MJBizMag March 2021 - 67

where Stone called the consultation-room
experience " a cornerstone of our design. "
" The way we set up their
merchandising really helps facilitate
conversations about the products so
that customers could ask and learn
about all the different modalities of
consuming cannabis, " Stone explained.
That educational approach was
particularly important in Pennsylvania,
she added, because the state initially
didn't allow sales of smokable flower.
" Their brand is centered around
educating on the plant, educating
on how to consume it, educating on
how it helps you, and our store design
definitely had to relate to that. "
Experiential retail: Gnome Grown,
an Oregon retailer with a whimsical,
" very rich brand story, " illustrates
a more experiential approach to
marijuana retail design, Stone said.
" We really wanted to embody their
brand: their organic nature, their
stewardship to the environment, their
dedication to quality and just their
approachable, friendly 'gnominess,' for
lack of a better term, " she explained.
To that end, Stone said her design
team focused carefully on everything
from finishes to furniture to fixtures,
communicating " authenticity and
craftsmanship and quality. "
Inspiring Calm in California
West Hollywood, California, retailer
Calma has been dubbed Los Angeles'
" most inviting " cannabis shopping
experience by LA Weekly.
The dispensary was designed to
exude " feminine energy, " said general
manager Mara Stusser.
The eye-catching pink exterior,
decorated with monstera leaves, was
hand-painted by a local female artist.
The floors and fixtures are marble,
and one wall of the dispensary sports
an enormous LED video display that
usually shows soothing nature scenes.
" The space itself is very welcoming.
It's very open, it's very calming, "
Stusser said.
Marijuana retailers Happy Valley
in Massachusetts, Calma in California
and Maitri in Pennsylvania, from top,
offer clean, modern interiors.
Courtesy Photos
She added that the elegant
design-made visible by large,
street-facing windows-helps
lure passers-by.
" Sometimes people will say to
us, 'Wow, I just had to come in here
because I didn't know what this was,' "
she said. " They have this curiosity,
because they're not used to seeing a
cannabis retail store look the way that
ours does. "
For other retailers just starting their
designs, Stusser recommends thinking
from a customer's perspective.
" I feel that when you're going into
designing a cannabis retail space,
you really have to think about your
customer: What are they coming for?
What do they want to see? What do
they want to feel? " she said.
" I'm huge on making sure that your
design speaks your brand and speaks
for your mission statement. "
March 2021 | mjbizdaily.com 67
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MJBizMag March 2021

Table of Contents for the Digital Edition of MJBizMag March 2021

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