一见钟情
在最近一篇发表于《餐厅开发与设计》杂志的文章中，Amanda Baltazar 与 MG2 负责人 Bill Sleeth 探讨了如何为餐厅顾客创造完美的第一印象。
MG2 的 Sleeth 指出：“酒吧可以营造出非常温馨舒适的氛围，提供私密的体验。它们也可以成为餐厅的中心，一切都围绕着它们运转，有时甚至可以成为前门和餐厅之间的屏障，阻挡噪音、冷空气和客人到来时的喧闹声。”
Market Sector： 娱乐
飞镖“餐饮娱乐”场所于SLU开业
Flight Club是一家高端科技社交飞镖场所，致力于打造融合精致餐饮与创新飞镖游戏体验的优质服务。MG2采访了《西雅图商业日报》编辑Emma Lapworth，了解我们在西雅图南湖联盟区的最新项目。
MG2事务所负责人尼克·卡普托在新闻稿中表示：“如今的酒店服务旨在创造令人难忘的体验，而这个项目让我们有机会参与设计一个真正能将人们聚集在一起的空间。我们与State of Play团队紧密合作，致力于打造一个兼具氛围、功能性和独特场所感的环境。”
MG2的飞行俱乐部项目在西雅图南湖联盟社区开业
全新的餐饮娱乐场所提供多人飞镖体验，同时兼顾餐饮和社交。
华盛顿州西雅图2026年3月26日，全球建筑设计公司MG2宣布其最新项目——位于西雅图南湖联盟区的State of Play Hospitality旗下Flight Club正式开业。Flight Club提供快节奏的多人飞镖体验，采用突破性的追踪技术和即时计分系统。
Flight Club 与 MG2 携手合作，充分利用 MG2 在体验式酒店和餐厅设计方面的专业知识，将 Flight Club 的社交飞镖体验融入到充满活力、激情四射的场所中。西雅图店是 MG2 在美国开设的第二家 Flight Club 分店，预计 2026 年还将开设更多分店。
“如今的酒店服务旨在创造令人难忘的体验，而这个项目让我们有机会合作设计一个真正能将人们聚集在一起的空间，”MG2 负责人 Nick Caputo 表示。“我们与 Flight Club 团队紧密合作，致力于打造一个兼具氛围、功能性和强烈场所感的环境。”
Flight Club 是 MG2 Advisory 报告中所描述的日益增长的餐饮娱乐类别的一部分。 为了刺激：满足所有人的餐饮娱乐体验作为“一个热情好客的聚会场所，提供独特的娱乐、餐饮和社交体验，培养社区意识和归属感”。
“我们很荣幸能与 State of Play Hospitality 合作，将他们沉浸式的 Flight Club 概念带到他们在西雅图的最新场所，”Caputo 补充道。“我们的共同目标是打造一个能够提升宾客体验，同时又能体现品牌理念和愿景的空间。State of Play 团队的特别之处在于，他们对每个细节都考虑周全，最终打造出一个能够引起宾客和周边社区共鸣的场所。”
关于MG2
秉持着“创造变革性体验，促进和提升健康社区”的愿景，MG2 五十多年来始终致力于打造屡获殊荣的项目和方案。我们与众多世界知名企业和品牌携手合作，通过全方位的建筑设计、战略规划、成本管理、室内设计、品牌战略和项目咨询服务，将卓越的设计方案变为现实。我们在美国和中国设有七个办事处——西雅图、波特兰、纽约、华盛顿特区、明尼阿波利斯、尔湾和上海——并将建筑性能和社会责任融入到每一个项目中。MG2 的最大优势在于我们的人才、客户以及我们致力于帮助他们取得成功的承诺。我们秉持目标驱动的理念，并以数据为导向进行设计。MG2 是高力国际工程设计有限公司 (Colliers Engineering & Design) 的附属公司。
消费者体验
Flight Club
Flight Club is an upscale, technology-enabled Social Darts concept that delivers a premium experience blending elevated food and drink with an innovative take on the classic game. MG2 partnered with State of Play to bring the brand’s newest locations to Cincinnati, Ohio and Seattle, Washington.
