Perspectives

Above & Beyond: A Data-Driven Commitment to Sustainable Design

November 2021 / By Above & Beyond: A Data-Driven Commitment to Sustainable Design, Russ Hazzard

Architect and AIA 2030 Founder Edward Mazria once said, “We tend to rush toward the complex when trying to solve a daunting problem, but in this case, simplicity wins. Better buildings, responsible energy use, and renewable energy choices are all we need to tackle both energy independence and climate change.”

Straightforward, responsible design has long been at the core of MG2’s strategy and philosophy, with sustainable principles and applications woven into our projects at every opportunity. Our three sustainability values—Environmental Stewardship, Purposeful Efficiency, and Restorative Measures—are a simultaneous embodiment of where our firm was the year they were defined and reflect where we want to be in the years to come. MG2 has worked to raise the bar on our designs over time, evolving to match—and where we can, exceed—sustainable certifications and benchmarks.

“We had always reviewed our specifications for opportunities to suggest sustainable products and methodologies to our clients, which when we started were just better choices from a location and ‘better for the environment’ point of view,” says Russ Hazzard, President of MG2.

“Today, those sustainable vendor and materials recommendations aren’t just convenience, they’re a fundamental part of our DNA and design process. As a result, clients who once might not have been open to alternatives are looking to us as experts and advocates, armed with the right solution to set them on a path toward a more sustainable future.”

Costco Wholesale Headquarters Campus – Issaquah, WA

As architects and designers of built environments, the implications of everything we do, of every project we take on, are unmistakable. AIA’s 2030 Challenge outlines two specific goals that pledge firms must strive toward:

  1. A 90% reduction in built environment operating energy systems by 2025.
  2. A 45% reduction—a percentage imposed by our own team—in built environment embodied carbon by 2025.

“Greenhouse gas emissions reduction is the challenge of the century for the entire industry.” states Johnny Klemke, Building Performance Analyst at MG2, “How do we keep building more and more while producing less and less impact in the natural environment? That’s the question we’re taking on at MG2. By helping teams come up with more efficient, less carbon-intensive solutions for their designs, we’re also showing clients that sustainability doesn’t need to be a cost burden on the project.”

By helping teams come up with more efficient, less carbon-intensive solutions for their designs, we’re showing clients that sustainability doesn’t need to be a cost burden.

Johnny Klemke, Building Performance Analyst

“Our greatest hurdle is bringing the industry along with us,” says Jon Guerechit, a designer at MG2 helping to lead our operating energy initiative, “One benefit is that indisputable data makes it easier to convince clients that a cost-saving measure can also serve the environment. But the numbers aren’t always in our favor. Embracing the mindset of being a steward of the environment is harder because it forces stakeholders to think differently and invest in the distant future. It’s a mentality we’re pushing for across the board.”

Today, as we continue to evaluate and evolve our firm’s sustainability action plan, we’re committed to going above and beyond the goals outlined by AIA’s 2030 challenge by adding two more of our own

  1. A rigorous commitment to working with forward-thinking vendors and using sustainable materials that adhere to the highest standards possible.
  2. A reduction of water consumption—30% to 45% for indoor and 50% for potable outdoor—in all of our projects by 2030
PCC Community Markets – Seattle, WA

Adding materials to the mix.

From improving indoor air quality to reducing construction waste, the materials our architects and designers specify matter. Our choices represent an enormous opportunity to enhance the health of the planet and the people who live on it.

In addition to becoming proud signatories of the AIA Materials Pledge, MG2 has created our own rigorous Materials Evaluation System. Using a stoplight structure, our specialists analyze and rank every vendor, product, and material we use, to ensure that where and whenever possible, we’re adhering to the highest attainable sustainability standards for a better future.

PCC Community Markets—the largest grocery co-op in the United States—has partnered with MG2 for years on their journey to better their store’s materials and target LBC Petal Certification. In its Ballard location, the first grocery store in the world to be certified, over 40% of the materials—just shy of $1.4M—were sustainably sourced, with 9.2% of those derived from within 100 miles. Additionally, 100% of the store’s wood is FSC certified, with 10% of the elements reclaimed or reused.

“There is a misconception that we need to pursue green building certification to push for sustainable materials, or that we must only use sustainabile materials to make a difference in the world. Neither of these are true.”

Candon Michelle Murphy, Materials Specialist

With MG2’s data-driven materials system comes a deep reservoir of knowledge and insight, but continuous education to overcome misconceptions and help our clients and partners understand the financial and environmental investment is still critical.

“The largest challenge around the selection of sustainable materials is the misunderstanding of what costs are associated with it.” mentions Candon Michelle Murphy, MG2’s Materials Librarian, “It is true that there are specific material categories on the market that represent a high cost add if the sustainable selection is desired, but there are quite a few categories where there is no or nominal fee add to make a far more environmentally-sound final installation.

“There is also a misconception that we need to pursue a green building certification to push for sustainable and healthy materials, or that we must only put in sustainable materials to make a difference in the world. Neither of these is true, however: any selection that supplies a reduction of embodied carbon, lesser the amount of VOCs put into interior spaces, and provides for reclamation of materials or diversion from landfills still makes a difference.”

Fundamental impact through water reduction.

Water is one of the earth’s most precious resources. While many of us take fresh, clean water for granted in our day-to-day lives, architects who create built environments in areas where this resource is not so abundant continually have its preservation, reduction, and recyclability top-of-mind.

MG2’s water conservation goal—our fourth and possibly most ambitious sustainability initiative—is to reduce indoor water use in appliances such as toilets and faucets by 30% to 45% and to reduce potable outdoor water consumption in landscaping and irrigation by 50% in every single one of our projects by the end of 2030.

“Among dozens of reasons, a reduction of water in our projects is important because it can lower water withdrawals from local water sources,” states Maribel Barba, designer and co-lead of MG2’s water conservation goals, “allowing us to better harmonize with the local environment, increase water availability for all, and improve community relations.”

