Market: Consumer Experiences

Good American

MG2 partnered with Good American to develop an elevated retail concept for their shop-in-shops and their newest store at the Lenox Square shopping center in Atlanta, GA. Good American, a women’s apparel brand, focuses on size inclusivity and body positivity and continues to expand its merchandise offerings. In addition to Atlanta, new retail locations include shop-in-shops in Bloomingdale’s and Macy’s across the U.S. as well as Selfridges in London.

The sophisticated design incorporates new textures, shapes, and elements of warmth, while maintaining Good American’s brand identity. The concept serves as a blueprint for future locations to support Good American’s growing retail footprint and product offerings.

The new iteration retains Good American’s iconic Denim Wall, now with a refreshed signage system to provide quick information about each style. Lounge-style fitting rooms, bathed in the brand’s signature blue, create space for family and friends to gather, encouraging connection and fostering a sense of community. Textured fabrics and natural wood add warmth and contribute to a welcoming atmosphere. Together, these elements create a cohesive, feminine environment where customers can shop comfortably and confidently. The new design parallels the evolution of the Good American brand and creates new opportunities to reach new consumers.

The Good American shop-in-shop in Selfridges London was awarded Silver for Shop! Association’s 2025 Global Award in the Branded Shop Within a Store category.

Press Coverage

Awards

Research & Insights – July 2025

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

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

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 Making assumptions about this generation, or relying on outdated labels, can lead to missed opportunities, limiting both loyalty and revenue growth.

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

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

What We Learned

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

Aspirational Values

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

Co-Creator Status

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

Community Driven

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

Cultural Awareness

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

Sustainable Design

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

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

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

Interested in More? Download the Full Report!

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

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

First Look: Nordstrom Local opens in Brooklyn

In a recent Chain Store Age article, Editor-in-Chief Marianne Wilson shares details about the newest Nordstrom Local location in Williamsburg, designed by MG2.

“With the opening of Nordstrom Local in Williamsburg, customers now have a new way to connect with the brand — and we’re glad we could play a part,” said Melissa Gonzalez, MG2 principal and founder of MG2 Advisory. “Our consumer insights research shows that customers are looking for a personalized, service-oriented shopping experience. Nordstrom Local brings all of that — including convenient in-store pick up as well as onsite tailoring — and more to Brooklyn.”

Read the full article in Chain Store Age

What’s Worth the Splurge?

MG2 Project Manager Joy Dayaw was recently quoted in Amanda Baltazar’s article “What’s Worth the Splurge?” in Restaurant Development + Design.

“Utilizing a second-generation restaurant space is a solid way to keep costs in check. That’s because clever teams reuse as much as they can. This includes the façade and the kitchen equipment, particularly the hood, which can be a huge cost-saver even if you put brand new equipment underneath it, says Joy Dayaw, design project manager, MG2 Design, Seattle.”

Read the full article in Restaurant Development + Design

The 2025 Shop! Global Award Winners Have Been Unveiled

Shop! Association has announced its 2025 Global Award Winners. Our Leica Meatpacking project in New York City has won Silver for Hardline Specialty Store.

Read more in Shop! Association

The 2025 Shop! Global Award Winners Have Been Unveiled

Shop! Association 2025 Global Award Winners have been announced, and our Good American project at Selfridges London has won Silver for Branded Shop Within a Store category.

Read more in Shop! Association

Sorel Pop-up Wins Shop! Global Award

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

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

Read more in Shop! Association

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

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

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

Read more in GRAY Magazine

Khloé Kardashian’s Good American Advances Its Retail Agenda

WWD’s Senior Editor of Retail David Moin did a deep dive with Good American Vice President of Retail Bree Richmond and MG2 Principal Melissa Gonzalez on the recent opening of Good American’s Lenox Square store in Atlanta, GA.

“MG2 began developing the innovative concept initially with a shop-in-shop opened in Selfridges in London, and subsequently finessed the format for the freestanding store opened last week in Atlanta, the brand’s first store in the city. The 2,757-square-foot-unit, with just under 2,000 square feet of selling space, is located in the Lenox Square shopping center.”

