VYNE Washington Tasting Room

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VYNE-Washington-Tasting-Room-SeaTac-Airport-1

An elevated journey through Washington’s wine culture

When SSP America sought to replace an existing food and beverage venue in Seattle-Tacoma International Airport with a cutting-edge, interactive experience, they partnered with MG2 to create VYNE: a technology-driven wine bar and tasting room.

Born from the goal of showcasing a diverse selection of Washington wineries to travelers from around the globe, VYNE’s interactive pour-it-yourself wine journey offers upscale yet laid-back ambiance in an industrial-modern environment, creating a destination-worthy reprieve from the bustle of SeaTac’s central terminal.

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To bring this experience to life, designers at MG2 explored the creation of a unique design language, look, and feel that would be unlike anything else the concourse had to offer.

Tackling everything from logo development to architecture scope, all the way through construction in a challenging footprint located directly above baggage claim, the teams worked closely together to deliver a final product that is as interactive and educational as it is inviting and enticing.

In 2022, with an above-and-beyond design demonstrating an innovative approach and effective partnership between the airport, its passengers, and the larger Washington community, VYNE was awarded the “Best New Food and Beverage” full-service concept by the Airports Council International – North America.


Perspectives

How A Suburban Seattle Strip Mall Is Being Transformed Into A Healthy Community

March 2022 / By How A Suburban Seattle Strip Mall Is Being Transformed Into A Healthy Community

This article was produced for and originally published by Bisnow.

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There’s a growing movement to change the way American communities are designed that places a greater focus on the well-being of residents. At the heart of these new communities is one thing: accessibility. 

Sometimes called the 15-minute city, the design goal for these neighborhoods is to have all the necessities a person could need — from groceries to medical attention — within a 15-minute walk or bike ride from their home. According to a 2019 report titled Foot Traffic Ahead from Smart Growth America, these types of walkable developments lead to improved social mobility, economic growth, and several other factors in residents’ lives. 

The team at Seattle-based architecture, design, strategy, and branding firm MG2 believes strongly in the potential of walkable developments, which is why they are focused on designing what they call healthy communities

“Our focus goes beyond the traditional ‘live-work-play’ tenets of mixed-use developments,” MG2 principal Ben Gist said. “We also take into account what we feel are the vital principles of ‘nourish, move and learn.’ We’re combining all of our expertise in designing everything from grocery stores to healthcare clinics to create one cohesive, walkable, healthy community.”

Gist said that for MG2, some of the key components of a healthy community include easy access to grocery stores, daycare centers, office space, healthcare facilities, parks, and mixed-income housing. The firm has spent the last few years focusing on how to take its architects’ varied experience in designing a variety of retail spaces and pivoting that toward transforming underused retail sites — like malls — into dynamic neighborhoods. 

One of its most recent projects is located in Kirkland, Washington, a suburb east of Seattle. Here, MG2 and its partner Madison Development Group have taken the site of a former strip mall and are redesigning it into a 1.35M SF development called Rose Hill. This new community, located right off the 405, will feature four mixed-use apartment/retail buildings. Each is designed with a different demographic in mind, radiating its own personality inside and out while still speaking the same design language. 

Along with just over 800 apartment units, these buildings will feature retail components including a healthcare facility and a daycare center. There will also be workspaces, an outdoor party deck, and several other amenities open to all residents. 

“We’ve distributed the amenities throughout the project, enticing residents to explore and get to know buildings beyond their own,” Gist said. “We’re trying to encourage a sense of community, curiosity, and movement throughout the site.”

On-premise, residents will find a 40K SF full-service grocery store, as well as a Costco just across from the site. This is especially appropriate since MG2 has designed hundreds of Costcos across the globe. Further setting the stage for the walkable community, Google finalized a purchase agreement for the nearby Lee Johnson car dealership in November, with plans to use the site to expand its Seattle footprint with new physical offices.

Gist said that up until this point, most American communities were designed with vehicles in mind. In contrast, Rose Hill is focused on creating accessible, well-lit, and artfully landscaped pedestrian walkways that make it easy for residents to walk to any building in the development. Even the main parking garage features plants and natural lighting through skylight-esque openings as it leads residents and visitors directly into the grocery store entrance.

Construction on the development is expected to begin this spring. 

Rose Hill isn’t just for the people who will live within a 15-minute walk from its buildings,” Gist said. MG2 envisions that it will be a hub for the entire Kirkland community, which at this time mostly comprises strip malls, parking lots, low-rise buildings, and single-family neighborhoods. 

He added that the nature of retail is changing, shifting the formula for malls across America. Traditional anchors with smaller shops in between no longer address consumers’ current needs, and have accelerated mall closures across the country. 

“This is why we’re taking a new approach to retail development, starting with asking the question ‘How can retail encompass a community, not just retail opportunities?’” he said. “This effectively shifts us from developing ‘places to shop’ to designing sought-after destinations that feel like home.”

