In our constant curiosity and investigation of consumer behaviors and expectations, we utilize data insights to help uncover and validate where we can deliver true points of gratification within the customer journey. Here is a snapshot of key takeaways from our latest consumer survey.
Our full deck is available for download at the bottom of this preview. Take me there now!
VMSD magazine celebrates the best and brightest young designers in retail design through its annual VMSD Designer Dozen awards. These 12 emerging stars recognized this year come from retail organizations and design firms across the country and internationally, and Alyssa Taylor, Designer at MG2, and The Lionesque Group, an MG2 Studio, was selected.
“Retailers need to carefully consider co-tenants, traffic counts, proximity of amenities, ease of access and real estate costs,” MJ Munsell told Chain Store Age. “It’s no longer a given that going into an inline mall location is the best strategy.”
When Waterford, a 200-year-old luxury crystal brand, aimed to revitalize its image and appeal to a younger, diverse clientele, it partnered with MG2/The Lionesque Group to create its first pop-up store in New York City’s SoHo neighborhood: a stunningly immersive experience that showcased the brand’s heritage while embracing modern design to paint a bright future.
Through its experience, Waterford sought to tap into the millennial and Gen-Z market, convey its brand story innovatively, and expand regional awareness. The company’s goal was to lay the groundwork for its transition from an exclusive luxury brand to a contemporary, approachable choice for everyday glassware and décor, resonating with younger generations.
MG2/The Lionesque Group designed a visually engaging pop-up, merging Waterford’s rich history with its progressive future to create a captivating retail experience. Upon entry, visitors were greeted by a striking black-and-white portrait from the latest campaign, setting the tone for a modern, immersive space.
With a strategic layout that encouraged customers to explore and interact with the products, the retail space’s interiors featured a blend of traditional and contemporary materials, including copper accents shrouded in an edgy rock motif. Throughout, projection-mapped imagery immersed shoppers with visual depictions of the brand’s Irish roots.
A carefully curated branded experience that established next-era elegance.
Designers curated high-quality, cost-effective materials that stayed true to Waterford’s vision while skillfully balancing the brand’s desired materiality with practical concerns. Where budgeted for, high-end materials such as real copper added luxury and sophistication. To ensure these finishes remained visually appealing, the team educated store associates on proper maintenance to preserve their integrity.
MG2/The Lionesque Group’s comprehensive approach covered everything from reviewing branding materials and SKU lists to managing build-out and staffing while addressing practical concerns such as point-of-sale coordination, associate training, and inventory management. With operational coordination in check, the Waterford team was free to focus on attracting a new audience and driving sales.
The immersive retail experience, skillfully blending Waterford’s heritage with modern design elements, successfully redefined the brand’s image and connected with a new generation of consumers. With innovative approaches that helped spark renewed interest in the company’s products as everyday glassware and décor options, the pop-up store’s success reinforced the brand’s timeless appeal and adaptability in the evolving luxury market, positioning it for continued growth.
With the mission of demystifying cosmetic dermatology, Ever/Body is a beauty services provider that offers customized, high-performance treatments to its clientele. Keeping up with the growing demand for the company’s value proposition, Ever/Body sought to expand its service area throughout New York’s Tri-State region.
To make that goal a reality, they partnered with MG2/The Lionesque Group to redesign a refreshed concept that would align with the brand’s repositioning and bring its vision of growth to the next level.
Designers created spaces that were not just stores, but destinations and experiences worth visiting.
Tasked with creating a destination that grows lifetime value, builds awareness, and attracts new clients, MG2/The Lionesque Group strategized, designed, and developed Ever/Body’s new retail concept to align effectively with the brand’s repositioning.
To bring the new retail spaces to life, the team executed a holistic set of services for Ever/Body, including strategic planning and program development, real estate consultation, concept design, 2D test fits and 3D design, design development and construction documentation, and construction administration. Careful and meticulous design details were matched with methodical value engineering to ensure cost-effectiveness while still delivering a chic, cozy, and modern environment.
