The grateful dead are back

If you’re a skull and crossbones or cannabis connoisseur living in Toronto or visiting the area soon, you’ll be glad to know that there is a new pharmacy in the state that has managed to incorporate the Grateful Dead into their facility. The people in charge of the space invite the fans of the groundbreaking rock band to experience the band’s magic like in the old days, and the added benefit of this visit is an informative exchange with trained cannabis experts who will recommend the best pot to you.

Who are the grateful dead?

Grateful Dead is the name of a now defunct American rock band. The band came together in California in 1965. The group was known for their unique style of music, which combined elements from rock, country, blues, psychedelic rock, bluegrass, jazz, folk and even gospel. Her shows included long live performances of instrumental jams. Devoted fans of the group call themselves “Deadheads” and many groups wanted to be like the Grateful Dead back then. Their music has influenced various new bands that emerged after the band broke up. The band members are affectionately referred to as the godparents of the band industry. Grateful was inducted into the Rock and Roll Hall of Fame about 27 years ago. The Grateful Dead will be here for a very long time. The band’s identity has been perpetuated through various business concepts since they lost their revered leader in 1995. The latest company to create a space with the band’s brand is Scarlet Fire.

Scarlet Fire Cannabis Co.

Founded by David Ellison, a loyal fan of the Grateful Dead Band, this newly licensed pharmacy is a cannabis start-up designed by SevenPoint Interiors. Former securities attorney Ellison says he wanted the Toronto pot shop to demonstrate his longstanding passion for the Grateful Dead Band. The devoted Deadhead also added that he was right to trust SevenPoint to help bring his dream store to life.

A space to gather experiences

In a press release, Ellison expressed his love for the Grateful dead and how it has grown over the years.

He said that Scarlet Fire is a place where customers feel cannabis, magic, music and psychedelia come together. The space is unlike any other cannabis store. According to the founder, customer loyalty will be on a different level. These customers will learn more about the cannabis products they are interested in, as well as the glorious, thankful band of dead rock.

Ellison spoke about the point at which he claims to have been the turning point for his obsession with the Grateful Dead. Then 17 years old, he said he gained full experience at the band event that plunged him down a rabbit hole. Since then, he has accumulated memorabilia and experiences that have contributed to his never-ending love for the group.

He remembered every Grateful Dead show he had ever attended and how each one looked very different from the last. The vision for Scarlet Fire was born out of a desire to bring the magic and adventure of the Grateful Dead to life in a room that he could share with others.

Interior of the scarlet fire shop

SevenPoint Interiors is not a new name in the cannabis industry. Since the decor team started operations in 2017, they have creatively designed many spectacular cannabis spaces in and around Toronto. When the team was hired to design Scarlet Fire, the team mentioned that they had worked with and built on Ellison’s vision for the store.

In the words of the team’s creative director, they listened to Ellison’s needs. In doing so, they have succeeded in creating a brand identity for Scarlet Fire. Reviews from people who have visited the room show that the room is downright trippy.

The interior of the Pot Store was inspired by a track called Dave’s Picks. This track is Volume 35 on one of the Grateful Dead archive releases and one of Ellison’s favorite tracks. The colors of the interior are faded aqua, mossy emerald green, deep scarlet, and an early lavender.

The shelf space of the store is uniquely designed to present product information in a fascinating way. Customers are sure to discover cannabis products that are impeccably and thoughtfully arranged for easy product selection. The room even has a gallery that neatly organizes Ellison’s collection of Grateful Dead keepsakes. Ellison collected these memorabilia in all of his years of being a dead head – that’s about thirty years.

One of the keepsakes on the personally curated memorial wall is a t-shirt Ellison bought at a flea market in Florida as a teenager. Each area in the cannabis business offers its own immersive experience. There is also a sound system at the point of sale that is modeled on the band’s sound wall. The monolithic touring sound unit is on a stage behind the cash desk.

Another highlight when visiting Scarlet Fire is the rabbit hole. These are portholes strategically placed around the store. These rabbit holes cut through the scarlet floor all the way to the ceiling tiles. A look through these portholes gives you a breathtaking view of the front to the back of the store. Passers-by can also peer into these rabbit holes from the outside to see a circular backdrop that shows the inside of the store. Customers describe the view as moving psychedelic images.

Bottom line

A store that pampers visitors with interiors that includes album covers, guitar replicas, tour posters, and other merchandise from a band as famous as the Grateful Dead is guaranteed to generate revenue. In the few weeks the business has been up and running, Ellison says he’s certain that the business has achieved its primary goal, which is to educate customers while sharing the passion for the Grateful Dead. To maintain its newfound reputation, Scarlet Fire must remain committed to the quality that sets it apart from other Toronto cannabis stores.

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