That’s a question the interdisciplinary design firm the McBride Company is at the forefront of trying to answer. Known for its flamboyantly kitschy, Caribbean getaway designs of dozens of Jimmy Buffett’s Margaritaville restaurants—as well as the slightly less kitschy Margaritaville resorts and the yes-this-actually-exists Latitude Margaritaville retirement communities—the McBride Company has been steadily translating its themed environment design to the burgeoning retail cannabis business.

After working with more than half a dozen dispensaries and cannabis retailers, firm founder Pat McBride says the future of cannabis design is not so different from an over-the-top Margaritaville.

“The initial dispensaries looked more like a pharmacy or GNC or an Apple store. The connection to the history, the music, and the story of cannabis was basically eliminated,” McBride says. [Read More @ Fast Company]