The partnership resulted in the opening of three new locations that align with the ethos and value proposition of the brand. The elevated, spa-like experiences incorporate natural elements infused with warm earthy colors and modern, sophisticated decor.
With a welcoming ambiance that embodies the brand’s goal of demystifying cosmetic dermatology, Ever/Body’s refreshed retail concept has proven to effectively grow lifetime value, build brand awareness, and attract new clients.
Alpha Industries, known for its iconic military streetwear clothing, partnered with retail experts at MG2/The Lionesque Group to launch its first physical retail experience in the Soho neighborhood of New York City. The brand sought to create a concept that would drive sales and tell the company’s story through key heritage moments.
Together with our team of designers, strategists, and project managers, Alpha Industries launched a dynamic and engaging retail environment that helped elevate brand awareness in local markets.
MG2/The Lionesque Group was challenged to create a retail experience that would effectively raise name recognition, educate consumers on the company’s history, establish brand loyalty, create impactful moments, and test the viability of physical retail for the brand.
To bring Alpha Industries’ story to life, the team developed an immersive and impactful retail experience, complete with a vintage jacket collection, a 14-foot-tall military plane rudder, woodland camo fabric elements, and an impactful ceiling installation that utilized the brand’s iconic “Remove Before Flight” tags.
MG2/The Lionesque Group also designed the space with larger-than-life environmental graphics featuring trademark colors and engaging questions that sparked conversations between guests and associates. During production, designers leveraged 2D layouts and 3D renderings to create a clear picture of the final product. In addition to owning build-out management, staffing set-up and operations support was also provided to ensure a seamless customer experience.
Alpha Industries’ partnership with MG2/The Lionesque Group resulted in an engaging, multi-sensory retail space showcasing products in the aura of its iconic history. The experience successfully raised brand awareness in local markets and digital channels, educated consumers on the company’s legacy, helped establish a loyal customer base, created impactful, Instagram-able moments, and solidified Alpha Industries’ position as a leader in the military streetwear clothing industry. Since opening its doors, the SoHo pop-up has been featured in Women’s Wears Daily, VMSD, and Chainstore Age.
We’re excited to be included in ENR’s 2023 Top 500 Design Firms Preview.
“We are focused on being intentional, purposeful and as creative as possible. But you could take that same process, feed a directive into an AI tool and get these outputs in minutes. These tools are just helping optimize how it’s being done, and then it’s on us to understand the constructability,” said Melissa Gonzalez, Principal at MG2 and Founder of The Lionesque Group in an interview with Retail TouchPoints.
As part of this year’s national Mentoring Monday program for The Business Journals, we contacted executives across the city to get their input on this question: How can a mentee best engage with a mentor?
“The goal was to retain the familiar elegance known to generations of Seattle Residents, with contemporary restoration techniques.” said Shannon Suess, principal at MG2.
In our constant curiosity and investigation of consumer behaviors and expectations, we utilize data insights to help uncover and validate where we can deliver true points of gratification within the customer journey. Here is a snapshot of key takeaways from our latest consumer survey.
Our full deck is available for download at the bottom of this preview. Take me there now!
The look. The feel. The presence. Nothing stands out more in a commercial project than the
retail, restaurant, hospitality, healthcare (and other) sectors, check out our annual listing.
For decades, we’ve been passionate about supporting the development of future design leaders and fostering creative ideas that will influence the communities and spaces in which we live, play, and work. With unique perspectives and imaginative concepts, students have the potential to shape the future of the built environment and bring a breath of fresh air to the industry. That’s why we’re thrilled to announce that our Summer 2024 Internship Program is now open for applications.
MG2 has always placed distinctive value on high-impact career growth, continuous learning, and the influence those have on cultivating an exceptional company culture. Our Internship Program provides students with a hands-on experience in the field, allowing them to develop their skills and gain a comprehensive understanding of what it’s like to work in architecture and design. With four start dates to choose from, interns will have the flexibility to choose a program that works best for them and their university schedule.
