Perspectives

The Future of Digital & Physical Retail: Top Five Trends for 2022

January 2022 / By Melissa Gonzalez

This post was originally written for & published by The Lionesque Group.

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In late January, our team had the pleasure of attending NRF’s annual Big Show conference in New York, where I had the honor of leading a captivating panel discussion about the future of the industry. With so much changing in retail over the past two years it was a welcome opportunity to connect with brands and experts in person and hear about their innovative approaches toward keeping up with consumer expectations and demands. 

Here are our top five takeaways from what’s important for retailers, brands, and designers to keep at the forefront as they bring future generations of digital and physical consumer experiences to life:

1. Agility in evolving the cross-platform experience is critical. 

As consumers continue to evolve how they shop, blurring the point-of-sale lines across digital and physical spaces, brands need the ability to continually and fluidly advance their offering. Any instance of friction during the payment process can kill the purchase. Unearthing and implementing streamlined methods of putting payment in the hands of consumers and/or in-store associates is essential. 


When it comes to in-store layouts, art meets science. We have more access to data and insights today than ever before, highlighting customer patterns, capturing interactions with store associates, and illuminating friction points. This data is vital to informing agile design strategies, which need to morph alongside the customer. Industry partnerships, like the one announced between The Lionesque Group and Pathr.AI, will be key to defining and strengthening the future of consumer/brand relationships.

2. Efficiency is the most desirable currency that technology offers.

To truly be successful, store associates require information to be at their fingertips, both for back-of-house and consumer-facing interactions. Instant visibility as to what’s on the floor, what’s in the back, and what’s available at another store’s location isn’t just an expectation of today’s customer, it’s necessary to embolden the prospects of a sale and fortify brand loyalty.


Consistent with The Lionesque Group’s recent industry survey findings, every moment a store associate has real-time visibility into the full scope of their inventory adds up to millions of dollars saved by the retailer. Using technology to empower associates with this knowledge bolsters store efficiency, optimizes productivity, and streamlines delivery performance.

Melissa Gonzalez, Principal at MG2, NRF Big Show 2022

3. Omnichannel means being omnipresent for the consumer. 

Whether they’re standing in a store, browsing online, interacting with social media, or playing in the metaverse, consumers want and expect a congruent, simplified “click-to-buy” experience that’s seamless across every presence of a brand.

They’re seeking an “all-of-the-above” optionality that is as fluid as they need it to be in the moment, and this agility is critical as we think about designing the store of tomorrow. Digital integration will need to empower both store associates and the consumer to be able to move interchangeably when visiting different brick and mortar locations so they have the options, access, and efficiency they desire.

4. True sustainability starts with the supply chain. 

Consumers speak with their wallets, and more and more their love language is shifting toward an expectation in transparency, sincerity, and sustainable practices from the brands they support. This further includes retailers being net-positive to the environment, as well as striving for social and community equities.

The real onus, however, is on the full ecosystem coming together to truly make a difference consumers can see and resonate with. Brands and retailers need to own and optimize their supply chain, making it more accessible from a cost and candor standpoint for consumers.

One of the lessons shared by Saskia van Gendt of Rothy’s was a profound sense of understanding of the brand’s own role in the process. “If you own the supply chain,” he notes, “you can truly impact things. For example, you can set up for on-demand manufacturing so as not to leave waste.”

5. We’re amidst an era of phygital convergence.

The metaverse—the industry’s newest buzzword—holds the promise of and capacity to meld physical retail with mixed reality experiences. However, we’re already years into this convergence of digital and brick-and-mortar, with offerings like virtual endless aisles that consumers can browse for hours, just as they might window shop in-store. 

Innovative technology has, and continues to fuel the future of retail data collection and analysis, powering responsive IoT connectivity via RFID, sensors, digital displays, and products that ignite an overlay of immersive media. The digital/physical overlap will only continue to grow.

