Sevenpoint Interiors Brings High Touch Cannabis Retail Design to Pure Options’ New Flagship Location

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Canada-based premium cannabis retail design and manufacturing company SevenPoint Interiors ( is known for creating eye-catching retail spaces in the industry. A division of Visual Elements (, their team of retail design experts has created some of the most forward-thinking cannabis spaces since 2017. Most recently, Sam Usman, Jr, the owner, and CEO of popular Michigan cannabis provisioning center Pure Options (, approached their team to design a completely new retail concept for its flagship location in Frandor neighborhood of Lansing, Michigan that would capture the vibe of the brand’s previous retail spaces but deliver a more elevated experience, all within Usman’s vision, budget and timeline.

SevenPoint Interiors Vice President of Business Strategy and Design Development, Danielle Marzarella knew that SevenPoint would be able to achieve the Pure Options CEO’s vision while adding special touches that would provide a unique and highly interactive elevated customer experience.


“Sam was very specific on how he wanted his new flagship store to look,” says SevenPoint Interiors’ VP of Business Strategy and Design Development, Danielle Marzarella. “We specialize in highly customized retail design and build that is statement-making yet durable. For a high touch and high volume retailer like Pure Options, our skills were a perfect match. Leveraging our in-house design and fabrication team, we integrated educational components for customers as well as make the premium cannabis flower that the brand is known for the focal point of the experience.”

After connecting with Usman, SevenPoint Creative Director Desmond Chan, and Head of Design, Randy Simmen quickly got to work. The team created a clean, crisp, and modern-industrial feel for the design of the retail space, referencing the Pure Option’s signature hexagonal logomark prominent throughout the store and mirroring design details from the other locations.

“With several locations under their belt, our goal was to execute a store design that would stand out as the lion of the pack and brand temple for future Pure Options stores,” says SPI creative director Desmond Chan. “They already have an established brand identity and gave us a very detailed brand mood board and design brief that our team used for inspiration. It was really fun creating bespoke pieces that kept in line with Sam’s vision while implementing our signature touches that elevated the look and customer experience that will be synonymous with Pure Options moving forward.”

The experience begins as soon as customers walk through the entrance, they arrive at a greeting area that is reminiscent of a luxury day spa instead of a conventional dispensary welcome area. Sliding glass doors open into the brightly lit retail area that highlights the building’s original industrial fixtures as well as the angled display tables and minimalist and modern display shelves that wrap around the store.

Known for its exceptional premium cannabis products, the SevenPoint team made it a priority to spotlight Pure Option’s signature exclusive strains including award winning Moonbow, Rainbow Belt, and Garlic Breath allowing customers to learn more about the strains by using high-touch digital screens where they can discover important details of the batch, including terpene profile and cannabinoid content.

In the design SevenPoint Interiors also utilized one of its most significant innovations, the Flower Capsule 1.0.  The head-turning stainless steel flower display capsule sphere magnifies cannabis while keeping the flower fresh in its moisture-packed chamber. It can be seen as the most eye-catching display feature in the store’s wall display, allowing the customers to get a clear view of the cannabis flower’s structure and trichomes, while the gravity sensor valve safely releases the aroma of the product. From a functional standpoint, the experienced team understands the importance of an inspired, effortless customer journey and product operational flow.

The entire process from concept ideation to the final installation was done in-house, which created a seamless process and fluid communication between Usman and SevenPoint Interiors. Knowing that the common goal was to create an exceptional cutting edge store that would elevate Pure Options to be the most recognizable brand in Michigan, it only enhanced the trust Usman had in Sevenpoint Interiors.

“We always want to give our clients what they envision, but Sam and his team were really open to any ideas we brought to the table,” says Marzarella. “It really gives us great joy to take the concept a client presents to us and then see their reaction when we unveil a design that they didn’t think was achievable within their budget. I think that’s what makes our team exceptional.”


SevenPoint Interiors’ is a premium retail design and manufacturing company specifically designated to the cannabis space – serving as a one-stop-resource by providing turnkey solutions to elevate the cannabis industry through retail design, for an enhanced shopping experience. Founded in 2017, as a division of Visual Elements – a leading retail design and manufacturing creative agency based in Toronto, Canada working on projects globally –  SevenPoint Interiors is focused on enhancing the cannabis experience for patients and dispensary owners. With vertically integrated solutions, state-of-the-art commercial-grade equipment with manufacturing capabilities to execute custom fabrication and specialty finishes, the firm has strategically placed itself in a position to support multiple types of clients and retail projects inclusive to all budgets.


Pure Options is a vertically integrated cannabis company based in Michigan, with state-of-the-art cultivation, production, and retail operations in Lansing, Mount Pleasant, and Muskegon. Its mission is to grow and offer the highest quality flower, exceeding customer expectations. The growing cannabis brand employs more than 380 team members across cultivation, retail operations, and administration and provides one-stop shopping for all cannabis needs, offering more than 50 strains of locally grown premium cannabis. Pure Options honors the commitments it makes to the communities in which it does business, such as providing support to the Greater Lansing Food Bank and offering expungement clinics.