Green Glory

Before customers make a purchase in this Aurora, Colo.-based dispensary, they are led on a purposeful progression through the space.

Unlike other dispensaries that use a bouncer-like guard at the door, Good Chemistry welcomes guests at a host station. Inside, an intermediary space presents the retailer’s four marijuana categories with their associated colors and symbols, used to guide customers: Relaxation, Relief, Sleep and Stimulation.

“The main retail space is a theater of sorts,” says Brett Miller, founder, Miller DesignWorks Inc. (Denver). “Good Chemistry treats this space as a lounge before the ‘event’ … Approaching the p-o-s becomes a ceremony, an elevated moment.” Customers are greeted by a “budtender” who then walks them through the selection process before purchasing.

An important part of the journey is familiarizing customers with the product. “With knowledge of the product, customers are at ease for a transaction … that is new to a retail setting,” says Miller.