Stmg vmsd 201409

July 2008

Experience Retail Now

SEPTEMBER 2014vmsd.com

VMSD names Walgreens Retailer of the Year

Minerva Canna Group’s high-style marijuana dispensary

A fresh look at millennials

Hats Off

Saks Fifth Avenue heads VMSD’s Renovation Competition

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f e at u r e s

16 rOBust reinventiOnAttention-grabbing projects from the winners of VMSD’s 2014 Renovation Competition.

32 the rOad tO happy and healthyWalgreens’ prescription for success earns it the VMSD/Peter Glen Retailer of the Year honors.

44 high designMinerva Canna Group’s refined ambience challenges views of marijuana dispensaries.

50 a new perspective On Millenials Interbrand Design Forum’s recent study examines Generation Y’s diversity.

September 2014vol. 145, no. 9

Experience Retail Now

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stay cOnnec ted with vmsd On

c O v e r s t O r yOn page 16 VMSD’s Retail Renovation of the Year, Saks Fifth Avenue in Beverly Hills, melds an edgy New York aesthetic with laid-back California style in its new denim-focused D-Bar.

phOtOgraphy: Bill waldOrf,

KnOxville, tenn.

c O l u M n s4 FrOm tHe eDItOr

6 VmSD eDItOrIAL ADVISOrY bOArD

8 tHe GOODS Two-Minute Tour: Houston Convenience stores Lululemon Southgate

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71 AD INDeX

72 CHeCKING OUt The High Road Design

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f r o m t h e e d i t o rf r o m t h e e d i t o rfe

Wake-Up Callour industry’s survival demands c-suite support.

11262 Cornell Park driveCincinnati, oh 45242 P: 513.421.2050 / f: [email protected] / vmsd.com

E d i t o r i a l

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Art Director Don Heyl [email protected]

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New York Editor Eric Feigenbaum

European Editor John Ryan, London

Contributing Writers Robin Donovan, Steve Kaufman, Lauren Mang, Gina Ragone, Betsy Smith, Julie Thompson, Sarah Whitman

Contributing Photographer Richard Cadan

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Senior VP/Group Publisher U.S. / Canada Murray Kasmenn [email protected] P: 770.578.2577

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Do you fret over job security? Despite an improving U.S. economy and rising sales, an undercurrent of anxiety pervades retail and, by extension, store design. It seems every few weeks I hear of another accomplished professional who has either lost his job or “voluntarily” transitioned to a new career. This disturbing trend begs the question: Are we looking at a temporary correction or witnessing the permanent decline of a proud and storied profession?

I spoke with Dan Butler, president, Maple Point Consulting and senior advisor, NRF, about this sensitive issue. Butler is a retail veteran with more than 30 years experience in retail management, operations and merchandising. His IRDC keynote session “Creating Support for Store Design in the C-Suite” focuses on understanding the scope of issues top-level executives face and how you can impact the conversa-tion on design to advance your career, your company and the store design industry.

Butler observes a major disconnect between in-house and contract retail designers and the c-suite. He says executives have been consumed lately with other critical issues, like customer data breaches and mobile technologies. “It’s an area outside their skill set and it’s pulling their focus away even more from the conversation on store design,” Butler says. “Promoting the importance of design has never been greater.”

So how do designers grab the busy executive’s attention? “Advocate differently,” Butler says. Seek out other executives in the organization who show an interest in design, and “deputize them as advocates for your

cause.” That executive might be in marketing or technology or even finance. (You can bet your design dollars are being scrutinized

like never before, too.) Once you gain her attention, invite her to industry events that focus on design or share infor-mation informally to remind her of the importance of store design. That might take the form of simple marketing mate-

rials, for example. “Take a lead from the Internet and make them brief and direct and use lots of photos and illustrations,”

Butler says. “People are time-starved. They’re looking for edited content. ‘What are the hot trends? What will improve my stores? What will help my sales?’”

In the face of tough challenges facing our industry, Butler remains its passionate champion. “We still have an important role and purpose in retail,” he insists. “I love store design. Store design matters.”

To learn more about Butler’s keynote address and register for IRDC, go to irdconline.com.

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v m s d e d i t o r i a l a d v i s o r y b o a r dEAB

retailers

helene allandStore Design ManagerThe TJX Companies Inc.

tom BeeBeCreative DirectorW Diamond Group

Bevan BloemendaalVP Global Environments and Creative ServicesTimberland

Peter BurgoyneDesign DirectorOTG Management

antonio CasasDirector, Visual Merchandising/ISEThe Home Depot

david CurtisDirector, Global Store Planning & DesignCrocs Inc.

dawn ClarkVP, Store DesignNordstrom Inc.

tim CoxDirector, Creative ServicesPublix Super Markets

matt davisonDirector, Store Design and PlanningKohl’s Department Stores

steven derwoedVP, Store Design and MerchandisingMacy’s Inc.

linda FargoSenior VP, Fashion Director and Store PresentationBergdorf Goodman

traCey FingerSenior Manager Retail CreativeApple

Jason FloydGroup Manager, WW Visual MerchandisingMicrosoft

amy garriganVP, Marketing and BrandFamily Christian Stores

Beth harlorAssociate Director – CBDi Design Procter & Gamble

JaCk hruska Executive VP, Creative ServicesBloomingdale’s

viCtor JohnsonDirector, Store EnvironmentWhite House | Black Market

roBert JordahlSVP, Store Planning & ConstructionBelk

JeFFrey keyStore Environment Manager - Store PlanningLowe’s Companies Inc.

hak kimDirector of Store DesignThe Children's Place

kathleen kinCerRetail Interiors ManagerMcDonald’s USA

Paul louxSVP, Global Architecture, Store Planning & Construction Marc Jacobs

david meyerDesign LeadTarget

david milneDirector of Design, North AmericaThe Wendy’s Co.

martin PerezStore Planning DirectorLiverpool Department Stores

traCey Peters Sr. Manager, National Visual Holt Renfrew

stePhanie PiConeVP, Marketing/VisualIZOD Retail

ken PrayDirector, Store DesignThe Kroger Co.

gaBrielle rosiSenior Design CoordinatorWhole Foods Market

kevin ruehleStore Layout, Senior Director, Prototype Design & EvolutionWalmart

Bill sleethVP Design, AmericasStarbucks Coffee Co.

harry steenCreative DirectorSupervalu

lee svetManager, Global Retail DesignGlobal Hershey Experience

todd taylorDirector of DesignDarden Restaurants Inc.