Reach out to Ben Gist to learn more about Rose Hill & the team behind the healthy community design.

Perspectives

Above & Beyond: A Data-Driven Commitment to Sustainable Design

November 2021 / By Above & Beyond: A Data-Driven Commitment to Sustainable Design, Russ Hazzard

Architect and AIA 2030 Founder Edward Mazria once said, “We tend to rush toward the complex when trying to solve a daunting problem, but in this case, simplicity wins. Better buildings, responsible energy use, and renewable energy choices are all we need to tackle both energy independence and climate change.”

Straightforward, responsible design has long been at the core of MG2’s strategy and philosophy, with sustainable principles and applications woven into our projects at every opportunity. Our three sustainability values—Environmental Stewardship, Purposeful Efficiency, and Restorative Measures—are a simultaneous embodiment of where our firm was the year they were defined and reflect where we want to be in the years to come. MG2 has worked to raise the bar on our designs over time, evolving to match—and where we can, exceed—sustainable certifications and benchmarks.

“We had always reviewed our specifications for opportunities to suggest sustainable products and methodologies to our clients, which when we started were just better choices from a location and ‘better for the environment’ point of view,” says Russ Hazzard, President of MG2.

“Today, those sustainable vendor and materials recommendations aren’t just convenience, they’re a fundamental part of our DNA and design process. As a result, clients who once might not have been open to alternatives are looking to us as experts and advocates, armed with the right solution to set them on a path toward a more sustainable future.”

Costco Wholesale Headquarters Campus – Issaquah, WA

As architects and designers of built environments, the implications of everything we do, of every project we take on, are unmistakable. AIA’s 2030 Challenge outlines two specific goals that pledge firms must strive toward:

  1. A 90% reduction in built environment operating energy systems by 2025.
  2. A 45% reduction—a percentage imposed by our own team—in built environment embodied carbon by 2025.

“Greenhouse gas emissions reduction is the challenge of the century for the entire industry.” states Johnny Klemke, Building Performance Analyst at MG2, “How do we keep building more and more while producing less and less impact in the natural environment? That’s the question we’re taking on at MG2. By helping teams come up with more efficient, less carbon-intensive solutions for their designs, we’re also showing clients that sustainability doesn’t need to be a cost burden on the project.”

By helping teams come up with more efficient, less carbon-intensive solutions for their designs, we’re showing clients that sustainability doesn’t need to be a cost burden.

Johnny Klemke, Building Performance Analyst

“Our greatest hurdle is bringing the industry along with us,” says Jon Guerechit, a designer at MG2 helping to lead our operating energy initiative, “One benefit is that indisputable data makes it easier to convince clients that a cost-saving measure can also serve the environment. But the numbers aren’t always in our favor. Embracing the mindset of being a steward of the environment is harder because it forces stakeholders to think differently and invest in the distant future. It’s a mentality we’re pushing for across the board.”

Today, as we continue to evaluate and evolve our firm’s sustainability action plan, we’re committed to going above and beyond the goals outlined by AIA’s 2030 challenge by adding two more of our own

  1. A rigorous commitment to working with forward-thinking vendors and using sustainable materials that adhere to the highest standards possible.
  2. A reduction of water consumption—30% to 45% for indoor and 50% for potable outdoor—in all of our projects by 2030
PCC Community Markets – Seattle, WA

Adding materials to the mix.

From improving indoor air quality to reducing construction waste, the materials our architects and designers specify matter. Our choices represent an enormous opportunity to enhance the health of the planet and the people who live on it.

In addition to becoming proud signatories of the AIA Materials Pledge, MG2 has created our own rigorous Materials Evaluation System. Using a stoplight structure, our specialists analyze and rank every vendor, product, and material we use, to ensure that where and whenever possible, we’re adhering to the highest attainable sustainability standards for a better future.

PCC Community Markets—the largest grocery co-op in the United States—has partnered with MG2 for years on their journey to better their store’s materials and target LBC Petal Certification. In its Ballard location, the first grocery store in the world to be certified, over 40% of the materials—just shy of $1.4M—were sustainably sourced, with 9.2% of those derived from within 100 miles. Additionally, 100% of the store’s wood is FSC certified, with 10% of the elements reclaimed or reused.

“There is a misconception that we need to pursue green building certification to push for sustainable materials, or that we must only use sustainabile materials to make a difference in the world. Neither of these are true.”

Candon Michelle Murphy, Materials Specialist

With MG2’s data-driven materials system comes a deep reservoir of knowledge and insight, but continuous education to overcome misconceptions and help our clients and partners understand the financial and environmental investment is still critical.

“The largest challenge around the selection of sustainable materials is the misunderstanding of what costs are associated with it.” mentions Candon Michelle Murphy, MG2’s Materials Librarian, “It is true that there are specific material categories on the market that represent a high cost add if the sustainable selection is desired, but there are quite a few categories where there is no or nominal fee add to make a far more environmentally-sound final installation.

