Leafly Canada StaffDecember three, 2019
Pictures courtesy of Aurora
Picture this situation: A handful of senior citizens lace up their sneakers for an extended stroll by way of the West Edmonton Mall. They meet up at a pot shop and, just before their excursion, take a guided tour of the shop 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 firm has just opened a enormous shop 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 assist break down the stigma surrounding the plant.
Zamina Walji, Aurora’s vice president of retail and customer approach, has described neighborhood engagement as a single of the Edmonton-primarily based company’s “key values.”
The 11,000 square foot location is the greatest cannabis retail space in the nation. Its split into two sections—a cannabis shop 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 develop 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 functions 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 firm describes as “post-consumption items,” such as candies, munchies and even tracksuits that are perfect for lounging on the couch.
Advertising inclusivity and conversation
Aurora plans to hold classes in this experiential section, like a single on cannabis cuisine and a further on the therapeutic makes use of of CBD. It is holding quite a few 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 shop itself represents a massive step forward. “We’ve opened a massive brick-and- mortar shop in substantial mall. This represents an critical milestone for Canadian cannabis.”