Ready for real, hands-on experience? Not only will our students assist with document preparation, data collection, research, and other project tasks that ensure successful results, but they’ll also have access to dynamic social and learning events, mentorship, as well as our infamous Annual Student Intern Design Competition. Designed to give interns a comprehensive understanding of the industry, we’re excited to provide applicants with the opportunity to be a part of our dynamic and collaborative team and contribute to shaping the future of design.
We’re looking for passionate learners who are currently pursuing a Bachelor’s or Master of Architecture or a related degree and have proficiency in AutoCAD, Revit, MS Office, and Adobe Creative Suite. Applicants should also embrace and exude MG2’s core practice values of an Integrated Approach, Design Excellence, Social Responsibility, Leadership, and Results.
This year MG2 is offering internship opportunities in each of our United States offices, with focuses that span our Community Environments, Consumer Experiences, and Client Programs markets. With a variety of opportunities available, students will be able to experience projects, sessions, workshops, and experiential collaboration that aligns with future career goals.
Our employees are the heart of our firm, and as part of our team for the summer, students will have access to a variety of programs and perks that aim to make their experience with us truly unforgettable. From our commitment to sustainability to our dedication to equity, diversity, and inclusion, our interns will find a supportive and inclusive community at MG2.
To keep our culture strong and bring everyone together, we host bi-weekly all-office meals, monthly recognition events, happy hours, summer activities, and an end-of-year holiday party to commemorate our successes. No accomplishment is too small to celebrate, and we’re passionate about making every moment count.
To ensure our built environments are a true reflection of the communities we serve, diversity is a fundamental ingredient in MG2’s recipe for creating not only exceptional projects but an inclusive and equitable work environment. We’re actively seeking out talented individuals from diverse backgrounds who bring a wealth of unique perspectives and ideas to the table.
Our differences make us stronger and are integral in designing and building experiences and spaces that cater to everyone. We proudly champion inclusion in all its forms and strive to elevate every voice in order to create truly equitable experiences and spaces.
In our never-ending quest to cultivate the next generation of design professionals, we’re excited to welcome students who share our values, vision, and passion to join our team this summer. Early applications are due April 5, 2024. Let’s start your journey in architecture together.
As the #1 most popular connected fitness brand in Asia, FITURE set out to revolutionize the home workout industry with its innovative Motion Engine™ technology and interactive fitness mirror. With the goal of introducing the brand to American consumers, FITURE partnered with retail experts at MG2/The Lionesque Group to bring to life a 600-square-foot pop-up space strategically located in The Westchester Mall in White Plains, NY.
The team designed three test stations that showcased the mirror and its innovative technology, complete with custom cabinets, ottomans, and a rear-illuminated back panel.
Faced with the challenge of creating an impactful, experiential, and fun environment within a limited space, MG2/The Lionesque Group leveraged expertise in retail design and build management to develop a next-generation in-store experience. The team designed three test stations that showcased the mirror and its innovative technology, complete with custom cabinets, ottomans, and a rear-illuminated back panel.
To bring the FITURE brand to life, MG2/The Lionesque Group filled the space with larger-than-life environmental graphics featuring trademark colors, popular instructors, and engaging questions that spark conversations between guests and associates.
The team also used recycled LVT flooring to evoke movement and clearly denote individual testing zones. Attracting passers-by into the space is an eye-catching display that highlights the interactive elements of the UI experience with a striking infinity mirror and blue cords that mimics the Motion Engine™ technology.
The resulting environment was a dynamic and engaging retail experience that effectively introduced the FITURE brand and its innovative technology to the American market. Leveraging a combination of impactful design and interactive features, MG2/The Lionesque Group produced a unique and memorable experience for guests, helping solidify FITURE’s position as a leader in the connected fitness industry.
As with the two before it, 2022 was a year of unpredictable change, evolution, and growth for our company, industry, and planet. MG2 is thrilled to take this moment in time to celebrate the devotion, perseverance, and enthusiasm that saw us through it all with the promotion of 102 highly outstanding staff across our global offices throughout the year.
