Newly installed Portland based dispensary Serra, brings an artisan and design perspective to infiltrate the ever-growing U.S. marijuana market and cater for a new consumer.
From technology to retail and hospitality, marijuana is being re-evaluated and redesigned as a more sophisticated and innovative product. Cannabis legislations in the US is encouraging people to alter their perceptions of the drug, allowing dispensaries to cater for all types of consumers. To the point that Silicon Valley is pushing innovation in cannabis technology. In the US, 23 of the 50 states have now legalised medical marijuana, with several states such as Washington, Colorado, Alaska and Oregon even decriminalising the drug. The size of the market for legal marijuana in the United States was projected to grow to $7.1 billion in 2016, an increase of 26% from the previous year according to a report by New Frontier and ArcView Market Research.
In the cobbled streets of the Old Chinatown in Portland, a new and sophisticated dispensary can be found. Serra, which translates to ‘greenhouse’ in Italian, brings an artisanal direction and sense of luxury to a market that usually structure their retail formats to provide convenience and functionality. The store gives consumers an insight to what the future of dispensaries could be like, targeting innovators and early adopters, the retail space utilises light, geometric tiles, space and greenery to create a memorable experience for consumers. Placing freestanding glasshouse-shaped cases at chest level, showcasing a variety of products from jewellery to porcelain, providing a 360 degree retail perspective.
The demeanour that cannabis consumers are just university students and old hippies can no longer be an accepted view of the masses. A design and innovative approach will befit a product used by a diverse array of people. Portland, Oregon, is a place regarded as the Mecca for recreational and medical marijuana retailers, with the city home to over 200+ dispensaries. It isn’t surprising that dispensaries are now experimenting, as cannabis needs to be treated with considered strategies and strong brand identity like any other mass market product.
*Written by Kevin Arulrajah
