As one of the few holders of medical marijuana licenses in Florida, Surterra Wellness (owned by Parallel) sought the expertise of Figure3 design its first flagship dispensary in Tampa. The design team was tasked to help comprehend the mindset of a unique type of shopper and navigate the startup's entry into an unexplored landscape.
Conducting thorough preparatory research, Figure3 specifically targeted assumptions and negative perceptions surrounding cannabis products. Through design-based solutions, they aimed to counter these notions and establish a welcoming, wholesome space for caregivers and wellness-seekers.
Nestled among the restaurants and shops on a typical Tampa neighborhood strip mall, in an effort to enhance transparency and trust, Figure3 created a storefront with wall-to-wall glass, by providing a clear inviting view inside the store. The interior showcases products in a setting reminiscent of a garden, emphasizing the natural origins of the therapeutic offerings.
Figure3 uniquely crafted a kitchen island-style area at the heart of the space, providing an inviting setting for informal consultations. The creation of a conversation counter that exudes a homely atmosphere was pivotal to garnering acceptance for the offerings. This distinctive departure from the typical dispensary design is the key factor setting the brand apart in the dynamic and expanding retail landscape.
