International architecture firm MG2, known for its work with leading retail brands such as Target, PCC, DSW, Anthropologie, Costco, and Tommy Bahama, has officially merged with The Lion’esque Group (TLG): a New York-based experiential retail firm focused on immersive pop-up stores. This partnership enables both MG2 and TLG to offer a more extensive, scalable, and complementary array of services to their clients.

This merger is an industry first, and a direct reflection of visible trends within retail: a rapidly-evolving marketplace demanding that brands be agile and flexible enough to create immersive spaces that are interwoven with technology and designed as an interactive, community-driven story. Having both worked with forward-thinking clients such as Nordstrom, Amazon, and Shape Properties, MG2 and TLG are now combining their expertise across experiential design, operational strategy, and architectural services to create a holistic, end-to-end design practice that will help their partners shape and define the future of retail.

“From my initial conversations with Melissa and Nick, the alignment between our values, goals, and what we are most passionate about was clear, as was our mutual focus on creating memorable and transformative experiences for our clients’ customers. At the same time, I have tremendous respect for the unique perspective and expertise TLG brings to MG2 and our clients. I am excited to see what the future brings for both of us.”

—Mitch Smith, CEO, MG2

The Lion’esque Group, founded in 2009 by Melissa Gonzalez and whose clients have included Purple, Brandless, Puma, the RealReal, Citizenry, and Thrive Global, will continue their work on retail strategy and pop-up retail while working with established bricks and mortar brands to transform their spaces into personal, dynamic shopping experiences. The team will become MG2’s New York office, maintaining The Lion’esque Group brand while expanding their global footprint.

“This decision wasn’t just about expanding our capabilities and resources; it was also about aligning ourselves with a partner that shares our vision, entrepreneurial spirit, passion for transformative design, and a nimble approach to learning and adapting to an ever-changing industry. Like TLG, MG2 imagines bolder futures for their clients and helps shape the design solutions to get them there.”

—Melissa Gonzalez, CEO, The Lion’esque Group