Inspired by the charm of a Victorian-era pub and the whimsy of British fairgrounds, the interior is warm, inviting, and playful. Decorative elements sourced across England reinforce an authentic and immersive atmosphere. Overhead, large suspended ring lights infuse the space with energy, enhancing social interaction. The central bar, featuring cabochon lights and surrounded by black-and-white checkered tile, establishes a vibrant focal point that defines the heart of the venue.
“Hospitality today is about creating memorable experiences, and this project was an opportunity to collaborate in the design of a space that truly brings people together,” says Nick Caputo, MG2 Principal. “Working closely with the State of Play team, we focused on crafting an environment that balances atmosphere, functionality, and a strong sense of place.”
Beyond Cincinnati, MG2 continues its collaboration with State of Play, launching future Flight Club locations in major cities across North America, including Dallas and Minneapolis.
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项目细节
- 美国多个地点
- State of Play
- 娱乐, 食品和饮料
- 7,200-9,000 SF
- 建筑设计, 施工管理, 室内设计
- Seattle photography provided by: Erik Sven Photography, Cincinnati photography provided by: Ross Van Pelt and Chris Von Holle
社区环境
风之天使房车度假村及娱乐空间
位于华盛顿州阿灵顿的“风之天使”房车度假村的会所设计灵感源自国家公园的豪华别墅。一个房车大小的门廊是通往度假村的大门，将宾客与入口直接连接，带来无缝衔接的入住体验。度假村提供高雅的露营环境，这正是当今旅行者所追求的。
Essential to the building’s design is its indoor/outdoor connection, emphasized by floor-to-ceiling windows. A grand hall has a gable roof, high ceilings, and a large fireplace for gatherings. A gathering room featuring a lounge area with foosball and pool tables and a view of the outdoors was designed for casual conversation.
Shou Sugi Ban Charred Wood, used on the façade, is repeated in the interior, along with locally finished cedar wood ceilings and paneling. A large communal firepit reminiscent of a campfire beckons guests to meet and mingle and encourages impromptu conversation.
The indoor pool features skylights that pour natural light into the space, and a scissor door opens at its entrance to connect guests to the outdoors. S’Klallam artist Brian Perry crafted traditionally inspired artworks throughout the property, with the Stillaguamish Cultural Department providing additional pieces.
俱乐部会所之外是度假村的配套设施，包括182个房车停车位、8个蒙古包、带淋浴和洗衣设施的酒店级卫生间、野餐和烧烤棚、一个不拴狗绳的狗狗公园、一条步道、9个篝火坑、匹克球场、一个迷你高尔夫球场和一个儿童游乐场。远处是一座观景亭，可以俯瞰山谷和贝克山的景色。俱乐部会所旨在为整个房车度假村提供一个聚会和娱乐场所，并融入该地区的自然奇观。
消费者体验
Regal Greenway Grand Palace
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.
更大、更大胆、更好：娱乐中心继续作为“第三空间”脱颖而出
在最近一篇《建筑设计与施工》杂志的文章中，执行主编奎因·珀塞尔探讨了娱乐中心如何将人们聚集在一起，并重点介绍了 MG2 Advisory 关于餐饮娱乐的报告中的一些见解。
《为了刺激：迎合所有人的餐饮娱乐体验》一文指出，成功的餐饮娱乐场所都秉持着热情好客的理念。消费者重视多元化的用餐体验，从堂食到自助餐应有尽有。
通过设计实现饮食娱乐
MG2咨询公司负责人兼创始人 梅丽莎·冈萨雷斯 参加 Colliers 的 Anjee Solanki 主持的 Retail: Recorded 播客节目，讨论餐饮娱乐的发展以及 MG2 Advisory 报告中的发现。
梅丽莎分享了她如何在成本、灵活性和故事性之间取得平衡，从而创造出能够促进联系、社区和难忘体验的空间。
Edgeworks 攀岩和健身项目是西雅图商业日报本周的热门项目
Edgeworks Climbing Gym and Fitness in Bellevue, WA, was the Seattle Daily Journal of Commerce’s Project of the Week.