As we dive into the waters of 2023—an adventure into both boundless prospects and undiscovered possibilities—we’re humbled and honored to have such incredible talent leading the way.
Amongst our leadership, it’s a pleasure to introduce our new Chief Financial Officer—Wendy Unzelman—and welcome three new Principals—Amy Hart, Mitch Pride, and Roy Hague—as well as three new Associate Principals—Nathan Menard, Geir Mjelde, and Javier Buscaglia-Pesquera—to our ranks.
But of course, our leaders are just one patch on the diverse quilt that is MG2. It’s with absolute pleasure that we celebrate the career advancement of dozens of dedicated staff from every department, market, and level. There are no small responsibilities here; we would not be the company we are today without the extraordinary ability and tenacity of all of our colleagues. We are fortunate to have outstanding people defining and delivering a limitless future for MG2 and our customers, putting your best into all you do, and making our firm such a fantastic place to work. Congratulations to all!
Smart home fitness mirror Fiture has a short, yet appropriate, tagline: “Don’t fit in. Fiture.” At its core, the brand is focused on making sure anyone and everyone can benefit from and enjoy fitness. And those core beliefs are reflected in everything the brand touches, whether it be an influencer partnership or an in-store experience.
For decades, MG2 has been deeply committed to fostering and growing authentic connections with the societies we live in, and design for. Proudly driven by and shaped by the dedicated employees of our firm, each philanthropic undertaking is a direct representation of the social issues, community challenges, and personal passions held as high priorities by individuals and teams throughout our practice. This personalized approach doesn’t just set us apart from others in our industry: it fundamentally defines who we are and what we stand for as a company.
2022 was truly a remarkable year for MG2. It was a year that tested our agility, perseverance, and character, with exemplary results documented not just through our projects and partnerships, but across the impact we’ve made together in—and on—our communities.
It was a year that empowered our firm to double down on commitments to institutions like Howard University, the University of Oregon, the University of Washington, Washington State University, Lake Washington Tech, and Florida A&M University—with whom we’ve established vocational scholarships to help foster career paths in design for those in underrepresented communities—and forge new relationships with organizations like Seattle-based Fred Hutch, whose strides in cancer research are transforming lives around the globe.
It was a year that finally allowed our staff to reengage in many of the physical initiatives, activities, and events that have always invigorated us to our core. From Day of Giving volunteer missions organized by teams across the globe, to group builds for BLOCK Project and NAIOP Community Enhancement Projects, to celebrating our 20th Swing for the Cure golf tournament in person with our partners once again—the emotion? Palpable. The energy? Visceral.
But perhaps most importantly, 2022 was a year that encouraged us to reenvision and recraft our roadmap for the future of the MG2 Foundation. Armed with deeper intention and meaning behind what we invest in (and why), we look forward to 2023 where we’ll seek to elevate the representation of the Foundation in underwriting all of our community engagements, investments, and initiatives, resulting in even greater impact than ever before.
This is where you, our community, come in. MG2 Foundation initiatives represent an investment not only in what our company stands for but also in our core identity.
To truly succeed, we need employees at all levels to bring their passions, energy, and ideas to the forefront. We need managers and leaders to help us educate teams about MG2’s impact efforts and to set a positive example by engaging with those with whom you resonate the most. And we need our friends, family, and partners to continue to bring their passions and support to the table. We would not succeed without you.
But most of all, we need everyone to lean in and take advantage of the virtually limitless opportunities at hand. With each new year, it’s our honor and pleasure to grant each of our employees the chance to support the organizations and causes they’re passionate about. To make a genuine difference in our communities, industry, and future. All you have to do is rise to the challenge.
Here’s to taking our impact even further together, in 2023 and beyond.
Yours in service and gratitude, Mitch Smith, CEO, MG2
Learn more about the mark MG2 has made on our communities in our inaugural MG2 Community Impact Report, or by reaching out to our team.
In our constant curiosity and investigation of consumer behaviors and expectations, we utilize data insights to help uncover and validate where we can deliver true points of gratification within the customer journey. Here is a snapshot of key takeaways from our latest consumer survey.
