Market: Consumer Experiences

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 Bellevue
Leica Bellevue
Leica Bellevue

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

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

The Best Commercial Architects in Irvine, California

We’re excited to be named one of The Best Commercial Architects in Irvine, CA by Los Angeles Architects.

Spearheaded by award-winning Managing Principal Meghana Joshi, AIA, NOMA, the company’s leadership champions a purpose-driven work culture, fostering meaningful connections between employees, clients, and the communities they serve. In addition to overseeing regional retail, mixed-use, and industrial markets, Meghana is responsible for expanding the firm’s reach, focusing on retail banking, as well as senior living and affordable housing in California.

MG2 is a trailblazer, continuously evolving and adapting to the changing landscape, earning accolades from Fast Company, Architizer, and Interior Design Magazine as well as feature articles in Building Design + Construction, Forbes, Development Magazine, Chain Store Age, and Architectural Record.

Read more in Los Angeles Architects

A Fresh Focus on Design

“At a recently opened Bellevue, Washington Evergreens location (a Seattle-based quick-service chain), Joy Dayaw, associate, MG2 Design in Seattle, included a railing six feet from the front door to guide customers to the menu, ordering line, and then to the POS, ‘so it’s a very clear pathway.’ And the railing, of course, fits in—it’s painted the dark, deep green of the Evergreen’s palette. It’s subtle, but the railing separates the ordering line form the seating area and from customers picking up orders.”

“Other wayfinding can be incorporated at eye level and above, and is often suspended from the ceiling. ‘Wayfinding signage is critical now because consumers want that streamlined experience,’ said Dayaw. ‘We’re really focusing on the speed and convenience of the customer flow.’”

Read more at The Daily Journal of Commerce

Supply Chain Revolution: The New Cool Kid of Retail

Consumers now expect seamless, unified commerce experiences where they can access products and information anytime, anywhere. This fluidity is reshaping how brands build loyalty and manage supply chains with a focus on responsiveness to meet these high expectations.

Listen to the full episode with guests Melissa Gonzalez and Matthew Goelzer, AIA, LEED AP, Principals of MG2 Design, as they discuss the pivotal role of supply chain management in modern retail.

Find the full episode at The Robin Report

Kizik

Kizik is a rapidly growing footwear brand that believes there’s more
to life than tying your shoes. As a digital-native, direct-to-consumer
brand, Kizik partnered with MG2 to design and build multiple store
formats, beginning with their brick-and-mortar retail location in
Utah. The resulting space, a playful, true-to-brand experience, was
created through a demolition and rebuild of the storefront and
interior, integrating two former tenant suites and a portion of the
shopping center’s common area.

Following this success, Kizik debuted the introduction of its new
brand promise, “Motion is Magic”, through its inaugural NYC
experiential retail pop-up. Customers embark on an immersive
journey via interactive visual installations responsive to movement.
Customers are drawn in from the sidewalk by a highlighted
display of products that guides them to their first experience of
discovery and a hands-free try-on. “Motion Is Magic” and the brand
experience created in NYC will serve as a catalyst for Kizik’s most
ambitious phase of growth.

Press Coverage

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Nordstrom Bellevue

Nordstrom partnered with MG2 to design and remodel an existing store in Bellevue, spanning multiple buildings with the intent to develop a new fleet-wide strategy. This new dynamic for the Nordstrom customer will set the stage for future retail success.

The goal is to establish a seamless, discovery-driven customer experience showcasing the most sought-after brands in the world. All areas of the store will be updated to create a designer-level experience—clear, light, warm, and flexible. The design and implementation of the new Fleet-Wide Strategy will focus on the following: customer experience, brand attraction, innovation, flexibility, budget, and operational efficiency.

Press Coverage

Australian fashion brands are opening more U.S. stores & distribution centers

Modern Retail’s Julia Waldow spoke with Melissa Gonzalez about Australian brands such as Bared Footwear, Princess Polly, Camilla and Outcast Clothing expanding into the U.S. Women’s brand Outcast Clothing, for example, does not yet have a physical store in the U.S., but sells its merchandise online and has been experimenting with pop-up stores. “Pop-ups like Outcast Clothing’s can be a great way for brands to dip their toes into new markets like the U.S.”

Read more at Modern Retail

SOREL Pop-up One of Retail TouchPoints 2024 Brand Experience Award Winners

Retail TouchPoints has recently published its Brand Experience Awards Report: “This year’s Brand Experience Award winners represent the shifting priorities of the industry – from focusing on speed, efficiency, and safety to complete immersion and personalization across all channels.”

No project is a better example of immersion and personalization than Pop-up Winner SOREL. The key to turning this tiny storefront into a compelling short-term destination was its immersive, full-color Optimized Orange saturation. On its exterior, Sorel’s mural takeover featured the brand’s larger-than-life polar bear logo walking across an orange brick exterior toward the store entrance, shielded by a large, orange canopy. Inside, 25 gallons of Optimized Orange paint covered the walls, ceiling, and floor. At the back of the space was an orange-drenched charm and lace personalization bar where shoppers could customize their boot purchases.

Read more in Retail TouchPoints

Research & Insights – June 2024

Going Beyond the Transaction: Building Cross-generational Connectivity & Trust

Over the next 20 to 30 years, an estimated $68 trillion of wealth will transfer from Boomers to their Millennial and Gen Z offspring. This generational shift means banks need to think about how they can appeal to both their existing and future clients. While there have been attempts at attracting new customers through features such as cafes and coworking spaces, the question remains if consumers find value in these features and whether they deliver a real sense of connection with the bank. In this report, we investigate consumer banking perceptions and preferences, and identify design strategies and opportunities that can positively impact the consumer at a physical branch, resulting in increased visitation, improved consumer sentiment and trust.

