Market Sector： 体验式零售

消费者体验

Amazon Video

From November 29 through December 8, 2018, fans of the Amazon Prime Video original series The Marvelous Mrs. Maisel were able to experience a slice of 1958 New York through a pop-up Carnegie Deli replica restaurant in Lower Manhattan.

Goal

To promote the release of the second season of Prime Original show The Marvelous Mrs. Maisel, the iconic Carnegie Deli was brought back to life through a pop-up deli experience that transported visitors back to the era of the TV series, with everything from décor, to pricing, to the menu, reflecting 1950’s New York City as depicted in The Marvelous Mrs. Maisel, making it a fully immersive and highly photographable experience.

MG2

Tool of North America hired MG2 as their full-service partner to design and render, as well as source and manage, the production of the immersive environment for the pop-up, with a2zrestaurant as the operational partner.

Outcome

The pop-up deli experience was an extraordinary success, it served 11,000 people and had a waiting list of 8,000. The pop-up garnered 280 pieces of press coverage including Buzzfeed, Forbes, Vogue, Eater, USA Today, and 10 broadcast segments, with a social media reach of 45 million.

2019 One Show Awards Finalist for Experiential Design and Indoor Spaces

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Sally Hansen

Sally Hansen opened a pop-up nail bar during NYFW to debut their innovative new app that solves the trial-by-purchase nail polish problem.

Goal

Brand Awareness and education for ManiMatch the app that lets you virtually paint on nail polish. (Using augmented reality technology, the app allows you to digitally test drive over 200 different Sally Hansen shades!)

MG2

MG2 was tapped by Sally Hansen’s digital agency, CULT LDN, to be the partner production agency for the pop-up nail bar. We partnered to source the location, design 3D renderings, oversee production build, and source store staff.

Outcome

Over the 3-day pop-up had over 2,500 visitors, drove over 19 million social media impressions, and was cited as a “Genius App” by Teen Vogue and “Best Way to Shop” by Mashable.

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ShopLAB

Partnering with Steiner + Associates, MG2 was tasked to provide strategy services to analyze, evaluate, and solidify the pop-up retail incubator program. 

Goal

Evaluating and identifying the turnkey operational strategy in relation to data driven technology and brand curation while further solidifying goals of the overarching retail experience at the property.

MG2

MG2 worked closely with the Steiner + Associates team to ensure the turn-key program would be a success. MG2 provided guidance on needed IT infrastructure to support technology integration(s) and evaluated and ensured the design technology investments aligned with Easton Town Center customer DNA as well as met the needs of target brands and retailers. MG2 also strategized a comprehensive staffing and operational plan and consulted on the pricing structure and needed tenant amenities to establish a positive NOI.

Outcome

ShopLAB is a lower risk solution for the retailers, allowing them to test their performance at Easton Town Center while they measure customer capture potential and the online halo effect of the brick-and-mortar location. The program places a strong emphasis on local Ohio brands, unique gifts and concepts, experiential retailers looking to test out the Columbus market as a future long-term investment.

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Tempo

A unique customer journey

When Tempo—an industry leader in the burgeoning world of home fitness—sought to expand its connection with consumers by branching out into the physical retail market, they partnered with MG2 / The Lionesque Group on a holistic approach toward the strategy, design, and build-out of new stand-alone stores.

Applying the data and learning from its partnership retail spaces, Tempo sought a retail offering that goes beyond demoing its products and services. A unique customer journey steeped in education and daily possibilities as part of the Tempo community was carefully curated, showcasing the potential for a healthier, fuller lifestyle, fueled by the strength derived from the brand’s offering. Featuring inspiration from coaches and the company’s founder himself, Tempo’s brick-and-mortar story helps consumers envision a marriage of activities in the real world—rock climbing, surfing, hiking, and more—and your wellness partner at home.

In addition to a comprehensive approach toward strategy, design, and build-out of stores, designers partnered with Tempo on an alignment of KPIs for its new retail spaces. A series of market studies helped the teams determine the right square footage and cities for pilot stores, while simultaneously partnering on and driving everything from concept development, retail strategy plan, and budget assessments, to design fit and project management.

With doors opening in Manhattan and Bellevue, Washington on time for the holiday season, Tempo is primed to properly analyze and optimize its brick-and-mortar retail strategies, while fully immersing home fitness enthusiasts in what’s possible as part of their unique community.

  • Project Details

  • 地点 Multiple Locations, U.S.
  • 客户 Tempo
  • 市场分类
  • 规模 1,400 - 1,600 SF
  • 设计服务
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内部收益率

MG2 / The Lionesque Group partnered with GGP to create a place where digitally native brands could test physical retail in a complete turnkey solution. Technologically driven, the project included RFID “Wishlist” key with analytic tracking and enabled the education of customers about their brand story and unique product offerings.