Jan triBBeyVP, Store Design & Construction Victoria’s Secret StoresLimited Brands

tim welshSenior Director, Store Design & PlanningWalgreens

design/industry Consultants

miChael BodzinerPrincipalGensler

dirk deFenBaugh Managing DirectorInterbrand Design Forum

Peter dixonSenior Partner, Creative DirectorProphet

Brian dyChesPartner, Digital Strategy & Experience Design

viCki eiCkelBergerExecutive Vice PresidentBig Red Rooster

eriC FeigenBaumChair of Visual MerchandisingLIM College

les hisCoeCOO and Executive VPShawmut Design and Construction

david hogreFeGlobal Account DirectorFitch

david kePronCreative Director, Brand Experience Studio Little

kraig kesselCo-FounderKraido

miho koshido-downeyCreative DirectorJGA

sharon lessardOwnershare llc

Paola marquesPartnerGH+A

mJ munsellPrincipal, Retail Market Design LeadMulvannyG2 Architecture

roByn novakCreative Managing DirectorFRCH Design Worldwide

kevin o’donnell FounderThread Collaborative

lee PetersonExecutive VP, Creative ServicesWD Partners

Brian shaFleyPresidentChute Gerdeman

randall stoneSenior PartnerLippincott

raChel zsemBerySenior AssociateBergmeyer Associates Inc.


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Edited by Patricia Sheehan

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Judith Von Hopf

ist demographics, says Bertinot, and to that end, the über-luxurious Hotel Allesandra is being built as part of the GreenStreet mixed-use development.

And a tax incentive program called The Down-town Living Initiative would restore the old retail hub at Main and Dallas streets.

Until that happens, the bellwether for luxury retail remains the 3 million-square-foot Houston Galleria. But the up-and-coming young neighbor-hood is Upper Kirby, near River Oaks, the city’s most plush address. Jonathan Adler has a furniture store there and Trader Joe’s moved into an old art deco movie theater. Kaplan says the Whole Foods store is the chain’s best performer in the state.

Obstacles/OpportunitiesHouston’s total retail sales for Q4 2013 were up 12.4 percent, and have jumped 5.7 percent year-to-date. But those big numbers don’t seem to be producing concomitant retail growth. The Greater Houston Partnership reports, in its July 2014 “Economy at a Glance” study, “given the strength of the overall economy and the growth in local incomes, it’s surpris-ing that retail employment has not grown faster. The Internet continues to siphon sales from traditional brick-and-mortar retailers.”

Houston is the site of the 2017 Super Bowl, and Kaplan says downtown will be the staging area for much of the tourist activity. That will almost cer-tainly include new hotels and restaurants and maybe some retail growth, too. –Steve Kaufman

Two-minute Tour: HoustonThe NumbersEven Houstonians wondered about being tagged “America’s coolest city” by Forbes. But Forbes said it saw a new aspect to the nation’s fourth-most popu-lous city of 2.16 million – an annual 2.6 percent job growth, and 50,000 new residents in the past year, lowering the median age to 33. Young professionals have led the growth inside the I-610 loop. Houston’s core has added more multi-unit buildings over the past decade than New York, Los Angeles or Chicago; it has also attracted 400,000 new foreign-born resi-dents since 2000, surpassing New York as the most racially and ethnically diverse city.

The PulseDowntown is undergoing revitalization. “About 220,000 people visit downtown every day,” says Angie Bertinot, director of marketing and urban develop-ment for The Houston Downtown Management Dis-trict. “More than a million stay in downtown hotels annually.”

The “game-changer,” says David Kaplan, reporter for The Houston Chronicle, was the opening of Dis-covery Green five years ago, a 12-acre park with a lake, children’s play area, fountains, skating rink, dog runs and venues for public performances.

The HotspotsDespite Texas-size growth, retail hasn’t flourished downtown at the same rate as office buildings, hotels or even residential. The plan is for luxury retailing to match the city’s above-average residential and tour-

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34-year-old blue collar regular?“That’s the biggest challenge,” says

Kraig Kessel, cofounder of the San Fran-cisco-based retail design consultancy Kraido, “attracting new customers with-out losing the core market.” Or, as Kes-sel advises clients, “Keep to the core but appeal to more.”

Today’s competition is coming from other sectors, like the best of the quick serve chains and Walgreens (Deerfield, Ill.), which is filling some of its urban flagship locations with coffee bars, fresh salads, sandwiches and even sushi.

C-stores offer made-to-order meals, have moved cigarettes behind the coun-ter and deep-sixed the big Marlboro sign over the cashwrap. In their place: flavored e-cigarettes.

But where will “Bubba” go for his roller dog and beer, cigarettes and Snick-ers bar?

“We’re finding that as long as Bubba can get his Copenhagen chaw and his lottery ticket, Bubba is still going to come in,” Kessel says. “He doesn’t care if there’s a fresh salad next to the roller dog. He’ll search out the roller dog.” –Steve Kaufman

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Inspired by the food-truck trend of recent years, SunsTruck launched this summer in New York, the brainchild of husband-and-wife team Shaun and Rachel Moss. The sunglass store-on-wheels delivers an array of moderately priced, high-end styles, including vintage frames, an eponymous SunsTruck collection of sustainably sourced bamboo frames and the work of up-and-coming designers.

The Mosses recruited Brooklyn-based Square Design to bring the concept to life – converting a 1997, 14-foot-long Grum-man step van. The truck’s custom-designed interior is fitted with stained oak panels highlighted with horizontal gradient lighting that reflects the “sunset” in the SunsTruck’s red, yellow and orange logo. To ensure that merchandise stays in place while the truck

is moving, surgical tubing is used to fasten product into light box displays.

SunsTruck can be found at sunny spots in and around New York, including Coney Island, Brooklyn music festivals and Rocka-way Beach. When the weather turns cold, the store-truck will head south to warmer climes. –PS

With so many cultural concerns collid-ing – the price of gas, cost of healthcare, the national waistline and dangers of cig-arettes – the big c-store chains are trying to shed their “smokes and Cokes” image.

In fact, some are even searching for a new industry name. “We call our store a ‘neighborhood concierge,’” Jake Sharp, cofounder of a new drive-thru con-cept called the Cube (Norman, Okla.), told The Oklahoman this summer. The Cube’s customers will be able to order sandwiches, wraps and fresh-cut fruit from their smartphones, and have those

items waiting for pick-up.QuikTrip Corp. (Tulsa, Okla.), with

almost 700 locations in 11 Midwestern and Southern states, is rolling out a new con-cept called QT Kitchen, selling fresh sand-wiches, salads, wraps and specialty coffees.

Last fall, 7-Eleven Inc. (Dallas) opened a sleek new concept in New York’s Finan-cial District, with fresh, made-to-order sandwiches instead of Slurpees.

The objective is clearly to attract busy moms and health-conscious work-ing millennials. But what about “Bubba,” the industry term for the core 18-to-

CorrectionThe article “Retail Revolution” on pp. 18-24 of VMSD’s August 2014 issue incor-rectly identified the designer of the Ash Footwear store concept as Ash Design. The correct name of the New York-based design firm is Howard Ash Inc.

