If you missed the first inaugural Lead Like Her event in Columbus, OH last month, you can still get a taste of the experience. On an episode of The Robin Report’s Lead Like Her series, MG2 Principal Melissa Gonzalez joined Shelley E. Kohan to discuss leadership growth and the realities of today’s retail environment.
With the oldest among them just 14, they are already shaping how brands and stores show up, even without their own credit cards. They have more choice than any generation before them, and with fluency across smartphones, tablets, computers, digital worlds, virtual reality, and AI tools, they are quickly surpassing Gen Z and Millennials in their adaptability and expectations for ease and efficiency. They move naturally between digital and physical spaces, and their cultural and commercial influence is accelerating, making it essential to understand not only what they respond to today, but what they will expect from brands and retailers in the years ahead. This research explores how Gen Alpha first discovers brands, how they want to engage beyond a transaction, and why their ability to inspire and influence cross generational purchase decisions cannot be overlooked.
The full report is available for download at the bottom of this page. Take me there now!
Based on our findings, Gen Alpha consumers shared the following key insights on what matters most to them through in-store design and programming. Overall, they want to engage with brands meaningfully, take an active role in the shopping journey, and make their influence on household purchase decisions clear.
97% of Gen Alpha want to help brands make design decisions, from testing new products and informing product development to shaping the look and feel of store environments, showing a strong desire to be active members of the brand community.
73% of Gen Alpha prefer shopping in-store to fully immerse themselves in a brand’s environment. They value hands-on test-and-try experiences that let them explore products, validate purchases, and connect with the brand on a deeper level.
3 in 4 Gen Alpha say in-store food and beverage offerings drive them to spend more time in the store. These experiences make shopping more enjoyable, encourage exploration, and provide social moments that strengthen their connection to the brand.
66% of Gen Alpha rely on clear in-store signage to guide their shopping journey, balancing predictability and discovery and reflecting the simplicity they have come to expect from their online engagement.
70% of Gen Alpha report that adults in their lives often purchase items they suggest, supporting that they not only influence household buying decisions but are also shaping trends and brand loyalty across generations.
Defined as individuals who want to make their own decisions and prefer stores that help them stay focused. They shop with a clear sense of purpose and confidence.
Defined as individuals who notice style and pay attention to whether a store treats them like real shoppers. They want to feel seen, valued, and not just viewed as an extension of their parents.
Defined as individuals who want brands to recognize their interests and who they are becoming. They look for stores that reflect their personality and avoid labels that limit them.
Gen Alpha may be the youngest consumers today, but their influence is already reshaping how brands and retailers think about engagement. This generation values autonomy, curiosity, and play, moving seamlessly between digital and physical worlds while expecting experiences that are clear, interactive, and meaningful. They seek hands-on exploration, personalization, and opportunities to contribute, driving deeper connections and shaping household purchase decisions across generations. Trust is earned through authenticity and visible action, not promises, and technology must enhance rather than distract from the brand experience. Stores that empower Gen Alpha to explore, test, and participate will win their attention and loyalty. By designing experiences that balance predictability with discovery, brands can cultivate lasting relevance with a generation whose impact is already being felt.
MG2 partnered with Estee Lauder to bring their global beauty brand, MAC Cosmetics, to Nordstrom’s New York City flagship. Prominently located in the heart of the store, the shop-in-shop offers an immersive experience that invites shoppers to explore the brand’s full product range and enjoy personalized makeup consultations.
Designed to capture MAC’s bold, modern identity, the space features distinctive consultation tables with integrated product displays, custom wood fixtures, and LED screens that enhance both visibility and engagement. Playful, oversized elements—such as sculptural makeup brushes forming a brand sign and a giant lipstick anchoring a featured display—add a dynamic, unique touch.
In collaboration with Estée Lauder’s US Retail Design team and key vendors, MG2 developed highly detailed millwork solutions to bring the design vision to life. The team engineered a concealed operable swing door within the primary display wall to provide access to back-of-house storage and crafted a custom fixture precisely aligned with the dimensions of the existing wall frame. Through careful coordination and thoughtful consideration of strict leasing parameters, MG2 developed an efficient, elevated layout that maximizes both functionality and brand expression within a compact space.
In a recent Retail TouchPoints article by Editor Adam Blair, MG2 Principal and Founder of MG2 Advisory Melissa Gonzalez explores 2026 Retail Predictions.
“The next era of retail will be shaped by a collective and growing longing for restoration. After years marked by fatigue, chronic stress and emotional overload, consumers are moving toward brands that actively safeguard their wellbeing. They are seeking products, services and environments that preserve energy rather than depleting it, in spaces that help them regulate, reset and return to themselves. Retail that prioritizes emotional clarity and nervous system health will become a decisive differentiator.”
