MG2’s Sarah Simchuk Named 40 Under 40
Sarah Simchuk, Senior Associate at architecture and design firm MG2, was honored with the Retail TouchPoints 40 Under 40 Award for 2024.
Market: Consumer Experiences
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.
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.”
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.
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.
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.”
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.
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.
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.
Presenting Interior Design’s 2024 Sustainability Giants
We’re thrilled to be named one of Interior Design Magazine’s 2024 Sustainability Giants.
Meet Our Team
Felipe Romero
Associate Principal
With over a decade of experience, Felipe derives inspiration from his love of distinguishing buildings within their environments. He knows that a deep understanding of different needs, wants, and design parameters must be met. Felipe’s breadth of experience enables him to lead design teams to meet tight schedules. He is malleable and able to respond quickly to design changes that arise while ensuring a building is efficient and buildable. He leads the team to deliver an exciting and regionally relevant project through his ability to work in two and three dimensions.
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!
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
Interested in More? Download the Full Deck!
Local retail designer makes coveted national list
Joy Dayaw, a design PM at MG2’s Seattle office, has been named one of Visual Merchandising and Store Design (VMSD) magazine’s 2024 Designer Dozen.
First Look: Kizik opens NYC pop-up as it preps for brick-and-mortar expansion
“Hands-free” footwear brand Kizik has dropped anchor in New York City — and it’s staying longer than it expected.
The company, whose shoes are designed for those who hate tying their shoe laces or are unable to do so, has opened a pop-up on Greene Street in Manhattan’s SoHo neighborhood. Created in partnership with MG2, the outpost was originally scheduled to be open only for a few days. But the response was so enthusiastic, Kizik has decided to keep the space open through Memorial Day.
Kizik Extends NYC Pop-Up Through Memorial Day Due to Shopper Demand
Footwear brand Kizik partnered with MG2 on a pop-up concept in New York City’s SoHo to gauge market demand. The people have obviously spoken, because the brand has decided to extend the pop-up through Memorial Day.
ENR 2024 Top 500 Design Firms: Artificial Intelligence Ramps Up
Commentary from the Top 500 Design Firms in 2024 reveals a shift in the use of artificial intelligence to complement design services. Last year, AI was the exception more than the rule, but this year more design professionals aim to integrate tech into operations.
MG2 CEO and Chairman Mitch Smith summed up the proliferation of AI use among design firms as “exciting,” but says the technology is “daunting to comprehend.”
Kizik Unveils New Look at NY Pop-Up and Sets Store Openings
Kizik, a purveyor of hands-free footwear, has taken the wraps off a new brand platform with the national introduction of its brand promise, “Motion Is Magic.”
That proposition will guide Kizik’s continued growth into retail, wholesale and international markets, including an experiential pop-up this past weekend in New York and plans for six more brick-and-mortar stores this year.
Bellevue Nordstrom Unveils a Fresh New Look
Nordstrom has reliably served as a robust hub for Bellevue shoppers chasing quality casual wear, high fashion, and everything in between since 1958. Anyone who’s perused the store in the past year might have noticed, though, that the brand has been working toward a new spring look.
Photographer – Benjamin Benschneider
Kizik Introduces New Brand Platform and Identity With an Immersive NYC Pop-up and Omnichannel Campaign
Kizik, the industry leader in hands-free footwear innovation, debuts a new brand platform with its national introduction of its brand promise, “Motion Is Magic,” The integrated campaign unlocks the power and potential of Kizik’s category-creating, hands-free technology, inviting consumers to enter a life of frictionless freedom where they can experience the limitless possibilities of a life in motion.
This widely resonant proposition will guide Kizik’s continued growth into retail, wholesale, and international markets, culminating this April with a limited-time NYC experiential pop-up that features the launch of five new silhouettes.
Perspectives
Our Inaugural Sustainability Impact Report
April 2024 / By Our Inaugural Sustainability Impact Report
MG2 is proud to share our inaugural Sustainability Impact Report for 2023. This annual report will measure our progress year-over-year towards meeting the AIA 2030 Commitment to reach towards carbon neutrality by 2030. Taking this step helps us reach our goal of transparency and accountability to our clients, our industry, and the communities where we live and work. This report demonstrates our progress in design and project work and also calculates our corporate carbon emissions.
While sustainability has long been part of the MG2 ethos, we formalized our position in 2020 by joining the AIA 2030 Commitment and publishing our first Sustainability Action Plan. With this 2023 Sustainability Impact Report, we’ve taken the opportunity to refine our plan and take advantage of new tools and processes. As part of that plan, we have established four goals as a firm:
Goal 1:
Operating Energy
With a focus on building performance, we aim to reduce the amount of energy needed to operate buildings. In new construction, this involves building heating and cooling, lighting, plug loads, etc. For retail tenant improvements (TI), we primarily focus on the lighting power density which calculates the light output per square foot.
Goal 2:
Embodied Carbon
This goal represents all the building materials required for new construction or retail TI. Each material has an associated Global Warming Potential (GWP) number which considers the material’s extraction from the earth, manufacturing process, transportation to the building site, and building construction, called “cradle to gate.” We calculate the material quantities in the building (typically from a Revit model) and apply a GWP number to those quantities to determine the metric tons of CO2 a building uses. Reducing this number requires higher efficiencies in our designs and our materials.
Goal 3:
Material Sourcing
Many material manufacturers provide Environmental Product Declarations (EPDs) for their products. This goal emphasizes the importance of collecting EPDs when we procure or specify materials. In addition to the AIA 2030 Commitment, we are proud signatories of the AIA Materials Pledge. Our job as designers is to bring a deeper awareness of the material makeup and offer our clients “good, better, and best” choices when selecting materials.
Goal 4:
Water Conservation
Water is one of our most precious resources. We calculate and track water usage for irrigation as well as indoor water use. No matter where you live, water is becoming a scarce resource, and as designers we are responsible for implementing innovative solutions.
You can’t improve what you don’t measure, and as a firm we always challenge ourselves to do better. We are constantly tracking data for the above goals during each design phase of a project, from Concept Development through Construction Documentation. Each design team is responsible for collecting and evaluating data during the design process and looking for ways to improve efficiencies.
MG2 invites you to check out our 2023 Sustainability Impact Report and check back each year to see our progress. Enter your name and contact information below to gain access, then click on the report to read full-screen.
Harnessing the Power of Fitting Rooms: Elevating Visual Storytelling and Unified Commerce Experiences
The fitting room has a reputation of being a little sterile at best — and completely unbearable at worst.
While few have prioritized the fitting room experience, Good American, River Island and Victoria’s Secret are among a growing list of retailers turning it into a point of differentiation by leveraging immersive visual storytelling and intentional tech integration.
“Sensorial elements set the tone and the mood from an environmental design standpoint…and then the technology facilitates the efficiency for the customer, and the learnings and data for the brand. Anything you can do to minimize the amount of time it takes for a customer to get an answer while they’re interested in a product increases the chances of a good experience.” Melissa Gonzalez, Principal, MG2
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