Have you seen it?   

That’s what people at Stars and Thunder are asking in connection with that unusual house that looks like a leftover from a Kansas windstorm.

The upside down house is actually a clever marketing ploy and Timmins is the first place in Canada where it is being showcased by UP Cannabis Inc., a Canadian company that produces cannabis. UP Cannabis is one of the corporate sponsors for Stars and Thunder.

P.M. Rendon, the company’s Director, Communications and Public Relations said the house represents the changing perspective for legalized marijuana with the recent passage of Bill C45 in the Senate

“What was previously a serious crime, will now be legal. What previously carried a stigma is now becoming normalized. What was “down” is now “up” or vice versa. The UPside Down house is a celebration and visual representation of these new perspectives,” Rendon said in an e-mail to the Daily Press.

He said another reason for the house concept is that it is a controlled space where UP Cannabis brand ambassadors can speak with potential clients, while respecting the age rules as set out by Health Canada for promoting the company and its products. He said a more open concept, such as a festival tent, would make it a challenge to enforce the age limit and would be disrespectful to the Health Canada rules. Only those aged 19 and older are welcome at the house.

That being said, Rendon revealed that the clientele that has dropped by seem to really like what they have seen.

“And yes of course, it is absolutely engaging. It is meant to give adult festival-goers a fun and quirky way to learn more about Up Cannabis and also to equip them with answers they may be looking for when it comes to responsible use. With full legalization mere months away, we want to give Canadians fact-based knowledge, and answers to questions they may have about legal cannabis,” he said.

Rendon also revealed that Stars and Thunder is the first showing for the new Upside Down house and that is also part of the larger marketing strategy.

“Stars and Thunder is indeed the first place where the UPside Down house is being displayed. When our time in Timmins comes to an end, we’ll be moving on to a number of other music events across the country. And we’re getting some amazing reactions! It’s all of smiles when folks see the fun photos they’re able to capture from the inside. And the “basement” (which is physically at the top of the house) also provides attendees with an excellent vantage point from which to view the stage,” said Rendon.

Don’t be surprised to find the house showing up on your social media feeds from other parts of the country in the coming days and weeks, said Rendon.

“You’ll be able to catch the UPside Down house at a number of music festivals going on throughout the summer and well across the country, including the Cowboys Festival in Calgary, Rock the Shores in Colwood, BC, Country Thunder in both Regina and Calgary, The Weekender festival and also Rifflandia (both in Victoria BC),” he said.

“If you’re one of the lucky ones who got to check it out, we’re hoping it lives in your social media feed for a long while, to remind you of what Up is all about!”