Market: Consumer Experiences

Leica in the Meatpacking District, NY: Your 2-Minute Retail Tour

A newcomer to the area is camera retailer Leica. Housed in a Greek revival rowhouse built in the 19th century, the building’s historic aesthetic, including the interior brick and wooden rafters, was incorporated into the retail space’s final design. Showcasing cameras with brightly lit finishes, casework and FF&E, the space also includes a photography gallery.

Ultimately, the flagship celebrates “the Meatpacking District’s historic setting while introducing contemporary elements that represented the brand and provided a high-end space for Leica to connect with its audience through a multifunctional retail environment,” says Marta Abas, Senior Project Designer, MG2.

Read more in VMSD

MG2 Joins Colliers Engineering & Design to Expand Services and Increase Footprint

L to R: Russ Hazzard, AIA, President, MG2; Kevin Haney, PE, President and CEO, Colliers Engineering & Design; Mitch Smith, AIA, LEED AP, CEO and Chairman, MG2. Download high-resolution image.

New partnership offers architecture, design, engineering, and more with locations across the U.S.

SEATTLE, WA—Dec. 3, 2024—Global architecture and design firm MG2 announced today that it has joined Colliers Engineering & Design, a division of the global commercial real estate and investment management firm Colliers. MG2 is ranked a top 20 Architecture Firm and among the top five in Retail Design. MG2’s more than 400 architects, designers, and staff operate across seven offices in the U.S. and China: Seattle, Portland, Irvine, Minneapolis, Washington, DC, New York, and Shanghai. Their award-winning team of strategists, creatives, and technical experts work together to solve problems and design solutions that bring their clients’ visions to life.

Colliers Engineering & Design, headquartered in Holmdel, New Jersey, is a privately held company with 75+ offices throughout the United States. Partnering with Colliers Engineering & Design allows MG2 to expand its geographic reach and add expertise in building systems and structural engineering, site development, civil engineering, and construction management.

“Joining a complementary professional practice with Collier’s Engineering & Design’s resources and expertise enables us take advantage of growth opportunities in the market immediately and maintain the pace of our strategic plan,” says MG2 Chief Executive Officer and Chairman Mitch Smith, AIA, LEED AP. “Our greatest strength lies in our people, our clients, and our commitment to helping them succeed. This strategic step with Colliers Engineering & Design offers opportunities for our people to do their best work.”

“We are thrilled to have MG2 join our team,” says Colliers Engineering & Design President and CEO Kevin L. Haney, PE. “Collier’s Engineering & Design invests in relationships to promote sustained growth and success, and this agreement will enable us to continue to drive market growth as a top-tier national commercial industry leader, provide clients with exceptional commercial design services, and accelerate communities nationwide.”

Current MG2 leaders will become senior partners within Colliers Engineering & Design, maintaining the company’s leadership structure and culture. MG2 will be rebranded at a future date.

About MG2

Guided by our vision to create transformative experiences that foster and elevate healthy communities, MG2 has been delivering award-winning projects and programs for over 50 years. We partner with some of the world’s most recognizable companies and brands to bring exceptional design solutions to life through full architectural, strategic planning, cost management, interior design, brand strategy, and program consulting services. Our offices in the U.S.—Seattle, Portland, New York, Washington D.C., Minneapolis, and Irvine—integrate building performance and social responsibility into every project. At MG2, our greatest strength lies in our people, our clients, and our commitment to helping them succeed. We are purpose-driven by nature, data-driven by design. www.mg2.com

About Colliers Engineering & Design

Colliers Engineering & Design is a trusted provider of multi-discipline engineering, design and consulting services to public and private sector clients. Headquartered in Holmdel, New Jersey, with a network of offices throughout the United States, we specialize in providing a comprehensive suite of E/A services including Civil/Site, Architecture, Transportation, Governmental, Survey/Geospatial, Infrastructure, Geotechnical/Environmental, Telecommunications, Utilities/Energy, and Project Management.

Our talented professionals utilize the most advanced technologies to deliver customized solutions for our clients. Colliers Engineering & Design is affiliated with Colliers (NASDAQ, TSX: CIGI) a leading diversified professional services and investment management company. Learn more at colliersengineering.com. Visit us on LinkedIn, Facebook, Instagram and X.

Research & Insights – November 2024

Women’s Beauty: Do You Fit in Her Beauty Journey? Your Consumer is Evolving, Ensure You Evolve With Them.