Costco Santa Fe – Mexico

While our water conservation goals may be new to many of MG2’s clients, some have been pioneering innovative technologies and water reduction tactics in their build environments for years. For example, longtime partner Costco has been working with MG2 on implementing water solutions programming into its warehouses throughout Mexico and the Southwest US for years, an initiative that awards them a 20% annual water savings.

The wholesaler giant recently took an even more significant leap into the future of water conservation with its Costco Santa Fe store. Complete with a one-of-a-kind green roof that acts as a natural extension of Parque La Mexicana, the Santa Fe location was designed with numerous water-saving technologies,  including toilets and landscape irrigation that utilize recycled water and a stormwater collection system in the Parque lake. Restroom fixtures were also installed with 50% less water demand, according to baseline.

“Even when water conservation processes have been implemented for several years, I think it is still being a challenge for firms to sell this idea to some partners.” says Christian Razo, designer and co-lead of MG2’s water conservation goals, “Many do not realize how much water you can save, or even the consequences of not saving water. We do our best to educate every one of our clients on the rewards of implementing these processes, including the satisfaction of knowing that what you’re doing is helping future generations.”

Costco Santa Fe – Mexico

We’ve come a long way in our sustainable design practices and are immensely proud of the benchmarks many of our projects and partnerships have achieved. But the reality is, MG2 is just getting started. 

“When we set out to create MG2’s formal framework for sustainability, we knew it needed to resonate with all staff and be embedded in the culture of the firm.” says Mark Taylor, MG2’s Sustainability Lead, “Our data-driven approach speaks directly to the results-oriented nature of the firm and will be the backbone of our success as we continue on our journey.”

MG2’s Sustainability Action Plan

Learn more about our above-and-beyond commitment to the future of our planet in our AIA 2030 Commitment Sustainability Action Plan, or by reaching out to our sustainability team.

Perspectives

What Designers Should Know About Antimicrobial Products

October 2021 / By Candon Michelle Murphy

This article was originally published on i+s on October 8, 2021.
__________

With the ongoing conversation around cleanliness in our built environments, there has been a large push to add anything available to inhibit the spread of viruses. “Antimicrobial” is seemingly a buzzword as of late, and you may have been questioned by your clients about what is available on the market that possesses these types of properties.  

Let’s break down what you should be looking out for and what you should be wary of when it comes to doing your part as a designer around health in the built environment

What Are Antimicrobial Products? 

There are two ways a product can be antimicrobial. First, we have products that are inherently antimicrobial, which means that their surface does not foster the growth of bacteria. You may have heard of copper having this property, which is unusual in this category due to the unique oxidizing process which actually kills bacteria. But for most products, this means that the surface of their product in so smooth and non-porous that there is no opportunity for the bacteria to grow.  

The second way a product can be defined as antimicrobial is with certain classes of chemicals integrated into the product or added on to a product as a coating. Although these products have been available on the market for many years, the advertising of them and the explosion of new products with these properties available has intensified over the pandemic. 

Why Scientists Are Concerned About Antimicrobials 

Despite the availability of these products, there has been much concern in the scientific community around these for nearly 20 years. After a study, the CDC said in 2003, “There is no evidence that antimicrobials in products prevent disease in hospital settings.”  Additionally, a study in 2016 noted the “FDA banned 19 antimicrobial ingredients, including triclosan and triclocarban, in over-the-counter consumer antiseptic wash products based on insufficient evidence demonstrating their safety for long-term daily use and that they reduce the spread of illness and infection.” Despite the ban on this particular product category, many of these chemicals are still overwhelmingly used with similar claims in other products.  

But there is a deeper concern here aside from the false advertising of these claims: there is quite a bit of proof available to show that antimicrobials are not only ineffective but the chemicals that are used in these products provide far more harm than good. 

[Related: How to Specify Cleanable Surfaces for Healthcare]

In December 2015, citing the concern for exposure to toxic chemicals and threat of drug-resistant bacteria, the health giant Kaiser Permanente banned the use of “15 specific antimicrobial chemicals to ban from its hospitals and other buildings because they can be toxic to both people and the environment.” Shortly after, a consortium of over 200 scientists and medical professionals released The Florence Statement, which details out a wide variety of concerns about these chemicals including but not limited to their properties of being toxic, bioaccumulation, and persistent. 

It has shown that specifically triclosan and triclocarban, which are the most common antimicrobial agents, are carcinogenic and endocrine disruptors in both human and animal tests. In addition, neither of these chemicals break down over time and have been detected in urine, breast milk, and sea life worldwide. Other commonly used antimicrobial chemicals contribute to microbial resistance, are known allergens and skin irritants, and provide adverse respiratory, nervous system, immunological, reproductive, and developmental effects. 

Many manufacturers of products will assure you that their additives of antimicrobial properties will not harm the environment or the humans occupying the space. But the truth is that coatings will eventually wear off, in the air or on someone’s skin; products will chip and turn into airborne pollutants; items will ultimately end their life in a landfill and leach into the surrounding ecosystem. 

5 Ways to Avoid Health Harm 

Despite all the evidence supporting the avoidance of these additives, we still have many clients and owners requesting these products. Because it is our role as designers to provide the best solutions possible, we should take responsibility for advocating against harm in the built environment while still supporting health. Here are some ways you can speak with your client about antimicrobials and alternate solutions. 

1. Educate yourself, your colleagues, and your clients on the harmful effects of antimicrobial chemicals. The Green Science Policy Institute has many resources to help you understand and provide information to others. Listen to the client’s preferences but offer them the information to make an informed decision. 

2. There are some antimicrobial products that do not contain chemicals of concern. Be sure to ask questions about what exactly the antimicrobial properties are and cross-reference with available information from verified sources. Create a list of these products to bring to your clients as alternate solutions. 

3. Understand the cleaning procedures of your clients and select finishes that support a high level of cleanability. Be ready with cutsheets to support how to clean the items. 