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Get Your Game on VMSD’s International Retail Design Conference is the go-to event with an all-star lineup of great speakers representing today’s big-gest brands (Starbucks, Puma, Walgreens, Godiva and Saks Fifth Avenue, just to name a few). It also offers attendees plenty of opportunities to network with peers and industry professionals at the retro-glamorous Fontainebleau Miami Beach.

The Iron Merchant Challenge + Cocktail PartyWednesday, Sept. 3, 5:00 – 7:00 p.m.

Camp and commerce come together at IRDC’s fiercely fun visual merchandising competition. This year’s “secret ingredient” will demand creative genius and smooth dexterity to balance both a glue gun and cocktail glass.

IRDC Party, Wynwood Kitchen & Bar Thursday, Sept. 4, 5:30 – 8:30 p.m.

Following our tour of Miami’s new retail-rich Design District, join us in the heart of the Wynwood Arts District for drinks and nibbles, surrounded by large-scale, original street art.

For more on IRDC, visit irdconline.com

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An Artful Façade The imposing graphic façade of the

new Lululemon store in Edmonton’s (Alberta) Southgate Centre mall creates a welcoming impression of authenticity and community pride while underscor-

ing the athletic wear brand’s affiliation with yoga, harmony and balance.

Designed by local illustrator Jason Blower, in collaboration with Quadran-gle Architects (Toronto) and the Lulule-

mon (Vancouver) interiors team, the 380-square-foot façade comprises wood panels sandblasted with an intricate col-lage of locally-inspired imagery includ-ing trees, rivers, joggers and several Edmonton landmarks.

Lululemon hired Great Lakes Wood-working (Detroit) to execute Blower’s vision into a custom sandblasted piece using a natural material palette. The varied illustrations etched into the wood encourage passersby to stop, look and even touch the tactile art.

Says Emily Robin, store design lead, Lululemon Athletica, “I know design is successful when it starts a conversation or is able to bring up memories for the people viewing it, and Jason Blower’s … graphic did exactly that.” –PS

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RETAIL RENOVATION COMPETITION

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Robust Reinvention

This page This winning Saks renovation in Beverly Hills included an upstairs men’s shoe department, the largest in any of its locations to-date. To give the existing chandelier an edgy feel, a large mirrored display was placed underneath the fixture in addition to frosted glass panels along the walls, reflecting fractal shards of light.

vmsd.com | SEPTEMBER 2014 17

This year’s competition showcased refreshed and fortified brand identities.

By Carly Hagedon, Assistant Editor

Prior to realizing its potential as retail space, Saks had used the basement in its Beverly Hills men’s apparel location for storage. When the company decided to repurpose the area, “the biggest challenge was getting people downstairs,” says Harry Cunningham, svp, store planning and design, Saks Fifth Avenue (New York). “We had an eleva-tor, but we didn’t think that was enough … which is where [building] the staircase came in.”

The main floor was strategically opened for the stairwell next to a large window to provide visibility into the lower level and allow for natural light. The staircase, from the start of install to completion, took three months to build and fea-tures a hand-wrapped leather rail, sewn on-site by artisans.

Saks’ John Allan’s mens grooming salon and a denim bar, dubbed D-Bar, inhabits the newly opened space. Along with a myriad of denim brands, the D-Bar houses a pool table and a functional bar that serves refreshments.

A driveway material comprises most of the floor. “It had to be poured constantly, there was no stop-start,” Cunning-ham says. “It was a long process and we just had to go for it and hope for the best.” The result was a sand-like surface and, when paired with wood floors, created a boardwalk/ocean aesthetic, a nod to the California locale.

RenovaTion – DepaRTmenT SToRe

The Fifth avenue man/D-Bar

SuBMiTTEd By: Saks Fifth Avenue,

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The Los Angeles-based architecture and design firm Marmol Radziner helped design D-Bar and specified the gabion light boxes. The remaining dis-plays are modular, to accommodate special events.

The curated artwork, including the worn cowboy hats arranged in a spiral, were mostly sourced from local vintage stores and home furnishing retailers like HD Buttercup (Los Angeles).

Created in collaboration with CBX (New York), the upper floors house the Fifth Avenue Man col-lection and the largest shoe assortment at any Saks to-date. Wound copper and stainless steel mesh material on the walls visually unites rooms. “We wanted something with a little sparkle that could still feel raw and masculine,” Cunningham says.

Large, custom tables and other furniture pieces help complete the visual journey between collections.

“It’s a nice change from the white-on-white depart-ment stores,” says one of this year’s competition judges, Amanda Sarver, interior designer, Kroger (Cincinnati).

“They created a younger world downstairs,” says Claudia Cerchiara, client leader – retail, BHDP Architecture (Cincinnati), another judge. “It’s so dif-ferent than any current Saks store.”

Above The D-Bar’s rock-filled gabion light boxes are

affixed to the floor, which comprises a driveway

material and wood. The floor’s sandy appearance references the California

coastline.

Right The staircase leading to the lower level took three

months to complete. Its railing was hand-wrapped

with leather by artisans on-site and leads to the

bar and pool table at the entrance of the D-Bar (not

shown).

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renovation – supermarket

loblaws st. Clair & Bathurst, toronto

SuBMiTTEd By: Turner Fleischer Architects, Toronto

“The challenge was taking a design for a new-build and trying to make it work [as a] renovation,” says Caley Howes, associate, Turner Fleischer Architects (Toronto), about Loblaws’ St. Clair design, which was based on the company’s Maple Leaf Gardens flagship (Toronto).

In order to increase its offerings without expanding its physical size, the grand staircase was removed, while an exit stair was converted for public use. Curved architecture gained a “chic, straight-line look,” says Robert Peters, designer, project coordi-nator, Turner Fleischer Architects, while black tile makes signage pop.

The bright floors (red in the food hall and orange in the grocery) were custom-made to match the brand’s colors.

Loblaws’ structure included ancillary retail stores and a two-level parking garage above a transit hub of buses, streetcars and a subway. To ensure the inter-change wasn’t bearing extra weight due to interior renovations, architects collaborated with a range of city officials.

“They’ve totally changed the ambience in the store, which is impactful,” says Kroger’s Amanda Sarver.

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its properties as needed, but opts to leave the spaces as close to their original incarnations as possible. And, while the new location’s façade exuded age, the interior had been gutted and left an empty box.

To provide an authentic motif, MNA searched historical archives about the neighborhood’s build-ings and period materials. Reclaimed ceiling beams, flooring and brick were sourced from demolished buildings in Lower Westchester and near the High Line, “keeping it local and true to the neighborhood,” Rudy says.