“There is also a misconception that we need to pursue a green building certification to push for sustainable and healthy materials, or that we must only put in sustainable materials to make a difference in the world. Neither of these is true, however: any selection that supplies a reduction of embodied carbon, lesser the amount of VOCs put into interior spaces, and provides for reclamation of materials or diversion from landfills still makes a difference.”

Fundamental impact through water reduction.

Water is one of the earth’s most precious resources. While many of us take fresh, clean water for granted in our day-to-day lives, architects who create built environments in areas where this resource is not so abundant continually have its preservation, reduction, and recyclability top-of-mind.

MG2’s water conservation goal—our fourth and possibly most ambitious sustainability initiative—is to reduce indoor water use in appliances such as toilets and faucets by 30% to 45% and to reduce potable outdoor water consumption in landscaping and irrigation by 50% in every single one of our projects by the end of 2030.

“Among dozens of reasons, a reduction of water in our projects is important because it can lower water withdrawals from local water sources,” states Maribel Barba, designer and co-lead of MG2’s water conservation goals, “allowing us to better harmonize with the local environment, increase water availability for all, and improve community relations.”

Costco Santa Fe – Mexico

While our water conservation goals may be new to many of MG2’s clients, some have been pioneering innovative technologies and water reduction tactics in their build environments for years. For example, longtime partner Costco has been working with MG2 on implementing water solutions programming into its warehouses throughout Mexico and the Southwest US for years, an initiative that awards them a 20% annual water savings.

The wholesaler giant recently took an even more significant leap into the future of water conservation with its Costco Santa Fe store. Complete with a one-of-a-kind green roof that acts as a natural extension of Parque La Mexicana, the Santa Fe location was designed with numerous water-saving technologies,  including toilets and landscape irrigation that utilize recycled water and a stormwater collection system in the Parque lake. Restroom fixtures were also installed with 50% less water demand, according to baseline.

“Even when water conservation processes have been implemented for several years, I think it is still being a challenge for firms to sell this idea to some partners.” says Christian Razo, designer and co-lead of MG2’s water conservation goals, “Many do not realize how much water you can save, or even the consequences of not saving water. We do our best to educate every one of our clients on the rewards of implementing these processes, including the satisfaction of knowing that what you’re doing is helping future generations.”

Costco Santa Fe – Mexico

We’ve come a long way in our sustainable design practices and are immensely proud of the benchmarks many of our projects and partnerships have achieved. But the reality is, MG2 is just getting started. 

“When we set out to create MG2’s formal framework for sustainability, we knew it needed to resonate with all staff and be embedded in the culture of the firm.” says Mark Taylor, MG2’s Sustainability Lead, “Our data-driven approach speaks directly to the results-oriented nature of the firm and will be the backbone of our success as we continue on our journey.”

MG2’s Sustainability Action Plan

Learn more about our above-and-beyond commitment to the future of our planet in our AIA 2030 Commitment Sustainability Action Plan, or by reaching out to our sustainability team.

Perspectives

The Future of Grocery Retail: Top Five Trends for 2021 & 2022

September 2021 / By The Future of Grocery Retail: Top Five Trends for 2021 & 2022, Melissa Gonzalez

Last week we had the pleasure of attending and speaking at Groceryshop 2021 in Las Vegas. One of our first live events in a while, the energy was palpable and the innovations were flowing. It was an absolute joy to connect with so many and share the results of our recent grocery industry survey. If you haven’t yet, you can get your copy of our 2021 Grocery Consumer Survey Insights here.

With so much changing for grocery over the past two years, it’s seemingly impossible to keep up with consumer expectations and demands. However, here are our top five takeaways from what’s important for experience designers to keep in mind as they continue to bring future generations of grocery retail to life:

Incorporating Surprise & Delight

With such a significant shift to online and digital platforms, the in-store grocery experience has a bigger job to do in order to deliver upon surprise and delight. This ties into our survey results, which document consumer’s desire for discovery while in-store. 

Delight is the thoughtful touches and speed bumps along the way that foster education and discovery, and are embedded into environments designed to be “in service” of their customers. These could be temporary experiential moments—like what Lionesque Group CEO Melissa Gonzalez presented on stage about Jarlsberg or the Peanut Butter Association—or permanently designed experiences.

Innovative Retail Media

As digital and physical continue to merge, progressive grocers are seeing themselves as media platforms as much as grocers. In the name of inclusion and accessibility, it’s important for brands to make themselves available across all channels for all consumers. With online adoption, there is also a larger opportunity to leverage data and utilize the insights to deliver more personalized content to consumers.

