In the highly competitive cannabis retail sector, the design and aesthetic of dispensaries play a pivotal role in attracting and retaining customers. Gone are the days of dark, dingy rooms with limited product offerings and dimly lit receptions. Modern dispensaries are sleek and more in line with Apple stores, offering top-tier products while delivering a shopping experience. Successful retailers recognize that cohesiveness in flow and functionality is foundational to success, which translates to happy—and repeat—customers.
Toronto-based retail design company Visual Elements saw the need for a team of experts dedicated to nurturing the developing retail cannabis sector. In 2017, they founded SevenPoint Interiors to deliver state-of-the-art solutions to the cannabis retail experience. As a vertically integrated company, they manage everything from branding and design to manufacturing and installation. This comprehensive involvement allows them to ensure their clients successfully navigate the intricate process of opening a cannabis space.
To better understand what goes into creating a successful cannabis retail space, SevenPoint Interior’s Danielle Marzarella, VP of Global Retail Development and Holly Cottrell, Business Development and Cannabis Specialist, share their insights and must-haves for the modern dispensary and offer a fresh perspective on the cannabis retail landscape.
Cottrel’s cannabis journey began in Arizona, where she and her husband pioneered the state’s first medical marijuana testing lab in 2010. This venture grew into an extraction company, eventually leading them into the cannabis retail space, launching a dispensary in Phoenix. Over the years, Cottrel has touched various verticals of the cannabis industry, from lab extraction to the retail market and has been with Visual Elements since 2018.
Marzarella offers an unparalleled understanding of the traditional retail design sector. With a remarkable 25-year stint in retail and association with giants like Ann Taylor and Coach, she brings to the table expertise in store development on a global scale. “I understand the nuances of building boutiques to flagships,” she says.
Marzarella credits Cottrel with providing an essential boots-on-the-ground cannabis experience. “Her knowledge has been indispensable to our team,” she says. “Holly and I make a great pair, and we thoroughly relish our work together.”
Holly Cottrell (L) and Danielle Marzarella (R).
Branding: The Dispensary’s DNA
A successful dispensary design begins with strong branding: “Branding, branding, branding; it all begins with branding,” says Marzarella. “Seek professional consultation early to streamline the process.” Whether businesses approach the design process with a clear branding vision or look for guidance to shape that vision, it remains a cornerstone for creating a coherent and captivating space. “A holistic understanding of branding, matched with