The space would be incomplete without its func-tional meat rail – the same tool butchers currently use throughout the U.S. and a nod to the neighbor-hood’s namesake – that connects the store’s three rooms and works as its fixturing system.

“They had a blank canvas within a new shell, but made it appear as if a vintage space was retrofitted,” says judge Tom Kowalski, vp, design, Interbrand Design Forum (Dayton, Ohio).

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Patagonia – Meatpacking district, New York

SuBMiTTEd By: MNA, New york

Known for its green ethos and love of authenticity, Patagonia naturally chose a historic building in New York’s Meatpacking District for its latest location.

According to Jeff Rudy, principal, MNA (New York), Patagonia usually makes small renovations to



Conversion – speCialty store, sales area Under 10,000 sq. ft.

lucky Brand, Beverly Hills, Calif.

SuBMiTTEd By: MNA, New york

Lucky Brand sells shoes? To break away from its identity as solely a denim retailer, the company called upon MNA to transform a former Hanspree television store into a showcase for its housewares, shoes and accessories.

Upon discovering the store’s expansive metal beam infrastructure, architects redesigned the ceiling into a mansard shape to accommodate duct work. Dur-ing the process a hidden skylight was discovered and opened, which worked toward Jeff Rudy’s (MNA, New York) vision. “Something you see in California is openness to the environment … it’s a relaxed luxury that appeals to Beverly Hills,” Rudy says.

The largest hurdle was reconfiguring the lime-washed brick exterior: “In the previous design, the doorway was located on the right-hand side, which is a lower elevation,” Rudy explains. “To move the entry to the center of the store, we had to do a lot of re-grading to the interior and the sidewalk.” H

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SuBMiTTEd By: Fitch, Columbus, Ohio

“Trying to describe this experience is like trying to describe the color red,” says Joanne Putka-White, design director, Fitch (Columbus, Ohio), of the Pirch store conversion. Indeed, where else can you find a showroom with a trained barista, hospitality-style meet-ing rooms and functioning fixtures in every vignette?

Formerly a department store, the space featured an awkwardly placed escalator. And, unlike Pirch’s other high-bay locations, this luxury mall environment lacked high ceilings and a clearly defined space due to sporadically positioned columns.

A big challenge for the design team was activating the displays. Putka-White says 496 penetrations had to be made through the concrete slab floors and ceil-ings to run all the utilities: “This isn’t just fixtures on the floor – it’s highly complex.”

Pirch customers, according to Putka-White, enjoyed browsing the showroom but longed for something physi-cal to take home. The solution? Fitch created the Live Joyfully Boutique that features a curated collection of about 250 domestically sourced home products. M

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Woolworths in Somerset West, South Africa, aimed to expand its footprint of 4306 square feet (400 square meters) to a whopping 25,833 square feet (2400 square meters), making it the largest location in the supermarket chain.

“The current trends we’re seeing [reflect] a theat-

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arical approach to food,” says Nicholas Criticos, head of store design, Woolworths Marketing (Cape Town, South Africa). “People want to see the butcher work-ing, the coffee roasting, the bread baking – the way things were done in the past.”

To create this immersive environment, shops-in-shops were installed – from a sushi station to a florist – steering away from the usual aisle-aesthetic. Even so, Criticos explains, it was crucial for the “design language [to speak] evenly throughout the store.” Modern signage, flooring and materials tie the pack-age together.

“This volume of space is amazing for Wool-worths,” says Bob Welty, director, design, WD Part-ners (Columbus, Ohio), a competition judge. “It’s very controlled, clean and delicately designed.”

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continued on page 36

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“This is not your grandmother’s Walgreens,” said Chicago Mayor Rahm Emanuel, in response to the 2012 opening of the pharmacy giant’s flashy flagship, located in a historic, restored former bank in the city’s trendy Bucktown/Wicker Park neighborhood.

The upscale store features a sushi bar, 24-hour drinks café, an in-house eyebrow beautician and a “vitamin vault” that houses the store’s large selec-tion of vitamins in the original bank vault. It’s one of the chain’s several progressive stores, which include a multi-level flagship in downtown Chicago and a massive concept store on L.A.’s Sunset Blvd., reports The Huffington Post.

Walgreens (Deerfield, Ill.) is on a roll. Just last month the nation’s largest drugstore chain (8000-plus U.S. stores) announced its intention to fully acquire Swiss pharmacy chain Alliance Boots in a deal valued at about $8.4 billion. The union will cre-

ate a company with 11,000 stores in 12 countries and the world’s largest pharmaceutical distribution network.

Notwithstanding the challenges it faces in the form of reduced margins as the costs of generic drugs rise and lower reimbursements from govern-ment and private insurance programs, the alliance will pack a powerful punch and serves as testament to the company’s history that dates back to 1901, when its first store opened in Chicago.

With stiff competition from other drugstore chains, supermarkets and online retailers, Walgreens is positioning itself as the neighborhood destination P

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for health and wellness products and services, build-ing stores with a smaller, customer-friendly footprint “at the corner of happy and healthy,” as its cheerful tagline suggests. The key element in the strategy is “mass localization,” or targeting customers in every market by offering a carefully curated assortment of items, based on intelligence gleaned through its Balance Rewards customer loyalty program and sales data. “The challenge for us is tailoring 8000 stores to their neighborhoods,” says Jeff Gormanous, direc-tor, store format & layout design, Walgreens. “We’re leveraging our loyalty program data and market research to examine the competitive landscape of the neighborhood, its customers and what they want to purchase.”

The company’s14 flagships have become experi-mental laboratories for merchandising and services not seen in a typical location. The more successful initiatives might find their way into your neighbor-

hood drugstore in the near future, if they haven’t already, such as the Look Boutique beauty store within a store, frozen yogurt stands and other fresh grab-and-go fare. “Our flagships are a unique format in that we push the edge of innovation,” Gormanous says. “They act as brand ambassadors for the entire chain with higher-end furnishings, fixtures and finishes.” And, while most of the higher-end design elements featured in these flagships might not scale to stores across the country, some will, like energy-saving LEDs used in the company’s net-zero energy store. (See sidebar.)

REDEFINING THE DRUGSTOREWalgreens enlisted brand strategy and marketing consultancy Jackman Reinvention Inc. (Toronto) in 2010 to help drive its transformation, unifying its healthcare and retail operations and optimizing newly acquired assets after Walgreens purchased

Left As pharmacy margins shrink, Walgreens is ramping up its fresh food, personal care and convenience offerings.

Right The Look Boutique, at Walgreens’ State Street store in the Chicago Loop, offers

a wide range of upscale beauty products.

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the New York-based Duane Reade chain. “In some ways, Walgreens is redefining what it means to be a drugstore,” says Joe Jackman, ceo. “Walgreens’ abil-ity to provide a broader range of services in a smaller footprint, conveniently, is really exciting, with lots of opportunities there.