For example, curated recipes, tailored nutrition plans, or even entire stores and brand philosophies dedicated to nutritional health and wellness, beyond what we typically see on a shelf. Raley’s O-N-E stores are a great example. Additionally, as we have seen in our work with Target, some are taking a more holistic approach to the curation of products around life occasions. This approach is also offering CPG brands the opportunity to gain mind share as well as increase their profitability.

Experiential Tech and Personalization

We all know consumer necessity fuels implementation as well as the adoption of technology. AI is seeing more prioritization to inform store teams on recommendations for merchandising, store layout, and more. Convenience and saving time are top priorities for consumers and they want tools that enable this. 

For example, Kroger and Instacart—which announced 30 minute delivery to your door—are utilizing AI to better understand demand and forecasting, as well as help with planning. They’re partnering with companies like Anuit.AI to help expand offerings, SKU count availability, and ensure the freshness of groceries. Order accuracy is also a huge focus for grocers, becoming both an issue and an opportunity for building customer satisfaction and confidence. Progressive retailers are looking at systems to improve upon predicting outages and substitutions to better improve this metric.

More unexpected partnerships that enable convenience are on the horizon well, such as what Albertson’s announced with DoubleDash in partnership with restaurants. The use of voice is also seen as an underutilized opportunity that is gaining consideration, and we see a rise in successful grocers that are empowering the in-store associate with data.

Proximity is still important (for numerous reasons)

In the argument to build more in-store experiences, proximity is still a motivator for consumers. Bloomberg cited that, as an established grocer, building more stores to increase consumer proximity is a tested and validated means to not only grow brick-and-mortar sales, but online sales as well. A store close to home is still seen as valuable even if the preferred channel is online delivery, and the cost of consumer preference is worth the price for multi-channel success.

Local is also important when it comes to products that are carried on shelves. Local, which is perceived as more sustainable than other products, including organic ones, offers the often true consumer perception that goods have not traveled as far, and therefore are both fresher and have a smaller carbon footprint. It’s a motivator for consumer decision-making and retailers are reviewing ways to surface suppliers, makers, and growers who are already in their supply chain.

Live Up To Your Brand Promise

It’s more important than ever that brands are standing behind a purpose, in addition to the products they sell. In order to garner customer loyalty, customers want to know you stand behind them, behind your staff, and behind your values. 

Giving back to the local community—another growing trend in grocer brand promises—is favored 42% by Gen Z and Millennial consumers. Only 38% of consumers polled thought their grocer was giving back to the community. 

A commitment to sustainability (action, not just words), a diverse selection of products, and inclusive accessibility are all at the top of the list when it comes to what consumers today are valuing from their grocers.

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Want to learn more? Find out what consumers expect from their grocers, both now and in the future, with our 2021 Grocery Consumer Insights Report.

Capitol Hill Food Hall

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An elevated journey through Washington’s wine culture

For travelers making their way through the Seattle-Tacoma International Airport, the corner-bound intermission in the center of Terminal A was, at best, unmemorable. Anchored with an aging bookstore and some sparse seating, the only true draw to the area was the sweeping view of the tarmac through its bank of windows. 

Partnering with MG2, SSP America transformed this nondescript section of the airport into the Capitol Hill Food Hall: a destination that passengers would remember and revisit for flights to come.

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To bring this experience to life, designers at MG2 explored the creation of a unique design language, look, and feel that would be unlike anything else the concourse had to offer.

It offers a thoughtfully unique experience, bringing together a curated selection of popular vendors and reimagining and translating their curbside appeal within a terminal-bound venue. While other airports glean digitally-driven dining experiences whose technology integrations age poorly, Capitol Hill Food Hall relies on a more handmade, analog consistency throughout its branding, signage, and finishes, creating its own design language and immersing visitors in a genuine experience as they discover new favorites. 

Bringing Capitol Hill Food Hall to life was not without challenges. This section of the airport was one that had never been used as a food and beverage site before. The complexities of designing and constructing a building-within-a-building and housing numerous individual businesses—each with their own standards and requirements to uphold—created a vast landscape of moving pieces. 

An exceedingly complex program inside of a secured airport terminal, every detail that might otherwise be overarchingly accepted or otherwise overlooked; materials, fixtures, cases, and beyond were scrutinized and deeply reviewed by the Seattle Port Authority in the name of passenger health, safety, and security. Integrated and streamlined coordination was critical to stay on track and on budget in making SSP America’s original a reality. 

Today, the space offers much more than awe-inspiring views; Capitol Hill Food Hall offers food and beverage options from numerous local vendors, ranging from bahn mi and burgers to Seattle’s finest coffee and hoppiest brews. Each option is carefully curated, with each vendor taking their typical streetside branding and tailoring it to their terminal location, seamlessly blending all of the designs to create one encompassing language. Two unique areas are dedicated to live music, a scene that Seattle is known for the world over. In the spaces between, the experience is dotted with ample seating and outlets, encouraging weary travelers to sit back, relax, and experience the real Seattle without ever leaving the airport. 