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Reach out to our team to learn more about how we’re helping define the future of brick-and-mortar retail for brands.

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.

6 Corners Lofts

Where Mixed-Use Innovation Meets Historic Revitalization

In an effort to revitalize a 1938 Sears building and reinvigorate a historic Chicago shopping district, Novak Development has partnered with MG2 as their design architect to bring to life an innovative mixed-use project complete with 200 residential units, over 50,000 s/f of retail, and 300 parking spaces.

MG2’s cross-market expertise spanning multifamily and mixed-use built environments grants our team the ability to create a holistic, inviting community experience. Simultaneously, our decades-long relationships with some of the world’s top retail brands and intimate knowledge of their programs and operations allow us to engage our portfolio of partners, bringing Target in on the ground floor—literally and figuratively— to create a truly unique experience for the residents of Chicago.

6 Corners Lofts mixed-use development provides the opportunity to create an architectural transformation that connects past and present and sets the tone for the future of the neighborhood.

“Six Corners was once the second-busiest shopping center aside from downtown area,” says Richard Fahy in a recent article by Block Club Chicago. He is a representative for Operating Engineers Local 150 and a longtime Northwest Side resident, “This site has the potential in playing a vital role in transforming our community and give our local economy a boost that is long overdue.”

The existing 1930s building serves as a historic backbone and foundation from which we can build a new and meaningful story for the neighborhood, residents, and visitors. The revitalization of 6 Corners Lofts is an opportunity to design a destination-worthy experience for the area. Our design—an iconic juxtaposition of Art Deco with cutting-edge technology—honors the historic nature of the site while simultaneously infusing new energy and life to the community it serves.



Wilburton Village

Curating community in the heart of a city

In an effort to bring a walkable destination to the downtown corridor of Bellevue, MG2 partnered with the city to design, construct, and bring to life Wilburton Village South. Comparable to “Tetris the scale of a city block”, the complex is meticulously curated, with each individual retailer space and storefront completely customized to meet that brand’s needs. 

In conjunction with the adjacent North project, Wilburton Village South will provide a variety of services to the community, including medical care, restaurants, banking, grocery, entertainment, recreation, sporting goods, and home furnishings. The plaza features ample outdoor seating and a water fountain, in addition to dynamic lighting that accommodates changing moods and seasons. A stunning glass feature wall welcomes patrons to the center, while canopy-covered walkways protect pedestrians on rainy days.  

The project team was able to cleverly use the site’s typography to the design’s favor, creating multiple entry points to the complex—on the fourth floor, for instance—where consumers might otherwise not venture. 

Designed to maintain a branded experience and operational excellence simultaneously, MG2 was able to conceal all back-of-house performance requirements that customers never see. From grocery semi-trucks in PCC’s loading docks, to Target’s parking lots for hundreds of cars, to the extraordinary requirements for Virginia Mason’s MRI machine, every detail was catered to.

With forethought and a phased approach toward the development of the community’s health and future, a future pedestrian and bike bridge will connect to the upcoming rail-trail project nearby. This solution provides on foot access to Wilburton Village South and the surrounding complexes. 


Wuhu Suning Plaza

Energizing a CBD

As a pioneering international retail center, Wuhu Suning Plaza plays a major role in supporting the city’s rapidly developing economy. Designed as a one-stop shopping and entertainment destination, the 10-story structure features a multitude of international brands, an indoor ice-skating rink, IMAX movie theater and dining options for all ages.

Glass curtain walls frame the building’s exterior, creating a transparent window for international retailers, such as H&M, Uniqlo and Starbucks to connect with the local market. At night, neon lights transform the building into a beacon for activities. A bright, open interior plan creates a welcoming and easily navigable experience for patrons while a 600 space parking garage, outdoor pavilion, and multiple street-level entry points provide easy access.


  • Project Details

  • Location Wuhu, China
  • Client Suning Real Estate Co. Ltd.
  • Market Sectors
  • Size 1.29 million SF (119,844 SM)
  • Services

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.


