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Aurora opens experiential retail cannabis store in West Edmonton Mall

Aurora held the grand opening of its flagship retail cannabis store on Wednesday in the West Edmonton Mall.

With approximately 11,000 square feet of space, the new retail cannabis store is both immersive and experiential. Visitors are invited to explore products and participate in a rotating calendar of programming and events. 

“This space is a reflection of Aurora’s core values, a celebration of our past, and cements our position as an innovative industry leader,” said Aurora CEO, Terry Booth.

Headquartered in Edmonton, with sales and operations in 25 countries, Aurora is one of the world’s leading cannabis companies.

To design an innovative retail experience, Aurora enlisted Bruce Mau Design in collaboration with GMC Architects. Inspired by technology, innovation, and nature, the space explores the relationship between the natural elements that are core to Aurora’s brand and the company’s commitment to industry advancement. References to mountains, sky, water and sun permeate through material, lighting and digital experiences.

The store will host world-class researchers, creators and culture makers to lead sessions with artists, chefs, local innovators and cannabis experts for next-level consumer experiences. Visitors will also have access to Aurora’s 42 cannabis strains including San Rafael ’71, Alta Vie, and Woodstock.

Store features and design highlights

  • Natural materials like oak panels throughout the space are a nod to Aurora’s roots in the foothills of the Rockies.
  • A digital skylight produces a remarkably true effect of a clear blue sky with the sun streaming in. Visitors will be able to bask in the light from a seat on the bleachers designed for events.
  • A celebration of street art and Edmonton’s culture, “Homegrown” is a mural by local art collective, Rust Magic. 

RELATED: Aurora launches edibles safety campaign 

This partnership with the West Edmonton Mall makes Aurora the first cannabis retailer to operate within a mall of such magnitude. Aurora will serve as the West Edmonton Mall’s exclusive cannabis retailer. 

“West Edmonton Mall prides itself on delivering unique, one-of-a-kind experiences to its 30 million annual visitors,” said West Edmonton Mall CEO, David Ghermezian. “What makes this collaboration particularly special is that our world-class and best-in-class partner, Aurora, is based right here in Edmonton. It is only through these unique circumstances that such an incredible project could come together.” 

The company’s flagship store offers visitors a safe, age-gated retail experience in compliance with all relevant federal and provincial regulations. New and experienced consumers alike are invited to drop by and explore.

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