“The approach we took with them was to inte-grate with the community,” Jackman says. “Store by store, we learned how to develop an exciting proposi-tion that the customer would value as different from other choices.” For example, Jackman points to his company’s work with Duane Reade to develop its Up Market Fresh offering of prepared salads and meals, which Walgreens has translated to some of its stores. “Once they proved the quality of the proposition – and the care the store took to deliver it – the custom-ers came in droves. And Fresh is one of the ways to help get customers well; it’s a healthy alternative.”

A Walgreens store’s overall design should reflect

that commitment to health and well-being, asserts Jackman. This is achieved through “opening up walls to create windows to let in more natural light. Giving some space back to the shopper to allow for a more efficient, comfortable shopping experience. We thought carefully about flow and aisle width, sight-lines and [providing] a healthy and positive environ-ment,” he says.

THE ROAD TO WELLNESSFancy cosmetics and fresh food aside, pharmaceuticals are still the brand’s bread and butter, accounting for approximately two-thirds of its revenue. Walgreens’ new Well Experience store format features pharmacies designed to encourage greater interaction between pharmacists and customers. At the core of the format is an effort to bring the pharmacist out from behind the counter to provide counseling and clinical services to patients. The Well Experience pharmacy features an

GREENING WALGREENS

Last fall, Walgreens debuted what it claims is the nation’s first net-zero energy retail store in Evanston, Ill. Sporting two wind turbines, nearly 850 solar panels and a geothermal system, the store is anticipated to produce energy equal to or greater than it con-sumes. Thomas Connolly, Walgreens’ vp of facilities development, says, “We are investing in a net-zero energy store so we can bring what we learn to our other stores and share what we learn with other companies.”

The project is the latest of many green initiatives for the company. Walgreens claims to currently operate two stores that have achieved a gold LEED certification level; 150 stores utilizing solar power and 400 locations with electric vehicle charging stations. In addition, Walgreens distribution centers have achieved net-zero waste, which means revenues from recycling exceed waste expenses.

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seeing a problem and coming up with a design solu-tion is what intrigues us,” he says. “We’re tasked with rethinking the way we’re getting healthcare.” So how can Walgreens have a more critical role in the patient experience? “Beyond [interacting] with the pharmacist when getting drugs, integrating new technology and becoming a healthcare provider is a huge design chal-lenge, but very exciting.”

Speaking to the scale of the enterprise he and his team are a part of, Welsh says, “Sometimes we’re like a massive, [slow-moving] ocean liner, other times like a speed boat. Lately, we’re more like a kayak nav-igating rapids and obstacles … and yet we’re always on a clear course.”

“Ask Your Pharmacist” desk, consultation rooms and an Express Rx kiosk for swift checkout.

Moving pharmacists from behind the high coun-ters to consult with customers in a more open for-mat, working at desks in high-traffic areas of the store, has also opened Walgreens to claims of patient privacy violations such as medical histories left vis-ible on desks or drugs left unattended, raising flags by the U.S. Department of Health and Human Ser-vices, according to The Wall Street Journal.

Tim Welsh, senior director, store design & plan-ning, Walgreens, acknowledges both the great chal-lenges and opportunities that have arisen out of a rapidly evolving healthcare system. “As designers,

Above The Walgreens flagship at State Street in the Chicago Loop serves

as an experimental lab for innovative merchandising

and services.

Right Walgreens’ Well Experience store format

aims for a more interactive and seamless pharmacy

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High Design

How a budtender-turned-designer reimagined marijuana retail for an albuquerque dispensary.

By Robin Donovan, Contributing Writer

In Colorado, newly minted dispensary owners are noticing a strange trend. Sure, there’s the expected influx of pot tourists and others curious about cannabis. They’ve also seen an uptick in health-seeking locals – people who qualified for medical cards, but were too afraid of unseen consequences to apply.

Paranoia about government tracking of medical marijuana card holders kept them away, explains Megan Stone, who founded The High Road Design Studio (Phoenix) to specialize in dispensary design. “People fear they’re going to be put on some government list. People fear they could lose their jobs, their health insurance. People fear that one day these lists could become public and they could risk arrest.”


shutters for the storefront, motion detectors and glass breakage alarms on every window. “When we close that facility, it locks down like a vault,” Briones says. “You would literally need a blow torch to get into it.”

But inside, the goal was quite different: to allevi-ate shame and secrecy in an environment welcoming to those with medical marijuana cards. (New Mexico has yet to legalize marijuana for recreational use, though patients can grow their own product.)

For safety and privacy, a streetside door was con-verted to a long window, and the space was divided into separate spaces for a waiting room, dispensary, retail store and grow shop. Vinyl decals applied to glass doors add privacy, and careful choice of plant imagery (the marijuana plant, Stone says, “hasn’t always been executed in the most tasteful, profes-sional or artistic ways”), raw metals and wood creates a wholesome, natural energy.

After 10 weeks of design and construction, the dispensary opened mid-April, just in time for 4/20. It now serves 150-200 patients per day, using Briones’ “never turn your back” style of customer service. To facilitate this, Stone customized glass-topped cases for the dispensary that allow patients to view samples of 15-20 of the dozens of strains that rotate through the business. As helpful as a trusted bar-tender, Minerva Canna Group’s budtenders provide one-on-one service, serving the average customer in a speedy 15 minutes.

Stone, first a dispensary patient, then a dispen-sary manager, launched The High Road Design Studio in 2013. And she’s capitalizing on budding demand for dispensaries that don’t feel like head shops.

Stone recently collaborated with entrepreneur Erik Briones to design the Minerva Canna Group dis-pensary in Albuquerque, N.M. From the outside, his 3100-square-foot dispensary is a fortress, complete with camera surveillance, wrought iron bars on every window (including upper-floor dormers), roll-down

Top In New Mexico, registered patients or designated caregivers can legally grow marijuana. Here, Minerva Grow provides fertilizers, lights, soil, pruning shears, grow tents and hanging drying racks.

Above Window graphics provide much-needed privacy from street-side passersby, creating an elegant, professional atmosphere.

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Briones isn’t the first dispensary owner to unveil a high-end design, but he’s an early adopter of a cus-tomer-facing design in this industry. Unlike clinical models, which treat visits like doctor’s appointments, Briones welcomes those who just want to get in and get out. The medical model, he says, “works for the first visit or the first two visits. Then, the patients want to get the medicine and be on their way, and they want to have a pleasant experience while doing that.”

That means a restful waiting area, browsing spaces, like the Minerva Life retail store, accessible even to those without a medical marijuana card, and a keen eye for privacy.

