adam: welcome to medmen west hollywood. lemonis: adam bierman is medmen's co-founder and c.e.o.rijuana store? adam: you can call it whatever you want. i call it the future. lemonis: wow, this place is cool! it was definitely not what i expected. medmen was open, airy, and modern -- nothing seedy about it. adam: there's no bars on the windows. there's no guy with a gun at the front. you're walking in, we're open to the community. lemonis: i like the design. there were ipads everywhere loaded with information right next to gizmos that let you see and smell before you buy. adam: this allows the consumer to actually see it through a magnifying glass, to smell it through a little door that slides open there. lemonis: this door right here? adam: yeah. so, you would actually stick your nose in there. lemonis: i caught a whiff of madmen's strategy -- more style, less stigma. was it just window dressing, or would it entice customers to actually pay more? have you ever been in a cannabis store before? crystal: i have, but not one as nice as this. lemonis: what do you think of it? crystal:

. >> trevor: and so one thing that's been interesting is now you've teamed up with medmen. >> mm-hmm,cannabis company? >> the biggest in the country. spike jones and i made essentially a short film that they put together, and we got creative and figured out a way to kind of tell the history of cannabis in this country, and, so, we're telling the story for this brilliant idea that mechanism and spike cake up with and we kind of worked on together, a series that takes you through american history, the contextualized war on drugs, stop and frisk, medicinal uses, for our veterans, so many ways it can be aplievmentd it's an important issue. i didn't come to it from cannabis as a center, that wasn't my bag, but it was social justice and something we need to decriminalize because we're not adjudicating it fairly or enforcing the laws fairly at all. in suburbs, boys will be boy, kids will be kids, every movie we watched about coming of age, partying is super fun, kids find weed and drink and it's illegal but we accept it because it's coming of age, but when black and poor kids do it, they're