CCR Issue 9

Page 74

THE CANNABIS OPERATIONS

THE VIBE’S THE THING

The vibe’s the thing How Hatch is creating an environment where cannabis rules

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WALK US THROUGH HOW YOU WORKED WITH HATCH ON DEVELOPING THE BRAND EXPERIENCE.

Dwayne MacEwen: The refresh and rebrand started when the original Addison location was approved and licensed to add adult-use sales to the existing medical-use store. At the time, Gary was also working toward a second dispensary in Wheeling.

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Dwayne MacEwen

With that in mind, the brand had to appeal to a broad spectrum of customers. The beauty of our process and Gary’s vision is that the Addison location became a test lab for design and branding for a “breakthrough experience.” Given that the Wheeling store was larger and needed a physical presence, we worked closely with Gary and his team to express the Hatch brand in every aspect of the architecture and interiors—all in service of the customer experience. Everything including the material palette, signage, window film design, custom displays, furnishings and fixtures is cohesive with the brand. We are relentless in our execution process, often mocking up spaces, casework and other elements—this is the level of attention and commitment we have to the brand and project success.

COMMERCIAL CONSTRUCTION & RENOVATION — ISSUE 9, 2021

Photography Credit: Anthony Tahlier Photography, courtesy of DMAC Architecture

recent Google review says everything you need to know about the type of atmosphere the Hatch Dispensary team wanted to create for its customers: Not a visit do I not walk out happy. The staff is A+!! I’ve always been greeted and helped with EVERY question I’ve ever asked. I simply love the vibe the shop has. The people are really knowledgeable and always willing to help. For Hatch President Gary Leff, the breakthrough cannabis dispensary was designed to put serving its customers’ needs above all else. That means incorporating a little bit of everything—care, knowledge, expertise and atmosphere—into the mix. The takeaway is that Hatch is not your average cannabis experience. Defined by its medical and recreational menus, the store’s layout, designed by Chicago architecture firm, DMAC Architecture P.C., makes browsing its vast selections as appeasing as the products themselves. Leff says his teams spends countless hours curating and selecting products that will fit the specific needs its customers want. To get an inside look at the Hatch Dispensary brand and its newest store in Addison, Illinois, we sat down with Leff and Dwayne MacEwen, principal and creative director of Chicago-based DMAC Architecture P.C.