In line with the decriminalisation of cannabis, the stigma attached to weed culture continues to shed. Brands are reacting to the mainstream perception shift, becoming increasingly aware that they should be catering for a more erudite consumer – creating products and services that integrate with a curated, well-designed lifestyle.
Over the past few years, we’ve seen several food and drink brands (both start-up and established) jumping on the green-rush, as well as brands within the beauty industry experimenting with cannabis and its derivatives such as CBD.
We look at three lesser documented spaces we’re excited to see cannabis in the future.
To win over today’s travellers and compete with Airbnb, hotels are reassessing the functionality, flavours, and frills of their room service offers.
We’ve seen the hospitality industry welcome the wellness trend - providing spirituality on-demand through lifestyle coaching, astrology readings, hypnosis and in-room sound healing. Now, hotels are tapping into arguably the hottest wellness trend of the year – CBD.
The Standard Hotel in LA joined forces with luxury cannabis specialists, Lord Jones, bringing a variety of cannabis-derived products to the hospitality landscape to modernise their mini-bar offer.
They offer their guests a selection of products, including CBD oil-infused gumdrops and pain relief lotions, available in the mini-bars of the hotel’s Hollywood and downtown Los Angeles locations. A glimpse into the way lifestyle hotels are modernizing their room service offer and how cannabis brands are plugging the opportunity.
The Hollywood location will also feature a Lord Jones flagship retail dispensary on the ground floor, extending its offering to the local community.
CEO and managing partner of Standard International, Amar Lalvani said, “Cannabis is gaining enhanced relevancy as a key component of wellness, awareness and discovery. The Lord Jones dispensary will provide the finest cannabis products available, seamlessly integrated into the Standard experience.”
Coachella is the ultimate environment to expose consumers to brands. With over 100,000 festival-goers in the desert at one time, and the majority of attendees being affluent Millennials, securing a presence in and around the festival is a no-brainer for savvy canna-businesses.
Coachella’s party circuit only need travel a few miles outside the festival itself to find themselves immersed in one of several marijuana-themed events.
Over the past 10 years parties surrounding the festival have always been dominated by fashion brands – however, in recent years, a new crop of luxury cannabis brands have gathered around Coachella, showcasing custom Coachella-inspired strains, such as Lowell Farm’s ‘Coachella Blend’. Lowell Farm also filled Instagram feeds last year with their alternative flower crowns, made from real, smokable marijuana flowers.
Meanwhile, the Palm Springs Safe Access dispensary curated their own ‘Festival Flowers’ collection: five strains of marijuana designed to help customers make the most of their festival experience.
Inside the event, brands were also getting in on the act, creating weed inspired freebies for festival goers. Milk Cosmetics, for example, gave away dual purpose ‘roll and blot’ papers.
Last year, Weedmaps (the Yelp of weed) created the biggest and most buzzworthy fringe event that took place during Coachella.
Staging a weekend-long retreat on a private undisclosed compound in Bermuda Dunes, Weedmaps curated an invite-only ‘marijuana lifestyle experience’. Bringing together best-in-class luxury cannabis brands, they took over five giant geodesic domes and a fully functioning grow-house, each showcasing a unique marijuana product.
The retreat was also home to a fully decked-out spa, complete with massages, manicures, yoga sessions and a number of healthy food and drink outlets.
By allowing attendees to decompress from the festival chaos, Weedmaps are continuing to elevate marijuana from the stigma of a criminal substance into a luxury wellness activity.
As the choice of being a cannabis consumer is normalized, we’re seeing a greater emphasis on the design of products and lifestyle accessories. In line with this, brands are evolving their offer to reflect the growing desire for cannabis as a gift, creating formats to mark key gifting moments across the year.
Cool cannabis dispensary, Serra, is just one of a new wave of luxury retailers who are putting more focus on their retail and gifting experience – creating spaces where customers feel comfortable shopping for gifts without any sense of wrongdoing.
Where once guests would bring their host a bottle of wine, now they may bring high-quality vaporisers or edibles, engineered for social consumption – fusing marijuana with dinner party culture.
Brands such as Serra and MedMen very coolly demonstrate the opportunity for gifting stretches beyond peers, showing the true diversity of cannabis consumers – from mothers to grandmothers.
SEEN is compiled by LOVE’s Head of Culture, Kat Towers. Want to say hello, ask questions or challenge her cultural knowledge? Get in touch - firstname.lastname@example.org