Surterra

Marijuana dispensaries are an entirely new vertical, with strict regulatory requirements and a host of other challenges. Surterra, holder of one of the five medical marijuana licenses in Florida, looked to figure3 to help understand the mindset of a new kind of shopper.

Knowing that design has the power to change how people think, feel, decide and behave; we leveraged our Connection Point process to reveal what unconsciously sparks customers’ curiosity pulling them towards therapeutic cannabis, and what repels them.

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Before engaging figure3, we believed we had a very good idea of how to display and merchandise our products to patients. Their Connection Point process produced a design that challenges the industry status quo, and we couldn’t be happier. The research revealed an underlying theme that is absolutely core to our brand and business. It helped us refine everything from our store design to our packaging and branding, and our real estate strategy as a whole. figure3 has been an invaluable partner as we’ve breathed life into our concepts in this new and changing industry.
Wes Van Dyk, Co-Founder, Surterra Wellness

Seeing differently allowed us to design differently

Through research we uncovered the positive and the negative frames that the target group holds for therapeutic cannabis and seamlessly translated these findings into a category-defining solution.

Of all the positive frames of references the primary audience holds for medical marijuana, wholesome, natural food rose to the top. This relationship and insight helped shape the context and design of the store.

Rotate Your Device Image of Surterra space

Informal consultations take place over a kitchen island-style space that conjures happy memories of time spent with friends and family over home cooked meals.

Informal consultations take place over a kitchen island-style space that conjures happy memories of time spent with friends and family over home cooked meals.

Seeing differently allowed us to design differently

Through research we uncovered the positive and the negative frames that the target group holds for therapeutic cannabis and seamlessly translated these findings into a category-defining solution.

Of all the positive frames of references the primary audience holds for medical marijuana, wholesome, natural food rose to the top. This relationship and insight helped shape the context and design of the store.

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Samples can be plucked from a kitchen garden style product display that feels bright, inviting and calming.

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Warm, welcoming and friendly. Everything about the space feels subtly familiar.

“ A lot of design results from thinking about people. When you design with them, the result is transformative
Mardi Najafi
Senior Team Leader, figure3

Different by design

Store frontage is fully glazed from wall-to-wall allowing full view into the store; thoroughly dismissing the notion that purchasing medicinal cannabis is illicit or shameful. Inside, product resides in a setting that subtly evokes a kitchen garden underscoring its naturalness. Questions can be answered out in the open in a relaxed, easy-going way.

Learn more about how we couple deep insight with creative vision to transform the spaces we design.

Learn more about how we couple deep insight with creative vision to transform the spaces we design.

Around the world, people are talking

Azure, North America's leading interiors and contemporary design magazine dedicated a full page to feature the store. Newsweek prominently displayed our work in a feature dedicated to thoughtfully designed therapeutic cannabis purveyors.

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