MG2 Launches MG2 Advisory Offering Strategy and Insight Services

MG2 Launches MG2 Advisory Offering Strategy and Insight Services

Award-winning strategist Melissa Gonzalez spearheads new advisory service for MG2

NEW YORK, NY (February 27, 2024)—Global architecture and design firm MG2 has formally launched MG2 Advisory, a new service providing strategy and insights to empower emerging and established DTC retail brands, national retailers, and mixed-use developers working with retail tenants.

MG2 Advisory is an outgrowth of services that MG2 has provided to a select number of design clients for numerous years. Now also available as a standalone offering, the Advisory provides clients with the added benefit of a library of consumer insights reports and years of proprietary research.

The team’s proprietary model serves as the foundation for every project and partnership. This holistic, four-stage methodology explores the sociological, psychological, and emotional needs of target personas. At the end of this comprehensive process, MG2 Advisory helps clients unlock competitive differentiation and uncover new ways to elevate and reimagine brand experience and environmental design.

MG2 Principal and award-winning strategist Melissa Gonzalez has leveraged her early years on Wall Street with trend-setting retail experiences and proprietary consumer insights research to develop this new service.

“Our four-step approach does more than provide solutions to specific, agreed-upon objectives but also uncovers additional opportunities for brand positioning and differentiation as well as future iteration and optimization,” says Melissa.

The Navy Exchange has been working closely with MG2 in a multi-year partnership to elevate the store experience of Oceana, one of its main locations. The process has included a customer experience audit, consumer in-depth surveys, and field studies, followed by immersive design charrettes to leverage the findings and uncover distinct ways to adapt and evolve various departments within the store.

Sales in Oceana’s Beauty department have increased by more than 10% and by almost 20% in the redesigned Essentials department which consists of personal care, health care, household supplies, pets, and baby. The team is now developing a rollout playbook that includes ways to adapt and iterate for each of Navy Exchange’s more than 300 locations.

With a unique hybrid of hands-on, tactical project experience, industry knowledge, and established positioning as thought leaders, MG2 Advisory supports clients at all stages of the project lifecycle and provides customized solutions based on their distinct needs and goals.

About MG2
Guided by our vision to create transformative experiences that foster and elevate healthy communities, MG2 has been delivering award-winning projects and programs for more than 50 years. We partner with some of the world’s most recognizable companies and brands to bring exceptional design solutions to life through full architectural, strategic planning, cost management, interior design, brand strategy, and program consulting services. MG2 is consistently ranked among the largest architecture firms in the nation and among the top retail design studios in the world. Our six offices in the U.S. and China—Seattle, New York, Washington D.C. Minneapolis, Irvine, and Shanghai—integrate building performance and social responsibility into every project. At MG2, our greatest strength lies in our people, our clients, and our commitment to helping them succeed. We are purpose-driven by nature, data-driven by design.