Today’s beauty landscape is a diverse one, especially as it relates to varying generational preferences. The oldest Gen Alpha consumer may only be 14 years old however in 2023 they drove nearly $4.7 billion on beauty purchases, outspending every other demographic.* And while it is important for brands and retailers to identify strategic ways to engage and connect with this young consumer in-store, it is of equal importance that Gen Z, Millennials, Gen X, and Boomer consumers do not feel alienated, undervalued or underserved, especially considering their collective spending power. In our investigation, we took a deeper dive into understanding these cross-generational beauty consumer behaviors and preferences to reveal future-forward store design and programming opportunities that encompass a holistic lens around the diversity of today’s consumer, the affinities and differences around new routes to discovery, as well as drivers to in-store engagement and customer loyalty.

*AYTM 2024

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

What We Learned

Per our investigation, our respondents shared the following key insights as it relates to their experience with and their perception of women’s beauty environments, and which offerings and touchpoints in-store would deliver the most value:

Motivating Factors

MORE THAN HALF of all respondents indicated it is of equal importance to be both educated and inspired when shopping in-store, rather than one over the other

Product Engagement

NEARLY 70% of all respondents desire the ability to freely touch products and styling tools in-store, with 51% desiring a test/try experimentation bar for this very purpose

Merchandising Preferences

#1 for all respondents is a desire for regimen-based merchandising year-over-year (e.g. face, skin, hair)

Sustainable Initiatives

MORE THAN 60% of all respondents are interested in beauty product and packaging recycling receptacles being featured in-store

Technology Integration

3 OUT OF 5 respondents find skin scan or makeup mirrors for personalized product recommendations and education to be a value driver to the shopping experience

Multigenerational Relevance is Key to a Beauty Brand’s Longevity

The beauty landscape is an increasingly competitive one, and from Gen Alpha to Boomers, consumers are doing their best to keep up with the latest social media trends while identifying which brands and products will best support their individual needs along their beauty journey. In-store, product education, and inspiration are table stakes. Consumers are eager to learn and discover in an environment that prioritizes a sense of empowerment and play, giving them the freedom to test products at their leisure. They also value informative displays and visuals, both digital and physical, as a means to learn and discover. When it comes to merchandising, consumers value a convenient and efficient shopping experience, desiring regimen-based planning at the shelf to help them find an effective solution quickly. Consumers of all ages are intrigued by emerging trends, such as clean beauty and inclusive beauty, and they value product and peer recommendations in-store to help inform their purchase-making decisions. In exchange for their loyalty and repeat spending, beauty consumers want rewards programs that are points-driven and result in perks such as free shipping, gifts, and exclusive events. Most importantly, as beauty consumers face new life changes, they want the brands they have come to trust to continue to be there for them while giving them the opportunity to explore something new. No matter their age or where they are on their beauty journey, consumers are ever-changing, and they expect brands to evolve and adapt with them.

Interested in More? Download the Full Report!

MG2 creates specialty retail experiences that are informative and empowering.

Explore our Specialty Retail expertise

‘They’re spending their money elsewhere’: Brands are more cautious about holiday pop-ups this year

With more customers focused on value and scarcer real estate, brands and retailers are rethinking their holiday pop-up strategies.

Melissa Gonzalez, principal of Seattle-based architecture and design firm MG2, said she has also noticed fewer brands pursuing pop-ups. For the ones that do, the companies are focused on really getting the best bang for their buck.

“For brands that are targeting holiday pop-ups, it’s just really important — probably even more so than other times of the year — that they’re really understanding the unique value proposition because it is such a competitive time,” Gonzalez said. “The consumer’s mindset is so much more around holiday deals, and there’s already brands that they know and have relationships with, so what are you going to do to entice with something special, something unique?”

Read more at Modern Retail

Leica Bellevue Is Project of the Week in Seattle Daily Journal of Commerce

Leica’s luxury storefront in Bellevue was the Seattle Daily Journal of Commerce’s Project of the Week.

“The 2,415-square-foot store is Leica’s first location in the U.S. to receive the company’s new Leica Global Concept design that modernizes space using natural surfaces made of sustainable wood in warm tones to convey a calm atmosphere for guests.”

