Market: Consumer Experiences

The Best Commercial Architects in Irvine, California

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

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

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

Read more in Los Angeles Architects

A Fresh Focus on Design

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

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

Read more at The Daily Journal of Commerce

Supply Chain Revolution: The New Cool Kid of Retail

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

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

Find the full episode at The Robin Report

/

Nordstrom Bellevue

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

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

Press Coverage

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

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

Read more at Modern Retail

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

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

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

Read more in Retail TouchPoints

Research & Insights – June 2024

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

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

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

What We Learned

Per our study, our respondents shared the following key insights as it relates to their experience with and their perceptions of a physical bank environment and which enhanced offerings would deliver the most value and greater consumer satisfaction:

Importance of Convenience

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

Feelings of Assurance

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

Fostering Community Ties

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

Hybrid Service Model

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

Interior Design Elements

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

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

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

Download the full report for all of the key banking insights

Our Banking Experience

Learn More About Our Financial Institution Expertise

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

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

Read more at Modern Retail

Netflix to Open Two Entertainment Venues With Shopping, Dining

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

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

Read more at Total Retail

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

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

Read more in Engineering News-Record

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

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

Read more in Engineering News-Record

/

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.

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