{"id":69576,"date":"2023-10-20T03:20:00","date_gmt":"2023-10-20T11:20:00","guid":{"rendered":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/2023\/10\/20\/elevating-the-modern-cannabis-dispensary\/"},"modified":"2023-10-25T19:45:46","modified_gmt":"2023-10-26T03:45:46","slug":"elevating-the-modern-cannabis-dispensary","status":"publish","type":"post","link":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/2023\/10\/20\/elevating-the-modern-cannabis-dispensary\/","title":{"rendered":"Elevating the Modern Cannabis Dispensary"},"content":{"rendered":"

<\/p>\n

In the highly competitive cannabis retail sector, the design and aesthetic of dispensaries play a pivotal role in attracting and retaining customers. Gone are the days of dark, dingy rooms with limited product offerings and dimly lit receptions. Modern dispensaries are sleek and more in line with Apple stores, offering top-tier products while delivering a shopping experience. Successful retailers recognize that cohesiveness in flow and functionality is foundational to success, which translates to happy\u2014and repeat\u2014customers.<\/p>\n

Toronto-based retail design company Visual Elements<\/a> saw the need for a team of experts dedicated to nurturing the developing retail cannabis sector. In 2017, they founded SevenPoint Interiors to deliver state-of-the-art solutions to the cannabis retail experience. As a vertically integrated company, they manage everything from branding and design to manufacturing and installation. This comprehensive involvement allows them to ensure their clients successfully navigate the intricate process of opening a cannabis space.<\/p>\n

To better understand what goes into creating a successful cannabis retail space, SevenPoint Interior\u2019s Danielle Marzarella, VP of Global Retail Development and Holly Cottrell, Business Development and Cannabis Specialist, share their insights and must-haves for the modern dispensary and offer a fresh perspective on the cannabis retail landscape.\u00a0<\/p>\n

Cottrel\u2019s cannabis journey began in Arizona, where she and her husband pioneered the state\u2019s first medical marijuana testing lab in 2010. This venture grew into an extraction company, eventually leading them into the cannabis retail space, launching a dispensary in Phoenix. Over the years, Cottrel has touched various verticals of the cannabis industry, from lab extraction to the retail market and has been with Visual Elements since 2018.<\/p>\n

Marzarella offers an unparalleled understanding of the traditional retail design sector. With a remarkable 25-year stint in retail and association with giants like Ann Taylor and Coach, she brings to the table expertise in store development on a global scale. \u201cI understand the nuances of building boutiques to flagships,\u201d she says.\u00a0<\/p>\n

Marzarella credits Cottrel with providing an essential boots-on-the-ground cannabis experience. \u201cHer knowledge has been indispensable to our team,\u201d she says. \u201cHolly and I make a great pair, and we thoroughly relish our work together.\u201d<\/p>\n

\"SevenPoint<\/a>
Holly Cottrell (L) and Danielle Marzarella (R).<\/figcaption><\/figure>\n

Branding: The Dispensary\u2019s DNA<\/h4>\n

A successful dispensary design begins with strong branding: \u201cBranding, branding, branding; it all begins with branding,\u201d says Marzarella. \u201cSeek professional consultation early to streamline the process.\u201d Whether businesses approach the design process with a clear branding vision or look for guidance to shape that vision, it remains a cornerstone for creating a coherent and captivating space. \u201cA holistic understanding of branding, matched with strong visual merchandising, becomes pivotal for a modern dispensary to stand out,\u201d she says.<\/p>\n

Flow, Function, and Aesthetics<\/h4>\n

Every aspect of the business should be carefully considered to create a seamless customer experience. Marzarella emphasizes the significance of a seamless and functional flow on the sales floor as a vital component of a modern dispensary. \u201cEnsuring cohesiveness of flow and function from entry to purchase and back-of-house operations is paramount,\u2019 she says.\u00a0<\/p>\n

However, focusing solely on aesthetics without considering the overall customer journey can be a misstep. A dispensary can be visually striking, but if it doesn\u2019t cater to the customer\u2019s end-to-end experience, it risks falling short.<\/p>\n

Cottrel believes that visual merchandising stands out as an area many in the industry grapple with. As the industry matures, the challenge evolves from creating a pleasing design to effectively showcasing the ever-changing product packaging. \u201cDisplays are essential,\u201d she says, emphasizing the role of unique displays like flower tables in offering memorable customer experiences.<\/p>\n

\"SevenPoint<\/a>
Green Qween Dispensary.<\/figcaption><\/figure>\n

Elevating Dispensary Design<\/h4>\n

What does \u2018elevated\u2019 design mean in the context of dispensaries? For Marzarella, it\u2019s not merely about luxurious materials. Instead, elevated design ensures every element of the store, from fixtures to product placement, contributes to an optimum shopping experience.\u00a0<\/p>\n

\u201cElevated means a well-thought-through space,\u201d she says. \u201cIt\u2019s all about the experience from the entry point. The materials, the lighting\u2014it all needs to come together.\u201d<\/p>\n