aesthetic can be seen woven throughout the installation. His contributions added an authentic street-art edge to the window, echoing the spirit of the city and the culture Dank represents. The final result is a fusion of cultural references and immersive visuals that pull viewers into Dank’s world, a brand that continues to shape cannabis culture while honoring the roots that made it thrive.

The Creative Visionary Behind the design and installation

Katrina Chiovon

While each brand featured at Superfly brings its own narrative, the unified thread is the visionary work of Katrina Chiovon, known widely for her work in film and television. Katrina’s creative talents extend far beyond the screen. At Superfly, she applied her artistic eye, design instincts, visual fluency, and signature creative energy into crafting five immersive window installations that bring each brand to life. With a background in interior design and a visual alchemist’s eye, Katrina Chiovon brings a multidimensional approach to every project. As The founder of The Chiovon Arts Foundation (CAF), she has curated over 85 art exhibitions, blending creative direction with hands-on execution. For this installation, she didn’t just oversee the vision, she brought it to life herself, designing, crafting, and hand-building each window with precision and intention. The window installations debuted on May 21, 2025.

What makes Katrina Chiovon’s work shine is not just her visual instincts, but her ability to listen, absorb, and translate. She approached each brand with sensitivity to its ethos, designing distinct visual experiences that align with both brand identity and neighborhood culture. Her attention to materials, texture, composition, and light created a flowing story across Superfly’s facade, a five-part exhibition in motion. Driven by creativity and grounded in community, Katrina’s creative vision is what transforms Superfly’s windows from simple product promotion into visual storytelling. These installations are proof that cannabis spaces can be just as sophisticated and soulful as any gallery or concept store.

Photography By @fokas.foto

Katrina Chiovon is more than a curator, she’s a visionary and divine creative whose work transcends traditional boundaries of art and design. With over 85 curated gallery exhibitions under her belt, Katrina has built a reputation for blending conceptual storytelling with striking visual experiences. Based in New York, Katrina’s multidisciplinary expertise spans across filmmaking, set design, producing, interior decorating, architecture, and visual direction, making her a creative force who not only sees trends but creates them. Her recent collaboration with Superfly reflects her ability to turn concepts into immersive worlds, melding bold design with emotional resonance to redefine how cannabis, art, and culture coexist. Katrina’s work stands at the intersection of elite artistry and experiential innovation, cementing her place as a modern creative powerhouse shaping New York’s cultural narrative.

DETAILS & DESIGN

Light, Texture & Storytelling

Guests were invited to a special preview of all five windows designed by Katrina Chiovon, each crafted as its own immersive visual moment. One standout installation transformed into a living kaleidoscope, where prisms, holographic overlays, and strategically placed mirrors shifted and danced with the light, just one of the many captivating experiences across the collection.. As sunlight filters through, reflections ripple across the glass, casting rainbow spectrums over the brand logos. Hold up a prism to the window, and you’ll see it fracture into a hypnotic display of color and movement. Each window draws from a unique visual language.

For Dank, the design channels New York’s raw energy, blending graffiti-style textures, bold lettering, and a street-lit glow that nods to skate culture and late-night city life. In contrast, Grassroots' display is rooted in warmth and nature: raw wood panels, forest greens, and silhouetted peaks evoke stillness, craft, and earth-centered calm. Matter’s installation channels a vibrant, culture-forward energy, dynamic visuals, curated apparel, and thoughtfully arranged product displays, shaping a space that feels alive with community and creativity. By mixing organic elements with urban edge, Katrina has created a space where each brand’s personality comes alive, a fusion of design, identity, and light that redefines how cannabis is seen from the street.

Superfly is becoming a local hub for cannabis culture, design innovation, and experiential storytelling. Located in 57 W 86th Street, New York, its goal is to offer more than products, it offers perspective. A creative director & visionary like Katrina Chiovon curating its public-facing windows and brands like Grassroots, STAYME7O, Milkweed, Matter, and Dank by Definition stepping up with bold narratives, Superfly is setting the tone for what dispensaries can be in New York and beyond. Chiovon doesn’t just design, she inspires. Her instinct for storytelling and visual drama turned Superfly’s storefront into a magnet for the neighborhood and cannabis culture enthusiasts. It wasn’t just the visuals that turned heads, but the energy, creators connecting, and new narratives forming in real time.

Photography By @fokas.foto

This installation marked just the beginning. Superfly plans to rotate its window displays every three months, offering an ongoing platform for creative visionaries and cultural commentary. Be sure to follow @superfly.ny, @ovonoagency, and @ovono.media on Instagram for the next opening night announcement, you won’t want to miss it.

Ovono Agency x Superfly Influencer Premiere

In the days leading up to the public unveiling of the window installations, Ovono Agency teamed up with Superfly to curate an influencer event celebrating design, culture, and cannabis creativity. Held inside the space and on the buzzing sidewalk outside, this invite-only evening gathered some of New York’s most dynamic voices, from DJs and content creators to wellness leaders and cannabis entrepreneurs. The goal? To preview the installations, generate authentic content, and amplify the moment across platforms in true Superfly style. Guests enjoyed an exclusive first look at all five window installations, including the kaleidoscopic presentation of window art, curated and built by Katrina Chiovon, while capturing reels, flicks, and behind-the-scenes moments that lit up social media.

Photography By @fokas.foto

Each attendee received a curated Superfly goodie bag filled with premium products and merch, a thank you for being part of this cultural celebration. Notable attendees included Actress Katrina Chiovon, Actor Brayan Angulo, Amanda, founder of Bend & Blaze, Justina Adorno, Katie Alden, Lens, Puff Social, DJ Hoodlum, DJ Gonza O.G, Elisabetta, Meile Bishop, and Suichi, all of whom contributed to the night’s vibrant energy and creative momentum.

This gathering wasn’t just about content, it was about community, collaboration, and spotlighting the people shaping New York’s evolving cannabis culture.