4. Think like a healthcare designer and implement highly cleanable design into every space. Consider detailing out inside corners that could be breeding grounds or incorporate bleach-cleanable textiles. Focus on making a space easy to clean rather than relying on something that may or may not work. 

5. Most importantly, build your knowledge of those inherently antimicrobial materials we touched on earlier. There are more available than you might realize, and here is a short but certainly not exhaustive list to get you started: 

  • PVD coatings: A far more sustainable way to finish metals than traditional electroplating, PVD is also inherently antimicrobial. This is available on a variety of hardware products and is also proven to outlast electrocoating. 
  • Linoleum: This all-around highly sustainable and healthy product is also a bacteria-killer. It is inherently antiallergenic, antibacterial and antistatic.  
  • Glass: The super smooth surface of glass shows to inhibit the growth of bacteria as well as being very highly cleanable while also having the ability to be super-heated for full disinfection. 
  • Some natural yarns like linen, merino wool and hemp: A wool rug is not only antimicrobial, but it also won’t stain either. 

Truthfully, the fact of this virus and others that we will face in our lifetime is that there is no magic solution to provide a bacteria and virus-free space. The most effective way to fight the spread of germs is through caution, mitigating exposure through all means available, and proper cleaning and disinfecting. 

Two More PCC Stores Meet Rigorous Green Building Standards

PCC Community Markets (PCC), the largest community-owned food market in the United States, has received Living Building Challenge (LBC) Petal Certification for its West Seattle and Bellevue, Wash., cooperative locations. The stores join PCC’s Ballard location, the first grocery store to receive this recognition, in meeting what are considered the world’s most rigorous green-building standards to earn the LBC Materials, Place and Beauty Petals from the International Living Future Institute (ILFI).

Perspectives

The Future of Grocery Retail: Top Five Trends for 2021 & 2022

September 2021 / By The Future of Grocery Retail: Top Five Trends for 2021 & 2022, Melissa Gonzalez

Last week we had the pleasure of attending and speaking at Groceryshop 2021 in Las Vegas. One of our first live events in a while, the energy was palpable and the innovations were flowing. It was an absolute joy to connect with so many and share the results of our recent grocery industry survey. If you haven’t yet, you can get your copy of our 2021 Grocery Consumer Survey Insights here.

With so much changing for grocery over the past two years, it’s seemingly impossible to keep up with consumer expectations and demands. However, here are our top five takeaways from what’s important for experience designers to keep in mind as they continue to bring future generations of grocery retail to life:

Incorporating Surprise & Delight

With such a significant shift to online and digital platforms, the in-store grocery experience has a bigger job to do in order to deliver upon surprise and delight. This ties into our survey results, which document consumer’s desire for discovery while in-store. 

Delight is the thoughtful touches and speed bumps along the way that foster education and discovery, and are embedded into environments designed to be “in service” of their customers. These could be temporary experiential moments—like what Lionesque Group CEO Melissa Gonzalez presented on stage about Jarlsberg or the Peanut Butter Association—or permanently designed experiences.

Innovative Retail Media

As digital and physical continue to merge, progressive grocers are seeing themselves as media platforms as much as grocers. In the name of inclusion and accessibility, it’s important for brands to make themselves available across all channels for all consumers. With online adoption, there is also a larger opportunity to leverage data and utilize the insights to deliver more personalized content to consumers.

For example, curated recipes, tailored nutrition plans, or even entire stores and brand philosophies dedicated to nutritional health and wellness, beyond what we typically see on a shelf. Raley’s O-N-E stores are a great example. Additionally, as we have seen in our work with Target, some are taking a more holistic approach to the curation of products around life occasions. This approach is also offering CPG brands the opportunity to gain mind share as well as increase their profitability.

Experiential Tech and Personalization

We all know consumer necessity fuels implementation as well as the adoption of technology. AI is seeing more prioritization to inform store teams on recommendations for merchandising, store layout, and more. Convenience and saving time are top priorities for consumers and they want tools that enable this. 

For example, Kroger and Instacart—which announced 30 minute delivery to your door—are utilizing AI to better understand demand and forecasting, as well as help with planning. They’re partnering with companies like Anuit.AI to help expand offerings, SKU count availability, and ensure the freshness of groceries. Order accuracy is also a huge focus for grocers, becoming both an issue and an opportunity for building customer satisfaction and confidence. Progressive retailers are looking at systems to improve upon predicting outages and substitutions to better improve this metric.

More unexpected partnerships that enable convenience are on the horizon well, such as what Albertson’s announced with DoubleDash in partnership with restaurants. The use of voice is also seen as an underutilized opportunity that is gaining consideration, and we see a rise in successful grocers that are empowering the in-store associate with data.

Proximity is still important (for numerous reasons)

In the argument to build more in-store experiences, proximity is still a motivator for consumers. Bloomberg cited that, as an established grocer, building more stores to increase consumer proximity is a tested and validated means to not only grow brick-and-mortar sales, but online sales as well. A store close to home is still seen as valuable even if the preferred channel is online delivery, and the cost of consumer preference is worth the price for multi-channel success.

Local is also important when it comes to products that are carried on shelves. Local, which is perceived as more sustainable than other products, including organic ones, offers the often true consumer perception that goods have not traveled as far, and therefore are both fresher and have a smaller carbon footprint. It’s a motivator for consumer decision-making and retailers are reviewing ways to surface suppliers, makers, and growers who are already in their supply chain.

Live Up To Your Brand Promise

It’s more important than ever that brands are standing behind a purpose, in addition to the products they sell. In order to garner customer loyalty, customers want to know you stand behind them, behind your staff, and behind your values. 

Giving back to the local community—another growing trend in grocer brand promises—is favored 42% by Gen Z and Millennial consumers. Only 38% of consumers polled thought their grocer was giving back to the community. 

A commitment to sustainability (action, not just words), a diverse selection of products, and inclusive accessibility are all at the top of the list when it comes to what consumers today are valuing from their grocers.