Read more in Seattle DJC

MG2’s Sarah Simchuk Named 40 Under 40

Sarah Simchuk

A Senior Associate at the global architecture and design firm MG2, Sarah specializes in retail-focused design and tenant improvements within the architecture and construction field. With a career spanning 11 years, she has a track record of successfully delivering projects on time and within budget, even amidst the challenges posed by complex logistical requirements and diverse stakeholder expectations.

Read more in the Retail TouchPoints

Pop-up Culture: How Far Will Consumers Go for Free?

Glossy Senior Beauty Reporter Emily Jensen spoke with MG2 Principal Melissa Gonzalez about pop-up culture.

“Long lines can often be a sign of success, but Gonzalez said organizers need to be proactive about how consumers are experiencing long wait times, such as by sending out ambassadors to entertain those waiting in line or handing out free samples. ‘You keep the positive energy while they’re out there for you,’ said Gonzalez, whose firm has created experiential pop-ups for likes of footwear brand Sorel and the Amazon Prime show ‘The Marvelous Mrs. Maisel.’ ‘That way, being in that line becomes part of the experience in a positive way, too.'”

Read more in Glossy

Kizik Pop-up

MG2 has been working closely with digital-native, direct-to-consumer footwear brand Kizik to bring its hands-free technology to brick-and-mortar. Kizik’s 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. 

At the entrance of the space, a “conveyor belt” display of footwear led to the brand’s AHA moment, a “hands-free try-on” experience to determine fit and size. The entire process of shopping the pop-up was frictionless. A full range of styles were displayed and drop shipping allowed consumers to purchase their shoes without the hassle and inconvenience of lugging them around the city.

Motion, visualized through dynamic lighting, was a theme throughout the pop-up. Digital screens conveyed Kizik’s new tagline: “Motion is magic.” After engaging with the brand, consumers were invited to unlock a mystery door at the back of the store which led to an illuminated portal. An immersive and interactive color display allowed them to use their bodies to create a personalized light show. 

The Kizik pop-up provided an immersive experience that evoked a sense of endless possibilities, showcasing the magic of motion. Originally scheduled to run for one weekend, the pop-up was so successful, it was extended an additional five weeks.

Press Coverage

Kizik Specialty Stores

In collaboration with Kizik, MG2 has been charged with introducing the “hands-free, step-in” footwear brand into physical stores. After its New York City pop-up, Kizik opened stores across the U.S. including Mall of America (Minneapolis), King of Prussia (Philadelphia), and Newbury Street (Boston). These new locations are not only a physical manifestation of the brand but also bring to life a high-sensory fit experience and showcase the brand’s new “motion is magic” design. 

Kizik blue is prominent, both on the exterior and interior of the store. A blue portal entry encompasses both a blue archway and pathway that leads to the store’s primary display to create a threshold moment. The key design principle of the Kizik brick-and-mortar experience is fitting the customer in a pair of shoes as early in the journey as possible. It’s an AHA moment that captures and celebrates the magic of the brand.

Floor-to-ceiling vitrines flank the portal to create Kizik’s signature “fishbowl” storefront, which allows passers-by to see into the space and take part in the store experience. Motion is an important part of the Kizik brand, and digital screens are placed prominently throughout. The “motion is magic” tagline is abstractly reinforced through circular pendants, half-circle benches and fixtures, gradient wall treatments, and mirrored graphics that reflect consumers as they move about the space. 

These stores were designed to be modular and flexible. Elevated, versatile displays capture a sense of motion to create an environment that empowers visitors to discover and explore. Modular systems allow Kizik to morph and change as it continues to grow and expand. Shelving can be moved up, down or removed entirely. Central displays can be reconfigured to form a variety of patterns. Standout design elements include the store’s materiality—a juxtaposition of surfaces including perforated metals, concrete, and textured paints with LED neon and vibrant blue. 

The result is inviting and visually engaging spaces that captivate and draw in the eye, enhancing the overall aesthetic and reinforcing the brand identity.

Press Coverage

MG2 Named #2 in Puget Sound Business Journal’s Largest Architecture Firms List

MG2 has been named the #2 firm in Puget Sound Business Journal’s list of the Largest Architecture Firms in the Seattle Area.

Read more in Puget Sound Business Journal

The Health & Wellness Wave

“As the idea of holistic health has taken root in society, marketers are exploring new ways of communicating with customers to promote wellness. ‘There’s a variety of promises that brands can make from a lifestyle point of view,’ says Melissa Gonzalez, principal at MG2. ‘It can be everything from new product offerings to sections of beauty departments that explain benefits in a wellness context to awareness of environmental issues.’

