Just announced! MG2 Principal Melissa Gonzalez is going to be a Glossy Wellness Awards judge among a cohort of industry experts. The Awards recognize the companies transforming the wellness industry through campaigns, initiatives, products, practices and innovations focused on living well and longevity.
SEATTLE, WA—June 17, 2026—Global architecture and design firm MG2, an affiliate of Colliers Engineering & Design, has published its 2025 Sustainability Impact Report. The report highlights the firm’s commitment to building performance and includes a case study on the decarbonization of big-box retail warehouses, looking specifically at how low-carbon concrete and masonry in Costco Wholesale facilities can have a positive impact on the environment.
“Building performance is not a feature we add at the end of a project,” says MG2 President Russ Hazzard, AIA. “It is a framework that informs every decision from concept through completion. At MG2, we approach design as a dynamic system, where architecture, operations, and occupant experience intersect.”
MG2’s report showcases the firm’s commitment to advancing performance, reducing carbon impact, and safeguarding the well-being of communities and ecosystems connected to the built environment.
“We can only improve what we measure,” says MG2’s Senior Building Performance Analyst Johnny Klemke, LEED AP BD+C. “That’s why MG2 tracks our corporate emissions and encourages teams to elevate performance data across our projects. This report marks real progress, and it also sets the stage for what comes next: turning insight into action and driving measurable improvements in the years ahead.”
MG2 is a proud signatory of both the AIA 2030 Commitment as well as the AIA Materials Pledge and integrates sustainability into every aspect of its work.
The luxury industry is not being redefined, but the ways consumers experience and evaluate it are evolving. Craftsmanship still anchors the category, but how consumers engage with brands, where they encounter them, and what they expect from those interactions is shifting. All forms of retail remain relevant, from pop-ups to permanent spaces, from standalone brand experiences to department stores, but they are increasingly evaluated as part of a larger ecosystem.
What matters is not simply where brands show up, but how each environment contributes to the broader relationship consumers have with the brand over time. Hospitality, wellness, after-care, and personalized service have become more integrated parts of the luxury experience. They are shaping how consumers evaluate the luxury experience before, during, and long after the purchase itself.
Consumers still associate luxury with quality, rarity, and long-term value, but they are also placing greater importance on environments that feel intentional, service that is attentive, and experiences that create stronger emotional resonance and sustained engagement over time.
In this report, we explore how physical spaces are adapting to changing expectations around connection, service, participation, and what is shaping long-term brand affinity, while continuing to reinforce the craftsmanship and quality that remain foundational to the luxury industry.
The full report is available for download at the bottom of this page. Take me there now!
Based on our findings, luxury consumers shared the following key insights on how they engage with and perceive luxury brand environments, including what draws them in, what diminishes the experience, and where they see the industry heading:
62% of respondents say quality and craftsmanship is the top reason they buy luxury today. However, younger consumers place significantly more weight on what a brand represents and how it fits into their lifestyle, reinforcing a shift from product alone to product plus meaning and expression.
More than 3 in 4 respondents associate luxury with owning something rare or of status. At the same time, nearly half express interest in private, members-only environments, showing that while ownership remains foundational, value is shaped by the experiences and relationships built around it.
50% of luxury consumers identify a quiet atmosphere as a defining characteristic of a premium experience. Consumers are also prioritizing environments that feel intuitive, well-paced, and easy to navigate, showing that flow and functionality shape perceptions of luxury just as much as aesthetics.
More than 90% of consumers are already engaging with luxury beyond the product itself, whether through interest in hospitality and travel experiences or through visits to luxury branded hotels and restaurants. These environments are becoming central to how consumers engage with brands over time.
Close to half of respondents say after-care services protect the value of what they purchase and build trust in quality. Increasingly, consumers expect that level of care to extend across the full experience, reinforcing the importance of service, continuity, and long-term support.
These consumers are grounded in quality and consistency. They care about how something is made, how long it will last, and whether the brand delivers on what it promises. They are less driven by what is new and more focused on what holds up over time.
This group is building their relationship with luxury. They are motivated by progress and self-expression, and they are open to different ways of engaging, whether through product, experience, or brand storytelling.
These consumers are motivated by visibility and recognition. They are drawn to brands and environments that clearly communicate status, whether through product, service, or the overall setting.
These consumers place the highest value on how a brand takes care of them. They are drawn to experiences that feel attentive, consistent, and personal over time. What matters is not just the product, but the level of service, follow-up, and support that surrounds it.