__________

Want to learn more? Find out what consumers expect from their grocers, both now and in the future, with our 2021 Grocery Consumer Insights Report.

Research & Insights

Understanding the Modern Grocery Shopper

September 2021 / By Melissa Gonzalez, Understanding the Modern Grocery Shopper
consumer experiences in grocery retail

In our constant curiosity and investigation of consumer behaviors and expectations, we utilize data insights to help uncover and validate where we can deliver true points of gratification within the customer journey. Here is a snapshot of key takeaways from our latest consumer survey. Our full deck with all our insights is available for download at the bottom of this preview.

HOW CAN WE ENHANCE THE GROCERY SHOPPING EXPERIENCE?

The dynamic of modern grocery is kaleidoscopic, with its definition and experience being driven by today’s consumers and our ever-changing world. How can we create a holistic and accessible experience?


READY TO LEARN MORE? GET THE FULL GROCERY CONSUMER INSIGHTS REPORT SENT RIGHT TO YOUR INBOX.

Brilliant Earth

jewelry-show-room-brilliant-earth-mg2-design

Approachable luxury

Since 2005, Brilliant Earth has offered the world ethically sourced, award-winning fine jewelry through its elevated web-based platform and personalized appointment-only showrooms. When the digitally-native company sought to expand its brick-and-mortar portfolio with open retail spaces, they partnered with MG2 to seamlessly translate the spirit of their digital brand and unique offerings into a real-world experience.

Like its jewelry, the retail design and rollout program for Brilliant Earth’s new showrooms was curated with thoughtful craftsmanship in every production phase. Previously, all the brand’s in-person experiences were appointment-only, with most of their spaces hidden away from window-shopping consumers on the upper floors of retail centers.

Utilizing a light, luminous, bright, and warm palette that reflected its online presence, MG2 designers brought an approachable luxury to Brilliant Earth’s new showroom experience. This new iteration of the store—the first of its kind for Brilliant Earth—brings an inviting, interactive, and educational retail experience into the brand’s program, diversifying its real estate potential with more premium, ground-level spaces, increasing awareness and engagement.

Brilliant Earth_Brooklyn

From planning to fixture design, the team boldly broke many industry barriers often seen in jewelry, such as the traditional horseshoe-shaped counters that often act as barriers.

Instead, in a direct reflection of the brand’s unique educational approach to the diamond shopping experience, MG2 designed a fixture package program that flexes and scales with each new space; a customizable kit-of-parts that can fit any format.

An entry kiosk once used to check customers in for their appointments evolved into a multi-functional digital tool. Now used to assist shoppers in industry and diamond education, the sizing of rings, and the check-out process, it’s a feature that further underlines the seamless integration of Brilliant Earth’s digital and physical offerings.

Caseline throughout the store is designed like furniture; display cases float lightly in the space, while round consultation tables equalize the service experience. This highly customized design and rollout program was achieved without raising the cost of construction for Brilliant Earth.

Brilliant Earth_Brooklyn

The Brooklyn location of Brilliant Earth represents a step forward for the brand while still adhering to the same kit of parts utilized in their other showrooms. Its unique building in Williamsburg features a vaulted ceiling and exposed brick, giving the space a larger and more roomy feel. This has granted merchandising room to grow, expanding the brand’s retail offering with six cases, an additional appointment station, and a more retail-focused reception area. With an emphasis on showcasing its fine jewelry products, this evolution in Brilliant Earth’s showroom design successfully balances its minimalist roots with an elevated, flexible retail agenda.

Similarly distinctive in its design hurdles and opportunities, Brilliant Earth’s King of Prussia showroom location—situated within a mall with limited egress and no natural light—presented unique challenges for the team to overcome. To bring the space to life, designers reprioritized the showroom’s configuration, eliminating the need for glazing, and added greater visual impact by utilizing large format graphics, wall casework, and incorporating merchandising above the cases. The warm and inviting retail story is solidified through the incorporation of recessed lighting, plush sofa seating, and education-centric pedestals at the front of the space.

The showroom’s private appointment stations were strategically relocated to the back of the space, providing guests with greater privacy while maximizing the overall flexibility of the design. By utilizing the same kit of parts as its other showrooms while adding new elements that reflect the brand, designers ensured that Brilliant Earth’s iconic bright and light personality prevailed within the confines of the darkened shopping center.

With each showroom brought to life across the country, this global leader in ethically sourced fine jewelry continues to seamlessly preserve its online identity while defining new retail experiences for its consumers, each with its own unique flair.


WaFd Bank Headquarters

Restoring and refreshing a community cornerstone

Community-Driven Design

Washington Federal, a cornerstone of the Pacific Northwest community, is one of the nation’s largest banking institutions with 235 branches across eight states. In conjunction with their brand refresh and transition to WaFd Bank, the business sought to reposition the interior and exterior of their flagship Seattle location, creating an experience and environment that resets the brand and its corporate headquarters. Design teams worked together to bring a modern, memorable destination to life, not just for banking clients but also for the entire Seattle community.

Illuminating a Landmark

Originally designed and built in the 1980s, the WaFd space located on the historical intersection of 5th and Pike in downtown Seattle was barely noticeable to passers-by as it faded behind the trees that stood outside. The teams sought to “empower the corner”, carefully curating an adaptive reuse effort while maintaining as much of the original 40-year-old stone exterior as possible.

MG2’s team achieved this feat through a series of design innovations: Shifting the entrance to a more visible, engaging location, we replaced the vacated spot with a vibrant, secure ATM experience. The reprogramming is complemented by a refreshed and illuminated external facade with the foundational design balancing bold, inviting digital signage and traditional architectural radiance. The canopy—now transparent—has been lightened and lifted, making the space more approachable to the community. Finally, new windows and glazing enhance visibility to the engaging branding within. These components harmoniously combine to pull the streetscape inward through a new entry vestibule, welcoming customers and passers-by alike.

