Verano Shop-in-Shop:
An Award-Winning Cannabis Retail Experience
Budder Creative designed and built a fully custom shop-in-shop for Verano inside New Dia Dispensary in Boston, MA. One installation, a full family of brands, and a centerpiece nobody expects in a dispensary: a custom-branded pool table. The project won Silver in Retail & Commercial Interiors at the 2025 Architecture & Design Collection Awards.
Architecture & Design Collection Awards 2025 (Silver)
SCOPE OF WORK
Creative Direction
Shop in Shop
Visual Merchandising
Branding
Fixtures / Display Production
CLIENT TEAM
Kevin Moses
Allison Nible
Steve Cancel
AGENCY TEAM
Michael Marra, Creative Lead Laksman Frank, Creative Direction
Sarah Demers, Graphic Design
Pace Singletary, Industrial Design
Jaya Frank, Design Manager
The Challenge: One Space, Many Brands
Cannabis retail too often treats the shelf as an afterthought. Verano needed a single, unified brand presence that could hero its full portfolio, including Essence, Avexia and Savvy [verify brand list], while giving each brand its own moment. It also had to work inside someone else's store, which means it had to be flexible, durable and easy for staff to maintain.
The Big Idea: A Pool Table in a Dispensary
We built the concept around Verano's newly refreshed Essence brand photography. That led to an unexpected focal point: a custom-branded pool table under a matching overhead lighting installation. It brings sound, movement and play into the store. Shoppers stop, watch, talk and stay longer. The result is a space that sparks curiosity instead of just stocking product.
Shadowbox Wall Displays
Around the centerpiece, wall-mounted shadowboxes inspired by movie-poster marquees give each brand its own stage. They're built on the Flip System, our proprietary magnetic display system, so each brand story can be swapped, updated or relocated in minutes. Shelving detaches and moves without tools. When products launch or planograms change, the fixtures change with them, with no rebuild and no contractor.
Placement That Pulls Foot Traffic
The installation sits at the back of the store, on purpose. Strong sightlines from the entrance draw shoppers through the full sales floor, past every category, to the brand moment at the back. It works as visual merchandising and as a destination.
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Budder Creative is a cannabis branding agency specializing in brand strategy, visual identity, cannabis design, and packaging. As an integrated cannabis creative agency, we bring brands to life from the first spark of an idea to the final product on shelf.
