Opening the largest cannabis store in North America wasn't about opening another retail location. It was about introducing an entirely new category to people who were still figuring it out.

Rather than filling the store with products, we filled it with experiences. Every area introduced a different Aurora brand through education, conversation and discovery from CBD cocktails and live music to knowledgeable product guides inspired by the Apple Store Genius Bar.

I led the creative development of the launch, designing the floor plan, customer journey and experience strategy to ensure every part of the store had a purpose.

When it came time to open, I relocated to Edmonton and spent five days on site, working alongside the client, production partners and builders to bring the experience to life. The best ideas don't stop at the presentation deck they have to work when the doors open.