CCR Issue 9

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THE CANNABIS OPERATIONS

HOW DOES THE OVERALL DESIGN CATER TO WHAT TODAY’S CONSUMERS WANT?

Dwayne MacEwen: We designed Hatch to be more than just retail; we wanted the high-touch service that the brand is known for to really shine through an engaging, high-design setting. The resulting space facilitates quick sales, browsing, consulting, education and events with approachable luxury, personal care and wellbeing at the center of the shopping experience.

WHAT KIND OF ADJUSTMENTS WERE MADE TO CATER TO HOW CUSTOMERS SHOP TODAY?

Dwayne MacEwen: Since the onset of the pandemic, when much of retail shopping moved to online ordering, we began to rethink the pick-up experience. For restaurants, it is typically a combination of DoorDash-types of service, as well as customers coming inside to pick up their meals. Unlike our restaurant clients, delivery service is not an option for dispensaries in a highly regulated environment. Customers must come into the store to pick up their orders. Retailers have just a few minutes to make an impression and get customers to connect with the brand. As designers of hospitality spaces, we believe the quick sales experience cannot be an afterthought—it has to be an integral part of retail design.

THE VIBE’S THE THING

inclusion of a living room-style lounge space. We outfitted this small niche with comfortable club seating, TV and an area rug—all easily reconfigurable for private consultations, larger demonstrations, employee training, educational events and programs.

WALK US THROUGH THE DESIGNED STRATEGY.

Dwayne MacEwen: For this location, we were tasked with transforming a 5,800-square-foot suburban shopping center outparcel––which used to be a former freestanding restaurant––into a one-of-a-kind dispensary experience. On top of the challenge that the renovation itself posed, this project was fast tracked to meet a state licensing deadline for adult dispensary operators. In four short months, we had permits in hand, completed construction and were ready to open the doors, all while working under pandemic protocols. Since we recently completed the prototype Hatch in Addison, we were able to quickly tailor the Wheeling design to a bigger space with an expanded program.

WHAT MAKES YOUR DESIGN ENGAGING TO TODAY’S CANNABIS CUSTOMER?

Dwayne MacEwen: Online retailers have essentially become logistics companies. Convenient? Yes. Memorable? Not exactly. We wanted Hatch to challenge that norm by providing an experience that is personal, memorable, and captures shared values––which is exactly what the retail landscape needs to compete in an increasingly digital marketplace. As a result, Hatch was configured and designed with an immersive hospitality focus from the inside-out. We also introduced a hybridized layout that would allow the space to be multifunctional, most notably through the

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COMMERCIAL CONSTRUCTION & RENOVATION — ISSUE 9, 2021

Given the nature of the site and the existing building, we knew that the customer experience had to begin curbside. We employed a strategic envelope intervention approach that introduces the brand in a natural facade of variegated cedar wood cladding contrasted with flat-black walls to create a backdrop for a prominent store front. Existing windows were framed in black and covered in a custom leaf-pattern vinyl film in branded colors with the multipurpose of filtering natural light, giving clients privacy, and meeting state regulations for dispensaries. Once inside, cedar-clad walls and translucent glazing are the backdrop of the interior space for a warm and inviting feel. To carry that warmth through the open layout, our lighting strategy for Hatch was varied and specific. The retail space is lit with subtle fixtures fading into the black ceiling, keeping the primary focus on accent lighting for the products themselves. In the lounge, however, the space features elegant pendant Edison lamps that visually welcome guests and signal a mood of comfortable luxury. The design also takes advantage of large windows with a custom