“The renovated location now totals 40,000 square feet and includes a 45-foot interior mass filled with climbing walls, a new front desk and check-in area, public social spaces, a yoga room and new restrooms.”
餐饮娱乐场所必须通过社群和友谊来“赢得”顾客的时间。
Recently highlighted in Retail TouchPoints by Editor Adam Blair, 为了刺激：满足所有人的餐饮娱乐体验 dives into the key drivers of a successful eatertainment venue.
“There’s a reason that ‘eat’ comes first in ‘eatertainment.’ ‘People want to have a one-stop destination, and if you can do that successfully, you’ll earn more of their time and wallet,’ said Melissa Gonzalez.”
Eatertainment has been called the most disruptive force in the industry since the launch of fast casual*. As part of the “experience economy”, eatertainment taps into longtime favorites like bowling and mini golf, as well as newer entrants like pickleball, surfing and escape rooms. And while these environments are often designed with a specific activity in mind and include elements such as interactive dining, live performances and innovative technology, it is important that owners, operators and designers consider 什么 their audience truly desires in these spaces as a way to unlock a sense of connectivity, and ultimately drive repeat visitation and spend. In our investigation, we sought to understand and identify the eatertainment environment features that deliver the most value to consumers and the on-site amenities and programming opportunities that contribute to making the experience an unforgettable one.
*Robert Thompson, CEO of Angevin & Co.
The full report is available for download at the bottom of this preview. 现在就带我去那里！
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 experience with and their perceptions of an eatertainment environment, and which enhanced offerings would deliver the most value to them:
48%, Funclusives
Defined as individuals whose preferred experience is one where they don’t need to be an expert to enjoy themselves and there is a level of accessible and social fun; appeals to first-timers, those newer to a game or activity; food is a secondary component of the experience.
29%, Food Fanatics
Defined as individuals whose preferred experience is one where the food and beverage offering is on par with or exceeding the entertainment; appeals to those who view the entertainment component as icing on the cake and secondary to the food offering.
23%, Competitively Social
Defined as individuals whose preferred experience is to participate in a certain activity (i.e., pickleball, golf, sports betting); appeals to more avid fans and those who want to get in on the action and compete; food is a secondary component of the experience.
The Opportunity, Evolution, and Growth of Eatertainment
Eatertainment has a rich history, from traditional bowling alleys with finger foods and pitchers of beer, to mini golf with ice cream and snow cones, to arcades with soda fountains and bubble gum machines. What gives this genre staying power is its function as a “third place”, a welcoming destination to convene with others, offering a unique blend of entertainment, dining and social experiences that foster a sense of community and belonging. If we look at key drivers of society today, and the near future, the transformation of how we work, naturally interact and discover have all evolved consumers’ needs and wants. Digitization continues to open up access to information and communities on a global level creating an always connected society while also fostering a paradoxical sense of disconnection. This juxtaposition opens an underlying yearning and craving for real, in-person activities, connected through shared experiences of joy and laughter and escapism. By studying the cross generational influences from Gen Z to Boomers, we uncover the opportunities that exist for these environments to embody the pillars of desire, blending the nostalgia of traditional pastimes with modern innovations and providing experiences that become a beacon for socialization, joy, camaraderie and thrills. Experiences that keep guests wanting to come back again and again.
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MG2 creates unforgettable culinary and entertainment experiences that engage the senses and inspire play.
As part of the Crossroads master plan, MG2 worked with ROIC and Edgeworks to design a new climbing gym. Edgeworks currently has three locations and offers fitness classes designed to complement a climbing routine. The gym, which includes a 10k SF addition to the existing 30k SF space, was completed in 2024. MG2 worked on the core and shell design and handled all phases of the project, from design through construction administration. This full-service project also featured a 45-foot interior mass filled with climbing walls, a new front desk and check-in area, public social spaces, a yoga room, new restrooms, and the renovation of existing restrooms, providing a comprehensive solution for the client.