“‘The Atlanta store is an articulation of the brand’s attention to detail,’ said Melissa Gonzalez, principal of MG2.”

Read more in WWD

First Look: Khloé Kardashian’s Good American opens in Atlanta

Good American’s newest store, located in Atlanta, GA, was featured in the Chain Store Age article, “First Look: Khloé Kardashian’s Good American opens in Atlanta” by Editor-in-Chief Marianne Wilson. The 2,700 plus square-foot store was designed by MG2.

“Founded online in 2016, Good American is best known for its size-inclusive denim (sizes 00 to 32 plus). It has expanded its offerings to include apparel and swimwear.”

Read more in Chain Store Age

VMSD Unveils its 2025 Designer Dozen

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

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

Read more in VMSD

Research & Insights – March 2025

What if EV Charging Environments Met Unreasonable Hospitality?

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

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

What We Learned

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

The Speed Seeker

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

The Comfort Cruiser

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

The Destination Dweller

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

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

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

Interested in More? Download the Full Report!

Mercedes-Benz EV Charging Hub

MG2 is driving the future of EV and automotive infrastructure.

Explore our EV & Automotive expertise

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

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

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

Read more in Retail TouchPoints

Is Blank Street Coffee the Next Starbucks?

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

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

Read more at Inside Retail

Store Design: Elements That Have Stood the Test of Time

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

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

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

Read more on page 12 in Chain Store Age

Research & Insights – March 2025

The Experience Equation: How QSR & Fast Casual Can Redefine Dining

Blending Speed, Design, and Innovation to Build Loyalty

Consumer expectations for QSR and Fast Casual Dining have expanded beyond just speed and affordability. Today, diners seek immersive brand experiences that combine personalization, efficiency, and community. To stay competitive, QSR and Fast Casual brands must rethink their spaces as hubs for meaningful interactions that foster loyalty and enhance brand identity. While advancements like digital ordering and streamlined operations have boosted convenience, the deeper opportunity lies in designing environments that seamlessly integrate speed, authenticity, and modern appeal. Our investigation aimed to uncover innovative strategies that redefine QSR and Fast Casual Dining, creating memorable brand experiences that captivate consumers for years to come.

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

What We Learned

Per our study, our respondents shared the following key insights as it relates to their experience with and expectations of QSR and Fast Casual dining environments, and which service offerings and elevated features would deliver the most value and greater consumer satisfaction:

Sensorial Details

Nearly 60% of all respondents stated warm and inviting lighting or overall atmosphere ambiance fuels a sense of comfort and memorability

Premium Features

1 out of 2 respondents desire open kitchens with visible food preparation areas, adding an element of theatre and confidence when it comes to cleanliness and freshness of the food

Supportive Technology

Nearly 55% of all respondents find mobile apps for digital loyalty programs and order/pay ahead capabilities to be tied for the technology that delivers on value

Innovative Formats

Roughly 80% of all respondents are interested in experiencing mobile kitchens or food trucks, as well as experiential kitchens that feature immersive brand environments and themed decor

Personalized Offerings

More than 50% of all respondents find personalized promotions that reflect an individual’s preferences, including previous orders, to be a leading driver of loyalty and establishes a greater sense of brand affinity

Going Beyond the Meal: Elevating Quick Service and Fast Casual Dining Through Design, Innovation, and Community

The future of QSR and Fast Casual dining goes beyond just quality, speed, and convenience; it’s about crafting environments that engage, inspire, and connect with consumers on a deeper level. While efficiency remains paramount, today’s consumers seek more than just a quick bite; they crave experiences that blend quality food with thoughtful design, innovative technology, and meaningful brand interactions. Aesthetic appeal plays a crucial role in shaping perceptions, with warm lighting, open kitchens, and hybrid dining spaces enhancing ambiance and fostering a sense of community. Meanwhile, strategic promotions and partnerships, whether through collaborations with local farmers, artists, or influencers, further elevate brand identity, creating a sense of belonging and excitement. Limited-time menus, pop-ups, and gamified ordering add an element of surprise and delight, keeping customers engaged and eager to return. By balancing functionality with creativity, QSR and Fast Casual brands can transform routine dining into something memorable, ensuring they meet, and even exceed, evolving consumer expectations.

