MG2 Unveils New Design for Allen Edmonds



MG2 created the new design for three recently remodeled Allen Edmonds stores: Rockefeller Center in New York, Michigan Avenue in Chicago and South Coast Plaza in Costa Mesa, California.


SEATTLE — (December 3, 2018) — MG2, an international retail design firm, created the new design for three recently remodeled Allen Edmonds stores (Rockefeller Center in New York, Michigan Avenue in Chicago and South Coast Plaza in Costa Mesa, California).

“In a meeting early on with the Allen Edmonds team, we gained valuable insight into the brand’s retail pain points and, in response, were able to share how MG2’s design process could help evolve the brand’s in-store experience to appeal both to new, younger consumers as well as its devoted clientele,” said MG2 principal and retail market leader MJ Munsell.

The new retail environment fuses industrial elements — a nod to the brand’s nearly century-old legacy — with modern details accenting the artisanal craftsmanship of the footwear. The design weaves elements of Allen Edmond’s Port Washington, Wisconsin factory into the consumer experience in-store, through furnishings, finishes and visual merchandising.

MG2’s design emphasizes cross-merchandising, where apparel and accessories are used to showcase the versatility of Allen Edmonds’ footwear. It also emphasizes the heirloom quality pieces, which — if cared for properly — should last for decades. In that way, the value of quality and enduring style of a pair of Allen Edmonds shoes becomes immeasurable. The new design seeks to communicate that brand promise to a new generation that appreciates timeless quality despite living in an era of fast-fashion.

MG2 partnered with KPA (architect of record) to execute the design.

About MG2

MG2 partners with businesses around the world to create meaningful transformation through strategic planning, architectural services, interior design, brand strategy, and consulting services. Our greatest strength lies in our partnerships with our clients and our commitment to helping them succeed. MG2 teams collaborate across offices in Seattle, Irvine, Minneapolis, Washington, D.C., Shanghai, and now New York, to elevate each project’s highest potential and enrich life at every scale.