Market: Consumer Experiences

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
Research & Insights – May 2024

Creating New Kinds of Magic at the Movies

A trip to the movies is still regarded by consumers as the most cost-friendly yet entertaining out of home entertainment experience over sporting, live concerts, and amusement parks*. While pressures from at-home streaming are significant, movie theaters are still the leading place for out-of-home entertainment, providing large-format viewing experiences that cannot be achieved at home. In this report, we look to understand and identify the viewing experience elements that deliver the most value to consumers and the on-site amenities and activities that can elevate the traditional movie-going experience beyond what was expected.

*Cinema Foundation 2023

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 moviegoing preferences and the amenities and activities that would deliver the most value to them:

35%, Movie Minimalist

Defined as individuals who go to the movies every once in a while but does stream movies at home often; comfortable with the more traditional cinema and box office experience (popcorn, soda, big screen) without all the bells and whistles.

28%, Entertainment Seeker

Defined as individuals who go to the movies typically as a way to spend the afternoon or evening; may or may not have kids – values when there are attached options that complement the experience such as recreation, restaurants, or retail.

21%, Social Cinemagoer 

Defined as individuals who go to the movies typically for the social component of the experience; appreciates that cinema will always be a place for an intimate date night or taking part in the cultural buzz of the moment (i.e, Barbenheimer).

17%, Film Fanatic 

Defined as individuals who go to the movies often and prefer the experience to streaming; passionate about film as an art form from the storytelling to production and values cinemas that emphasize an immersive viewing experience.

What Moviegoers Want From the Cinema Experience

Consumers will pay for a heightened experience, as demonstrated by amusement parks, Broadway shows or immersive art installations, and movie theaters share a similar opportunity. Audiences want to be entertained and even with at-home streaming available to them, there is still a desire and an appetite to go in-person to the theater. While comfortable seating, a good view and popcorn have always been table stakes, consumer behaviors and expectations of the movie theater experience are evolving. They have come to expect convenience in all things, especially with the use of smartphones, and post-pandemic being comfortable is no longer negotiable. Additionally, many consumers today identify as “foodies” and are interested in an elevated and unique food and beverage experience while watching a movie. These changing behaviors and preferences illuminate an opportunity for cinema operators who want to expand their offerings in order to surprise and delight consumers, giving them more than one reason to visit the theater. 

Interested in More? Download the Full Report!

Sorel and MG2 Win Interior Design 2024 NYCxDESIGN Award

We are honored to be named a winner for Interior Design’s 2024 NYCxDESIGN Awards.

Read more at Interior Design

Kizik Opens At Mall Of America With Plans For Nationwide Expansion

“It’s critical that consumers experience the step-in technology Kizik is known for at the very beginning of the customer journey,” said MG2 principal Melissa Gonzalez. “It’s an AHA moment that captures and celebrates the magic of the brand.”

Read more in Retail & Leisure International

Sorel & MG2 Named a 2024 Brand Experience Award Winner

Retail TouchPoints is announcing winners of the fifth annual Brand Experience Awards, a program designed to spotlight the brands and retailers that are reimagining and elevating customer experiences across all channels.

Sorel and MG2 won the Pop-Ups, Events, Partnerships & Other Brand Activations category.

Read more in Retail TouchPoints

Kizik Opens At Mall Of America With Plans For Nationwide Expansion

Kizik, the innovative footwear brand renowned for its hands-free technology, is making significant strides in its retail expansion strategy. 

The new Mall of America store is also a brand new design, embodying the full Kizik experience and the new “Motion is Magic” branding. Melissa Gonzalez and her team at MG2 continue to design the Kizik stores but with some changes. 

Read more in Frobes

First Look: Kizik opens at Mall of America; King of Prussia next

“Mall of America and King of Prussia are iconic shopping destinations,” said Kizik CEO Monte Deere. “When we observed the incredible consumer reception of our first store in Fashion Place Mall last year, we knew it was important to us to open more physical retail locations as part of our long-term growth strategy. We are excited to provide additional points of entry in Mall of America and King of Prussia for new adopters to experience the magic of Kizik. The feeling people have when they first try on our shoes is not something that can be replicated online.”

