The cannabis-retail specialists at SevenPoint Interiors designed a Grateful Dead-themed store for Scarlet Fire Cannabis Co. in Toronto.
Taking inspiration from the legendary band’s ‘ability to create a one-of-a-kind psychedelic experience’, the designers view the space as a portal to an altered state of consciousness. Grateful Dead memorabilia collected by Scarlet Fire founder Dave Ellison adorns the walls, installed in large red display cases which, like the crimson walls, stand out in the dimly lit environment. There are multiple custom spatial features referencing the Dead Head universe, including a ‘Wall of Sound’ based on the band’s massive touring sound system and the ‘Terpene Station’, a display area dedicated to product education.
The goal was to emulate the atmosphere of a live concert, infusing the interactivity and ambience into clients’ shopping experience. ‘We wanted to create a customer engagement so different from what they are used to,’ says Ellison, calling the store a place where ‘a place where cannabis, music, magic, and psychedelia merge.’ ‘We start our customers on a journey and educate them.’
SevenPoint Interiors turned the theme into an immersive experience that’s not overly literal – while the store is indeed a shrine to Grateful Dead, the design doesn’t exclude visitors who may not be primed in the band’s discography. Instead, the team managed to distil aspects of Dead Head culture into elements appropriate for the times and for client needs. The emphasis on space for education is a notable addition to this retail concept – it’s a great way to invite interaction between customers and staff and lend the setting a communal ambience.