MG2 helps an Asian American grocery chain infuse its store design with personality and connect with a city’s evolving demographics.
Situated between Amazon’s headquarters in Seattle and Microsoft’s corporate campus in Redmond, the city of Bellevue is home to the state’s largest Asian population. When Korean-themed grocery chain H Mart decided to open its first Bellevue location, it hired MG2 to help differentiate its shopping experience from competing international grocers. Working on a tight budget, the design team crafted architectural, environmental graphic design and wayfinding solutions to energize the space and make the diverse merchandising assortment simple to navigate. Each department within H Mart features dimensional signage complete with its own signature color and iconography. The unexpected, playful branding juxtaposed against wood-grain finishes, poured concrete floors and painted black industrial ceilings create visually cheerful moments that still feel elevated.