Perspectives

Comes With A Side Of Vibe

October 2020 / By Comes With A Side Of Vibe
consumer experiences in specialty retail

How takeout can keep loyal consumers connected to the brand.

It is without shame or regret that I share just how old I am when I reference record albums, liner notes, and the occasional swag that came with them. Beyond the music, these were a way to connect with and be part of your favorite band. They were a peek into the process, the lifestyle, or simply the hype that brought them to your attention in the first place. 

I remember Joe Jackson’s Look Sharp record(s) came with a mini-pin, and the records themselves were smaller than the standard shape and size. I remember buying my sister the picture disc of Elvis Costello’s New Amsterdam when I was visiting a friend in Carbondale. The whole of the vinyl was tulips. Obviously, these details stood out, or I wouldn’t remember them decades later.

Nowadays, you can download your music, pull-up a YouTube video, and Google your favorite bands, but it’s tough to have something tactile to look at, to share with a friend. It’s easy to forget that discovery over time. It’s easy to forget the feeling you had when you first had an album on repeat for a week.

I feel the same way about bars and restaurants. Rich with emotion and inspiration, in 2020, they feel a lot like consuming music. It is collected but not tactile. It is memory-based. The feeling of walking into your favorite bar or restaurant is getting fainter by the month. The vibe—the people, the smells, the intent created, curated, cooked, and served up by your hosts—is being dulled by time and circumstances. 

Masked-up and keeping our distance to keep one another safe, it’s how we have to be right now. For restaurant owners and chefs, the takeout, to-go, and delivery methods have been a way to try and stay in business and make it through this pandemic. For bar owners, it is even more difficult in many states with safety restrictions limiting their ability to operate.

Arguably a bar and restaurant are more than its food and beverages. It is a highly emotional experience that is a collection of sensory elements all coming together to create delight in its many varied forms, which gets me to new packaging and connecting brand loyalists to what they love and remember from their favorite bars and restaurants.

I’m going to pick a local favorite as my muse for this example: Gainsbourg is a local French bistro in the Greenwood neighborhood of Seattle. It takes its name from Serge Gainsbourg, and though I’ve never interviewed the owners about the origin story of the brand, I have formed an opinion of what it’s about for myself – which is how consumers adopt brands and become loyal. “I like that; I’m like that…” 

So during the pandemic, you can order takeout, cocktail kits, or even bottles of wine to go from Gainsbourg. It’s a nice reminder of an evening there, but it doesn’t last. When the food’s gone and the bottle’s empty, the experience is over, and you are back to memory and recall to inspire your next order. 

It’s a small, cozy space that’s not perfect, but in a lovely way. The cookline just behind the bar. The cocktails are inventive, served in mismatched glassware. Music plays nonchalantly in the background, complementing a muted black-and-white film projected on the far wall. Surroundings and fellow patrons—always somehow so much cooler and more soulful than I’ve ever been—create an appeal that draws me in further with every visit.

All of these factors combine to form a rich sensory experience, seemingly impossible to replicate, particularly in one’s own home. So how, if you are Gainsbourg, do you package-up this experience and send it out the door when money is tight, and margins thin?

My answer is that it is the imperfection and patina of the space and the sensory cues of the music and film that could be added to the bag that you pick up on a Friday night. A second-hand 1960’s French postcard over-stamped with Gainsbourg’s phone and order info. A link to tonight’s playlist printed and enclosed in your bag. New-old-stock cocktail stirs.  Stickers, cut-out articles, little unexpected cultural surprises that become tactile reminders of how the brand makes you feel. Not expensive stuff. Thoughtful stuff. Imagining for your customer what they feel when they can have that on-site experience.

The same goes for bars. The Kraken Bar & Lounge in the University District of Seattle is a venue well-known for its punk rock shows and pub fare, but it will be ages before there can be live music again. What if the pulled pork sandwich to-go came with a flyer, a 45, stickers, swag, or an original drawing or photo collected over the years? A way to fill in the experience, the vibe that customers are missing in this pandemic.

Intentionally these suggestions and examples do not include items like serving ware, candles, or table linens, because who has the money to add those things to orders right now? And it’s kind of not the point. Those liner notes, photo jackets, and little bits that came in albums didn’t have any real shelf value. They had high emotional and recall value. They gave us evidence of our affiliation and participation in the music.

By including some of the “lifestyle” that goes along with memorable food and beverages, we make it easier for loyal consumers to remember the vibe and look forward to the day they can experience it on-site again.

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Interested in how you can keep your consumers connected to your brand? Reach out to Peter & his team at hello@mg2.com.

SSP America

Now Arriving: New Food Concepts at West Coast International Airports

Once a place for generic restaurants serving mediocre food, airports have come to realize investing in an array of quality F&B options can yield higher customer satisfaction and subsequent profits. As a result, multi-million-dollar renovation plans for the Los Angeles, Seattle and Portland international airports call for a number of new dining amenities.