Elevated Localization

Digital-first wayfinding and branding elements are custom-tailored to highlight WaFd’s new technology-forward strategy. It creates content zones that warmly celebrate everything from Seattle city culture to local sports teams, connect with the bank’s audience, and showcase their most essential services and features.

Complementing the technological approach are classic touches of an approachable, community-centered financial institution: gold and bronze elements combine with warm walnut, grass-green cloth coverings, and durable brand-centric finishes to breathe color and life into the otherwise neutral space. These features are easily changeable to evolve with WaFd’s newly implemented identity.

Programming, Harmonized

The concierge desk modernizes the space, bringing it into a new era while still embracing the building’s elegance and timeless permeance. It fosters a natural circulation and point of customer service throughout the lobby. Synchronized with the design of the space is an innovative user-centered banking process that creates new, flexible, friendly ways of connecting. WaFd’s hospitality-driven programming is strategically designed to allow for a symbiotic flow of bank staff and customers from teller interactions, loan appointments, and semi-private or private meetings.

The lobby further showcases deep shadows, dark wood walls, and stone finishes indicative of Washington’s natural hallmarks, which come together to draw your eyes to the elevator wall at the back of the space. Throughout are niches and subtle cabinetry that play host to storage for the concierge, coat closets, and the retractable bank grilles.

The Confluence of Compositions

Originally made up of four separate, closed-off areas—a bank branch, lobby, hallway, and retail shop—WaFd was redesigned to become one unified space. The experience offers an optimized traffic flow, allowing patrons to circulate naturally from the banking space into a new adjoining Starbucks. The internationally revered coffee brand, who struck up a rare collaboration with our designers, wove the bold themes of WaFd’s contemporary interiors into their retail motifs, extending to a tucked-away conference room space available to WaFd and their clients. These elements come together with commissioned local artwork, fixtures, and furnishings to seamlessly blend the juxtaposition of urban community and natural landscape.

With a refocus from simply a bank branch to a complex, design-forward program with multiple traffic patterns, vignette spaces, and memorable moments, the result is a modern, transparent, and welcoming experience that resides at the delicate intersection of gracious hospitality and progressive banking.



MG2 / The Lionesque Group partnered with GGP to create a place where digitally native brands could test physical retail in a complete turnkey solution. Technologically driven, the project included RFID “Wishlist” key with analytic tracking and enabled the education of customers about their brand story and unique product offerings.

The team fully developed the program and space from the ground up, including creating all branded aspects of the store, curating brands, developing a monthly membership program, design and production of the space, operational management, and ongoing marketing & in-store event strategies.

Offering an experience that garnered 4,156 shares and over 11M impressions, a total of 15 e-commerce brands were showcased in the first chapter of IRL, with 80% viable for long-term tenancy. The innovative concept drew attention from local and national media including articles in Chicago Tribune, Glossy, WWD, Design:Retail, among others.


  • Project Details

  • Location Chicago, IL
  • Client GGP Inc.
  • Market Sectors
  • Size 4,500 SF
  • Services
  • Certifications Design Retail Store of the Year 2018, Glossy 2018 Best New Concept Store Finalist

The Citizenry Bunkhouse is filled with handcrafted home goods from their various collections aimed at celebrating countries around the world. Located on Bleecker Street in the West Village, the pop-up gives customers the chance to shop the curated collection in person and meet the team.  The objectives were to grow overall brand awareness, learn about customers, and test the viability of a permanent retail store in NYC.

MG2 / The Lionesque Group worked in partnership with The Citizenry team to evaluate and concept the optimal flow and overall store layout. Deliverables included: inspiration for key in-store moments such as the Pampas window story, fireplace moment and patio scene, as well as budget assessment sourcing and oversight for store build-out production. 

After a successful 22 day pop-up with strong foot traffic, sales and growth in brand awareness in the New York market, The Citizenry extended their stay in the West Village. Over the duration of the pop-up, they garnered media coverage from major outlets including Architectural Digest and House Beautiful.


The RealReal

As a way to test the brick-and-mortar retail environment, The RealReal hired MG2 / The Lionesque Group as their pop-up design and strategy partner to launch a two-week holiday store in Soho, NYC. The objectives were to increase brand awareness, generate sales and test the viability of a permanent brick-and-mortar retail store.

The team provided location and design consultation for optimal layout in a retail environment and customer flow within the pop-up space. The deliverables included securing a location that best allowed TheRealReal to interact with their target demographic, sourcing of store fixtures, operational elements and back of house, and budget and production oversight from build-out to break-down.

After two successful weeks, with over 1,000 visitors
on a daily basis, The RealReal a year later opened up
a permanent location in Soho. Over the duration of
the pop-up, they garnered media coverage from
major outlets including BBC Radio, RackedNY,
HarperBazaar, Hollywood Reporter and more. 


  • Project Details

  • Location Multiple Locations, United States
  • Client The RealReal
  • Market Sectors
  • Size New York: 4,600 SF FOH + 2,500 SF BOH
    San Francisco: 4,500 SF FOH + 1,500 SF BOH
    Las Vegas: 4,500 SF
  • Services

Madison Reed

To help the brand build a solid, successful foundation for its long-term brick-and-mortar strategy, Madison Reed partnered with MG2 / The Lionesque Group to launch its first pop-up store in New York City.

With a six-month lease, the goals of the project were multi-faceted and included everything from introducing the Madison Reed brand to NYC and building awareness, to testing the viability of brick-and-mortar in order to acquire new customers and increase revenues of both one-time purchases and subscriptions. 

As a full-service partner, The Lionesque Group team provided a complete turn-key experience. Beginning by securing a retail space in Flatiron—a neighborhood with a high density of the brand’s target demographic—the team worked together with Madison Reed to conceptualize, design, source, budget, and bring to life the aesthetic and store flow for the first-ever Color Bar in just five weeks time.