Heritage Collectors value restraint, longevity, and enduring quality. Status Seekers prioritize visibility, access, and cultural relevance. Aspirational Achievers gravitate toward immersion, lifestyle participation, and more accessible entry points into the brand, while Cared For consumers place greater importance on attentiveness, emotional ease, and supportive experiences.
At the same time, many expectations remain consistent. Calm, privacy, atmosphere, personalization, and thoughtful service continue to shape how luxury is experienced. The opportunity for successful expansion and evolution is how those expectations are expressed across environments, services, and forms of engagement.
Physical spaces are relationship infrastructure, supporting everything from access to care across multiple touchpoints. The strongest luxury brands are not simply offering more experiences, but creating systems that feel cohesive, intentional, and clear in what the brand stands for.
As brands expand into new formats and services, the opportunity is not simply to extend further, but to understand which forms of value matter most to different consumers and how physical space can support longer-term emotional connection over time.
Great news! VMSD recently unveiled its 2026 Top Retail Design Firms, and MG2 ranked #4.
Developed through a collaboration between our Advisory and design teams, the concept turns behavioral insights into a complete customer journey, from arrival to checkout. It supports both quick, efficiency-driven trips and more exploratory visits, with intuitive layouts, flexible zoning, and a central “town square” focused on transparent, prepared food experiences. Designed to reflect and adapt to the local community, it blends placemaking, technology, and human interaction to create a grocery environment that is both functional and engaging.
Arrival is intuitive, flow is simplified, and community is integrated. Freshness is at the forefront, with high-tech vertical farming in action. Movement becomes frictionless, navigation is clear, and messaging is personalized. A market that reflects the community it sits in anchors the experience. Convenience is facilitated without compromising quality, while robots ensure efficiency, and chefs create the craft. The last moment is as impressionable as the first – engaged in community, powered by frictionless automation.
If you’re attending ICSC Las Vegas next week, connect with our team alongside Colliers and Colliers Engineering & Design at Booth 4009Q in the South Hall Upper to experience our VR grocery store model for yourself.
Check out our recent report on grocery design trends:
In an article for Women’s Wear Daily, Andre Claudio explored what sustainability means to today’s shoppers, including perspectives from MG2 Principal Melissa Gonzalez on evolving consumer expectations.
“’Gen Z and millennials think about sustainability more broadly than previous generations, looking beyond recycled materials or eco-friendly products to consider how things are made and the overall impact of the retail experience,’ Melissa Gonzalez, retail strategist and principal at MG2, told Sourcing Journal. ‘For them, sustainability extends into store design, operations and the brand footprint, driving expectations for visible and meaningful commitments across every part of the shopping environment.'”
In a recent Retail Brew article, MG2 Principal Melissa Gonzalez shares insights on the in-store experience.
“‘When it comes to both Gen Z and Gen Alpha, “they want community, they want engagement, they want tactile,’ Melissa Gonzalez, principal at MG2 Design with a focus on store design, told Retail Brew.”
MG2 partnered with Wayfair to develop its newest store in Atlanta, GA, supporting the brand’s strategic expansion into brick-and-mortar retail. The new 150,000 square foot retail destination is located within The District at Howell Mill in Atlanta’s Upper Westside neighborhood. This one-story interior and exterior renovation transforms an existing space with refreshed façades, including two prominent entries. Inside, the design showcases the breadth of Wayfair’s offerings, from furniture and appliances to fixtures, finishes, and home décor, creating an immersive retail environment.
Situated beneath an upper level of parking and retail, the design incorporates additional elements to highlight the store entrances. A full-wall, backlit signage feature reminiscent of a Lite-Brite illuminates the main entry, reinforcing Wayfair’s brand identity and inviting customers inside. A large exterior mural, inspired by the local area, draws shoppers toward the secondary entrance.
Throughout the store, intuitive wayfinding strategies guide customers as they explore the various departments. Landmarks like the central canopy of the Market Square and the oak slat walls of the Dream Center help orient guests and guide them through the space. Vignettes featuring Wayfair’s different design styles serve as smaller landmarks, while hanging trellises in the lighting department provide another visual cue for orientation. The Porch, a food and beverage concept, offers grab-and-go options, comfortable seating, and natural light, providing a welcoming place for customers to recharge.
Wayfair Atlanta marks MG2’s third design project with Wayfair, further strengthening the ongoing partnership. This collaboration focuses on refining the store’s physical identity to better reflect the diverse needs of customers shopping for all things home. The team worked closely with Wayfair to develop the project as a prototype for future stores.
