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As part of their overarching launch strategy, we concepted a conceptual "pool party" as their launch party. This would have everything a normal pool party would offer, but no water. And lots of marijuana. We took over an abandoned building with an olympic sized swimming pool and made it much more surreal. We hired Peter Cho on creating a menu of gourmet stoner food, Merit Badge contributed cannabis-friendly drinks, and Party Animal for organizing the event overall. The client was very happy with the party, and Serra is now an indelible part of the Portland cannabis landscape.