MG2 Senior Project Designer Eladio Victoria and Principal Melissa Gonzalez spoke with Jessica Chevalier at Floor Focus Magazine, sharing their perspectives on the retail sector as designers.
“We build connection by creating emotional touchpoints through flooring,” says Eladio Victoria, senior project designer with MG2. “We are combining the floor and ceiling to create some hot spots or experiential locations within the retail space and also with a connection to the community, trying to evoke a presence with flooring using local materials so the consumers understand the space they are in.”
Our Nordstrom Local project in Brooklyn, NY, was featured in an issue of VMSD edited by Editor-in-Chief Carly Hagedon.
“‘The design of this Nordstrom Local store has an intentional balance of warmth and modernity, reflecting the ease that the concept brings to the customer’s life – all while delivering an elevated experience,’ says Melissa Gonzalez, Principal at Seattle-based architecture and design firm, MG2.”
MG2 Principal Melissa Gonzalez joined a Retail TouchPoints panel of experts to discuss how mall models should be evolving to effectively capture the attention of younger generations like Gen Z and Gen Alpha.
“Gonzalez: The most forward-thinking developers create a holistic journey for visitors, ensuring that the transition between experiences and shopping feels natural and enticing. Merchandising plays a critical role here; the layout and tenant mix must be thoughtfully curated to align with consumer preferences and behaviors.”
Danny Parisi sat down with MG2 Principal Melissa Gonzalez to discuss the benefits of launching a mobile app for fashion brands for Glossy.
“These apps are appealing because they allow brands to own the mobile experience, drive discovery and loyalty — not just conversion, link digital and physical touchpoints, and create community,” said Melissa Gonzalez, a retail strategist and principal at the retail architecture firm MG2. “Apps may include user profiles, saved looks, friend sharing, live chats, Q&As, drop countdowns and loyalty tiers, all tailored for the Gen-Z consumer who values peer influence and identity.”
MG2 Principal and The Purpose Pivot author Melissa Gonzalez joined Bill Sherman on an episode of Thought Leadership Leverage to discuss how moments of pause can redefine leadership, and why vulnerability, intuition, and well-being are essential to building clarity, resilience, and purpose-driven careers.
In a recent Colliers Knowledge Leader article, Anjee Solanki examines how shifting consumer habits and data insights are redefining the U.S. grocery landscape.
“Convenience continues to shape how Americans shop. Nearly half (47%) of U.S. consumers identify as “Quick Trippers,” favoring short, efficient grocery runs and stores with intuitive layouts and frictionless checkout, according to MG2 Advisory’s latest grocery report.”
With a career shaped by curiosity and a relentless drive to elevate everyday experiences, Bill Sleeth brings a visionary approach to restaurant and retail design. Drawing on 25 years of leadership at brands like Starbucks, Panera Bread, and Sweetgreen, he masterfully bridges strategy and storytelling to transform abstract ideas into engaging, human-centered environments. Bill thrives in collaborative settings, guiding teams through bold thinking and calculated experimentation—always in pursuit of meaningful, memorable customer moments.
Retail Design Institute honored MG2 Chief Creative Officer MJ Munsell with induction into the Retail Design Legion of Honor.
MJ is recognized for more than three decades of leadership in retail design, guiding award-winning project teams for brands including Nordstrom, Anthropologie, Victoria’s Secret, and Tommy Bahama.
MG2’s partnership with The Navy Exchange (NEXCOM)—the organization overseeing more than 300 retail stores across 92 naval bases worldwide—began in May 2020 and has grown into a trusted, collaborative relationship centered on the sailors and families NEXCOM serves. Our Advisory, Design, and Architecture teams have worked together to reimagine everything from departments to full-store environments. Beyond traditional site visits, our on-base tours and stays at Navy Lodges immerse us in sailors’ daily lives, how they move through spaces, shop, and connect with their environment, so we can design solutions that reflect their needs and values. This approach has given us meaningful insight into how retail can support sailors at every stage of life, from new recruits to retirees. Our goal is to create environments that are convenient, intuitive, and welcoming, while offering both efficiency and moments of delight.
The MG2 Advisory team, in partnership with our Design team, took a multi-pronged approach to assessing how each department could best support consumer needs.
This included:
This evaluation identified opportunities beyond price to deliver value across the fleet of locations. Through a deep dive analysis into trends, customer pain points and desires, including areas that provided demystification, we could identify drivers and preferences to inform the in-store experience evolution, allowing the Navy mission to be more deeply reflected in the spaces visited by sailors and families.
