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Dispensaries have been delivering cannabis products to hotels across California ever since the state officially legalized weed.

However, according to Amy Cirincione O’Connor, normalization was never really established as evidenced by guests often consuming cannabis either tucked away in their rooms, or in their cars.

Cannabis-friendly places should be “open, warm, comfortable and casual,” she says.

That’s where Humboldt Social comes in.

This California-based wellness and hospitality brand focuses on avoiding “clichéd images like prints of big cannabis leaves in bright green colors.”

Instead, they use lush, native greenery and light, and a subdued color palette, Cirincione O’Connor explained, citing Napa Valley’s hundreds of hillside vineyards and resorts as an inspiration.

See also: How to Invest in Cannabis Stocks

“When you’re in Napa and you walk into a hotel lobby, you might see brochures for local wineries or branded wine glasses in the gift shop, [but] you wouldn’t see wine bottle icons on the wallpaper,” she says. “That’s what normalization looks like.”

‘Getting Away From The Dark’ Scuba Diving – and Into The Ocean I Go to Lose My Mind and Find My Soul Poster

Humboldt Social is under the helm of building designer and CEO Aaron Sweat, who co-founded the company with Cirincione O’Connor and her husband, Jon O’Connor.

When it came to designing with cannabis in mind, Sweat — who previously worked with renowned companies like Lake|Flato and Nelsen Partners — noted that he prefers “getting away from the dark, no window, hidden cannabis business we remember.”

“Changing that perception of cannabis needing to hide has been a big push for me in design,” he told Benzinga. “Having cannabis facilities more open, transparent, inviting, and a place for community is where the industry must go.”

Sweat’s focus was on creating the mindset “away from something illicit or taboo.”

“I always tell people I am not here for what the industry is today,” he says. “I am here for what the industry will be in 10 to 20 years. I will say I like where the industry is going.“

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