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项目细节
- 华盛顿州贝尔维尤
- ROIC & Edgeworks Climbing + Fitness
- 娱乐, 食品和饮料
- Tenant Improvement 41,000 sq ft; Core and Shell 9,400 sq ft
- 建筑设计, 室内设计
- Foushee, CREO Industrial Arts , Benjamin Benschneider Photography
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. 现在就带我去那里！
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.
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客户项目
Arena Sports
全年运营的体育娱乐场地
MG2与Arena Sports合作，设计了首个位于Mill Creek的体育娱乐场馆。Arena Sports专注于家庭娱乐活动，重点发展室内足球运动。他们希望拥有充满活力的运动空间，并提供扩展服务，不仅可以汇聚运动员，也可以增添与家人和社区的纽带。
基于以上需求，MG2打造了可满足家庭娱乐项目的室内设施，其中包括场内餐饮设施、保龄球场、激光枪战游戏、攀岩、游戏机、充气游乐场和攀绳梯课程。设计的重要组成部分还包括用于举办特别活动、私人聚会和公司办公的便利设施。占地9100多平米的设施采用高效实用的布局，带有开放空间， 70个天窗保证了良好的自然采光。不论是退役的专业运动员、周末前来的业余爱好者，还是希望丰富孩子活动项目的家长，这一新建的体育中心可以满足不同人群的不同需求。
社区环境
美食广场和娱乐场所
Designed to be a curated culinary and social gathering brand—MG2 programmed and designed this 40,000 SF experience to include a variety of food, beverage, and entertainment options. The spaces serves as a hub for the community and surrounding neighborhoods with range of fast casual to full-service dining and drinking. This flexible market and outdoor eat/play zone anchor the ground floor while the second floor extends the experience with a national entertainment venue, zone for live music, and outdoor terrace bar and dining. Pillars of local, tech integration and sustainability were used to ground this flexible venue.
消费者体验
西雅图巧克力工厂之旅
一次展示真正的糖果
与西雅图巧克力公司建立合作伙伴关系的几年来，他们的首席执行官和创始人邀请MG2为他们的工厂设计了一个难忘的互动式参观体验。通过品尝巧克力，并亲眼目睹导致糖果制作的详细步骤，参观者将深入了解西雅图巧克力品牌为何如此与众不同。
该技术过程涉及数十个运动部件，需要对现有工厂进行研究。与当地管辖区的会议对于将工业用团体设施转变为吸引人的公共空间，同时利用成本有效的设计解决方案至关重要。
这些旅行团将客户引导至明亮的品红色走道，将他们沉浸在幕后的产品制造，分类和包装方式中。然后，它带领客人进入一个互动式教室，教室配有品味栏，配以定制桌子，罐子和瓶盖。这是一种多感官，独一无二的品牌体验，从客人进入标志性零售空间开始就让他们沉浸其中，并提高了工厂参观的门槛。
消费者体验
逃生游戏
解开物理谜团
就在五年前，您很难在附近找到逃生室。但是，今天，可用的冒险数量猛增，仅在美国就增加了2400%。作为天生的难题解决者，他们日复一日地在复杂的物理环境中工作，当《逃脱游戏》的创始人与我们的团队在佐治亚州亚特兰大建立原型合作时，MG2设计师就满月了。
MG2整合了The Escape Game内部团队精心设计的独特逃生室技术，与利益相关者共同努力，为未来的地点注入了原型体验设计，品牌标准和项目流程。客户还获得了MG2与当地司法管辖区紧密合作以应对这种独特类型的项目所面临的具有挑战性的建筑法规要求的经验的附加价值。
逃脱游戏体验融合了强大，一致的品牌标识属性，同时为客户在每个空间提供一种独一无二的娱乐体验。 MG2协助The Escape Game在佐治亚州亚特兰大开设了第一家分店，并继续在概念开发方面进行合作，因为它们已扩展到内华达州，加利福尼亚州和西北太平洋地区。
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