In color theory, indigo is associated with intuition, perception, and the “third eye.” Powerful and dignified, the hue conveys integrity and trust, and exposure to the shade is thought to help people develop new insights and a willingness to explore.
All of that undoubtedly was on Michael Ziegler’s mind as he created the concept for his Brooklawn, New Jersey, dispensary. Named for the color strategically used throughout its interior, Indigo makes no apologies for a subtly New Age attitude that perfectly dovetails with the cannabis industry’s traditional values: education, compassion, and healing. At the same time, Indigo encourages consumers to imagine experiences and perspectives that go beyond the everyday.
Located on the state line separating New Jersey from Pennsylvania, the dispensary’s clean, invigorating design and curated product selection draw visitors from both Brooklawn and Philadelphia. Display Dispensary Project Managers Jeff Sunga and Georgia Peterman worked closely with Ziegler to refine his floor plan and merchandising strategy.
“Customers always have a vision, and we strive to be respectful to that vision,” Sunga said. “We want to be a true partner in creating and bringing to life their ideas. “What we don’t want to do is say ‘you’re doing it wrong,’” he added. “We want to work with them to enhance their plans and make them feel comfortable with the finished design.”
Part of making clients comfortable is helping them establish a merchandising plan during the design phase, according to Peterman. Trying to display too many products can be as bad for business as displaying too few, but incorporating items like a flower bar, display cases with maximum glass, and iPad information-and-ordering stations can keep the sales floor easy for staff to navigate while encouraging customers to explore.
“Our background in retail environments helps us design customer flow, behind-counter interactions, and back of house,” she said. “All those things have to work for the client so they don’t get stuck in too tight a space.”
Elements from the Dispensary123 collection can be customized to create a unique vibe in almost any space.
For Indigo, Ziegler chose fixtures from the Dispensary123 system, a collection of in-stock components that can be customized to create a unique vibe in almost any space. Sunga said customizing in-stock materials can save both build-out time and money.
“Customizing in-stock units can save clients 45–50 percent and cut months off the timeline,” he said. “When we use our stock, from the time they come to us with their ideas to the time they’re actually up and running is usually about thirty days.”
That efficiency comes without sacrificing build quality or design character. Ziegler wanted a youthful vibe and energy that would feel familiar and comfortable for visitors of all ages. To achieve the effect, Display Dispensary augmented Indigo’s bright, airy interior, branding, and striking color palette with white display cases, sales-floor fixtures, and drawers. The point-of-sale stations, iPad stands, and countertops are finished with raw-oak laminate, which Peterman called “very good for commercial use. It’s easily cleaned, doesn’t show fingerprints, and generally exemplifies all the things you want to see in a busy retail environment.”
Indigo’s design ticked all the boxes for Ziegler and his target market, resulting in a friendly, comfortable, practical space that offers customers an elevated shopping experience.
