Market Sector: Experiential Retail

Malls’ New Success Strategy: Attracting Gen Zers Hungry for Social Contact

MG2 Principal Melissa Gonzalez joined a Retail TouchPoints panel of experts to discuss how mall models should be evolving to effectively capture the attention of younger generations like Gen Z and Gen Alpha.

“Gonzalez: The most forward-thinking developers create a holistic journey for visitors, ensuring that the transition between experiences and shopping feels natural and enticing. Merchandising plays a critical role here; the layout and tenant mix must be thoughtfully curated to align with consumer preferences and behaviors.”

Read the full article in Retail TouchPoints

Why Fashion Companies are Launching Mobile Apps, Despite the ‘High Barrier of Entry’

Danny Parisi sat down with MG2 Principal Melissa Gonzalez to discuss the benefits of launching a mobile app for fashion brands for Glossy.

“These apps are appealing because they allow brands to own the mobile experience, drive discovery and loyalty — not just conversion, link digital and physical touchpoints, and create community,” said Melissa Gonzalez, a retail strategist and principal at the retail architecture firm MG2. “Apps may include user profiles, saved looks, friend sharing, live chats, Q&As, drop countdowns and loyalty tiers, all tailored for the Gen-Z consumer who values peer influence and identity.”

Read the full article in Glossy

The Power of the Pause: Why Slowing Down Fuels Stronger Leadership | Melissa Gonzalez

MG2 Principal and The Purpose Pivot author Melissa Gonzalez joined Bill Sherman on an episode of Thought Leadership Leverage to discuss how moments of pause can redefine leadership, and why vulnerability, intuition, and well-being are essential to building clarity, resilience, and purpose-driven careers.

Listen to the full episode in Thought Leadership Leverage

Creatives Shaking Up The Industry

Retail Design Institute honored MG2 Chief Creative Officer MJ Munsell with induction into the Retail Design Legion of Honor.

MJ is recognized for more than three decades of leadership in retail design, guiding award-winning project teams for brands including Nordstrom, Anthropologie, Victoria’s Secret, and Tommy Bahama.

Read more in Interior Design

Leading with Impact and Purpose

Melissa Gonzalez, MG2 Principal and founder of MG2 Advisory, joined Shelley E. Kohan on a recent episode of Retail Unwrapped, a weekly podcast from The Robin Report, to discuss her new book The Purpose Pivot.

Melissa shares how intuition can serve as unfiltered market intelligence, helping leaders identify misalignment between their role and their competitive advantage.

Listen to the full episode in The Robin Report

Fashion, Identity, and Digital Life Collide: Why Brands Must Listen, Collaborate, and Co-Create With the Next Generation of Youth

In this episode of Retail Refined, MG2 Principal Melissa Gonzalez sits down with Brieane Olson, CEO of Pacsun, to explore how Gen Z and Gen Alpha are redefining creativity, consumption, and connection—and what it means for brands hoping to stay relevant in a culture that’s evolving faster than ever.

Listen to the full episode in Market Scale

From Southdale Center to Gen Z: Why the Core Appeal of Malls Endures

MG2 Principal Melissa Gonzalez discussed how Gen Z shapes the future of malls in an ICSC article.

“’Gen Z values community,’ she said, ‘so it’s key to understand what they want out of the communal experience and how malls can tap into culture, curate bespoke programming and design an environment that resonates as a social destination.'”

Read the full article in ICSC

‘If You’re Not Growing And Changing …’: What Leaders Like Regency Centers Understand About Retail Success Today

MG2’s Chief Creative Officer MJ Munsell spoke with Bisnow’s John Krukowski about the ever evolving retail industry.

“’To create a retail center where people want to return, it’s important to develop a dynamic sense of place with dining experiences, entertainment, surprise and discovery, camaraderie and, of course, shopping,’ said Munsell.”

Read the full article in Bisnow

The Experience Equation: What Retailers Need to Get Right

In a recent episode of Retail Remix, MG2 Principal Melissa Gonzalez spoke with Nicole Silberstein to share why in-store experiences remain a powerful driver of connection and conversion, and how MG2’s latest research reveals Gen Z is coming to physical retail with clear purpose.