Our full deck is available for download at the bottom of this preview. Take me there now!
Offering products with real ingredients, zero-waste packaging, and a powerful clean that’s better for you, Cleancult is a sustainably-minded brand offering natural cleaning goods and refills that are gentler on the planet. Seeking to build brand awareness, engage with distributors, and educate potential customers on their offering, Cleancult partnered with MG2 to bring its digitally native brand and persona to life into a physical product exhibition at Natural Products Expo West.
Providing everything from design ideation, 2D layout, and 3D renderings to all production sources and build out management, MG2 worked hand-in-hand with Cleancult to create a branded environment that accurately represents the brand’s messaging and aesthetic, source and execute the production of the exhibition booth, and—keeping in line with the brand’s sustainable mission—carefully plan for storage and future reuse of the set.
Cleancult found great success with the debut of its brand in a physical environment. To highlight their sustainable messaging, we incorporated an oversized product carton to emphasize their sustainable packaging, a living wall with real plants, and included digital and physical signage with product claims and information—all utilizing environmentally-friendly materials. Cleancult was thrilled with the connections made during the show and is now set up for future activations with quick and easy access to an existing build-out in storage.
This year, Melissa Gonzalez worked with the retail brands Ever/Body, Alpha Industries, and Waterford to open brick-and-mortar stores in New York City. Her team also launched the Victoria Secret Bombshell Gardens pop-up, which brought more than 90,000 visitors to The High Line park in Chelsea.
In our constant curiosity and investigation of consumer behaviors and expectations, we utilize data insights to help uncover and validate where we can deliver true points of gratification within the customer journey.
Our full deck is available for download at the bottom of this preview. Take me there now!
Iconic since its inception, Hush Puppies has spent decades redefining the meaning of comfort, inspiring the embrace of color, and establishing itself as one of the world’s most recognizable footwear brands.
Having adopted an optimistic new visual identity and innovative approach toward technology, Hush Puppies partnered with MG2 to translate its new ideals into a modular retail format and global design guidelines.
With a standardized toolkit of modular design options, Hush Puppies retail partners have the flexibility to curate and scale store spaces while always remaining on-brand.
Retail experts at MG2 facilitated collaborative explorations with stakeholders on both sides to examine challenges and find solutions to strike a balance between the needs of individual stores and the needs of the business. From there, they worked together to quickly and simultaneously design a flexible merchandising kit-of-parts as well as develop documented brand benchmarks to ensure that every Hush Puppies experience, from standalone footwear towers to global destination experiences, have the same identity and personality.
With a toolkit of on-brand modular design options and standards, Hush Puppies retail partners around the world have the flexibility to choose from a carefully curated, scalable combination of fixtures, flooring, shelving, furniture, lighting, ceiling baffles, environmental graphic designs (EGD), monitor display graphics, and more, all adaptable to specific locations and budgets.
In addition to concurrently designing three unique full-scale store formats, five shop-in-shop formats, and developing tiered standards for fixtures and furnishings, MG2 leveraged talents from its branding team to bring to life unique EGD, wayfinding, and signage, including a hand-illustrated wall covering featuring Jason: Hush Puppies’ iconic basset hound mascot.
These playful, vibrant elements can be found throughout Hush Puppies’ latest concept store in Jakarta, Indonesia: the brand’s first implementation of its new global retail design guidelines. The experience also includes a variety of technology-driven retail touch points, ranging from augmented reality games to Instagram Live shopping events, that help the company connect with a new generation of customers.
In our constant curiosity and investigation of consumer behaviors and expectations, we utilize data insights to help uncover and validate where we can deliver true points of gratification within the customer journey.
Our full deck is available for download at the bottom of this preview. Take me there now!
“With a tricky economic backdrop, people will be looking for inspiration and ease when it comes to holiday shopping. Think of ways you can bundle products to create thoughtful pairings that are tastefully thematic.” – Melissa Gonzalez, Principal at MG2 and Founder of The Lionesque Group
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