After the government agencies that own and operate the airports announced redevelopment programs in 2017, MG2 worked with SSP America to develop a series of restaurant concepts to submit for leases. Concepts for multiple high-performing national brands and popular local brands were awarded contracts, as were one-of-kind brands crafted by MG2 exclusively for each airport. Six of the restaurants selected for the Seattle airport will be featured together as part of a food hall environment also designed by MG2.

LAX Photography: LAX Shop Dine

The work was developed and completed alongside SSP America and Unibail-Rodamco-Westfield Airports (URW Airports), the in-terminal commercial developer and manager of LAX Terminal 1.



Deerfoot Food Lodge

Food and beverage becomes the new mall anchor

SHAPE partnered with MG2 to design a food lodge concept at Destination: Deerfoot City. The food lodge will serve as a key social zone in the development, where the community will gather, eat and recharge.

MG2’s design blurs the lines between indoor and outdoor spaces, featuring a mix of programming that evokes an airy market feel including sit-down cafés, pop-up food carts and in-line and freestanding food tenants. The hearth serves as a main feature of the space, providing an array of intimate areas that invite visitors to stay a bit longer. The designers emphasized the connectivity between the exterior and interior social areas, employing folding glass walls and roll-up garage doors to blend the spaces.


Anthony’s Restaurants

Serving up a relaxed maritime atmosphere with waterfront views

For nearly two decades, MG2 has designed Anthony’s Restaurants, a family of locally owned restaurants in Washington. Dedicated to providing guests with a luxury dining experience, Anthony’s has earned the reputation for serving the finest in Pacific Northwest seafood. To complement the acclaimed cuisine, the majority of restaurants are built along rivers, lakes and the ocean. Oversized windows offer wide-sweeping views of these glistening bodies of water and create airy, light-filled dining environments.

As guests are led to their table by a host or hostess, they’re able to glimpse inside an open kitchen where chefs are expertly preparing fresh catches of the day. If they shift their gaze upward, they’ll notice exposed wood beams running across vaulted ceilings, an architectural detail intended to mimic the interior of a sailing ship’s hull.

MG2 recently helped Anthony’s introduce a new F&B concept, known as The Cabana. Located adjacent to the Anthony’s in Anacortes, The Cabana offers a more casual sit-down dining experience, as well as a classic fish and chips “to-go” bar and two sand bocce ball courts.


Corporate Campus Food Pods

A shipping container BBQ concept spices up employees’ work week

MG2 was tasked with transforming an underutilized outdoor common area into a food venue capable of serving hundreds of corporate campus employees daily. Designing the layout of the “kitchen container” and the placement of equipment within the space required working closely with the food service operator to understand the step-by-step preparation process for each menu item. With a limited footprint (20′ x 8′), the design team had to think linear. Everything needed to be streamlined and purpose-built.

Patrons are served their meal out of a carry-out window. From there, they can choose to either dine alfresco at a nearby patio table or step inside the “dining room” container, which features butcher block-style tables, plaid upholstered benches, neon blue wire chairs and Edison light bulbs dangling from upside-down refinished stock tanks.

Both shipping containers are adorned with custom graphics and signage designed by MG2’s brand development team.


Deschutes Brewery Public House

Nestled in Concourse D of the Portland International Airport (PDX), the Deschutes Brewery Public House provides a “taste of place” experience for travelers. One of two PDX brewery collaborations between MG2 and SSP America (the other being Hopworks Urban Brewery), Deschutes Brewery Public House is designed to provide a warm, inviting feel of an open-air restaurant while inside the airport. The interior pays homage to Deschutes’ history with custom artwork that demonstrates the brewing process, wall wraps made from used barrel staves, and a digital fireplace bookended with firewood and gallery walls showcasing photos from the brewery’s 30-year history.


  • Project Details

  • Location Portland International Airport (PDX), Portland, OR
  • Client SSP America
  • Market Sectors
  • Services

Original flavors, optimized footprint

Challenged to create a seamless customer experience that reflects their passion for bringing healthy and delicious food to the masses, Evergreens partnered with MG2 to design their first Portland-area location in Hillsboro. Our design team focused on creating a more seamless experience within a reduced footprint, minimizing extra steps throughout the customer journey.

The resulting space features clean visual lines reflecting Evergreen’s passion for clean food, while smart, hidden storage provides ample space for supplies and ingredients. Beautiful colors and bold graphics instill brand confidence and authenticate pride for the region, while playful display boxes showcase products, mimicking a boutique dining experience. Modest materials and finishes were chosen to increase durability and delay renovations, reducing unnecessary waste over time.