Following a wildly successful launch—during which bookings increased daily—Madison Reed went on to open up a permanent location in Flatiron, with the design/build assistance of MG2 / The Lionesque Group, just a few months later, in addition to being named “Best in Beauty 2017” by NY Magazine.


With the objective of growing brand awareness and driving sales, Purple sought to tell an authentic, immersive direct-to-consumer story through a showroom and a series of pop-up experiences across the United States. Engaging MG2 / The Lionesque Group as their full-service partner, the D2C brand took a turn-key approach toward driving sales and educating potential customers. 

The design team visualized, crafted, ideated, and executed an innovative physical retail strategy, as well as sourced and managed the production of popup spaces across multiple cities. This multi-faceted program has empowered the brand to evolve and expand the program in the future, broadening its reach and allowing more customers to experience their Purple Grid technology first-hand.


Perspectives

We asked the community, “How do we want to live?”

November 2020 / By Abbie Drake

In 2017, MG2 explored the question, ‘How do YOU want to live?’ for our interactive Design in Public installation hosted by Seattle’s Design Festival. The data we collected was illuminating, however, the key messages focused on the individual rather than communities.

This year, we asked participants of the Seattle Design Festival, ‘How do WE want to live?’, which was driven by the dramatic social and economic changes happening in 2020.

The only way to get our questions answered was to ask real people.

Though this year has been challenging, it also gave MG2 a robust opportunity to collect insights from our national communities that inform future design decisions focused on physical spaces, cultural impact, and well-being of people.

We took a human-centered approach to formulating questions and sent out a survey to gather the data. The aim was to explore how we, as a collective society, want to move forward.

Periodic: A Popup Shop

A turnkey pop-up solution for innovative brands.

In today’s retail landscape, many companies find themselves hoping to test the waters of a brick-and-mortar investment before committing to a longer lease. Periodic—designed and implemented by MG2 / The Lionesque Group—is an award-winning, turn-key space located in the South Lake Union district of Seattle created for brands to activate pop-up experiences in a seamless way.

With the unique challenge of creating a full-service platform that offered both a B2B and B2C presence, the team worked with close attention to detail on everything from the Periodic name, font, and logo, to the modularity and functionality of design fixtures, to curating onboarding and offboarding programming offered to each business that inhabits their space.

From two weeks to two months at a time, Periodic gives brands an opportunity to have a presence in a fast-growing, highly trafficked neighborhood. The platform is designed to set them up for success, taking the jurisdictional weight off their shoulders and allowing them to test for viability, grow brand awareness, or trial a target demographic in a short amount of time with an efficient investment approach.

Along with a fixturing package designed to flex and modulate to accommodate individual merchandising and storytelling needs, each curated brand has access to a local marketing company and a best practices playbook. The space itself—a glass building on a corner lot—acts as a billboard, creating a truly unique, hyper-accessible, out-of-the-box pop-up solution that both brands and the community are already benefitting from.

For its unique consumer experiences and experimental turnkey platform that allows for brands of all sizes to test the brick-and-mortar waters in downtown Seattle, Periodic: A Popup Shop was honored as one of Fast Company’s Most Innovative Retail Designs of 2021.



Capitol Hill Food Hall

A true taste of Seattle

For travelers making their way through the Seattle-Tacoma International Airport, the corner-bound intermission in the center of Terminal A was, at best, unmemorable. Anchored with an aging bookstore and some sparse seating, the only true draw to the area was the sweeping view of the tarmac through its bank of windows. 

Partnering with MG2, SSP America transformed this nondescript section of the airport into the Capitol Hill Food Hall: a destination that passengers would remember and revisit for flights to come.

A remarkable one-stop terminus designed to embody the experience and authenticity of the city’s Capitol Hill neighborhood, the Capitol Hill Food Hall allows travelers to savor a true taste of what Seattle’s culinary scene has to offer without ever leaving the airport.

It offers a thoughtfully unique experience, bringing together a curated selection of popular vendors and reimagining and translating their curbside appeal within a terminal-bound venue. While other airports glean digitally-driven dining experiences whose technology integrations age poorly, Capitol Hill Food Hall relies on a more handmade, analog consistency throughout its branding, signage, and finishes, creating its own design language and immersing visitors in a genuine experience as they discover new favorites. 

Bringing Capitol Hill Food Hall to life was not without challenges. This section of the airport was one that had never been used as a food and beverage site before. The complexities of designing and constructing a building-within-a-building and housing numerous individual businesses—each with their own standards and requirements to uphold—created a vast landscape of moving pieces. 

An exceedingly complex program inside of a secured airport terminal, every detail that might otherwise be overarchingly accepted or otherwise overlooked; materials, fixtures, cases, and beyond were scrutinized and deeply reviewed by the Seattle Port Authority in the name of passenger health, safety, and security. Integrated and streamlined coordination was critical to stay on track and on budget in making SSP America’s original a reality. 

Today, the space offers much more than awe-inspiring views; Capitol Hill Food Hall offers food and beverage options from numerous local vendors, ranging from bahn mi and burgers to Seattle’s finest coffee and hoppiest brews. Each option is carefully curated, with each vendor taking their typical streetside branding and tailoring it to their terminal location, seamlessly blending all of the designs to create one encompassing language. Two unique areas are dedicated to live music, a scene that Seattle is known for the world over. In the spaces between, the experience is dotted with ample seating and outlets, encouraging weary travelers to sit back, relax, and experience the real Seattle without ever leaving the airport. 


Perspectives

Comes With A Side Of Vibe

October 2020 / By Comes With A Side Of Vibe
consumer experiences in specialty retail

How takeout can keep loyal consumers connected to the brand.

It is without shame or regret that I share just how old I am when I reference record albums, liner notes, and the occasional swag that came with them. Beyond the music, these were a way to connect with and be part of your favorite band. They were a peek into the process, the lifestyle, or simply the hype that brought them to your attention in the first place. 