Based on the insights and research the MG2 Advisory Team brought forward, MG2 designed stores that provided greater space for storytelling, fostering excitement and a sense of community. As a result of these findings, the NEXCOM team revamped each department, reimagining the customer journey, merchandising, wayfinding, and operational change.
Store Departments Redesigned to Date (Advisory/Design)
Frameworks Articulated to Date (Advisory/Design):
Flagship Environments Redesigned to Date (Advisory/Design/Architecture Review)
Discover additional impact MG2 Advisory had on NEXCOM Beauty here.
In this episode of Retail Refined, MG2 Principal Melissa Gonzalez sits down with Brieane Olson, CEO of Pacsun, to explore how Gen Z and Gen Alpha are redefining creativity, consumption, and connection—and what it means for brands hoping to stay relevant in a culture that’s evolving faster than ever.
MG2 Principal Melissa Gonzalez discussed how Gen Z shapes the future of malls in an ICSC article.
“’Gen Z values community,’ she said, ‘so it’s key to understand what they want out of the communal experience and how malls can tap into culture, curate bespoke programming and design an environment that resonates as a social destination.'”
MG2 partnered with Regal Cinemas to develop Regal Greenway Grand Palace in Houston, TX. Through a two-phase renovation, the existing theater was reimagined into a modern entertainment destination, featuring upgraded auditoriums, refreshed concessions on two levels, and a new arcade designed to elevate the guest experience.
The first phase focused on auditorium enhancements, retrofitting 18 of the theaters with a full redesign. Standard seating was converted to luxury recliners for added comfort, with layouts carefully planned to maintain a clear line of sight from every seat. Several specialized theaters were introduced, including 4DX, which features motion-activated seats and environmental effects for an immersive, multi-sensory experience, and RPX, which offers uncompressed surround sound and the largest screen in the theater, showcasing movies in both 2D and 3D formats.
Phase two revitalized the theater’s shared spaces, including the lobby, concessions, and corridors. Sleek new finishes, modernized concession stands, and ADA-compliant renovations create a welcoming and accessible environment. An underutilized retail space was repurposed into a vibrant arcade and gaming area, and digital poster cases were added along the promenades.
In addition to this Houston location, MG2 has worked with Regal on multiple projects across the U.S., including Boise, ID, and Hunt Valley, MD.
MG2 partnered with global fashion retailer H&M to bring their newest store to life at The Original Farmers Market, a historic shopping and dining destination in Los Angeles. The flagship’s elevated design blends refined textures, shapes, and warm finishes, creating an inviting environment that reflects H&M’s evolving brand identity.
Key elements include translucent display walls that filter light while showcasing product, fluted stucco surfaces that bring texture, and modular fixtures that enable the brand to present multiple fashion narratives at once. These layered details required thoughtful coordination across departments and finishes, ensuring a seamless expression of H&M’s latest brand standards while maintaining design integrity.
Among the store’s signature features is the Champagne Pocket, a secluded space finished in stucco and soft neutral tones, designed to showcase H&M’s higher-end collections in a sophisticated setting. Additional highlights include a dramatic LED screen adjacent to the first-floor cashwrap, dynamic wavy panel displays that add movement, and continuous wood paneling across the second floor that ties together the men’s department, fitting rooms, and cashwrap. The integration of wood laminate—particularly across walls, ceilings, and fitting room openings—required meticulous planning to align grains, panel seams, and transitions for a consistent, elevated finish.
The team also discovered a partially demolished abandoned stairway within the existing space, requiring layout changes during construction. Throughout the project, MG2 worked closely to ensure all elements passed Los Angeles’ strict permitting codes and created the final elevated space for customers to enjoy.
In addition to this Los Angeles Flagship location, MG2 has worked closely with H&M on multiple projects across the United States, including FlatIron Crossing in Broomfield, CO, and Northridge Fashion Center in Northridge, CA.
Shoppers are making more quick, purposeful trips, blending digital and in-store touchpoints, and adjusting what they buy based on shifting needs around budget, time, and lifestyle. At the same time, grocers are under pressure to manage rising labor costs and operational demands, often turning to automation and technology to keep pace. But efficiency alone isn’t enough. Today’s shoppers define value not just by price or speed, but by how easy a store is to navigate, how connected it feels to their lives, and whether it offers moments of discovery along the way. They want a space that’s fast when it needs to be, but also personal, local, and worth coming back to. In this report, we explore how grocery retailers can evolve their physical environments to better support ease, exploration, and meaningful engagement, all while delivering real value rooted in everyday behavior.
