Budding Design: Considerations for facility build out
The origins of retail-cannabis distribution can be traced back to 1920s Harlem, where rooms and apartments, furnished with comfortable furniture, a jukebox, and burning incense, morphed into shops selling marihuana cigarettes and doubled as smoking lounges. This ‘Tea-Pad’ style atmosphere was nearly essential for those buying and smoking ‘marihuana’ and remained popular into the late 1930s. Since then, every decade has uniquely influenced cannabis culture, but only until recently has society’s acceptance of it reached critical mass. Subsequently, the distribution of cannabis, far from its beginnings in Harlem, has gained legitimacy–along with a robust set of regulations controlling it. From this legitimacy, a new identity has emerged and is evolving as designers, architects, tradesmen, and owners craft iconic brands, stylish dispensaries, and unique experiences in cannabis. As Missouri will soon be home to 192 new dispensaries, it’s important to remember that the mission and identity of a brand can be greatly supported with strategic dispensary design, helping to create a meaningful experience, foster brand loyalty, and drive growth.
Purpose of Design
Dispensaries can take shape in a variety of forms such as calming medi-spas, upscale lounges, refined apothecaries, modern health clinics, urban artist spaces, or even as a concept statement describing an idea versus emulating an existing environment. This design concept will be guided by brand and marketing identities. But, beyond that, it defines patients’ experiences and should be broadly inviting while, simultaneously, clearly illustrating the unique offerings for both product and service. The form of the design chosen establishes a connection with clients and invites them into the tribe by going beyond the process of simple fulfillment and into the world of trusted consultation. However, creating a holistic space requires more than simply developing a design concept.
Limitations; Can’t Live With Them, Can’t Live Without Them
Achieving a comprehensive design in a space, requires knowing what is fixed and what limitations exist. Establishing these constraints early on reduces the chance of anything being gutted later because something had been overlooked. Like a painter who knows the size of the canvas, an effective piece starts with an understanding of the space to work in–versus just starting and hoping everything will fit. In the planning process, limitations such as compliance requirements and finite space can often be overcome with technical innovation, like integrated POS systems and digital menus. Other opportunities may be revealed by the strategic evaluation of operations and customer flow. Anticipate other limitations, such as location, ADA compliance, construction timelines, budgets, structural impediments, parking requirements, security (for clients, staff, and products), zoning, signage and a myriad of others. Each will have to be viewed within the discerning eye of brand and design objectives.
Exploring Styles and Themes
With so many decisions and types of models, bringing it all together can be a challenge. To achieve a successful build-out, design styles and themes, which incorporate underlying objectives or overarching ideas/motifs must be included. The created environment is the catalyst for patient-staff-product interactions that are more effectual. The interior style selected will dictate specific elements, colors, patterns, lighting, materials, and textures. Examples of styles that work well in dispensary design are minimalism, modernism, industrial, mid-century modern, urban, Victorian, and vintage. Styles also influence interior components like product displays, period décor, furnishings, lighting elements, and floor layouts. Themes like well-being, local culture, sustainability and education can unite clients and dispensaries through common values. Style and theme choices can pay dividends in social marketing by boosting brand awareness with Instagrammable moments.
Pulling It All Together Takes Planning
The landscape of dispensary operations should be understood, first, through its individual parts; untangled from others, to streamline each process and then consolidate them again. Although complex, the process will significantly improve the ROI of time invested during planning. And, although the industry is in its infancy, best practices are developing. Ergonomic design can reduce staffing while shortening transaction times, increase security, and improve order accuracy. Similar benefits can be extracted from physical elements such as displays, browse tables, consultation fixtures, storage cabinets, transaction tables, and POP/POS displays. Well-designed fixtures enhance patient-budtender consultations and are opportunities in establishing tiered display systems capable of generating revenue through slot fees. Patient-flow studies can result in designs that reduce queue time, reduce client anxieties, and promote high-margin product sales, as well as impulse buying. Queues and waiting rooms should also be included as potential spaces to educate clients, establish re-marketing channels and sell a little merch.
The unique compliance, liability, security, and client interaction needs of cannabis sales require more scrutiny and planning than traditional retail. Like cannabis itself, effective design within the business of compliance is complex. But, by combining professional planning with strategic dispensary design, spaces are transformed into sophisticated retail environments with beautiful displays, iconic branding, and intuitive patient-employee interactions.
Mark Rush holds a BFA in Industrial Design and works as a strategic-design and branding advisor with XSpec’d. He may be reached at [email protected].