I remember Joe Jackson’s Look Sharp record(s) came with a mini-pin, and the records themselves were smaller than the standard shape and size. I remember buying my sister the picture disc of Elvis Costello’s New Amsterdam when I was visiting a friend in Carbondale. The whole of the vinyl was tulips. Obviously, these details stood out, or I wouldn’t remember them decades later.

Nowadays, you can download your music, pull-up a YouTube video, and Google your favorite bands, but it’s tough to have something tactile to look at, to share with a friend. It’s easy to forget that discovery over time. It’s easy to forget the feeling you had when you first had an album on repeat for a week.

I feel the same way about bars and restaurants. Rich with emotion and inspiration, in 2020, they feel a lot like consuming music. It is collected but not tactile. It is memory-based. The feeling of walking into your favorite bar or restaurant is getting fainter by the month. The vibe—the people, the smells, the intent created, curated, cooked, and served up by your hosts—is being dulled by time and circumstances. 

Masked-up and keeping our distance to keep one another safe, it’s how we have to be right now. For restaurant owners and chefs, the takeout, to-go, and delivery methods have been a way to try and stay in business and make it through this pandemic. For bar owners, it is even more difficult in many states with safety restrictions limiting their ability to operate.

Arguably a bar and restaurant are more than its food and beverages. It is a highly emotional experience that is a collection of sensory elements all coming together to create delight in its many varied forms, which gets me to new packaging and connecting brand loyalists to what they love and remember from their favorite bars and restaurants.

I’m going to pick a local favorite as my muse for this example: Gainsbourg is a local French bistro in the Greenwood neighborhood of Seattle. It takes its name from Serge Gainsbourg, and though I’ve never interviewed the owners about the origin story of the brand, I have formed an opinion of what it’s about for myself – which is how consumers adopt brands and become loyal. “I like that; I’m like that…” 

So during the pandemic, you can order takeout, cocktail kits, or even bottles of wine to go from Gainsbourg. It’s a nice reminder of an evening there, but it doesn’t last. When the food’s gone and the bottle’s empty, the experience is over, and you are back to memory and recall to inspire your next order. 

It’s a small, cozy space that’s not perfect, but in a lovely way. The cookline just behind the bar. The cocktails are inventive, served in mismatched glassware. Music plays nonchalantly in the background, complementing a muted black-and-white film projected on the far wall. Surroundings and fellow patrons—always somehow so much cooler and more soulful than I’ve ever been—create an appeal that draws me in further with every visit.

All of these factors combine to form a rich sensory experience, seemingly impossible to replicate, particularly in one’s own home. So how, if you are Gainsbourg, do you package-up this experience and send it out the door when money is tight, and margins thin?

My answer is that it is the imperfection and patina of the space and the sensory cues of the music and film that could be added to the bag that you pick up on a Friday night. A second-hand 1960’s French postcard over-stamped with Gainsbourg’s phone and order info. A link to tonight’s playlist printed and enclosed in your bag. New-old-stock cocktail stirs.  Stickers, cut-out articles, little unexpected cultural surprises that become tactile reminders of how the brand makes you feel. Not expensive stuff. Thoughtful stuff. Imagining for your customer what they feel when they can have that on-site experience.

The same goes for bars. The Kraken Bar & Lounge in the University District of Seattle is a venue well-known for its punk rock shows and pub fare, but it will be ages before there can be live music again. What if the pulled pork sandwich to-go came with a flyer, a 45, stickers, swag, or an original drawing or photo collected over the years? A way to fill in the experience, the vibe that customers are missing in this pandemic.

Intentionally these suggestions and examples do not include items like serving ware, candles, or table linens, because who has the money to add those things to orders right now? And it’s kind of not the point. Those liner notes, photo jackets, and little bits that came in albums didn’t have any real shelf value. They had high emotional and recall value. They gave us evidence of our affiliation and participation in the music.

By including some of the “lifestyle” that goes along with memorable food and beverages, we make it easier for loyal consumers to remember the vibe and look forward to the day they can experience it on-site again.

—————

Interested in how you can keep your consumers connected to your brand? Reach out to Peter & his team at hello@mg2.com.

Vans Downtown LA

A heritage to call home

After 54 years of calling Southern California home, classic skateboard and surf icon Vans embarked on a journey to create their first community-driven retail and event space in Downtown Los Angeles. A longtime partner in Irvine, CA, and now primary firm in North America, MG2 worked closely with the Vans team on designing their newest and largest flagship, creating an elevated hybrid experience environment that goes above and beyond, signifying a new era for the brand.

Occupying three floors of the historic Singer Building, House of Vans needed to be meticulously designed with optimized vertical navigation and overlapping pathways to ensure a seamless customer experience. Also essential was the implementation of unique, above-and-beyond elements, such as a kitchen and mobile bar, that would require navigating the complexities of local permits and compliances to include in their hybrid retail space.

With the programming rotating daily between concerts, workshops, exhibitions, and more, the space required the ability to evolve for every function.

“Our Downtown LA store opening signifies a new Vans chapter as we continue our mission and commitment to being community and experience focused.”

Carly Gomez, VP of Marketing Americas, Vans

After working together for years, MG2 acted as the primary architecture partner for House of Vans DTLA: their largest and most ambitious flagship to date at 11,500 sq/ft. This intimate knowledge of and partnership with their brand allowed for seamless transparency, trust, and collaboration throughout the duration of the project.

The team acted as a sounding board, facilitator, and champion for structure functionality, materials, costs, and branding efforts throughout the space’s design. With the advantage of being local to the area, MG2 was deeply familiar with and able to traverse the intricacies of city permit and compliance logistics.

Holding true to their dedication to sustainability, and in direct reflection of Vans’ brand values, we utilized as many raw materials, elements of the original historic building, and sustainable energy fixtures throughout the space as possible.

Adorned in plywood, concrete, chain link, local art, and Van’s signature black and white checkerboard, the new environment holistically reflects their SoCal heritage and attitude, while allowing them space to broaden their demographic beyond skating and surfing and appeal to the next generation of consumers.