It seems simple enough, but in this burgeoning industry, design is dictated by legislation that var-ies state-by-state and security concerns that vary by retailer (some accept only cash, for example; Brio-nes takes credit card or cash). An efficient, relaxed, professional transaction is not yet the norm. “In the seven years that I’ve been in contact with the medi-cal marijuana industry, I could count very few posi-tive experiences I have had, and I’ve been in dozens if not hundreds of different dispensary retail loca-tions,” Stone says.

Sounds like a challenge.

Above Friends and family waiting for a loved one in the dispensary can spend

time browsing the Minerva Life retail space, which is

open to all.

Right Before conversing with a budtender,

dispensary patients must present a valid medical

marijuana card to staffers in this reception area.

Project SuPPlierSretailerMinerva canna Group, Albuquerque, N.M.

DeSiGnthe High road Design Studio, Phoenix

SiGnaGe/GraPHicS anD Wall-coverinGS/MaterialSD|Fab, Madison Heights, Mich.

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How can we get more millennials in our store? Retailers are asking this question again and again, and given the attractiveness and size of the millennial market – 80 million people, according to the U.S. Census Bureau – it makes sense to target this group. But the “how” is what needs to be determined.

At Interbrand Design Forum (Dayton, Ohio) mil-lennials have been a topic among our clients for years.

And, often those conversations go something like, “How are we going to get these millen-

nials to choose our brand and buy more? All they do is play video games and live off their parents,” or “They only seem concerned with social causes and spend

all their time on social media.” Interbrand Design Forum recently conducted

a study to understand millennials from a behavioral perspective. With this generation being loosely defined

as people born between 1978 and 2000, we wanted to understand what behavioral nuances and differences exist within this population. Interbrand was ultimately seeking to understand the foundational attitudes that drive millennial behavior and to understand how to unlock their purchasing power – an estimated $600 billion, according to Accenture.

Interbrand Design Forum partnered with Oracle to design, develop and field a 4000-person online study. By recruiting a demographic and geographic representative sample of the U.S. population between the ages of 18-35 and using the responses collected from the survey, it was determined that five segment breaks exist within the millennial genera-tion. This segmentation is based upon the clustering of their various attitudes and behaviors, with each of the segments representing a cluster or “tribe” of people that behave similarly.

Why this generation of shoppers shouldn’t be judged as a whole. | By Dirk Defenbaugh

MillennialsA New PersPective oN

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We uncovered that not all millennials are created equal: This study provides a deeper perspective on these cohorts and a better understanding of how to best connect with the segments that have the most opportunity to drive value for your brand.

An overview of the segments

THE UP & COMERSThe first segment is the most diverse. Dominated by males, we see a large representation of African Americans, Asians and Hispanics in this segment. Typically, they fall between ages 18-25 and are likely to reside in an urban environment. They tend to be employed full-time and typically have a higher edu-cation level and income. This group is highly active, ambitious and ready to take on the world. They are the life of the party – rarely watching TV or relaxing at home – instead it’s sporting events, bars, hitting the gym or enjoying the outdoors. Favorite Brand: Urban Outfitters

THE MAVENSA stark contrast from the first segment, millennial moms are happily settling into adulthood. These women are 27-35 year-old suburbanites with the high-est income of all the segments. They’re well-educated,

employed full-time and are most often married or in a committed relationship. The Maven is excited to try the newest products but don’t waste time offering her a deal – she doesn’t care! These outgoing social media queens and wine lovers are always on the go, trying to find the right work-life balance. Favorite Brand: Amazon

THE ECLECTICSThe Eclectics, as their name suggests, are a very diverse and unique group. Living on a college student’s budget, they often get creative with their available funds and seek out deals wherever possible. Their aversion to anything

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outdoorsy means they would rather be home trying out new recipes for friends. More introverted and cynical about life, the Eclectics are less likely to have children but more likely to spend time with a close-knit group. Favorite Brand: Anthropologie

THE SKEPTICSCommitted to their video games, movies and Internet browsing, the Skeptics don’t really aspire to much in life. With the lowest income in the study, they are the most likely to live at home and least likely to go out often. This segment tends to worry a lot and hold grudges. You’re most likely to find them in a bean bag chair in their apartment catching up on the latest action or science fiction movie. They are least likely to volun-teer and tend not to drink alcohol.Favorite Brand: Walmart

THE TRENDSETTERSBy far the youngest group of millennials, Trendsetters are either still in college or just settling into their first job. They keep up with the latest and greatest, staying in the loop with their extended social networks and following entertainment gossip in US Weekly. Whether it’s grabbing a beer or sipping a mixed drink, the Trendsetter enjoys socializing. Our most outgoing group, they can be found working out, cheering at the big game, enjoying the the-ater or being wherever there is a scene to be seen.Favorite Brand: Sephora

The overviews of these five segments are just a glimpse into the subsets within the millennial gen-eration. But what quickly becomes clear is targeting millenials as a whole is ineffective as they range from financially dependent teens to married homeowners with kids – groups with very different behaviors and atti-tudes. By considering these unique segments and deter-mining which has the most potential for your brand, there’s an opportunity to build a deeper connection and deliver an experience that will appeal to the next genera-tion of customers.

Dirk Defenbaugh is managing director at Interbrand Design Forum, a retail design and branding agency located in Dayton, Ohio. He will share more findings from the Millennial Study at IRDC (Miami Beach, Fla., September 3-5, irdconline.com). For more insights from the report, please visit interbranddesignforum.com.


VS VMSD ShowrooM

In a GooD LIGhtA store can boast expensive furnishings, carefully chosen colors and the finest merchandise, but if the lighting’s not right, nothing will look its best.

Retail lighting expert Pete Miller, CBMC Lighting Solutions (Indianapolis), says display lighting is evolving: “LEDs have become so well controlled and offer such good color temperatures, that the lighting of, say, a shelf, is going to sur-pass the normal accent lighting and ceiling mounted fixtures.”

Miller advises using defined lighting to create wayfinding paths through the store to pull customers from point to point – including the often skipped back-of-store. This is achieved by “lowering [the] overall ambient lighting and placing [the] light right where you want the eye to go,” Miller says. –Gina Ragone

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the Retail Design Collective. You won’t want to miss this year’s visually

inspiring showrooms and the pop-up exhibition at the Metropolitan

Pavilion. Join your peers for motivating conference sessions, new and

exciting retail, and plenty of networking opportunities. And don’t forget

the PAVE Gala on the 3rd – tickets sell out quickly.

A.R.E.’s Retail Design Collective has been described as inspirational, unique,

and the perfect way to end the year in retail…there’s nothing like it.


v m s d s h o w r o o mLighting

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ANP Lighting anplighting.com

Lend an air of nostalgia with vintage-inspired fixtures, like Retropolitan. The simple, industrial

style of this collection for both interiors and exteriors features wire caging and a choice of

vintage colors, like Cantaloupe (shown).