The full report is available for download at the bottom of this preview. 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 their perceptions of a physical bank environment and which enhanced offerings would deliver the most value and greater consumer satisfaction:

Importance of Convenience

Respondents overall prefer a branch that prioritizes a convenient experience at nearly 4X the rate of a branch that reinforces a sense of financial confidence and knowledge 

Feelings of Assurance

MORE THAN 60% of all respondent age groups want a physical bank that evokes security and reliability

Fostering Community Ties

Respondents ranked branches that elect to act as community centers, choosing to go beyond just deposits and withdrawals, to be the #1 REASON across all age groups that positively influences their perception of the bank

Hybrid Service Model

NEARLY 70% of respondents desire self-service technology when processing a deposit or withdrawal, while more than 60% desire a staff-supported journey when dealing with something more intensive, such as applying for a loan or getting account help

Interior Design Elements

50% of respondents desire natural lighting in a banking environment, which led across all age groups

The Modern Branch Must Deliver Convenience, Personalized Service & Community Engagement In Order To Be Seen As A Valued Partner

In order for the branch to attract the next generation of banking customers, banks need to create spaces with their consumers and communities in mind, ensuring that their physical locations are prioritizing what matters most, such as being equipped with technology that delivers convenience, financial advisors that are more like allies and partners and spaces that support personalized service as well as connection with others. By testing alternate branch strategies such as ITMs or micro locations, banks can create a bridge to a broader consumer base, establishing roots in communities previously untapped. And through intentional, consumer centric design, the bank branch can become a space of comfortability and trust, featuring elements such as a welcome desk, an open floor plan and privacy pods for more sensitive conversations. If the branch can make the customer’s life easier while demonstrating respect for their business and time, the bank will be perceived as being a place that helps consumers succeed and grow throughout their financial journey, serving as their go to partner for all the major milestones ahead.

Download the full report for all of the key banking insights

Our Banking Experience

Learn More About Our Financial Institution Expertise

Why M.M.LaFleur & Perigold are teaming up to sell each other’s products

Melissa Gonzalez, principal at retail designer firm MG2 and founder of The Lioneqsue Group, said more brands are looking to collaborate as a way to differentiate their value proposition. “When you think about what consumers are craving, it’s really being a part of a community,” she said. “When brands are purposeful, they think through what that lifestyle would be, and they give you a more holistic experience around that.”

Read more at Modern Retail

Netflix to Open Two Entertainment Venues With Shopping, Dining

In the news: MG2’s Gen Z report was included in a Total Retail article about two new entertainment venues that Netflix is opening in Philadelphia and Dallas.

MG2 also produced a cinema insights report diving into moviegoer personas and theater trends.

Read more at Total Retail

MG2 Ranked #4 in Architecture and #5 in Multi-unit Residential in ENR Northwest 2024 Top Design Firms

MG2 has been ranked #4 in architecture and #5 in multi-unit residential in ENR Northwest’s 2024 Top Design Firms.

Read more in Engineering News-Record

MG2 Ranked #3 in Retail in ENR California 2024 Top Design Firms

We’re thrilled to be ranked #3 in Retail for ENR California’s Top Design Firms 2024. Meghana Joshi leads our Irvine office, which spearheads our California operations and elevates projects across the region.

Read more in Engineering News-Record

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Edgeworks Climbing & Fitness at Crossroads

As part of the Crossroads master plan, MG2 worked with ROIC and Edgeworks to design a new climbing gym. Edgeworks currently has three locations and offers fitness classes designed to complement a climbing routine. The gym, which includes a 10k SF addition to the existing 30k SF space, was completed in 2024. MG2 worked on the core and shell design and handled all phases of the project, from design through construction administration. This full-service project also featured a 45-foot interior mass filled with climbing walls, a new front desk and check-in area, public social spaces, a yoga room, new restrooms, and the renovation of existing restrooms, providing a comprehensive solution for the client.

Meet Our Team

Michael Gaffney, RA, NCARB

Associate Principal

Food and beverage specialist Michael Gaffney is an associate principal in MG2’s Seattle office. With more than 30 years in retail and restaurant design, Michael is known for designing high-profile fast casual and full-service restaurants and delivering more than 150 new locations or renovations.

Michael has a long history of partnering with specialty retail clients and building strong relationships with brands nationwide. He has a passion for blending art and technology, creating designs that impact the built environment and enhance human experiences. 

Clients benefit from Michael’s expertise and experience, assured that his team will turn any unexpected challenges into opportunities. His personable leadership fosters strong, long-term client relationships, and his projects consistently exceed expectations.

MG2 featured in Architectural Record’s Top 300 U.S. Architecture Firms of 2024

We’re excited to be included among the Top 300 U.S. Architecture Firms of 2024.

Read more in Architectural Record

VMSD Ranks MG2 among Top 5 in 2024 Top Retail Design Firms

We’re thrilled to be ranked among the top 5 in VMSD’s 2024 Top Retail Design Firms. Now in it’s 30th year, the list includes top design firms in the retail industry from around the world.

Read more at VMSD

MG2’s Sarah Simchuk Named 40 Under 40

Sarah Simchuk

Sarah Simchuk, Senior Associate at architecture and design firm MG2, was honored with the Retail TouchPoints 40 Under 40 Award for 2024.

Read more in the Retail TouchPoints