CCR Issue 9

Page 82


Furthermore, we do not believe every consumer is looking for the same thing. Some are looking to get in and out of the store as quickly as possible, whereas others want to take their time and browse on their own. Others may want to spend 15-20 minutes with one of our knowledgeable budtenders to learn about cannabis and find the best products for their specific need(s). We’ve designed our experience so that we can cater to meet the specific needs for all these different groups by being sensitive to what’s important to them and then delivering on that.


Dwayne MacEwen: In every project, we look for opportunities to be sustainable. Sometimes that is driven by the client who wants LEED certification, but there are many other ways in which we design sustainably. We seek vendors who offer more options in



the high-end durable green product market at a similar or better price point. Another way we add value to a design is by upcycling used materials for impact, cost savings and less waste that would otherwise go into landfill. Internally, our office is reducing our own footprint by going paperless, recycling, taking public transportation, replacing windows with insulated low E glass, and installing an energy efficient HVAC system.”

WHAT’S THE SECRET TO CREATING A “MUST VISIT” LOCATION TODAY’S? Dwayne MacEwen: Because we are a hospitality driven firm, we are designing immersive hybrid spaces like Hatch to be more than just a retail store. It is designed for an elevated guest experience as well as for streamlined quick pick-up convenience. It is a training ground where mentors and students work together. It has bright open space for demonstrations and educational


programming. It is a relaxing lounge with comfortable seating for consultations. The shopping experience becomes more about the personal connection to the customer than simply showcasing products. Gary Leff: There is no silver bullet. First, you must create a welcoming environment that people want to spend time in, and offer enough interesting experiential elements for customers to explore to keep them engaged on an ongoing basis. But this alone is not enough. The actual shopping experience must deliver on the expectation that is set by the great ambience, meaning amazing friendly and knowledgeable service, a broad product selection, and fair prices. We work extremely hard day in and day out to ensure we are consistently offering the same great experience to every guest that walks through our door. Customers are smart and finicky and will choose to shop elsewhere if we don’t deliver on their expectations.