Read more in Chain Store Age

Kizik Opens Store at Mall of America as Retail Expansion Plan Kicks Into High Gear

One year after opening it first brick-and-mortar location near Salt Lake City, Kizik is doubling down on a retail expansion plan that includes new stores and further extension into wholesale.

According to Kizik’s chief executive officer Monte Deere, the kicks into high gear on Friday with the opening of its second permanent store – this time at the Mall of America in Bloomington, Minn.


Read more at Footwear News

2024 NYCxDESIGN Awards: Project Finalists

The SOREL project has been selected as a finalist for the NYCxDESIGN Award 2024. The award is given to recognize excellence in design and innovation in New York City. We are honored to have been selected and look forward to the results.

Read more at Interior Design

Arts Etc.

To celebrate Asian American, Native Hawaiian, and Pacific Islander Heritage Month, MG2 and the city of Bellevue are collaborating on an art exhibition that highlights artists with AANHPI backgrounds and ties to the Pacific Northwest. This event not only provides an opportunity to showcase their talent but also serves as a platform to engage with the local community and promote cultural diversity.

Read more at International Examiner

Presenting Interior Design’s 2024 Sustainability Giants

We’re thrilled to be named one of Interior Design Magazine’s 2024 Sustainability Giants.

Read more at Interior Design Magazine

Meet Our Team

Eli Hardi, AIA, NCARB

Associate Principal

As a seasoned project manager, Eli’s expertise spans both the design and technical sides of projects, a perspective that gives him a holistic understanding of how concepts can be woven into functional spaces. Working hand-in-hand with stakeholders, he consistently goes above and beyond to translate and integrate client goals, his team’s abilities, and the needs of end-users to bring to life exceptional experiences.

Perspectives

Connection and Storytelling: Retail Design Lessons From Milan Design Week

May 2024 / By MJ Munsell, Jessica Thaemert, Marta Abas

Once again, the design world filled the city of Milan for an inspiring week of immersive brand experiences and events.

Global Home, Auto, and Fashion created a variety of unique and memorable moments ranging from large-scale tech-enhanced pop-ups to full-scale lifestyle installations to smaller room-sized experiences with hand-crafted products. The common thread among these experiences is the commitment and success of building a connection between the brand and the consumer through crafting multi-sensory and imaginative interactions.

Our standout experiences from this year’s city-wide events were…

Alcova

The anticipation around Alcova every year lies not only in the chance to explore the unique and crumbling beauty of bygone days but in the curation and individualized setting that each artist creates to display their work.

This year was no exception as two abandoned and historic villas, Villa Borsani and Villa Bagatti Valsecchi, became the sprawling architectural backdrop. Featuring over 80 independent exhibitors from all over the world, the immersive and otherworldly locations allow you to “experience the intersection of design’s past, present, and future.”

Bocci

“Wow…imagine living here.” Those thoughts surge repeatedly through your mind as you move with wide-eyed awe into each room of Bocci’s Apartment Showroom. So richly layered and dripping in their illuminated creations, you are instantly immersed in the brand’s lifestyle vision.

Mutina

Located in the heart of the Brera district, Casa Mutina featured Ronan Bouroullec’s newest ceramic designs. The shape of Adagio “involves a play of interactions” between the tile and the wall, creating an expressive three-dimensional woven sculpture.

The showroom, designed by Patricia Urquiola, features floating walls and floors, allowing a flexible canvas for transforming space and showcasing ever-changing vignettes.

Paola Lenti

Walking into Paola Lenti, you feel a sense of calm wash over you. The hectic pace of the city fades away, and you are invited to feast on the extensive and colorful outdoor collections surrounded by greenery. This year’s space also featured Paola’s collaboration with Nendo, which used production cut-offs to create petal-shaped tables, lighting, and seating, calling “attention to nature as a source of inspiration for a more conscious and happier life.”

Moooi’s Custom Scent Making

“A Life Extraordinary” is Moooi’s yearly fantastical immersion into their world. This year’s event featured a scent-making machine, where after answering non-standard yet perfectly Moooi questions like “Do you want to go—Up / Down?” and “What surface are you drawn to—Sharp / Smooth?” your custom scent is created and bottled.

It was a unique and memory-making experience.

