Blazing New Trails: The Future of Cannabis Retail

CANNABIS RETAIL IS growing up and continues to shed its smoky, back-alley image in favor of sleek, personalized and educational experiences. “Immersive and community-driven spaces are making it feel like a pick-and-mix experience for customers,” resembling grocery stores more than headshops, according to Melissa Gonzalez, Principal at MG2. Gonzalez believes personalization could be a game-changer in the cannabis industry if retailers tailor shopping experiences to individual preferences, purchase history and cultural backgrounds.

The evolving landscape aims to demystify cannabis, merging wellness and lifestyle into a seamless retail adventure. “Brands need to appeal to a wide demographic and offer adjacent products beyond just pipes, avoiding brand reliance on the green leaf and smoke plume,” Gonzalez says. She highlights the need for creative education, branding strategies and the potential for curating related product categories. With these elements in place, the future of cannabis retail lights up.

Nestled on the way to the Hollywood Bowl, a dispensary named The Set is redefining the cannabis sector with a touch of Hollywood glam. Transforming a former Chinese restaurant into a cinematic escape, the dispensary combines vibrant design and innovative programming to distinguish itself in a crowded market.

Virginia Maggiore, Principal at RDC, describes the store as “a movie set, making cannabis shopping as captivating as the big screen.” From the dark, camera lens-themed lobby, customers are transported onto a bright movie set, complete with film trunks, reels and stage-like areas. This theme enhances the customer journey through intuitive design. “We love in cannabis retail to keep people going in one direction,” says Maggiore, highlighting the thoughtful wayfinding elements that guide customers effortlessly from entry to checkout.

The Set is more than a dispensary; it’s also a cultural hub for artists, musicians and cannabis enthusiasts. A recording booth offers a space for podcasting, interviews and events, underscoring the store’s commitment to fostering a creative community around cannabis. With discreet angled windows, warm blonde wood and a sleek concrete floor, the art deco-inspired design is as functional as it is stylish, creating a welcoming and familiar environment for all types of users. A grocery store model ensures a comfortable and approachable shopping experience, even for first-timers.

“People need to feel safe and secure,” says Maggiore, showcasing the importance of a well-designed environment in making cannabis more accessible and less intimidating.

Reflecting the broader trend towards experiential retail, The Set’s approach is a blueprint for future dispensaries aiming to elevate customer encounters. “The next step is consumption lounges, right?” says Maggiore. As regulations continue to evolve, The Set exemplifies how creativity and thoughtful design can transform a once-controversial transaction into an inclusive, immersive and enjoyable journey.

PHOTO GALLERY (11 IMAGES)
📷 SINGULAPRO, GALINA VALEAN