In a recent article, Senior Reporter Katie Hicks of Marketing Brew explores how Gen Alpha is changing the in-store experience.
“Older generations grew up watching many facets of life shift from IRL to online, including shopping. But as younger generations search for places outside of home and school to hang out and watch as creators encourage them to visit stores in person, it’s possible that a reversal could be taking place. A survey from retail consultancy MG2 Advisory recently found that 73% of Gen Alpha prefers good ol’ fashioned brick-and-mortar shopping to buying online.”
In a recent report by Gabrielle Fonrouge of CNBC, MG2 Principal Melissa Gonzalez discusses her and the team’s work helping Navy Exchange Service Command (Nexcom) reimagine its retail strategy as part of a broader turnaround effort.
In a recent article from CNBC, MG2 Principal Melissa Gonzalez shares insights on her and the team’s work supporting Navy Exchange Service Command (Nexcom) in rethinking its retail strategy as part of a larger transformation effort.
“Working alongside Nexcom, Gonzalez has gone department by department, figuring out how to reformat stores, jazz up signage and communicate value based on the local demographics and respective categories.”
VMSD recently announced its 2026 Designer Dozen Awards. Maria Barrios, MG2 Architectural & Interior Designer, made the list!
Maria shared “From a very young age, I was immersed in the fine and performing arts (painting, dance and drawing) which later evolved into formal studies in graphic design, interior design and architecture. Retail design felt like the perfect intersection of all those disciplines. It combines storytelling, branding, spatial awareness and human psychology. I was especially drawn to how global retail brands can connect with people across cultures through physical space. Retail allows me to design environments that are not only functional, but emotional and experiential.”
New eatertainment venue offers a multi-player darts experience combined with dining and socializing.
SEATTLE, WA—March 26, 2026—Global architecture and design firm MG2 announces the opening of its latest project, State of Play Hospitality’s Flight Club, located in Seattle’s South Lake Union neighborhood. Flight Club is a fast-paced, multiplayer darts experience with groundbreaking tracking technology and instant scoring.
Leveraging the MG2’s expertise in experiential hospitality and restaurant design, Flight Club partnered with the firm to bring the concept to life, translating Flight Club’s social darts experience into a dynamic, high-energy venue. The Seattle venue is MG2’s second Flight Club opening in the U.S with additional locations coming in 2026.
“Hospitality today is about creating memorable experiences, and this project was an opportunity to collaborate in the design of a space that truly brings people together,” says Nick Caputo, MG2 Principal. “Working closely with the Flight Club team, we focused on crafting an environment that balances atmosphere, functionality, and a strong sense of place.”
Flight Club is part of the growing eatertainment category, described in the MG2 Advisory report, For the Thrill of It: Eatertainment Experiences that Cater to All, as “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.”
“We’re proud to partner with State of Play Hospitality to bring their immersive Flight Club concept to its newest venue in Seattle,” adds Caputo. “Our collective goal was to develop a space that enhances the guest experience while supporting the energy and vision behind the brand ethos. What is special about the team at State of Play is that they are considerate of each element, which ultimately shapes a destination that will resonate with guests and the surrounding community.”
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 seven offices in the U.S. and China—Seattle, Portland, New York, Washington D.C., Minneapolis, Irvine, and Shanghai—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. MG2 is an affiliate of Colliers Engineering & Design.
MG2 Principal Bill Sleeth is speaking at SPECS on March 9 alongside VASA Fitness Chief Growth Officer Christopher Tarrant on What is Old is New (And Valuable): Adaptive Reuse Strategies.
In an article for Floor Covering News, Steve Feldman explores Gen Alpha and its impact on retail, citing MG2 Advisory’s research.
“Believe it or not, Gen Alpha is already beginning to have an impact on retail. A report authored by Melissa Gonzalez of MG2 Advisory, which focuses on retail evolution, reveals interesting research. For example, Gen Alpha is shaping and inspiring purchases made by the adults in their lives. While adults ultimately hold the buying power, 70% of Gen Alpha report that adults in their lives often purchase items they suggest, supporting they not only influence household buying decisions but are also shaping trends and brand loyalty across generations. They are active participants in deciding what to buy, sharing what they have learned online. This is why store environments cannot afford to overlook the range of age groups moving through their spaces, because even without a credit card, Gen Alpha is already shaping how brands and stores show up.”
