Dispensary Design: Where High Tech Intersects with Hospitality
How an Ohio medical marijuana dispensary’s design positions it for anticipated future use as an adult community gathering place.
cultivating confidence and community
Klutch Cannabis, Ohio’s premier medical cannabis cultivator and manufacturer, knew it was time for growth. The sought-after brand was in demand at other Ohio medical dispensaries, but without a space to call its own, Klutch couldn’t control the patient dispensary experience. At the same time, an upcoming election potentially would legalize recreational use and increase the need for retail space. The need for adaptable growth was propelled by the Klutch team’s dedication to building community and instilling patient confidence. The Klutch team turned to Richardson Design to create two new spaces – both worlds apart from sterile or down-at-the-heels dispensaries. Enter: The Citizen by Klutch. With locations in Canton and Lorain, Ohio, the goal was to bring to life a pair of retail locations that embody what’s happening now, new and next in dispensary design.
the challenges
Turning Obstacles into Opportunities
Regulatory Restrictions Stimulate Innovative Dispensary Design
Strict regulations rule the cannabis industry in Ohio. Current legislation only allows for medical use, which dictates almost every aspect of dispensary design from signage to the products on display. Our team digs into how we blaze through challenges and complex medical marijuana industry regulations to craft innovative spaces like The Citizen where patients feel at ease.
ChallengeS
- Cater to two very different patient groups – experienced regulars and those who have never been to a dispensary – who need a welcoming environment and an exceptional experience.
- Overcome the dispensary stigma and encourage a kinder perception in the eyes of non-patient community members.
- Rise above the ‘medicinal’ vibe of other dispensaries and instead create a warm, inviting environment with enough space to do business properly.
The largest hurdle to overcome was how to thoughtfully Incorporate state regulations into the first design iteration while planning for a future of recreational use. To operate in Ohio, The Citizen must have:
- No visibility through front windows
- One-way entrance with a holding area where patients are buzzed in
- No design elements like a marijuana leaf or messaging that mentions 420, cannabis or other terms to outwardly describe what the space is
Our team is no stranger to design challenges and requirements. We leverage our tried-and-true discovery and narrative crafting process to create innovative solutions. As newcomers to the cannabis industry, we were excited to lend a fresh perspective to the Klutch team for a totally original space unlike any project we’ve embarked on.
HELPING A BUDDING SUCCESS BLOSSOM INTO A FULL SCALE OPERATION
Klutch Cannabis carved out a name for themselves in the cannabis industry through their dedication to quality at their state-of-the-art Ohio growing and processing facility. They began cultivation by licensing a popular marijuana strain and collaborating with industry experts from out of state. Klutch has become a sought-after brand that enthusiasts perceive as the best of the best. Our team worked closely with theirs to gain insight into the industry and understand their needs for our engagement. Here, Adam Thomarios, Founder & CEO, and Pete Nischt, Vice President, Compliance & Communications share their vision for The Citizen.
Q: Describe key design issues other dispensaries have that you wanted to overcome at The Citizen. What are the most important aspects of dispensary design?
A: We believe that comfort, ease of access and spatial organization are the most important dispensary design features. The market in Ohio and other states is plagued by poor organization and patient flow. There’s no room in the dispensaries to actually interact and serve patients at the level we want to. At other dispensaries, patients may have to wait outside in undesirable neighborhoods. Our goal was to create a high-end environment that was accessible and comfortable but also gave our team space to establish human connections with our patients.
Q: What was your vision for the dispensary spaces and how did Richardson Design set themselves apart initially?
We wanted a neighborhood spot where everyone is welcome to peruse, relax and overcome their retail anxiety about purchasing products like ours. It was important to us that our dispensaries capture the magic of retail. The Richardson team came to the table with examples of how they think outside the box. They beat out design firms that work exclusively for dispensaries because of their fresh perspective and retail design experience.
“We wanted to break the mold. We didn’t want it to be a carbon copy of something else.”
Q: What role did technology play in design?
A: It was important to us to incorporate technology into the whole patient experience. We wanted to be able to update product descriptions and offerings in a more sophisticated way than printing out paper menus. Kiosks around the spaces act as a support system to our team because they provide all the information our patients need in one place. Technology like this allows us to handle more patients at a time, even with just a few team members on the floor.
HOW OTHER DISPENSARIES COMPARE
The Burning Need for a Comfort Zone with a Vibe all its Own
Clinical. Unwelcoming. Small. Many medical dispensaries in Ohio and other states where recreational use isn’t legal often embody these traits because they can without hurting sales. Few medical dispensaries and high demand don’t leave patients with much variety or choice so they go where product is sold, not where they enjoy being. Design aspects are often ruled by state regulations and a focus on safety but aren’t executed thoughtfully. This leaves patients feeling like they’re in a fortress, not a pleasant retail space. A lack of thoughtful design, both inside and out, may even create an undesirable perception in the community.
