Surterra Wellness

Retail / Tampa / 5,000 sq ft

Marijuana dispensaries are an entirely new vertical, with strict regulatory requirements and a host of other challenges. Surterra Wellness, 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 proprietary research process to reveal what unconsciously sparks customers’ curiosity pulling them towards therapeutic cannabis, and what repels them.

Surterra garden with black metal trellises and green carpet
"Before engaging Figure3, we believed we had a very good idea of how to display and merchandise our products to patients. Their research 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

Rotate Your Device Surterra kitchen with wood-top island and grey wall behind featuring Surterra logo

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.

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.

Rotate Your Device Surterra kitchen with island, bar stools, sink, and salespeople and customers talking and browsing

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

"A lot of design results from thinking about people. When you design for them, the result is transformative."
Mardi Najafi
VP, Retail Strategy & 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.

Surterra featured in Newsweek Special Edition, June 2017

International media coverage

From concept to completion

Rotate Your Device Surterra rendering showing kitchen and garden
Rotate Your Device Surterra rendering showing garden with tables in front
Rotate Your Device Surterra rendering showing kitchen with purple island
Rotate Your Device Surterra product wall with salesperson and client sitting at table in foreground
Rotate Your Device Surterra kitchen with blue island with wood top, and grey wall behind featuring Surterra logo
Rotate Your Device Surterra wall with products displayed on wood shelves and table in front

Open and expansive on entry

Kitchen garden begins to take shape

Imagining the welcoming kitchen

Product is prominently displayed and easily accessible creating a barrier-free browsing and shopping experience

Evoking a kitchen island, this is a familiar and welcoming gathering point to ask questions and be compassionately guided through product options

Additional product information is available to those seeking it out, presented in a nested experience. Customers are encouraged to engage at their level of comfort.

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