Leafly Canada StaffDecember three, 2019
Photos courtesy of Aurora
Consider this situation: A handful of senior citizens lace up their sneakers for an extended stroll via the West Edmonton Mall. They meet up at a pot shop and, just before their excursion, take a guided tour of the retailer to understand a small about cannabis.
If all goes according to plans laid out by Aurora Cannabis, this situation will be a reality.
The Edmonton-primarily based enterprise has just opened a huge retailer in the mall, and its constructed to do much more than sell cannabis and accessories. It is also developed to foster conversation about cannabis inside the bigger neighborhood and enable break down the stigma surrounding the plant.
Zamina Walji, Aurora’s vice president of retail and customer tactic, has described neighborhood engagement as a single of the Edmonton-primarily based company’s “key values.”
The 11,000 square foot location is the most significant cannabis retail space in the nation. Its split into two sections—a cannabis retailer and an immersive, experiential space. The age-gated sections are connected by a hallway that has a mural painted by the neighborhood art collective, Rust Magic.
Aurora enlisted designers and architects to produce a space that alludes to technologies, innovation, and nature.
The material, lighting, and digital experiences are all shaped by references to mountains, sky, water, and sun. Quartz and oak are prevalent all through the space, which also capabilities a digital skylight that simulates the impact of all-natural sunlight and blue sky.
In the other section, Aurora is promoting a wide variety of cannabis-connected items, from all-natural soaps to puzzles, colouring books, and colour-altering umbrellas.
This section also contains what the enterprise describes as “post-consumption items,” such as candies, munchies and even tracksuits that are best for lounging on the couch.
Advertising inclusivity and conversation
Aurora plans to hold classes in this experiential section, which includes a single on cannabis cuisine and one more on the therapeutic makes use of of CBD. It is holding a lot of other events as well, ranging from comedy nights and film nights to mall walking.
“We’re not attempting to establish a cannabis neighborhood. It currently exists,” Rebecca Farronato, the company’s director of retail, told Leafly. “We want to break down the stigma surrounding cannabis, and expand the cannabis movement, so we’re holding events that market inclusivity and conversation.”
She says the opening of the retailer itself represents a significant step forward. “We’ve opened a significant brick-and- mortar retailer in substantial mall. This represents an significant milestone for Canadian cannabis.”