“A January 2024 report on holistic health from the MG2 Advisory group explores how marketers can capitalize on what it sees as the next wellness frontier: the retail store. ‘By evaluating traditional store design elements through the lens of wellness,’ the report states, ‘brands have the opportunity to create environments that are more holistic, rather than simply physical, and inclusive of cognitive, emotional and spiritual health attributes.'”

Read more in Path to Purchase Institute

Eatertainment Venues Must ‘Earn’ Customers’ Time with Community and Camaraderie

Recently highlighted in Retail TouchPoints by Editor Adam Blair, For the Thrill of It: Eatertainment Experiences That Cater to All dives into the key drivers of a successful eatertainment venue.

“There’s a reason that ‘eat’ comes first in ‘eatertainment.’ ‘People want to have a one-stop destination, and if you can do that successfully, you’ll earn more of their time and wallet,’ said Melissa Gonzalez.”

Read more on Retail TouchPoints

Energized Growth: Russ Hazzard

Hear from Russ Hazzard, President of MG2, in his Q&A with The Zweig Letter Correspondent, Liisa Andreassen.

“Hazzard first joined MG2 in 1993. He says that they’re always looking to grow their shareholder base and to bring younger contributors into the fold – people who want to grow the company and take over when the old guard retires.

“‘It will be exciting to watch as the next generation leads the firm and the industry into the future,’ he says.” Find the full interview in the link here:

Read more in The Zweig Letter

10 Restaurant Design Lessons Chains Can Learn from Indies

Chain restaurants are consistent in both their food and their design, which is a huge part of their appeal to consumers, who know exactly what to expect on subsequent visits, even to new locations.

Bars should also ideally be visible from the entrance, says Joy Dayaw, associate, MG2 Design, Seattle, to create an immediate impression and to attract early arrivals

Read more in restaurant development + design

SOREL Pop-up Named One of VMSD International Visual Competition Awards Honorable Mention

The SOREL pop-up has been named one of the VMSD International Visual Competition Awards Honorable Mention.

Read more in VMSD

Unlocking the Value of Fit Tech: Personalization and Recommendations

“MG2 Advisory research found that in-store fit tech is […] a big draw for footwear shoppers. Up to 68% of consumers reaffirmed the importance of a ‘customized fit,’ and 40% said fit scan technology would benefit their in-store experiences.”

“I think the industry is benefiting from not just the acceptance of this technology but the overall fluidity that consumers are experiencing with technology,” said Melissa Gonzalez, Principal at MG2, to Retail Touchpoint’s Alicia Esposito.

Read more at Retail TouchPoint

Leica

Leica Camera is an international, premium manufacturer of cameras and sports optics. The legendary reputation of the Leica brand is based on a long tradition of excellent quality, German craftsmanship and German industrial design, combined with innovative technologies. 

Leica has identified North America as a key growth region for the brand and, as a result, is embarking on growing its store presence over the next few years. By partnering with MG2, the brand is launching this initiative with the opening of new stores in Bellevue, WA and a New York City flagship. MG2 is engaged as the full service architect, helping the client translate the design intent to adapt to the unique attributes of each site location while sourcing regionally. The project delivery scope includes design development, FF&E sourcing and procurement, construction documents, permitting, and construction project management.

Leica NYC
Leica NYC
Leica NYC
Leica Bellevue
Leica Bellevue
Leica Bellevue

Press Coverage

Uniquely New York: Snapshot of Leica NYC

Leica’s flagship location in New York City was featured in CBS News Uniquely New York with Rachel Holt.

“An immersive space where New Yorkers can experience the brand responsible for some of the most famous photographs in the world,” said Holt. Her interview with the President of Leica Camera North America, Mike Giannattasio, walks through all the spaces the Meatpacking District location offers.

Watch the full feature on CBS News

MG2 Listed in Building Design+Construction’s Top 200 Architecture Firms for 2024

MG2 ranked among the top 20 in Building Design+Construction Media’s recently released Top 200 Architecture Firms for 2024.

Read more in Building Design + Construction

Architecture Firms See Billings Change – MG2 Ranked #18 in Architectural Firms list for 2024

So excited to see that The Orange County Business Journal has ranked MG2 #18 in its Architectural Firms list for 2024.

