The smell of cedar when you walk into the humidor. The lighting adjusted on dimmers to reflect the time of day and desired vibe. A curated playlist that keeps people interested without interrupting their conversations. Elevated décor that pays homage to the history of cigar culture—a reminder to those who walk in of the luxury that hand-rolled cigars truly are.
There are many factors that go into the aesthetics of a cigar shop or lounge, and it’s easy to overlook how much effort is required to maintain each detail. From replacing light bulbs to managing the volume on the music or TV, each element contributes to creating a space that guests from all walks of life can enjoy. Even simple touches, like conditioning wipes to maintain leather chairs or establishing a consistent cleaning routine—whether in-house or outsourced—can make a lasting impression.
While some retailers may hesitate at the cost of a quality ventilation system, it’s important to consider how critical this is to the customer experience. Many cigar smokers will choose to take their purchase home rather than spend time in a space with stagnant or smoky air. Investing in proper air circulation now can pay dividends later as guests stay longer—and spend more.
The best experiences around cigars often begin with conversation. When your menu, shelving, and lounge layout spark curiosity, they invite engagement. The more questions customers ask, the more time they spend with your team, and the more connected they feel to your brand.
To help bring these concepts to life, here are five high-impact, often-overlooked ways to elevate the aesthetics of your cigar shop or lounge:
5 Ways to Elevate Your Retail Aesthetic
- Scent as Signature: Use cedar planks or aromatic elements in your humidor to create a distinct and memorable scent profile that reinforces brand identity.
- Time-Based Lighting Design: Adjust lighting throughout the day to match natural rhythms—bright and energizing in the morning, soft and ambient in the evening.
- Create Cigar Culture Touchpoints: Incorporate unique design features like framed vintage cigar ads, antique accessories, or curated displays that tell a story of craftsmanship and tradition.
- Ventilation That Keeps Them Staying: Don’t skimp on your air system. Invest in a setup that not only meets regulations but enhances comfort—encouraging customers to linger.
- Interactive Product Layouts: Organize your humidor and lounge to prompt curiosity—use product groupings or signage that inspires conversation and exploration.
By focusing on these subtle yet powerful aesthetic upgrades, you’ll create a space that feels intentional, inviting, and worthy of return visits. In a competitive retail landscape, these design choices are more than just decoration—they’re strategy.
– This article first appeared in the 2025 edition of the PCA Almanac. Article submitted by Ben Torres, Vice President of Operations at the GW Hospitality Group. Learn more about his store at https://thevintageclt.com.