A new dispensary, Scarlet Fire Cannabis Co., has been unveiled in Toronto with a sleek design executed by SevenPoint Interiors. The immersive retail experience serves as an artful homage to the Grateful Dead, transforming a former check-cashing outpost into a colorful sophisticated environment that teleports customers into a long, strange trip. “Our ultimate goal was to create an environment that would ultimately elevate you to an altered plane of consciousness,” says SevenPoint Interiors principal John Simmen.

A series of portholes puncture the scarlet-stained panels installed in the front windows, offering passersby a glimpse down the rabbit hole with psychedelic imagery. Inside, a matte, gloss, and chrome metal materiality is offset by dichroic film, premium wood laminates, and walls clad with eco-friendly fabric.

Reminiscent of a laidback recording studio, the store is lined with a “Wall of Sound,” a replica of the Dead’s massive touring sound system, while another wall showcases Ellison’s own personal collection of Grateful Dead memorabilia. From replica guitars to tour posters, the jam band’s signature iconography further animates the sexy, scarlet backdrop. “The color palette for the store was inspired from the album cover of one of David’s favorite Grateful Dead archive releases, ironically called Dave’s Picks – Volume 35,” adds SevenPoint creative director Desmond Chan. “Just like the cover, throughout the store you will find splashes of vibrant salmon pinks, deep burgundy, turquoise, rich blue-greens to black.”

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