Eaton’s Cooper Lighting Businesscooperlighting.comThese high efficacy Halo L806/L807 LED Track Fixtures feature a simple, low-profile design for discreet lighting. The adjustable lamp-holders are available in multiple optical distributions and color temperatures with a high 82 CRI.Flos

usa.flos.comThis Ipnos outdoor-indoor LED sculpture, designed by Rossi & Bianchi Studio of Milan, encompasses a hollow cuboid shape. LEDs hidden within its top edges appear to float between the metal frames and can be dimmed or brightened.

Feelux Lighting feelux.com

The MonoRail offers a 24-volt linear display and a cove

lighting system. Featuring a ½-in.-wide power track that can

accommodate 180 watts or low-voltage luminaires.

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BENEFACTORS

FRIENDSChristine Taylor Collection | Crown Metal/Showbest Fixture Corp. | Elevations | Godiva Chocolatier, Inc. | Karen Pearse Global Direct |

Miller Zell | Shawmut Design & Construction | Stylmark | Universal Display & Design Inc. | Visual Citi | WindowsWear

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For an extended networking reception, dinner, music, awards presentations, and after party. Reserve your table or seats, or sponsor a student to attend today!

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For more information contact PAVE at [email protected] or 954-241-4834. Proceeds benefit PAVE educational

programs. PAVE, the Planning and Visual Education Partnership, is a 501(c)(3) charitable organization administered by A.R.E.

December 3rd, Cipriani Wall Street, New York

VS v m s d s h o w r o o mLighting

Besa Lightingbesalighting.comWith a compactly radiused, machined aluminum design, the Flower LED Pendant features multiple tiered rings in Amber, Blue or clear acrylic. A focused downlight can be used for task applications.

Osram Sylvania sylvania.comUltra Pro and Ultra Pro HD PAR LED lamps offer a lightweight design and are available in 7, 10, 13 or 17 watts. Comes with a design-life of 40,000 hours and features beam characteristics that resemble halogen PAR lamps.

Reliable and consistent so youcan be wild and creative.

Treefrog’s unique process ensures a consistentselection of beautiful real wood veneer laminates

in design spaces of any size. Prefinished.FSC options. Call or visit to see them all.

800 807-7341 treefrogveneer.com

Lighting Services Inc. lightingservicesinc.comSpecifically designed for medium-to-long-throw applications, this efficient 27-watt LP2 SuperSpot Series LED fixture is available in a 6-, 10-, 20- and 32-degree beam spreads. Available in white, black or silver finishes.

Intense Lighting intenselighting.comMeant for track accent lighting, MX Track Series luminaires feature a vertical or horizontal driver enclosure and deliver more than 1000 lumens at 14 watts. Compatible with all of this company’s track systems.

Lightblocks lightblocks.comHigh-bay lighting doesn’t have to be drab. This company’s Designer architectural resin was used to fabricate colorful boxes suspended from the Oakwood Mall’s ceiling in New Orleans (shown). Directed lights illuminate each fixture.


VS v m s d s h o w r o o mLighting

Amerlux amerlux.comConvert outdated fixtures to LED with the Avista LED Light Engine. For both new and retrofitted installations, this solution can be used as a traditional post-top or in a range of exterior fixtures.

Lumenpulselumenpulse.com This dimmable cove lighting system, Lumencove Nano, eliminates the need for a power supply. Using this company’s Lumendrive technology, LEDs are powered directly from the alternating-current mains, while allowing for digital dimming and control.

Nora Lighting noralighting.comDesigned for lighting cabinets, shelves and artwork, Aiden can also highlight architecture with its 35-watt track head and beam spreads of 19- or 38-degrees. Can be adjusted 350-degrees horizontally and 90-degrees vertically.

Boyd Lightingboydlighting.comCool things down with the Icicle Collection by Chicago-based designer Tom Nahabedian. Hanging from cloth-covered cords available in four colors, the faux-icicles are available in either clear or etched glass.

www.lavi.com/nextrac877.275.5284 • 800.624.6225

Build your own NeXtrac queue at www.nextrac.lavi.com/merchandising

NeXtrac® In-Queue Merchandising • Extremely flexible – create angles, corners and turns using the same portable, modular pieces.

• Slim, double-sided design fits virtually any space and maximizes sales per square foot.

• Seamlessly integrates merchandising, signage, wayfinding, and queuing.

The checkout is the last opportunity to leave your customers with a good impression.

Make it great with NeXtrac.

Make a great last impression.

Leucos USA leucosusa.comMade of hand-blown translucent glass, Elysee evokes the style of a traditional Murano glass chandelier. Available in two sizes, it features LED-lit arms and jewel-like pendants that hang from a polished steel and chrome-plated structure.

Stylmark Inc. stylmark.comMirror Solutions backlit mirrors are available with or without LEDs and come in multiple color temperatures, providing ample design options. Multiple finishes and styles are available.

v m s d s h o w r o o mLighting

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USAI Lightingusailighting.comAlong with seven beam-spread options, the NanoLED Multi features four independently lockable heads. Comes with a range of dimming driver options, while up to 1150 lumens are delivered from each source.

Winona Lighting acuitybrands.comEvocative and contemporary, Nomi OLED Sconces can be used as eye-catching architectural elements. Use them to add intimacy to a grand space or to punctuate small details.

BRING YOURSHELVING IDEAS TO LIFEwith our cable hanging systems.

Juno Lighting Group junolightinggroup.comFive fixture types from the Conix II LED Track Fixtures line are Energy Star and Design Lights Consortium Qualified and feature outputs ranging from 1000 to 4300 lumens, requiring 19 watts to 64 watts input, respectively.

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All TeAm GlAss And mirror lTdContact: Mario Mazzucco 281 Hanlan Road Woodbridge, ON, L4L 3R7 CanadaP: 800-363-4651 F: 416-745-2692 Email: [email protected] Website: www.allteamglass.com

eddie’s HAnG-Up displAy lTd Contact: Morry Gaerber, Allen Gaerber 60 West 3rd AvenueVancouver, BC, V5Y 1E4 CanadaP: 877-433-3437 F: 604-688-8230 Email: [email protected] Website: www.eddies.com

niconAT mfG. co. sTore fixTUres displAy

Contact: Vicent V2624 Yates Avenue Commerce, CA 90040P: 323-721-1900 F: 323-728-7893Email: [email protected]: www.niconatmfg.com

pdT inTernATionAlContact: Gina Avila 3250 West Commercial Blvd., Suite 120Fort Lauderdale, FL 33309 P: 954-533-7240 F: 954-351-9551 Email: [email protected] Website: www.pdtintl.com

lmi desiGns sTore & resTAUrAnT desiGns

130 Seventh AvenueNew York, NY 10011P: 212-252-2152Email: [email protected]: www.lmidesigns.com

decs & props

ArcHiTecTUrAl prodUcTs fixTUres

eAsy pedesTAl“Lightweight, strong and low-cost pedestals”

Contact: Charlotte Garfinkle 8962 Torcello Way Boynton Beach, FL 33472 P: 888-350-1325 Email: [email protected]: www.easypedestal.com

fixTUre componenTs

Trion indUsTries, inc. Trion® is one of the top-50 North American retail fixture makers and the world's leading manu-facturer of display and scanning hooks. Product lines include WonderBar® merchandisers; shelf divider and pusher systems; ray merchandising systems; shelf-edge label holder systems; anti-theft fixtures; and cooler/freezer merchandising systems.