In a “Borrowed Brilliance” column by INSTORE Magazine, MG2 Principal Melissa Gonzalez shares business advice that applies across retail industries.
“As leaders, we must stop silencing the quiet signals. When your body sends you a warning, when your team feels uneasy, when your instincts whisper, pause and listen. Those whispers often hold the wisdom you need to pivot, to protect or to pursue a new path.” — Melissa Gonzalez, principal at architecture and design firm MG2.
In an article for The Retail Bulletin, Glynn Davis explores how younger consumers are embracing the in-store experience and the value of “friction” in retail.
“It seems that Gen Alpha (eight-to-14-year-olds) recognizes the upsides of injecting a little friction into their lives. As many as 73% prefer to shop in store, according to research from MG2, having grown up with online as the norm they now regard brick-and-mortar stores as the more novel experience and they want a bit of this physical action.”
In a recent Retail Brew article by Erin Cabrey, MG2 Principal Melissa Gonzalez shares her insights on Gen Alpha’s retail preferences and influence, here’s a snipped from the article.
“And while Gen Z, too, prefers an in-store experience, Gen Alpha differs in their desire for interactivity in stores, as over half will leave a store if there isn’t anything for them to try out (that ability to test has helped Sephora thrive with the generation). Gonzalez chalked this preference up to their experiences meeting up in virtual worlds since they were young.”
MG2 Principal Melissa Gonzalez recently joined Natalie Berg on her podcast, Retail Disrupted, to explore the future of experiential retail, why digitally native brands are investing in physical stores, and how purpose-led leadership is reshaping the industry.
Flight Club is an upscale, technology-enabled Social Darts concept that delivers a premium experience blending elevated food and drink with an innovative take on the classic game. MG2 partnered with State of Play to bring the brand’s newest locations to Cincinnati, Ohio and Seattle, Washington.
Inspired by the charm of a Victorian-era pub and the whimsy of British fairgrounds, the interior is warm, inviting, and playful. Decorative elements sourced across England reinforce an authentic and immersive atmosphere. Overhead, large suspended ring lights infuse the space with energy, enhancing social interaction. The central bar, featuring cabochon lights and surrounded by black-and-white checkered tile, establishes a vibrant focal point that defines the heart of the venue.
“Hospitality today is about creating memorable experiences, and this project was an opportunity to collaborate in the design of a space that truly brings people together,” says Nick Caputo, MG2 Principal. “Working closely with the State of Play team, we focused on crafting an environment that balances atmosphere, functionality, and a strong sense of place.”
Beyond Cincinnati, MG2 continues its collaboration with State of Play, launching future Flight Club locations in major cities across North America, including Dallas and Minneapolis.
In the VMSD feature, “Trends 2026: Yesterday’s Tomorrow?”, Janet Groeber spoke with MG2 Principal Bill Sleeth about the trends we would be seeing this year. Bill discusses at length how hospitality continues to shape the retail experience.
“Retailers who are focused on creating long-term relationships with customers have always brought a hospitality perspective to their experiences with amenities like concierge services, exclusive offerings and elevated seating that feels more lounge than shop.”
In a recent article, Floor Daily featured insights from MG2 Principal Melissa Gonzalez on how Gen Alpha is reshaping retail and consumer behavior.
“’Gen Alpha may be young, but their influence is already impactful,’ says Melissa Gonzalez, who leads the MG2 Advisory and authored the Gen Z report. ‘They’re shaping household purchasing decisions, accelerating trend cycles, and redefining how brands need to earn attention and trust.’”
In an episode of Retail Remix by Retail TouchPoints, host Nicole Silberstein revisits standout insights that continue to resonate in 2026 from industry experts, including the insights from MG2 Principal Melissa Gonzalez.
Luxury jewelry brand Monica Vinader is known for its modern design and commitment to ethical materials, creating everyday pieces that celebrate individuality. MG2 partnered with the brand to bring its refined aesthetic to Nordstrom NYC.
Situated in Nordstrom’s new jewelry hall, the shop-in-shop offers a uniquely elevated experience for shoppers. Working closely with Nordstrom, Monica Vinader, and premium vendors, MG2 ensured that every design element was executed seamlessly. The intimate, sophisticated space combines dark painted walls, warm wood accents, metallic screen dividers, wrapped columns, and large street-facing windows. Custom fixtures display jewelry with elegance, while bespoke stools create inviting moments for customers to explore personalization services. Every detail is thoughtfully curated to make visitors feel both welcomed and inspired.
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