  • Project Details

  • Location Multiple locations, Pacific Northwest
  • Client Evergreens
  • Market Sectors
  • Size 1,600 SF
  • Services

White Castle

The evolution of an American icon

White Castle—an iconic restaurant brand with a rich 100-year heritage and millions of loyal customers across the United States—was ready to raise the bar on their dining experience. Featuring a one-of-a-kind menu, they required a bold, innovative upgrade to their offering as they sought to introduce themselves to untapped demographics of consumers. 

Partnering with MG2, White Castle worked hand-in-hand with our design teams to prototype a more contemporary customer journey, one that includes both physical and technological upgrades. These enhancements incorporate flexible indoor-outdoor convertible dining areas, as well as brand new digital experiences including mobile POS ordering and an interactive drive-thru.


Hopworks Urban Brewery

Destination: Better brews

In an effort to satisfy the growing appetites of globetrotters for higher-quality food and beverage options, airports around the world are investing millions into both renovating and designing new dining amenities that excite and delight. 

One such experience is the new Hopworks Urban Brewery, located inside the Portland International Airport (PDX). The modern-day brewpub teamed with MG2 to design and build a natural extension of the brand into an airport setting, one that holistically captures their authentic character while weaving in fun, quirky, and socially responsible elements that reflect their ethos.

“As champions of sustainability, we couldn’t be more honored to become beer ambassadors”

As a family-owned business, Hopworks has a loyal following of locals, cyclists, and beer enthusiasts. As such, a bike-themed, family-friendly brewery was designed to highlight Hopworks’ vast portfolio of organic beers and extensive food menus, fit for both adults and kids alike. Maintaining the integrity of the yellow-and-black Hopworks brand motif to authentically mirror their Portland streetside locations, space seamlessly balances the brand’s cycling and street culture with PDX wayfinding, design aesthetics, and graphics. 

“As champions of sustainability, we couldn’t be more honored to become beer ambassadors for the best brewing city on earth in the best airport in the country,” remarks Christian Ettinger, Hopworks Urban Brewery Founder, of the space. “We are so excited to welcome travelers to Portland with a cold pint of organic beer in our new, beautifully designed pub!”


Smashburger

Smashing is fun and delicious

Across nine countries, thirty-seven states, and counting, the fast-casual restaurant Smashburger has served millions of their namesake-style burgers to hungry fans around the globe since 2007. Ready to elevate their consumer offering and continue differentiating themselves in an increasingly crowded market, they partnered with MG2 to refresh their dine-in experience and brand, emphasizing their unique process, encouraging community, and embracing their and embracing their heritage as a chef-designed product.

An open, comfortable layout that encourages diners to stay longer than just their meal. Each Smashburger space is outfitted to reflect a chef’s studio with the addition of USB chargers, free WIFI, and a variety of different seating options cater to all types of experiences—from one person grabbing a burger and a beer, to a big group of friends celebrating a sports win. Views into the kitchen were opened up to reveal the burger-smashing technique, complete with bleachers to properly observe the proverbial show. Meanwhile, elements of the equipment in use extend out to the service counter, truly enveloping customers in the cooking process.

The updated color palette pays subtle homage to the brand’s Colorado roots and acts as a key differentiator in an oversaturated market. MG2 designers utilized gray, dark gray, and yellow, fused with the subcategory of rust and blue—a nod to their Denver roots—creating a unique style and personality that simultaneously generates both visual recognition and distance from the typical red, white, and black color palette of your average burger joint.

Finally, and perhaps most pronounced, each Smashburger proudly showcases local pride through customized art installations and EGD in each new location.

Boston, for example, pays homage to its local architecture through a wall covering featuring the silhouette of Leonard P Zakim’s Bunk Hill Memorial Bridge, as well as interior touches that mirror the structure’s cable design.



Press Coverage

Seattle Chocolate Factory Tour

Unveiling true confections one step at a time

Several years into our partnership with Seattle Chocolates, their CEO and Founder invited MG2 to design a memorable, interactive tour experience for their factory. Through chocolate tastings and seeing first-hand the detailed steps that lead to the confection’s creation, visitors would get an inside look into what makes the Seattle Chocolates brand so extraordinary.

The technical process, which encompassed dozens of moving parts, required research of the existing factory. Meetings with the local jurisdiction were critical to transforming an industrial use-group facility into an attractive public space, while simultaneously utilizing cost-effective design solutions.

The tours guide customers down a bright magenta walkway, submerging them in a behind-the-scenes journey of how the product is made, sorted, and packaged. It then leads guests through an interactive classroom, equipped with a tasting bar curated with custom tables, jars, and finishes. It’s a multi-sensory, one-of-a-kind, branded experience that immerses guests from the moment they enter through the signature retail space and raises the bar for factory tours.