Dolce & Gabbana

Dolce & Gabbana’s Dal Cuori Alle Mane exhibition transports visitors into a realm of opulence, where iconic high fashion is meticulously arranged in lavish, detail-rich rooms. Immersed in the essence of Italianità, deeply ingrained in the brand’s DNA, attendees embark on a journey inspired by the Arts, Music, History, and Tradition through the designers’ eyes.

As visitors wander from room to room, each space is imbued with a captivating wow factor, ensuring a continuous sense of awe throughout the journey. Each collector piece, meticulously curated, serves as a testament to the brand’s long-standing tradition of craftsmanship and storytelling.

Tacchini

Simply elegant is the best way to describe the Tacchini booth at Salone. Storytelling for each designer, process, and piece leads you into gallery-like room settings where each object feels celebrated and special in an understated yet refined curation.

CC Tapis

CC Tapis’ distinctive ethos shines brightly at their booth, showcasing a thoughtfully crafted collection. Collaborating with renowned designers, CC Tapis honors their commitment to hand-crafting techniques, contemporary design, and sustainable practices. The uncomplicated setting at Salone allows the products to command the center stage and effortlessly highlights each unique design.

Exhibition Design, Product Displays, and Retail

At Salone, exhibition design takes center stage. Visitors encounter innovative presentations of furniture, kitchen and bathroom fixtures, architectural materials, and decorative objects. This year, some of the most immersive experiences belonged to the bathroom category. Brands took the opportunity to create a sensory environment inspired by water, while others focused on creative ways to display their product. As retail designers, it is an enriching and inspiring experience to see how brands put their best foot forward in a global show where brands compete for the visitors’ attention.

What made all of these experiences great?

This year at Milan Design Week, we were awed by unique and holistic product environments that will undoubtedly build lasting memories and, therefore, a connection with the brand, no matter how large or small. 

Stories are told without words, curation and imagination inspire, and multi-sensory, immersive experiences build the strongest bonds.

Until next time, Milano!

Research & Insights – April 2024

What Men Want: Store Experiences that Demystify and Bolster Confidence

Men’s grooming behaviors and habits continue to change. Long gone are the days where a shave and a splash of cologne was all that was socially acceptable. Today, men are prioritizing their appearance more than ever before, resulting in many male consumers seeking out skincare regimens, makeup, and hair health products as part of their self-care pursuits. This evolution in behaviors has led to the destigmatization of the men’s grooming industry. In this report, we examine how brands and retailers can benefit from knowing what their male consumers want and need from the in-store shopping experience, going from provider to partner on their grooming journey.

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

What We Learned

Per our investigation, our respondents shared the following key insights as it relates to their perception of men’s grooming offerings in-store and the touchpoints that matter most:

Comfortability

Nearly 50% of respondents chose private testing areas for trying new products and brands in a dedicated grooming zone as a key driver of their comfortability and confidence

Product Discovery

62% of respondents prefer to independently test and try products rather than a sales representative led experience as a means for product discovery

Demystification

48% of respondents said physical or digital signage that features content showcasing best sellers in the grooming category as well as how to achieve a 5-10 minute skincare routine would be valuable to them

Messaging

52% of all respondents indicated they want to see catered assortments of preventative health products in men’s grooming environments, and more than one-third were interested in products for an active lifestyle

Personalization

Roughly 50% of respondents said they would benefit most from knowing which are the right products that match their skin or hair type from using a clienteling service

Evolving Behaviors & Fresh Perspectives: Men’s Grooming Continues to Rise

The desire to feel good and look good is not new however the need for education and direction is on the rise. Male consumers are eager to understand the self-care options available to them, propelling the grooming industry to new heights. The global male grooming market is expected to be worth $115 billion by 2028, which is up from an estimated $80 billion in 2022 and $74.8 billion in 2021 1. A major contributing factor are online community forums, such as TikTok’s male grooming content with their #GRWM (Get Ready With Me) multi step routine videos made by male creators. The increased demand for exposure to brands that will support their needs has also resulted in the unique positioning and promotion of grooming, such as the GQ annual Grooming Awards. Additionally, there is now a Men’s Grooming Day the third Friday of every August, encouraging men to buy and use grooming products and proactively manage their appearance. With increased familiarity, comes greater opportunities for education and connectivity. Brands and retailers can take advantage of this growing market by bringing online connectivity into physical experiences, fueling a greater sense of confidence, awareness, and brand affinity for the consumer.

1 Statista 2023

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