Interested in More? Download the Full Report!

MG2 creates unforgettable culinary experiences that engage the senses.

Explore our Food & Beverage expertise

MG2 Names Managing Principal in Minneapolis Office

Global architecture and design firm MG2 has promoted Scott Owen Jr. to managing principal in the Minneapolis office.  

Owen, Jr. is an MG2 principal and leads the firm’s Minneapolis office.  A passionate problem-solver with more than 15 years of experience, he focuses on mixed-use and large-format retail brands, including Best Buy, Target, and Nordstrom, in the Consumer Experiences studio.

Read more in REjournals

Edgeworks Climbing and Fitness Is Project of the Week in Seattle Daily Journal of Commerce

Edgeworks Climbing Gym and Fitness in Bellevue, WA, was the Seattle Daily Journal of Commerce’s Project of the Week.

“The renovated location now totals 40,000 square feet and includes a 45-foot interior mass filled with climbing walls, a new front desk and check-in area, public social spaces, a yoga room and new restrooms.”

Read more in Seattle DJC

The Trends Reshaping Retail Expansion In 2025

Forbes Contributor Brin Snelling interviewed Principal and Founder of MG2 Advisory Melissa Gonzalez on the trends reshaping retail.

“There’s a shift to smaller in general – smaller formats, shorter leases, more agile environments,” shared Gonzalez, adding, “What is the point of the store? It’s not about inventory now, especially as consumers are getting more and more comfortable shopping online.”

Read more in Frobes

Executive Action Items: Key steps to opening a store that will be successful

Glossy’s newest Executive Action Items series featured MG2 Principal and Founder of MG2 Advisory Melissa Gonzalez, who shared her expertise on digital native brands.

Read more in Glossy

Melissa Gonzalez Named Top Retail Experts 2025

Principal and MG2 Advisory Lead Melissa Gonzalez has been named one of Rethink Retail’s Top Retail Experts of 2025.

The Top Retail Experts distinction is a prestigious accolade in the Retail and Consumer Packaged Goods industry. Earning a place within the Top Retail Experts Community is considered a tremendous achievement and based on outstanding contributions in these fields.

Read more in RETHINK Retail

MG2 Ranks #4 in BD+C Top 140 Retail Architecture Firms for 2024

MG2 ranks #4 in Building Design + Construction’s Top 140 Retail Architecture Firms for 2024 list.

Read more in Building Design + Construction

SOREL Pop-up Named One of Interior Design’s 2024 Best of Year Awards Honorees

The SOREL pop-up has been named one of Interior Design’s 2024 Best of Year Awards Honorees.

Interior Design’s 19th annual Best of Year Awards celebrate outstanding projects and products across the design industry. Winners were revealed by Editor-in-Chief Cindy Allen during a vibrant ceremony in Manhattan on December 12. But the celebration doesn’t stop there! Discover who earned top honors in each category, and raise a glass to another year of bold, inspiring design.

Read more in Interior Design

2025 Retail Trends & Predictions: Solving the New Value Equation

As consumers navigated economic uncertainty in 2024, their priorities and expectations evolved to center on value.  

However, industry players quickly learned that consumers’ definition of “value” varies greatly depending on their household income, cultural alignment and more. How can brands embrace new marketing strategies, services and tech to solve this new value equation?  

15 retail industry experts shared their predictions, while offering tactical tips to help you thrive in 2025 and beyond. 
 
Access this interactive multimedia guide to get timely data and best practices from experts like Melissa Gonzalez, Principal, MG2 Advisory Lead.

Read more at Retail TouchPoints