Corporate Campus Food Hall

Culinary wellness, elevated

Faced with an aging, closed off cafeteria space and disjointed design unrelated to the company or regions in which it resides, MG2 was tasked with creating an inspired dining experience for our client’s corporate campus employees to enjoy. Through a ground-up expansion, interior renovation, and the introduction of eight new culinary venues, our team was inspired to create an atmosphere on par with the best modern food halls around the world.

Modeled to reflect the “approachable industrial” feel of the existing structure and the forest-scape along the perimeter of the campus, the food hall design includes an extended footprint and elevated roofline, further highlighting the outside-in experience.

MG2’s design team created several “from-scratch” brands (complete with separate design languages for each, as well as logos and environmental graphic design) to reflect a wide and varied menu of fare for the diverse population of diners.

Since its reopening in 2016, the cafe—now an authentic representation of the building and culture—has bolstered employee participation, enhanced meaningful technology into the customer experience, driven guest satisfaction, and elevated its customer service through expanded offerings and reduced queue times.


Tommy Bahama

Restoring the sand into the brand

Founded on the idea that life is “one long weekend,” Tommy Bahama, a lifestyle brand, is known for its relaxed, sophisticated casual wear and island-inspired victuals. To re-invigorate the retail experience, engage all the senses, and holistically reflect the brand, Tommy Bahama partnered with MG2 to develop a new design language. The ultimate intention was to cultivate a cohesive customer experience across their many stores, restaurants, and bars.

MG2 designed three unique retail concepts, Iconic Resorts, Family Retreat, and Island Bohemia, inspired by the authentic spaces one might inhabit throughout decades of sun-soaked, salt-water getaways. Iconic Resorts renders lush greenery, and geometric screens while Family Retreat features worn-in surfaces reminiscent of a 1960s beach home. Last but not least, Island Bohemia offers rich, unconventional textures with abstract prints. All three concepts provide an exploratory customer journey filled with layers of delightful, tactile experiences.

Equally important, the comprehensive system of fixturing, materials, and merchandising elements devised by MG2 affords Tommy Bahama the benefit of scalability as it continues to deliver each concept to multiple markets varying in size and programming.


PCC Community Markets

consumer experiences in grocery retail

Holistic community, unrivaled sustainability

Since its inception in 1953, PCC Community Markets— the largest consumer-owned food cooperative in the United States—has meticulously curated their store designs, programming, and community engagement to embrace and empower the neighborhoods they serve. In 2017, they began a journey that would not only elevate the co-op’s dedication to health and wellness on an unprecedented scale but would pioneer a goal that no grocery store or chain had ever sought before. PCC Community Markets was undertaking the challenge of becoming the world’s first LEED-certified grocery store to obtain Living Building Challenge (LBC) Petal Certification. And in the winter of 2020, their vision was realized.

PCC Community Markets in the Ballard neighborhood of Seattle, WA is the first LBC Petal Certified grocery store on earth. The Living Building Challenge is a rigorous and highly revered green building certification program and sustainable design framework that visualizes the ideal for the built environment. Since its extraordinary achievement, two more PCC stores—West Seattle and Bellevue—have also achieved LBC Petal Certification.

Overflowing outside and welcoming you in, each PCC Community Markets experience holistically emulates that of an open-air farmer’s market and is one that serves as an authentic reflection of the neighborhood it serves. Furthering that reflection, each store incorporates a handmade art installation, crafted exclusively from reclaimed materials and/or painted by a local artist. In Ballard, for example, shoppers are greeted by “Peggy”: a three-story multi-dimensional octopus and her accompanying mural, a display whose materials were conscientiously selected to ensure the LBC’s Materials Petal standards were met.

Store programming is holistically designed to be flexible, transparent, and engaging, adaptably built to evolve alongside culinary trends. Elements throughout the store, such as reclaimed local cedar wood produce bins, can be easily rearranged to fit the needs of every seasonal showcase.

Instead of being tucked away, interactive departments like the meat, seafood, and bakery reside adjacent to natural light sources, promoting visibility and authenticity while doing away with the traditional “back-of-shop” perception.

The decision to work with a limited materials palette was intentional, aligning with the goals of durability, sustainability, and minimizing waste.

In Ballard, for instance, 100% of the store’s wood—showcased across fixtures, custom benches, and countertops—is FSC certified, with 10% of elements, from foodservice equipment to shelving, having been reclaimed or reused. Over 40% of the materials, just shy of $1.4M, were sustainably sourced, with 9.2% of those being locally derived from within 100 miles. Stores are now able to capture substantial heat and energy savings and reduce water use by 50%.

Achieving the world’s first Living Building Challenge Petal Certified grocery store—an unprecedented accomplishment in the United States—PCC Community Markets continues to push the boundaries of sustainability by pursuing certification in a number of its other new stores.


  • Project Details

  • Location Multiple locations, WA
  • Client PCC Community Markets
  • Market Sectors
  • Size 20,000 - 25,000 SF
  • Services
  • Certifications LEED v4, Living Building Challenge Petal Certification