Listen to the full episode in Retail TouchPoints

Where Checkout Happens Now

In her article in Inside Retail, “Where Checkout Happens Now,” MG2 Principal Melissa Gonzalez discusses the evolution of the checkout experience.

“In its 2025 report on Gen Z shoppers, MG2 Advisory found that more than half of Gen Z saw value in mobile pay or self-checkout optionality, as well as ‘buy online, pick up in-store’ (BOPIS) capabilities.”

Read the full article in Inside Retail

2025 Annual International Visual Competition

VMSD recently unveiled its 2025 Annual International Visual Competition award winners and our Kizik Pop-Up in SoHo, NYC was a 2024 Honorable Mention.

Read more in VMSD

New Insights into Gen Z and How Brands can Tap into Their Search for Connection

In a recent Inside Retail article, Editor Nicole Kirichanskaya discusses new insights about Gen Z from MG2 Advisory’s report, highlighting why it’s critical for retailers to understand their needs and preferences.

“As Melissa Gonzalez, principal of MG2, explained, ‘When brands position themselves as partners in these priorities rather than just sellers of products, they build relevance and trust that goes far beyond the checkout.’”

Read the full article in Inside Retail

Getting ‘Phygital’: A Look at What’s Working, What’s Next

In her recent Inside Retail article, MG2 Principal Melissa Gonzalez discusses the strategic blending of physical and digital experiences in retail.

“Retailers who want to build lasting relevance with this generation will need to rethink store design entirely, positioning stores not just as places to shop, but as spaces for creative interaction.”

Read the full article in Inside Retail

Research & Insights – July 2025

Gen Z is Evolving: Their Search for Meaning, Connection, and the Brands That Get It

How well do you understand Gen Z, today’s youngest adult consumer, whose age spans from 18 to 26?

Often treated as a single cohort, Gen Z actually contains two distinct inter-generational groups, each with its own priorities, behaviors, and expectations. The younger Gen Z is just entering adulthood, while the older is shaping careers, households, and long-term habits. Their views on value systems, societal impact, education, and identity are nuanced, and so are their relationships with brands and retailers. Making assumptions about this generation, or relying on outdated labels, can lead to missed opportunities, limiting both loyalty and revenue growth.

This report is designed to help brands and retailers stop generalizing and start making more informed decisions. By uncovering the differences within Gen Z, not just between them and other generations, we reveal clear opportunities to create authentic, in-store moments that build community and trust, inspire loyalty, and support long-term brand relevance.

The full report is available for download at the bottom of this page. Take me there now!

What We Learned

Based on our findings, Gen Z consumers shared the following key insights on how their values are reflected in the shopping experience and how they seek more meaningful in-store engagement with the brands they care about.

Aspirational Values

94% of Gen Z shop with their values in mind, such as authenticity, transparency, and humility, but often struggle to achieve this in-store, frequently trading ideals for price or convenience

Co-Creator Status

More than 70% of Gen Z want to engage with brands they love beyond content; they want to be co-creators and collaborators in the brand journey, including store design and product customization

Community Driven

3 out of 5 Gen Z shoppers say a leading reason for visiting a store is to experience the brand’s community and fulfill their desire for a greater sense of belonging

Cultural Awareness

60% of Gen Z want to see products or in-store visuals that reflect timely, relevant cultural moments, demonstrating a brand’s awareness of what matters to their lives

Sustainable Design

Nearly 50% of Gen Z say they trust a brand’s sustainability promise more when it is reflected in how the store itself is designed

Building Loyalty with Gen Z: How Attainable, Values-Driven Stores Win Their Trust and Engagement

To earn the attention, respect, and long-term loyalty of Gen Z, brands and retailers must move beyond preconceived notions and mere trend chasing and take the time to understand what truly drives this generation. Gen Z responds to brands that reflect their values and invite them into the process, not just as consumers but as collaborators. This means bringing purpose into the store through thoughtful design choices like sustainable materials and ethically sourced products, while offering spaces that foster connection, such as community lounges or co-creation hubs where their voices shape everything from product design to store layout. Nostalgia, artistry, and visual storytelling also resonate deeply with this generation, especially when paired with technology that enhances rather than distracts from the brand’s heritage and product education. In-store experiences should be a meaningful extension of Gen Z’s values: easier paths to sustainability, personalized creativity, and real community. When brands position themselves as partners in these priorities rather than just sellers of products, they build relevance and trust that goes far beyond the checkout.

