design:retail - May/June 2020 - 35

Common Citizen
Common Citizen is the lifestyle brand of Michigan's largest
vertically integrated pharmaceutical-grade medical cannabis
company, Michigan Pure Med.
GH+A Design Studios worked
with the brand to transform a
gritty lounge in Flint, Mich., into
a state-of-the-art cannabis dispensary that reinforces Common Citizen's humancentered philosophy.
"Our client's intense investigation into what
their brand needed to be was the catalyst of our
collaborations and ultimately drove the direction
for this project's design philosophy," says GH+A
Partner Matt Woods.
The existing sloped asphalt shingle roof was
demolished, and a black-and-white architectural palette was created to provide a modern
and authentic aesthetic. The transparency and
approachability of the exterior was reinforced on
the interior with a combination of warm textural
materials, clean lines and branded details.
Upon entering, customers are greeted with the
mantra "brighter days ahead" in punched lettering
affixed to a live moss wall. This positive messaging
is continued on the sales floor with an infographic
wall comprised of milestones within the retailing
of cannabis and historical consumption, as well as
pivotal societal moments. An acoustical felt floating ceiling treatment is an artistic installation that
softens the industrial feel of the space and offers a
sense of intimacy within the display areas. Freestanding tables serve as resource centers, allowing
visitors to explore the color-coded packaging that
is curated by product names-Escape, Treatment,
Wellness and Enhance. The environment enhances
a sense of health and well-being, offering a welcoming place for everyone to relax, shop, engage
with a Citizen advisor or enjoy a cup of coffee.
PHOTO BY NICK DAVIS PHOTOGRAPHY

CBD - A Growing Market
Coresight Research released "Coresight on
Cannabis: The CBD Consumer" to shed light on
the cannabidiol, or CBD, consumer. The report
was based on an October/November 2019 survey
of 2,271 U.S. internet users ages 18 and older. The
key survey insights suggest that CBD/hemp has
become a significant trend across mainstream
product categories while continuing to maintain
its niche positioning.
The report states: "We think these findings
suggest there remain multiple pockets of opportunity, specifically for CDB to move further into

Dockside Cannabis
Graham Baba Architects worked with Dockside
Cannabis, a Seattle-based chain of recreational cannabis shops, to define its brand experience within
a growing and shifting cannabis marketplace. The
intent was to create an education-focused customer
experience in a tranquil, inviting environment.
Dark metal siding and roofing on the exterior
with ample glazing at the entry and street façade
establish its quiet presence on the busy thoroughfare with a level of transparency that reinforces a
positive image of cannabis. A new wood trellis and
deck help define the entry, while also providing a
venue for outdoor gatherings and events. The detailing creates a subtle reference to the look and feel
of marine docks.
The interior of the 1,930-sq.-ft. dispensary was
designed to be bright and airy with light-stained
maple and white oak, plywood cabinetry and display cases, and a skylight.
Details such as exposed scissor trusses, polished
concrete floors, wood shelving and tables with steel
accents provide a contemporary aesthetic. This
minimalist approach focuses attention on products
that are highlighted in custom displays that comply
with strict no-touch state regulations.
"Natural log-and-glass cloche displays evoke
dock imagery while horizontal displays, composed
of wood, acrylic and magnets, address practical
concerns about lock-able, secure displays without

mainstream product categories, for trusted brands
to build a presence in CBD and for mass-market
retail channels to capture greater share."
By pairing this knowledge with the results of
a study on the growth of the selfcare industry-
conducted by trade association Global Market
Development Center (GMDC) Retail Tomorrow
in partnership with global strategy and management consulting firm A.T. Kearney-it is clear a
new world of opportunities exists in the retail
landscape. The report, "Selfcare Offers Brick-andMortar Retailers Better Consumer Solutions and a
More Competitive Market Position," reveals growth
opportunities for nonconventional categories, such

any visible hardware or locks," describes Brett
Baba, principal of Graham Baba Architects.
Another unique design feature is pull-out vertical cabinets for product storage that can be stocked
directly from a secure back room and then made accessible to the budtenders on the showroom floor.
When fully closed, the wood-paneled wall detail
provides a simple backdrop for the sales counter.
"The products must be kept in a secure location
that is not accessible to the public and that can be
locked down at night. The sliding units live in the
secure area and can be restocked from there, behind the retail area. From the retail side, the staff

can roll the units out, similar to a kitchen pantry
unit, and access the products," Baba describes.
"This arrangement allows the dozens of different
products to be organized and easy to find. From a
design standpoint, when all the units are closed,
they collectively look like a wood-paneled wall. It
allows a very large quantity of merchandise to be
readily accessible near the point of sale without
contributing to visual clutter."
The thoughtful merchandising strategies and
easy-to-navigate floor plan engage customers and
support a personalized, browsable shopping experience where staff can assist customers directly in a
comfortable and informative manner.
PHOTO BY ANDREW POGUE

as athleisure and pet pampering, are growing faster
than traditional health and beauty categories.
The CBD Consumer report finds older users
more likely to use CBD or hemp for pain relief,
while younger consumers look to products for
stress relief, relaxation and sleep aid. Currently, the
most dominant channels are CBD specialist stores,
health-food stores and online. The study suggests
more opportunity exists for mass-market, physical
store formats to capture greater spend. There seems
to be clear connection between the selfcare market
and the cannabis/CBD landscape-data to ponder
for those looking for forward-thinking, consumerdriven retail strategies.

design:retail - May/June 2020

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