Travel Agency, a striking new cannabis dispensary, has opened its doors in Union Square, featuring a six-foot-tall sculpture of a joint in its foyer that sets it apart from conventional dispensaries. Designed by the architecture firm Leong Leong, the store boasts a look reminiscent of Saarinen’s TWA terminal meshed with the artistic vibes of a James Turrell sculpture. This store is one of the few stylishly licensed dispensaries in New York City, aiming to transform cannabis shopping into a high-design, immersive experience.
Expansion and Unique Themes
Since its debut in February 2023, Travel Agency has expanded to three locations across New York City, each with a distinct minimalist and travel-themed design. From the European train hall aesthetic on Fifth Avenue to the subway-inspired decor in Downtown Brooklyn, these stores are crafted to serve as sanctuaries or portals to new destinations, according to architect Christopher Leong.
The Shift from Street Corners to Stylish Storefronts
The legalization of recreational cannabis in New York State in March 2021 saw a rapid proliferation of unlicensed dispensaries ranging from colorful street trucks to graffiti-laden weed bodegas. However, as licensed dispensaries slowly come online, the contrast in retail environments becomes stark. The state has seen a sluggish and uneven rollout of legal cannabis stores, with only 132 licensed establishments to date, around 60 of which are in New York City.
High Design as a Competitive Edge
Travel Agency, through its partnership with founders Arana Hankin-Biggers and Paul Yau and the Doe Fund, is leveraging high design to stand out in a market flooded with about 3,000 illicit shops. Hankin-Biggers believes that creating a unique, engaging, and elevated shopping experience is crucial for differentiation and rapid growth in a competitive market.
Design Constraints and Creative Solutions
State regulations impose significant design constraints on dispensaries, including restrictions on product visibility from the street and specific requirements for store signage and product packaging. Travel Agency has creatively navigated these restrictions by integrating art installations and sophisticated design elements that conform to regulatory standards while enhancing the consumer experience.
An Experiential Approach to Cannabis Retail
The interiors of Travel Agency dispensaries are thought of as multi-sensory art installations, featuring periodic changes to the foyer sculptures and a fragrance wall that showcases the natural essential oils in cannabis. These elements, along with elegantly designed product display cases, elevate the stores to a museum-like quality, according to Hannah Frossard, a senior designer at Leong Leong.
The Rise of High-End Cannabis Stores
Other licensed retailers like Gotham in the East Village are also adopting high-concept designs to attract consumers. Described as “accessible luxury,” Gotham integrates elements of New York City’s art, fashion, and culture scenes, aiming to create a welcoming and educational space that encourages customers to linger and explore.
Looking to the Future
As New York’s legal cannabis market continues to evolve, high-design dispensaries like Travel Agency and Gotham are setting new standards for retail aesthetics and customer experience. These developments hint at a future where cannabis retail is not only about the product but also about the quality of the space and the overall consumer journey.
