Bruce Mau Design

Designing a first-of-its-kind flagship experience

Aurora: Designing a first-of-its-kind flagship experience

Aurora, one of the world’s largest licensed cannabis producers, entered the retail market with a first-of-its-kind flagship store at West Edmonton Mall. Bruce Mau Design was enlisted to lead the design for this ambitious project in collaboration with GMC Architects.

The 11,000 sq. ft. space is two stores in one – a flagship experience space and a retail cannabis store – designed to address the many unique challenges and opportunities that come from entering a new and highly regulated industry.

The overarching design concept explores the relationship between the natural elements that are core to the Aurora brand, and the state-of-the-art production and commitment to industry advancement that drive the company’s vision. References to mountains, sky, water and sun permeate through material, lighting and digital experiences.

The Aurora Flagship will host world-class researchers, creators, and culture makers to lead sessions with artists, chefs, yogis and athletes, along with innovators and experts in the emerging world of cannabis to deliver next-level inspirational experiences. In the age-gated cannabis store, visitors have access to over 42 different cannabis products and unique accessories.

In order to facilitate a wide variety of programming and events, as well as provide ample storage for product, BMD prioritized flexibility in the store design with custom fixtures, and as well as loose furniture that can be rearranged for different merchandising needs, events and audiences. The poured concrete bleachers are an example of adaptability within the store, transitioning seamlessly from a retail merchandising platform to an experience seating area, with charging stations for visitors.

In addition to experience and store design, BMD developed signage, wayfinding and communication materials and advised on visual merchandising.

The result is a modern sensibility for an age-old product with room to evolve within a changing landscape.

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“This space is a reflection of Aurora’s core values: cannabis, education and culture. The flagship space is designed to be an approachable place where anyone can explore and learn more about cannabis comfortably.”

Terry Booth, CEO of Aurora

References to mountains, sky, water and sun permeate through material, lighting and digital experiences.