“The firm has seen an uptick in retail, industrial, and affordable housing markets, according to chief executive officer Mitch Smith. ‘The growth in all three of these sectors has had a substantial impact on architectural billings in our Irvine office, reflecting the adaptability and agility of our team,’ Smith said.”

Read more on The Orange County Business Journal

The Orange County Business Journal ranked MG2 #18 in Architectural Firms list for 2024

So excited to see that The Orange County Business Journal has ranked MG2 in the top 20 of its Architectural Firms list for 2024.

Read more on The Orange County Business Journal
Research & Insights – August 2024

For the Thrill of It: Eatertainment Experiences That Cater to All

Eatertainment has been called the most disruptive force in the industry since the launch of fast casual*. As part of the “experience economy”, eatertainment taps into longtime favorites like bowling and mini golf, as well as newer entrants like pickleball, surfing and escape rooms. And while these environments are often designed with a specific activity in mind and include elements such as interactive dining, live performances and innovative technology, it is important that owners, operators and designers consider what their audience truly desires in these spaces as a way to unlock a sense of connectivity, and ultimately drive repeat visitation and spend. In our investigation, we sought to understand and identify the eatertainment environment features that deliver the most value to consumers and the on-site amenities and programming opportunities that contribute to making the experience an unforgettable one.

*Robert Thompson, CEO of Angevin & Co. 

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

What We Learned – Consumer Personas Defined

Per our investigation, each of our respondents self-identified with one of the following consumer personas, providing a deeper look into their experience with and their perceptions of an eatertainment environment, and which enhanced offerings would deliver the most value to them:

48%, Funclusives

Defined as individuals whose preferred experience is one where they don’t need to be an expert to enjoy themselves and there is a level of accessible and social fun; appeals to first-timers, those newer to a game or activity; food is a secondary component of the experience.

29%, Food Fanatics

Defined as individuals whose preferred experience is one where the food and beverage offering is on par with or exceeding the entertainment; appeals to those who view the entertainment component as icing on the cake and secondary to the food offering.

23%, Competitively Social

Defined as individuals whose preferred experience is to participate in a certain activity (i.e., pickleball, golf, sports betting); appeals to more avid fans and those who want to get in on the action and compete; food is a secondary component of the experience.

The Opportunity, Evolution, and Growth of Eatertainment

Eatertainment has a rich history, from traditional bowling alleys with finger foods and pitchers of beer, to mini golf with ice cream and snow cones, to arcades with soda fountains and bubble gum machines. What gives this genre staying power is its function as a “third place”, a welcoming destination to convene with others, offering a unique blend of entertainment, dining and social experiences that foster a sense of community and belonging. If we look at key drivers of society today, and the near future, the transformation of how we work, naturally interact and discover have all evolved consumers’ needs and wants. Digitization continues to open up access to information and communities on a global level creating an always connected society while also fostering a paradoxical sense of disconnection. This juxtaposition opens an underlying yearning and craving for real, in-person activities, connected through shared experiences of joy and laughter and escapism. By studying the cross generational influences from Gen Z to Boomers, we uncover the opportunities that exist for these environments to embody the pillars of desire, blending the nostalgia of traditional pastimes with modern innovations and providing experiences that become a beacon for socialization, joy, camaraderie and thrills. Experiences that keep guests wanting to come back again and again.

Interested in More? Download the Full Report!

MG2 creates unforgettable culinary and entertainment experiences that engage the senses and inspire play.

Explore our Food, Beverage, and Entertainment expertise

Leica Bellevue named ENR Northwest 2024 Best Projects Winners

MG2’s Leica project in Bellevue, WA has been named an ENR 2024 Regional Best Project.

The luxury retail store features a gallery space for professional photography exhibits, a retail space featuring Leica’s renowned products, a Leica Akademie area to conduct workshops and events, and VIP spaces.

Read more in ENR Northwest

Netflix House: Can Streamers Turn Their IPs into Successful Experiential Retail?

With the entertainment industry constantly evolving, Netflix is taking a bold step by merging the digital and physical worlds through the introduction of Netflix House, a new experiential retail venture. Set to open in 2025 in Texas and Pennsylvania, Netflix House aims to immerse fans in their favorite shows and movies with interactive experiences, themed dining, and exclusive merchandise. As streaming platforms explore new ways to engage audiences, the question arises: can Netflix successfully transform its intellectual properties (IPs) into profitable, long-term retail experiences?

Read more on MarketScale’s Expert Talk