In the shadow of Times Square’s flashing billboards, a new kind of storefront is turning heads—and it smells a little different. QUBE Dispensary, on the corner of 39th and Broadway, is open seven days a week until 2 a.m., offering legal cannabis in the heart of Midtown. Eighths, gummies, pre-rolls—no backrooms, no guessing games.
Inside, bold color blocks, a sky-blue floor, and two red lounge chairs set the vibe. It’s sleek, loud, and unmistakably New York. Founded by George Vlamis and Quine Liddell, QUBE isn’t just selling weed—they’re redefining what a dispensary looks like in a city that’s always on. I caught up with George to hear how Qube came to life and why Times Square was always the target.
QUBE Dispensary in Times SquareThe Wu-Tang Clan famously said “Cash Rules Everything Around Me” while growing up in NYC. Your Times Square dispensary QUBE has a similar ring to it. Was that intentional, and how do you see your brand connecting with New York’s rich cultural history?
The name QUBE was born while thinking about what connected us to the best cannabis NYC had to offer. Once upon a time, a delivery service, called CARTOON NETWORK, sold the best weed money can buy inside plastic rectangles of all different colors, which we referred to as cubes. We changed the C to a Q for SEO purposes, but the name stems from a part of NYC legacy cannabis history.
You made a significant pivot from running restaurants for 22 years to cannabis entrepreneurship. What specific skills transferred most seamlessly from hospitality to running a dispensary in Times Square?
Restaurants prepared Quine and I for everything, from customer service skills to operating POS systems (and all things in between that a fast paced environment demands). Especially: long hours, late nights, and building efficient operational procedures and developing a happy and unified staff.
What inspired you to open QUBE in such a high-profile location as Times Square, and what unique challenges come with operating there versus other neighborhoods?
Once we laid eyes on this location, the search was over. We knew in our hearts that the corner of 39th and Broadway was going to be something special. Launching QUBE needed to be done in NYC, where the world could see us come alive. The only issue we’ve had is battling the thousands of illegal shops that operate with no license, pay no taxes, and have escaped the wrath of tax code 280E.
George Vlamis and Quine Lidell; Inside the dispensaryI notice QUBE is open until 2am. How has the late-night cannabis consumer in NYC surprised you, and what have you learned about the rhythm of the city through this extended schedule? These folks often need to relax or want help to sleep.
Coming from a 24/7 diner operation, we wanted to offer our products to late-night customers in need of such products. We are open the max hours the state allows, and we’ll move to 24/7 when approved. NYC has waves for early morning travelers, lunch breaks, and when offices start to clear out for the day. Our location is unique and offers constant tourists pouring in from Times Square, so we are never really sitting idle for long.
Your dispensary features products from numerous brands. What’s your philosophy on product curation, and how do you decide which products earn a place on your shelves?
Quality, relationships, and proper education to our staff and buyer is how we select our menu offerings. Because NYC has such a diverse range of people, we carry almost 1,000 products to ensure we can appeal to the masses searching for safe, quality products.
In a previous interview, you mentioned relocating to MA in 2016 to learn about legal cannabis firsthand. What was the most valuable lesson you learned there that’s now helping QUBE succeed?
Megan Sanders and Eric Williams, from Canna Provisions in Massachusetts, gave me and a partner an in-depth tour of their entire operations, introduced us to tax code 280E, and shared valuable insight about operating within legal boundaries. Coincidentally, they introduced me to my business partner for QUBE, Quine Liddell—and the rest is history.
How do you balance serving both tourists visiting Times Square and local New Yorkers who might become regular customers?
Having 6-8 POS stations available, we are able to service customers very fast and efficiently. So locals are able to maintain their fast paced day, while tourists can take their time to explore what the legal market has to offer.
With your background in hospitality, how have you approached training your staff to deliver exceptional customer service in this new industry?
Well, the brands ensure all staff members have the knowledge they need to answer consumer questions, and they definitely get their fair share of samples to ensure they are speaking from experience.
What’s been the most unexpected aspect of operating a legal cannabis business in NYC so far?
Just the battle of the illegal smoke shops. Everything else has been a pleasure and pure gift from the universe.
As more dispensaries open across NYC, what makes QUBE stand out from the competition?
Our sleek design, amazingly knowledgeable staff, the best menu in legal cannabis, and our convenient location in Midtown allows us to shine above our competition.
From Broadway theaters to tourist attractions, Times Square has a uniquely diverse ecosystem. How has QUBE integrated into this iconic New York neighborhood?
By creating a fast-paced modern retail environment for cannabis. Our staff is dedicated to creating a warm, family-like atmosphere where exceptional service comes naturally. Qube has integrated their passion for the plant into the heart of New York.
What is, currently, your personal favorite product that you carry at QUBE, and why would you recommend it to our readers?
I have too many relationships to single out companies or specific brands. But, to be fair to the person who helped me enter this market when I was on the supply side, MILKWEED is currently the best flower in the state. Period. It’s available at QUBE in Manhattan and Farmers Choice Dispensary in Fishkill.