Over the course of the project, the team observed first-hand the excitement and enthusiasm from local government and consumers alike for Vans to revitalize this previously abandoned space and help reinfuse art, music, and culture back into the historic neighborhood.

Currently the largest Vans space in the world—and second largest experimental retail space in the neighborhood—House of Vans DTLA opened to the public in spring of 2020 and features fresh work from local artists, a dedicated community experience studio, and of course, a wide range of exclusive Vans footwear, apparel, and accessories.


Meet Our Team

Scott Owen, Jr.

Principal

A passionate problem-solver and big picture liaison, Scott Owen has spent the past ten years helping mixed-use and large format retail partners such as Petco, Target, and Nordstrom go beyond simple integration of consumer trends. Hand-selecting perfectly calibrated teams for each project, he specializes in unpacking and analyzing difficult challenges, pushing comfort zones, and taking risks, ultimately breathing life into engaging and extraordinary environments.

Scott’s main prerogative as a designer is to preserve each client’s vision while continuously keeping functionality and user experience at the forefront. People-oriented and a persistent advocate for infusing personality into every venture, Scott is continually inspired by the young architects he mentors, gaining just as much wisdom and perspective as he imparts. When he’s not immersed in developing his teams or unraveling complex design problems, you’ll find Scott unwinding through music, be it listening or playing.

Meet Our Team

Janelle Schneider

Principal

Janelle operates at the forefront of client service. She has been leading high-performance teams for over 20 years, delivering state-of-the-art design concepts for leading brands. In her formative years, Janelle managed the interiors and casework teams for Nordstrom Store Design. An expert when it comes to programming, production, finishes, and fixtures, Janelle helps her teams translate spoken and unspoken consumer needs into cost-saving outcomes. Her passion for interiors only rivals her love for perfecting details. A natural connector, Janelle knows how to mobilize an effective team process that yields memorable experiences, authentic engagement, and consumer capture.

SSP America

Now Arriving: New Food Concepts at West Coast International Airports

Once a place for generic restaurants serving mediocre food, airports have come to realize investing in an array of quality F&B options can yield higher customer satisfaction and subsequent profits. As a result, multi-million-dollar renovation plans for the Los Angeles, Seattle and Portland international airports call for a number of new dining amenities.

After the government agencies that own and operate the airports announced redevelopment programs in 2017, MG2 worked with SSP America to develop a series of restaurant concepts to submit for leases. Concepts for multiple high-performing national brands and popular local brands were awarded contracts, as were one-of-kind brands crafted by MG2 exclusively for each airport. Six of the restaurants selected for the Seattle airport will be featured together as part of a food hall environment also designed by MG2.

LAX Photography: LAX Shop Dine

The work was developed and completed alongside SSP America and Unibail-Rodamco-Westfield Airports (URW Airports), the in-terminal commercial developer and manager of LAX Terminal 1.



Translating an iconic brand across borders

The Vans brand celebrates individuality and the culture of outdoor sports like skating, surfing, snowboarding, and BMX biking. In expanding in Mexico and other markets, VF Corporation needed to translate the Vans store concept into new store designs that reinforce the iconic brand with cultural sensitivity.

MG2 has collaborated with Vans to implement consistent architectural design and planning programs for more than 30 stores across North America.

In each location, the design concept is effectively tailored and efficiently implemented through MG2’s knowledge of cultural trends and the nuances of local developmental processes.


Transcending high standards for a luxury icon

Moncler sets the standard for luxury outdoor sportswear with a clientele that expects nothing but the best. With store locations around the world, Moncler was looking for a partner to bring the French-Italian lifestyle brand to life in new boutiques at The Shops at the Bravern in Bellevue, WA and the Forum Shops at Caesars in Las Vegas.

MG2’s expertise in specialty and luxury retail as well as retail center design created an effective bridge between Moncler and the retail center developers to achieve the objectives of everyone involved.

That process involved working on-site with Moncler’s installation teams to ensure unique materials, such as stonework from Italy and chêne fumé French wood paneling, were incorporated effectively. As a result of MG2’s work, the Las Vegas and Bellevue boutiques successfully uphold Moncler’s brand standards and the high expectations of the Moncler customer.


A tastefully designed shop for all seasons

Seattle Chocolate’s jcoco line brings together high-quality chocolate infused with global flavors with a high-fashion image and a strong commitment to community. MG2’s Peter Stocker worked closely with jcoco in the line’s early stages to develop its unique brand concept and packaging. Informed by this insight, Stocker and the MG2 team successfully brought the jcoco brand to life in their first standalone location.

MG2 designed the location to reflect the flexibility and interactivity of a pop-up shop, but with the high-end details of a permanent brick-and-mortar that is befitting of the stylish jcoco brand. MG2 designed the shop to undergo a series of three complete transformations during its seven-month run, with each design concept, in-store events, and merchandising drawing inspiration from a seasonally featured chocolate.

The jcoco pop-up is a clear representation of the impact of end-to-end brand storytelling and the type of immersive, interactive experience that can only happen in a brick-and-mortar store.


HomeStreet Bank

Banking on a more personal future

In the wake of the global financial crisis and widespread recession, HomeStreet Bank responded to the needs of its clients to expand the range of consumer services beyond lending. In order to accomplish that feat, HomeStreet Bank instituted a more personal brand philosophy focused on direct engagement and building trust with the consumer.

By understanding the personal nature of banking and HomeStreet Bank’s expansion aspirations, MG2 was able to reflect this heightened consumer engagement through architectural design. The process began with the design of a single lending center and then grew to include the design of a series of branches as HomeStreet Bank expands along the West Coast of the United States.

MG2 has designed a consumer-centric banking environment with modern, inviting exteriors that emphasize HomeStreet Bank’s community commitment in the way the branches blend with the local architecture. Taken together, these elements embody HomeStreet Bank’s refreshed brand.