Interested in More? Download the Full Report!

Take a look at our original report on how Gen Z are shaping the retail experience

Gen Z: A Deeper Look At 4 Key Personas And How They Are Shaping The In-store Experience

The Future of Retail: How AI, Experience, and Sensory Design Are Reshaping Brick-and-Mortar

MG2 Principal Melissa Gonzalez was recently quoted in a Colliers Knowledge Leader article by Anjee Solanki on how intentional sensory design is shaping the future of retail.

“Sensory elements offer the highest return on experience (ROX) when integrated into physical retail environments. According to MG2’s Advisory Wellness Report, a Colliers Engineering & Design company, about 60% of respondents said sounds generated by physical events (like waves or rain) and natural lighting neutralized their anxieties and helped them feel calm. ‘Brands that can help them unplug and be present by creating community-driven environments–that’s another value proposition,’ shares Melissa Gonzalez, Principal and Founder of MG2 Advisory (now part of Colliers Engineering & Design).”

Read the full article in Colliers Knowledge Leader

Sorel Pop-up Wins Shop! Global Award

Shop! Association has announced its 2025 Global Award Winners. We’re proud that our design for SOREL’s Pop-Up in New York City has won for Specialty Store Concepts.

“The winners of the Shop! Global Awards represent the best of the best worldwide, setting the standard for excellence and innovation throughout the in-store experience,” said @Leo van de Polder, SMP MaRC, Global Development Director, Shop! Association.

Read more in Shop! Association

Sorel Pop-up: A Dazzling Design Tribute to the Caribou Silhouette.

GRAY Magazine has just announced it’s finalists for the 8th annual GRAY Awards and MG2’s design for SOREL’s New York City pop-up is among them.

SOREL partnered with MG2 to open a pop-up shop in Brooklyn’s Williamsburg neighborhood in 2023 to help drive awareness, customer engagement, sales, and marketing integration data for future strategies.

Read more in GRAY Magazine

Eatertainment Through Design

MG2 Principal and Founder of MG2 Advisory Melissa Gonzales joined Anjee Solanki of Colliers on the Retail: Recorded podcast to discuss the evolution of eatertainment and findings from MG2 Advisory’s report.

Melissa shares her approach to balancing cost, flexibility, and storytelling to create spaces that foster connection, community, and memorable experiences.

Listen to the full podcast on Colliers’ website

VMSD Unveils its 2025 Designer Dozen

We’re excited to announce that MG2 Designer Ryan Todys has been named one of VMSD’s 2025 Designer Dozen!

In discussing with VMSD Editor-in-Chief Carly Hagedon what he enjoys most about his position, Ryan said, “I love a good puzzle, and I really enjoy the space planning side of retail design. A perfect retail space is hard to come by, and many of the spaces I work with have challenging footprints or obstacles to work around. I enjoy the process of figuring out how to make interiors work and the rewarding feeling of getting all the different pieces to fit together.”

Read more in VMSD

Research & Insights – March 2025

What if EV Charging Environments Met Unreasonable Hospitality?

As the EV market continues to grow, so do the expectations for charging stations, which are evolving into essential parts of the expanding EV ecosystem. Today’s consumers, whether current owners or prospective owners, seek more than just convenience; they desire seamless technology, welcoming spaces, and amenities that align with their values and lifestyles. A thoughtful, inviting atmosphere rooted in the principles of unreasonable hospitality can transform an otherwise transactional charging stop into a memorable experience, one that exceeds expectations and fosters connections beyond utility. As needs vary across locations and user types, charging stations must deliver both efficiency and satisfaction. This exploration looks at how these spaces can adapt to meet evolving demands and expectations, uncovering opportunities to design environments that are both functional and engaging.

The full report is available for download at the bottom of this page. Take me there now!