The full report is available for download at the bottom of this page. Take me there now!
Defined as individuals who prioritize efficiency over exploration, they seek intuitive layouts and frictionless service that respects their time and purpose.
Defined as individuals who value atmosphere as much as assortment, they are drawn to curated offerings, impactful design, and amenities that elevate the overall experience.
Defined as individuals who look beyond the transaction, they are drawn to brands that express clear values and cultural awareness.
Defined as individuals who see pre-prepared food as the focal point, they seek out grocery destinations that make meal solutions inspiring and seamless to them.
Grocery shopping is not just a transaction. It reflects how people live, what they value, and the environments where they want to spend time. Price and convenience remain essential, but they are now the baseline. What truly sets a store apart is how well it blends efficiency with meaningful experience and shows clear relevance to shoppers’ lifestyles. Design elements like clear signage and intuitive layouts, along with local partnerships and smart technology, aren’t just nice touches; they actively shape how shoppers experience and remember the brand. To stay competitive and build loyalty, grocers must take a holistic approach to the in-store experience. The following takeaways highlight where shopper expectations are headed and how retailers can meet them with clarity, focus, and practical innovation.
MG2’s Chief Creative Officer MJ Munsell spoke with Bisnow’s John Krukowski about the ever evolving retail industry.
“’To create a retail center where people want to return, it’s important to develop a dynamic sense of place with dining experiences, entertainment, surprise and discovery, camaraderie and, of course, shopping,’ said Munsell.”
MG2 partnered with Yaodi, a Chinese based supermarket chain owner and operator, to develop a first-of-its kind Albert Wang Market, located within the CapitalLand Mall in Sun Palace, Beijing. The grand opening of the new organic market drew over one million customers, introducing the community to a fresh, engaging approach to grocery retail. The playful design incorporates bright colors, geometric shapes, and graphic signage, creating a fun and inviting atmosphere.
Vibrant colors and bold patterns are layered throughout the space, creating an artistic, energetic atmosphere that organizes and highlights product displays. Graphic signage acts as a dynamic visual guide, leading customers through the store.
Integrated into the design is the concept of a culinary theater, transforming part of the retail space into an open production area. Here, customers can observe the preparation of baked goods, meats, and fresh fish, enhancing the shopping experience while building confidence in product quality.
The design also adopts a sustainable modular system that aligns with the organic concept of the market, consisting of display components that can be reconfigured, disassembled, and recycled. This approach not only improves the functionality and flexibility of product arrangements but also reinforces the market’s commitment to environmental responsibility.
MG2 and Yaodi collaborated to create an engaging experience that embodies sustainable values and provides its community with a unique grocery store.
In a recent episode of Retail Remix, MG2 Principal Melissa Gonzalez spoke with Nicole Silberstein to share why in-store experiences remain a powerful driver of connection and conversion, and how MG2’s latest research reveals Gen Z is coming to physical retail with clear purpose.
In her article in Inside Retail, “Where Checkout Happens Now,” MG2 Principal Melissa Gonzalez discusses the evolution of the checkout experience.
“In its 2025 report on Gen Z shoppers, MG2 Advisory found that more than half of Gen Z saw value in mobile pay or self-checkout optionality, as well as ‘buy online, pick up in-store’ (BOPIS) capabilities.”
MG2 has long partnered with Nordstrom on their Nordstrom Local locations, which offer convenient, personalized services including in-store pickup, on-site alterations, and easy returns. Envisioned as tranquil escapes from day-to-day city life, the stores are designed to reflect and complement their surrounding neighborhoods, retaining existing architectural elements and featuring artwork from local creators.
A slatted wood wall subtly divides the order pickup area from the front of house, maintaining an open layout while supporting a relaxed, customer-focused experience. Natural materials and abundant daylight contribute to the calming environment. From the sidewalk, passersby can view the alterations station and watch one of the tailors at work.
To preserve the character of each building, MG2 thoughtfully incorporates original elements across Nordstrom Local’s portfolio. In New York City’s Williamsburg location, this includes the storefront entrance, concrete flooring, and suspended wood ceiling; in San Francisco’s Fillmore store, exposed brick adds warmth and texture to the fitting areas.
Customers today are looking for a personalized, service-oriented shopping experience. Nordstrom Local brings all of that and more, continuing their legacy of exceptional customer service.
VMSD recently unveiled its 2025 Annual International Visual Competition award winners and our Kizik Pop-Up in SoHo, NYC was a 2024 Honorable Mention.
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