Aurora Cannabis Opens Experiential Flagship Store in North America's Largest Mall

The store is an 11,000-square-foot retail destination and global center for cannabis education, discovery and community engagement.

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EDMONTON, Nov. 27, 2019 /CNW/ - PRESS RELEASE - Aurora Cannabis Inc., a Canadian licensed producer, has announced the grand opening of its flagship retail store at 10:00 a.m. MT on Nov. 27 in the West Edmonton Mall, North America's largest mall. At approximately 11,000 square feet, Aurora has combined both a retail cannabis store and an immersive experiential space, encouraging visitors from around the world to explore unique products and participate in a rotating calendar of programming and events. Aurora's flagship store offers visitors a safe, age-gated retail experience in full compliance with all relevant federal and provincial regulations.

"Aurora is proud to call Edmonton home. It's here where we established our roots and built our business. There's no better place for us to open the doors to our flagship store and to welcome consumers from all over the world to join us in celebrating how far the cannabis movement has come and how quickly it continues to grow," said Terry Booth, CEO of Aurora. "This space is a reflection of Aurora's core values, a celebration of our past, and cements our position as an innovative industry leader. We invite new and experienced consumers alike to come learn and explore."

Following many firsts for the West Edmonton Mall, this partnership makes Aurora the first cannabis retailer to operate within a mall of this size, with Aurora serving as the Mall's exclusive cannabis retailer. "West Edmonton Mall prides itself on delivering unique, one-of-a-kind experiences to its 30 million annual visitors. We are, in fact, the internationally recognized pioneers of merging retail with entertainment and maximizing the synergies between the two. We often accomplish our goal with world-class partners. 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," said David Ghermezian, CEO of West Edmonton Mall.

To design an innovative retail experience, Aurora enlisted Bruce Mau Design in collaboration with GMC Architects, creating a place for consumers to gather. Inspired by technology, innovation and nature, the space explores the relationship between the natural elements that are core to the Aurora brand and the state-of-the-art production and commitment to industry advancement that drives Aurora's continued growth. References to mountains, sky, water and sun permeate through material, lighting and digital experiences.

The flagship store will host world-class researchers, creators and culture makers to lead sessions with artists, chefs, local innovators and experts in the emerging world of cannabis to deliver next-level inspirational experiences. In the age-gated cannabis store, visitors will have access to over 42 different cannabis products from the Aurora family of brands, such as San Rafael '71, Alta Vie, Whistler Cannabis Co and Woodstock, all while being served by passionate and knowledgeable retail staff.

Store Features and Design Highlights:

  • Embracing nature - Enhanced natural materials like quartz, oak and opalescent panels have been used throughout the space as a nod to Aurora's roots in the foothills of the Rockies.
  • Bringing the outside in - A digital skylight produces a remarkably true effect of natural sunlight and a clear blue sky, with the feeling of the sun streaming in. Visitors will be able to bask in the light from a seat on the bleachers designed as flexible seating for events.
  • Homegrown - Aurora is proud to call Edmonton home and is committed to celebrating the people and communities who make it great. "Homegrown," is a mural painted by local art collective Rust Magic. It's a celebration of street art and a tribute to the culture of Edmonton.

Grand Opening Consumer Celebration: Chance to Win

To celebrate the opening of Aurora Cannabis Flagship, Canadians are invited to enter to win a custom @rustmagic designed Levis denim jacket. Simply share your Aurora experience via a photo on Twitter or Instagram, using #AuroraFlagship for a chance to win. Contest runs from Nov. 26 to midnight on Nov. 30.