What We Learned

According to our study, discover how consumer personas and their experiences with and expectations of EV charging environments can inform which service offerings and enhanced features would provide the most value and greater consumer satisfaction.

The Speed Seeker

Charging is a race against time – it should be fast, seamless, and hassle-free. And loyalty perks such as priority access make it even better.

The Comfort Cruiser

Charging is a break from the chaos of the day – it should be calming and stress-free. And the environment featuring creature comforts is vital to unwind.

The Destination Dweller

Charging is just the start – it should be an immersive experience with food and entertainment. And the additional services and amenities do not go unchecked.

EV Charging’s Future: Going the Extra Mile to Keep Core Users and Attract New

As EV charging environments evolve, the future of these spaces lies in creating a holistic, hospitable experience that caters to both the need for convenience and the desire for engagement. While consumers expect basic amenities like Wi-Fi, phone charging ports, and clean restrooms, the true magic happens when these spaces go beyond the expected. Surprising and delighting visitors with thoughtful offerings, such as locally sourced coffee, community-driven programming, and seamless technology for effortless navigation and charging, fosters a deeper connection with the space. These features not only enhance the experience but also celebrate local culture and design, creating an environment that feels both familiar and refreshing. Additionally, interior designs that inspire through educational elements and a sense of calm offer a retreat-like atmosphere, balancing functionality with serenity. EV brands must remember that some consumers seek efficiency, eager to charge and go, while others want to linger and immerse themselves in the experience. The key to success is providing a space that caters to both, offering convenience for those on the move and engagement for those who want to enjoy the journey, along with a mix of formats in your real estate portfolio to ensure versatility and appeal to a diverse audience. By thoughtfully designing these elements, EV charging stations can become not just functional pit stops, but destinations that inspire brand loyalty and trust for years to come.

Interested in More? Download the Full Report!

Mercedes-Benz EV Charging Hub

MG2 is driving the future of EV and automotive infrastructure.

Explore our EV & Automotive expertise

Pop-Ups Prove Their Versatility: Product Debuts, Event Tie-Ins and On-the-Ground Testing

Retail TouchPoints’ recently published article, “Pop-Ups Prove Their Versatility: Product Debuts, Event Tie-Ins, and On-the-Ground Testing,” features Kizik’s NYC pop-up, designed by MG2. The experiential pop-up on Greene Street in New York’s SoHo neighborhood introduced the brand for the first time to a New York audience—consumers, traditional media, and influencers. The pop-up proved so popular it remained open for five weeks longer than anticipated.

“Retailers also use pop-ups as testing grounds for permanent brick-and-mortar locations, as Kizik and design firm MG2 did with the retailer’s NYC pop-up in 2024,” wrote Retail Touchpoints Editor Adam Blair. “The original pop-up proved so popular that Kizik extended its original operating dates while the brand planned two permanent shops — one in King of Prussia, Pa. and the other in the Mall of America.”

Read more in Retail TouchPoints

Is Blank Street Coffee the Next Starbucks?

MG2 Principal Melissa Gonzalez spoke with Inside Retail’s Editor Nicole Kirichanskaya on the new and upcoming brand, Blank Street Coffee.

“As the MG2 Principal told Inside Retail, ‘The brand’s minimalist aesthetic and trendy beverage options, such as the matcha-based drinks and seasonal cold brews, contribute to the company’s cult-like following and viral content moments.'”

Read more at Inside Retail

Store Design: Elements That Have Stood the Test of Time

Chain Store Age featured MG2 Principal Melissa Gonzalez in their cover story “Store Design: Elements That Have Stood the Test of Time” by Connie Robbins Gentry.

Here’s a portion of the article with Gonzalez discussing window displays and flooring:

“‘Retailers are being a lot more creative with the storytelling they’re doing in the window display,’ she said adding that some windows are now designed for an Instagram moment or a TikTok share. Flooring is another way that retailers ‘guide the journey’ for their customers, according to Gonzalez. There are the obvious functional considerations to flooring, but equally important is the aesthetic aspect — choosing the right woods, the right colors, the right patterns.”

Read more on page 12 in Chain Store Age