When New Jersey legalized recreational cannabis, they gave municipalities the final say on retail licenses, with many towns to opting out entirely.

This opened the door to a unique opportunity in Freehold for Madwell Ventures (whose founders had local ties to the area), as securing a coveted retail license granted us the ability to sell cannabis in one of the state’s most affluent trade areas. The result was our first in-house retail brand, Goldfinch, named as a nod to New Jersey’s state bird and a symbol of local roots and identity.

The Existing Site

The project began with the transformation of a 60-year-old commercial building. Rather than starting from scratch, we focused on upgrading the existing structure— introducing a new façade, enhanced lighting, and an upgraded presence that fit within Freehold’s zoning and aesthetic guidelines.

Building the Retail Flow

With approximately 3,000 square feet of retail space, we needed a layout that balanced a high volume of customers without sacrificing personalized service.

The typical dispensary model— repeating sales stations in a linear format—didn’t suit the footprint. Instead, we reimagined the experience around a natural circulation path, with strategically placed staff to guide and assist along the way.

Building The Interior

We designed an interior that reflected New Jersey’s natural landscape and played off of the Goldfinch name. We wanted to contrast the minimalist design vocabulary of the waiting room with an open, airy feel for the sales gallery. Doing so meant carefully choosing materials and lighting to draw the eye away from the corners of the room to create a sensation of spaciousness within the existing footprint.

As our existing space had limited natural light and was bisected by several columns, we wanted to create the sensation of a larger space, drawing the eye away from the corners of the walls.

Displaying Our Product:

Taking cues from upscale retailers such as Kith, Apple, and Aesop, we took a minimalist approach to product presentation. Custom modular wall systems allow for a mix of physical displays and integrated digital screens, offering customers the ability to browse through merchandise without the need for a bulky shelving display.

The Final Design