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Seth Rogen shows off the house built by Houseplant

When longtime Hollywood collaborators Seth Rogen and Evan Goldberg launched their cannabis brand Houseplant in March 2021, it might have been just another run-of-the-mill celebrity cannabis brand, capitalizing on the likeness of a high level pot smoker to sell a small assortment. of products – a few that contain THC and a few that don’t.

A year later, however, Houseplant appears to be the little stampede that could blossom from three strains of weed and three homeware offerings (a ceramic ashtray set, a ceramic music box three-album vinyl and a block table lighter) into a full-fledged lifestyle juggernaut that includes 14 strains and enough well-designed weed-free products to furnish a small home in style.

And that’s pretty much what the duo did, outfitting a tiny cottage-style home just off Hollywood’s main drag (they’d rather not divulge the specific location, but it’s close to the offices of their production company) with pieces of their ever-expanding universe of merchandise, which currently includes table lamps, gravity bongs, tray and grinder sets, Rogen’s dog-shaped lighter cart, Zelda, and a handful of sockets on the ashtray. The space, which they dubbed the Houseplant House, serves as a showcase for homewares and as a party venue and VIP event space.

Before its official unveiling last month, Goldberg and Rogen showed me around the space, then sat down to talk about cannabis and creativity, their brand’s first year in the US (Houseplant launched for the first times in Canada, where both men are from, in 2019) and what lessons they learned along the way. Highlights from that conversation appear below, and the full “Green Room” video can be viewed above.

On what they learned in the past year

“We have new cans on the way that are a little easier to open,” Rogen says as he pulls off the top of a canister during our chat. “That’s one thing we learned: our boxes were a little harder to open than people liked. …Almost every week we have calls with the dispensaries that actually sell our weed – me and Evan will zoom in with the budtenders and people who work there and urge them to give us feedback. They were like, ‘People love weed’. They are delighted. But it’s a little harder to open than they like. And so we did.

The Seth Rogen-designed ashtray set ($95) includes a bud vase, left, and a deep cup-shaped ashtray and saucer, right foreground. Goldberg and Rogen believe this is one of the offerings that defines the Houseplant brand.

(Cody Long/Los Angeles Times)

On which of their creations will stand the test of time

Goldberg and Rogen chose the Rogen-designed three-piece ceramic ashtray set that includes a deep cup-shaped ashtray with a lip to rest a seal on, a saucer, and a bud vase. “This design of an ashtray already ties in strangely with me and our business,” says Rogen. “I think it will be around. And it’s strange, we’ve been making movies for 15 years, and there’s nothing in them [those] movies where people are like, ‘It’s like Seth and Evan’, but this ashtray… I think it will be associated with us. And I think it’s a design that holds up, that we really created.

If they’re still having fun

“We’re having a lot of fun,” says Goldberg, pointing to the brand’s recent brand extension to pre-rolls, which ended up having to be hand-rolled to meet their exacting standards. “One of our main goals was to come up with pre-rolled joints,” he says.

“Now these pre-rolled gaskets are coming into the world,” adds Rogen. “And it kind of shows that we can run things and plan things simultaneously, which is a good thing to know – that you can do [that]. The fact that we are still here is, to me, incredibly encouraging.

I do real things that people want in their homes. It is a strange, charming and new feeling.

—Seth Rogen

On the evolution of the brand

“It’s incredibly exciting,” says Goldberg. “It’s still evolving. How amazing these pre-rolled joints are. Then there’s the drinks and there’s so many other things that are obviously going to come after these things. And so we’re slowly but surely growing. is fun because there’s enough time to really get your teeth into step by step without [going] too fast. I like the pace at which it goes.

“I make real things that people want in their homes,” adds Rogen. “It’s a weird, lovely, new feeling.”

On cannabis and creativity

“We may be thinking insanely about what and when we smoke because we love smoking weed. It helps us do our jobs. It helps us live our lives,” says Goldberg “And if we don’t strategize properly, it’s like going to Disneyland with the wrong plan. Everything is going to hell, and everyone is crying. You might like Disneyland but have a bad time, but if you really think about it and pick the right strain for the right time, it makes a big difference I think.

On What They Could Have Smoked While Working On Stoner Classic “Pineapple Express”

“We weren’t living a charmed cannabis life back then,” Goldberg says, “so [it was] whatever the dealer would sell us. He noted that the Northern Lights variety was popular at the time, which would make it a viable candidate. “There was also a Gold Champagne strain circulating at the time,” adds Rogen. “And maybe also Juicy Fruit. There was a lot of Juicy Fruit.

Be a famous cannabis brand

“Any cannabis company founded by a celebrity has some sort of higher standard that they have to live up to in every way because they are more scrutinized,” says Rogen. “And I think that’s something we really understand. And our weed must be phenomenal – better than you expect, and our joints must be better than you expect. … When you order one of our products, it must be better than you expect, otherwise it will contribute to your fear of what this company is.

What the cannabis brand and landscape will look like in a year

“We’re just starting to figure out what works and what we like to focus on,” says Goldberg. “We’re just beginning the journey, so I say [it will look like] this house but more developed.”

“I think so too,” adds Rogen. “And hopefully the climate in America will be different then. I think we seem to be heading towards federal legalization. But as long as the climate is what it is, which is this incredibly terrible and racist war on drugs being waged in half the country, it will never be where it should be.

The responsibility to highlight social justice issues

“The ‘responsibility’ feels like we don’t want to, you know what I mean? Rogen said. “It is part of our convictions. It was part of the corporate structure when we started it. It was one of the things we talked about a lot. And coming from Canada to America, I think we have a bit of an outsider’s perspective, a bit of how horribly unfair the whole climate around weed is. And we feel able to help and maybe move the needle. We take this seriously.

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