Contact: Steve Matsko, Dir. Sales/Marketing297 Laird Street Wilkes-Barre, PA 18702P: 800-444-4665, 570-824-1000 F: 570-823-4080Email: [email protected] Website: www.TrionOnline.comEcommerce: TrionEcom.com

desiGn firms

V M S D N E T W O R KVMSD Network delivers more than 53,000 impressions to retail design professionals each month. VMSD Network is the "go to" source of the industries' most innovative suppliers, services and manufacturers.

HolidAy foliAGeContact: Juanita Keller2592 Otay Center DriveSan Diego, CA 92154 P: 619-661-9094Email: [email protected]: www.holidayfoliage.com

AlpinA mAnUfAcTUrinG3418 N. Knox AvenueChicago, IL 60641P: 800-915-2828F: 800-217-9431Email: [email protected]: www.faschangeframes.com

WesTmoUnT sTore fixTUresContact: Sales Dept.8520 - 106A AvenueEdmonton, AB, T5H 0S4Canada P: 800-561-1951F: 780-425-8578Email: [email protected]: www.westmountstorefixtures.com

vmsd.com | SEPtEMBER 2014 67

Signage

THe Sign CenTReContact: Guy Dismang, Glory Handwerker 2422 Pan Am Blvd.Elk Grove Vilage, IL 60007 P: 847-595-7300Email: [email protected]: www.thesigncentrechicago.com

WallCoveRingS and maTeRialS

dvuvWood Powder CoatingContact: Michael Knpblaunch4641 Hinckley Industrial ParkwayCleveland, OH 44109P: 216-741-5511F: 216-741-6611Email: [email protected]: www.DVUV.com

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inTeRioR gRaPHiCS

Contact: Julia Versteegh6480 Roswell Road NEAtlanta, GA 30328P: 678-638-1611Email: [email protected]: www.storefloors.com

Contact: Barry Rosenberg300 Karin LaneHicksville, NY 11801-5328P: 800-645-7032Email: [email protected]: www.econoco.com

mondo manneQuiSFor 25 years, Mondo Mannequins has been pro-ducing the finest quality mannequins and forms. We supply well known apparel brands, and department and specialty store chains with the world’s most fashionable and trendsetting visual displays. Together with our partner, Genesis Mannequins of Germany, we have created a global brand offering world-wide distribution and cutting edge designs made with eco-friendly bio-resin materials.

SToReFlooRS Select your retail flooring with confidence. Our unique mix of products, services, and expertise, maximizes value while providing the best flooring solution for your stores. We offer global sourcing of all product lines, specification, procurement, and logistics services. Storefloors executes your design vision and ensures quality, on-time delivery, and consistency.

ameRluX

Contact: Russ Ferdico23 Daniel Road, EastFairfield, NJ 07004-2527P: 973-882-5010F: 973-882-2605Email: [email protected]: www.amerlux.com

manneQuinS

FlooRing

lSi FlooRSContact: Rick Moffatt5230 Finch Avenue East, Unit 5Toronto, ON, M1S 4Z9 CanadaP: 800-449-3916Email: [email protected]: www.lsifloors.com

PaTina-vContact: Robert Lade15650 Salt Lake Avenue City of Industry, CA 91745 P: 626-961-2471F: 626-333-6547Email: [email protected]: www.patinav.com

d | Fab inC.Contact: Tony Camilletti1100 E. Mandoline AvenueMadison Heights, MI 48071P: 800-968-9440Email: [email protected]: www.dfabdesign.com

inTenSe ligHTing

Contact: KristIan Johnson3340 East La Palma Ave.Anaheim, CA 92806P: 714-422-3953. 800-961-5321Email: [email protected]: www.intenselighting.com

P r o d u c t / S e r v i c e S h o w c a S e© A paid advertising service of VMSD Magazine.

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c h e c k i n g o u tco

How did you begin designing medical marijuana dispensaries?While I was earning my interior design degree in Orange County, Calif., I managed an upscale dispensary. The owner let me do a little facelift on our shop and it was amazing how big an impact simple changes like new paint, wood floors, updated display cases and a custom cabinet had on our business. In 2012, when Colorado and Washington voted to legalize marijuana for adult use, I was four months away from completing my degree and realized that designing these unique spaces could be a legitimate career.

What are some specifics you have to keep in mind when designing a dispensary as opposed to a typical store? Each market is different, but dispensary design has to consider security, product handling and display, restricted-access areas, heavy traffic flow, acoustics and customer education and consultation. I strive to design the shops to be efficient and profitable, and as places where customers and patients feel like they’re doing something normal – not like they’re doing something wrong or illegal.

How do you hope your session impacts attendees at IRDC 2014? My goal is to elevate the perceptions of the cannabis industry through professional interior design. If I can help other professionals realize its importance and potential for being the next big retail niche in our country, I will leave Miami feeling like I’ve accomplished my goal.

Finish this statement: If I only knew then what I know now... I would have never designed a space without having it professionally photographed.

What’s the best advice you’ve ever received? Stop eating gluten and dairy! My health improved in so many ways when I cut those foods out of my diet.

And the worst? Stop eating gluten and dairy! Do you have any idea how hard it is to eat in this country when you can’t have either of those things?

What inspired you to choose interior design as a career?Palm Springs, Calif. I lived there for two years in my early twenties, and its community and plethora of amazing architecture and design inspired me. Seeing how innovative and forward-thinking the midcentury architects and designers were, and how their designs are still relevant and sought-after inspired me to create lasting impressions through design that have an emotional impact on those who experience them. If you can [create] something that people in 50 years want to restore and preserve, that’s worth striving for. x

Megan StoneAs owner of The High Road Design Studio, this interior designer is taking the path less traveled, injecting life into once-contentious spaces that are on the cusp of conventional.

C H e C k i n g O u TInterview by Lauren Mang

Title CaseStone took to the Internet after marijuana legalization in Washington and Colorado became a reality: “I hunted around for someone – anyone – who was already specializing in this [interior design] niche. To my fortunate surprise, the title of premier dispensary interior designer was up for grabs. So, I grabbed.”SH

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