In states like California and Michigan where recreational use is legal, dispensaries cater to frequent customers who know exactly what they’re looking for and design is often loud and catchy. For The Citizen, we knew a more refined approach was needed.
incorporating regulations with taste and strategy
retail details welcome first time visitors
The goal: to create a comfort zone where patients feel at ease and welcome to relax. Careful collaboration with the Klutch Cannabis team provided the clear direction we needed to design two spaces. The obstacles: Avoiding the stigma of cannabis use and getting past current perceptions of dispensaries as medicinal, unwelcoming environments while working within the confines of state regulations.
Unassuming and modern, the dispensary facades melt into the surrounding area. Once patients are buzzed in by a team member, they’re welcomed into a hospitable space that feels like an upscale hotel lobby. Soft colors, wood walls, plush soft seating and pops of gold reverberate. Both locations feature large, bespoke front desks with hand-painted signage that draws the eye. Patients are greeted by team members who check their medical marijuana use card.
Abundant warm lighting, wall mirrors and faux skylights illuminate the lobby to create a welcoming environment where patients comfortably wait to be invited into the product showroom.
In a legal recreational use future, the inner holding area where patients wait to be buzzed in will function as a regular door; the lobby can flex to accommodate products on display. Likewise, film covering front windows will be removed and more descriptive signage will be layered onto exterior signs. Customers will be able to move directly into the product showroom without checking in, which will streamline the purchasing process.
A testament to Klutch’s commitment to educating patients, a cozy side nook in the lobby acts as a meeting space for new patients to learn about which Klutch products will suit their needs. The intimacy created in the lobby carries through to the product showroom. Warm, welcoming and functional, patients mingle with The Citizen team members at kiosks or browse product packaging on the shelves.
The floor-to-ceiling product displays have the capacity to hold a high volume of products, but until recreational use is legal, only packaging is displayed on the shelves. The bright shelf spaces are balanced by the same mellow, moody wood as the lobby.
Luxurious, sleek finishes in marble and gold play off plush carpets and herringbone wood flooring details to create distinct gathering spaces throughout the product showroom. This encourages patients, and eventually, recreational customers, to gather and linger.
“We think that dispensaries that are built around the idea of face-to-face interaction, customer education, service and ready supply, inevitably factor into positive purchasing decisions.”
Our team carefully balanced the layout of both spaces to make current patients feel comfortable in the large environment while allowing for a future where The Citizen will have more foot traffic.
Ample vault space (where product is kept secure until purchase) differentiates The Citizen locations from other dispensaries in the area. When dispensaries have small vault space, staff members have to spend extra time receiving and organizing inventory because there isn’t room to stock enough product. At The Citizen locations, team members spend less time on operational activities and more time interacting with patients. Plus, a larger vault that holds more inventory means patients are less likely to experience the frustration of their favorite (and necessary) products being out of stock.
The Lorain location’s drive-through is a first for Ohio dispensaries. This crowning achievement for the Klutch team will also impact the future of recreational use. Pre-order patients can conveniently pick up their orders at a sleek, discreet window without leaving their vehicle. The Citizen team believes this will help the Lorain location stand apart from future competition.
Technology-Fueled Exploration, Education and Interaction
At both the Canton and Lorain, Ohio locations, technology was intentionally woven into every aspect of the patient showroom experience. Oversized kiosks help new patients become acquainted with products on their own time. They’re not just tablets on a table – they have a similar feel to an Apple Genius Bar with clean lines and information at patients’ fingertips.
As patients browse, they can place product packaging near the kiosk and RFID tags embedded in the packaging brings up information about that specific product on the screen. Patients, and future recreational customers, feel empowered to explore on their own or gather enough information to begin a conversation with The Citizen team members.
A digital menu benefits both The Citizen and patients. Gone are the days of paper menus which quickly become outdated if products go out of stock or new products are added. Now, all the information patients and future customers need is at their fingertips.
“The kiosks don’t just look great, they help take the guesswork out of everything. They act as a support system for the team. When someone is busy with a patient, they don’t have to wait. The technology helps people explore all the information they need at their own pace in a way that flows with the design of the space.”
What’s Happening Now, New and Next: Cannabis Industry Outlook
Our team believes that in a legal recreational future, dispensaries will run on the smaller side for quick, convenient purchases. However, ample space will always be necessary for customer comfort and confidence as they learn about cannabis products. Design aspects, like technology and a refined atmosphere, in both The Citizen locations will continue to play a large role in dispensary success.
Upcoming legislation in Ohio will determine who dispensaries can sell to and how they market themselves. An increase in competition heightens the need for dispensaries to differentiate themselves through elevated design.
Connect with Richardson Design, a Cleveland-based commercial design firm, for the support your dispensary needs now to carry it through future industry phases.
Photography Credit: Richardson Design and Klutch Cannabis
Video Credit: Klutch Cannabis
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