The Amazing Brentwood

The Amazing Brentwood

Located along Vancouver’s SkyTrain, The Amazing Brentwood is a transit-oriented development that encompasses retail, residential, and entertainment. SHAPE, a well-established developer in Canada, partnered with MG2 to help refine the retail design strategies and explore future design phases for the property.

Seeking to create a unique and elevated experience for those visiting The Brentwood, MG2 employed a hospitality-inspired retail design concept. This experience begins at the moment of arrival, with a series of expanded drop-offs that draw in shoppers, evoking the feeling of a porte-cochere.

The team wove a curated retail experience throughout the design concept, emphasizing spaces oriented around comfort, ease of use, and a timeless aesthetic.


Initially opened in 1965, low-density, suburban-style developments currently surround the Tacoma Mall. However, with the city council recently approving new zoning codes, density requirements, and infrastructure updates, downtown Tacoma is primed to evolve into a more urban, pedestrian-oriented landscape. 

In response to the city’s long-term, coordinated approach to modernizing its development, MG2 partnered with Tacoma Mall, reinventing it as a mixed-use property that incorporates new shopping, dining, and entertainment facets. 

The interior renovation of Tacoma Mall seeks to revitalize the customer experience, blending modern aesthetics with functional enhancements. MG2’s scope included a refresh of the common areas and entries, introducing updated finishes, lighting, and FF&E—creating a welcoming and cohesive environment. Additional improvements included upgrades to the food court, restrooms, and new signage. Scheduled to be completed in 2026, this renovation aims to deliver a dynamic and engaging space for shoppers and visitors alike.


  • Project Details

  • Location Tacoma, WA
  • Client Confidential client
  • Market Sectors
  • Size 1,335,000 Gross SF; 90,000 SF Common Area; 375,000 SF Inline Retail; 715,00 SF Anchor Retail
  • Services

Shantou Suning Plaza

The dynamic embodiment of a growing metropolis

Shantou Suning Plaza is a vibrant flagship that activates the urban port city in the Guangdong Province of China. The development’s high-end retail center, which features prominent domestic and international brands, draws people in with its external, wrap-around LED screens and transparent glass atriums.

Located in the city’s commercial district, Shantou Suning Plaza features two highly desirable Class A office towers. The development’s sleek, minimalistic design is juxtaposed against a lush rooftop garden and an open central court where visitors can find respite or participate in community gatherings. A destination, beacon, and haven, all rolled into one centralized experience.


Washington Square

When Sears closed their doors, the Washington Square mall—one of the largest in the Pacific Northwest—knew it was time for an innovative approach. Partnering with MG2, the shopping center sought a solution to bolster consumer traffic, revitalized the anchor position, and galvanized their customer base with fresh retail, restaurant, and entertainment options. The final piece of the puzzle would be a hotel, along with newly minted residential units surrounding an invigorated public park, completing the community, and binding it together.

Our team immediately accepted the reins to a plan already in motion, keeping the project on track while simultaneously creating a novel story to make it our own. MG2 designers took a contextual approach, playing on the notoriously sporadic weather of the Pacific Northwest, and our natural response to layer garments in reply. The resulting design used landscaping, lighting, and newly constructed spaces to translate our architectural story, bringing new vitality to where an anchor once stood.

Washington Square

Creating a layered transition from the traditional mall to a more organic, open space, we generated a fresh entry sequence for the shopping center.

The on-site hotel was angled to grant it more visibility from the road, while simultaneously exposing the natural area beyond. The experience crescendos with a jewel box restaurant building, greeting, and bidding adieu to shoppers as they come and go.

Providing unparalleled full-service architectural design solutions to the client, MG2 continues to work with Washington Square through the finale of their construction phase, with several high-end entertainment, food & beverage, and retail brands already expressing interest in the newly energized shopping center.