design:retail - January 2018 - 35

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← Rise by We at WeWork

Photo courtesy of WEWORK

Holistic Retail

← Diego Pellicer - Colorado
Photo by BRENT ANDECK
PHOTOGRAPHY LLC

Medicinal Wellness

The tsunami of cannabis retail shows no signs of
slowing down as more states clear the way for its
medical and even recreational use. The total "cannabusiness" market topped $4 billion in 2016, and is
expected to reach $11.9-$17.1 billion by 2021, according to Marijuana Business Daily.
Greg James, publisher of one of the biggest B2Bs
in the marijuana industry, Marijuana Venture, says
that store aesthetics have gotten more attention recently, resulting in some high-end experiences that
rival jewelry stores in their visual appeal.
"One of the trends that seems to be driving this
is that retailers are quickly realizing that while the
core user might not care much about store layout,
the 'soccer mom' types who are going to be where
all the growth comes from do," James explains.
"They like a sophisticated, 'non-stoner' approach
and will pay for better products and a more comfortable environment."
Oregon-based Serra is an experiential cannabis

30-5_drm_0118_Wellness.indd 35

lifestyle brand and curated retail space that "rethinks, redefines and sets the bar for progressive
pot culture," according to the brand's website. In
each of its three Portland-area dispensaries, the
signature "Quality Drugs" mantra appears in bright
neon on the wall, surrounded by a curated selection of flowers, edibles, topicals, concentrates and
lifestyle accessories. Perhaps most interestingly,
strains of cannabis in the shop are organized by how
they make the user feel-i.e. energy, focus, happiness, creativity, relaxation and relief-providing a
far more intuitive (and less intimidating) shopping
framework for the less-experienced buyer.
On the design front, a glimpse of what's to
come may be from The McBride Company, based
in Manchester Center, Vt., which recently hired
Johnnie Rush to be its chief innovation officer.
Through the firm's Alpha Think creative lab, Rush
and his team devised three marijuana dispensary
concept designs that haven't yet come to fruition.
Rush says it was important to get some of the design ideas out there and start educating people.

Athleisure brands have been enticing
customers into their stores by offering
free, drop-in yoga classes for a while
now, maximizing flexible retail spaces
to accommodate occasional classes.
However, with the proliferation of competitors, the offerings are getting more
expansive (and expensive) to exceed customer expectations.
At Alo Yoga's Beverly Hills, Calif.,
store, there is a dedicated yoga studio
and rooftop deck, where customers can
attend daily classes. Mats and clothes can
be purchased on-site, and fresh juices
and snacks are provided.
London-based Sweaty Betty was
founded in 1998 and is known for its
bottom-sculpting, reversible pants and
other statement athletic wear. One of its
new flagships is a 2,200-sq.-ft. space in
London's Soho neighborhood, where patrons also can grab healthy bites at Farm
Girl café, work out at its dedicated studio
and leave looking amazing after hitting
the Duck & Dry blow dry bar.
While not a retailer per se, community
work company WeWork launched Rise
by We in October below the ground floor
at its location at 85 Broad St. in New York.
It has everything a fitness buff could want
in a gym and then some, with yoga and
meditation classes, functional training,
kickboxing and mixed martial arts, a spa
and more. "Wellness has long been a part
of our holistic experience for our employees and members," says a spokesperson
for WeWork. "From WeWork to WeLive,
our aim is to provide the space, community and services to help you do what you
love in every aspect of your life."

"Once people start to understand what the different products are and why they exist...I think many
people will see that it's nothing to be scared of."
Also proving that dispensaries can offer elevated
experiences: Diego Pellicer-Colorado, an upscale
dispensary an independent brand licensee based
out of Denver. Warm wood tones, sleek fixtures and
greenery create a welcoming ambience for those
who appreciate or are eager to learn the subtle
nuances of premium cannibis products.

2/1/18 3:55 PM

Table of Contents for the Digital Edition of design:retail - January 2018