The team fully developed the program and space from the ground up, including creating all branded aspects of the store, curating brands, developing a monthly membership program, design and production of the space, operational management, and ongoing marketing & in-store event strategies.

Offering an experience that garnered 4,156 shares and over 11M impressions, a total of 15 e-commerce brands were showcased in the first chapter of IRL, with 80% viable for long-term tenancy. The innovative concept drew attention from local and national media including articles in Chicago Tribune, Glossy, WWD, Design:Retail, among others.

  • Project Details

  • 地点 伊利诺伊州芝加哥
  • 客户 GGP Inc.
  • 市场分类
  • 规模 418平米
  • 设计服务
  • 资质认证 2018年度设计零售商店，Glossy 2018最佳新概念商店入围
消费者体验

公民身份

The Citizenry Bunkhouse is filled with handcrafted home goods from their various collections aimed at celebrating countries around the world. Located on Bleecker Street in the West Village, the pop-up gives customers the chance to shop the curated collection in person and meet the team.  The objectives were to grow overall brand awareness, learn about customers, and test the viability of a permanent retail store in NYC.

MG2 / The Lionesque Group worked in partnership with The Citizenry team to evaluate and concept the optimal flow and overall store layout. Deliverables included: inspiration for key in-store moments such as the Pampas window story, fireplace moment and patio scene, as well as budget assessment sourcing and oversight for store build-out production. 

在成功的22天弹出窗口后，在纽约市场出现了强劲的人流，销售量以及品牌知名度的增长，The Citizenry延长了他们在West Village的逗留时间。在弹出窗口期间，他们获得了包括《建筑文摘》和《美丽的房子》在内的主要媒体的媒体报道。

消费者体验

真实

As a way to test the brick-and-mortar retail environment, The RealReal hired MG2 / The Lionesque Group as their pop-up design and strategy partner to launch a two-week holiday store in Soho, NYC. The objectives were to increase brand awareness, generate sales and test the viability of a permanent brick-and-mortar retail store.

The team provided location and design consultation for optimal layout in a retail environment and customer flow within the pop-up space. The deliverables included securing a location that best allowed TheRealReal to interact with their target demographic, sourcing of store fixtures, operational elements and back of house, and budget and production oversight from build-out to break-down.

经过成功的两个星期，有超过1,000名访客
每天之后，RealReal每天都会开放
在Soho的永久位置。在持续期间
在弹出窗口中，他们获得了来自
主要媒体包括BBC电台，RackedNY，
HarperBazaar，好莱坞记者等。 

  • Project Details

  • 地点 美国多个地点
  • 客户 真实
  • 市场分类
  • 规模 纽约：4,600 SF FOH + 2,500 SF BOH
    旧金山：4,500 SF FOH + 1,500 SF BOH
    拉斯维加斯：4,500平方英尺
  • 设计服务
消费者体验

麦迪逊·里德

To help the brand build a solid, successful foundation for its long-term brick-and-mortar strategy, Madison Reed partnered with MG2 / The Lionesque Group to launch its first pop-up store in New York City.

With a six-month lease, the goals of the project were multi-faceted and included everything from introducing the Madison Reed brand to NYC and building awareness, to testing the viability of brick-and-mortar in order to acquire new customers and increase revenues of both one-time purchases and subscriptions. 

As a full-service partner, The Lionesque Group team provided a complete turn-key experience. Beginning by securing a retail space in Flatiron—a neighborhood with a high density of the brand’s target demographic—the team worked together with Madison Reed to conceptualize, design, source, budget, and bring to life the aesthetic and store flow for the first-ever Color Bar in just five weeks time.

Following a wildly successful launch—during which bookings increased daily—Madison Reed went on to open up a permanent location in Flatiron, with the design/build assistance of MG2 / The Lionesque Group, just a few months later, in addition to being named “Best in Beauty 2017” by NY Magazine.

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紫色

With the objective of growing brand awareness and driving sales, Purple sought to tell an authentic, immersive direct-to-consumer story through a showroom and a series of pop-up experiences across the United States. Engaging MG2 / The Lionesque Group as their full-service partner, the D2C brand took a turn-key approach toward driving sales and educating potential customers. 

设计团队形象化，精心制作，构思并执行了创新的实体零售策略，并在多个城市采购和管理弹出空间的生产。这个多方面的计划使该品牌能够在将来发展和扩展该计划，扩大其覆盖范围，并让更多的客户亲身体验他们的Purple Grid技术。

消费者体验

Periodic: A Popup Shop

创新品牌的快闪店全包设计方案。

In today’s retail landscape, many companies find themselves hoping to test the waters of a brick-and-mortar investment before committing to a longer lease. Periodic—designed and implemented by MG2 / The Lionesque Group—is an award-winning, turn-key space located in the South Lake Union district of Seattle created for brands to activate pop-up experiences in a seamless way.

该项目独特的挑战的是打造兼具B2B和B2C功能的全方位服务平台。设计团队密切关注各种细节，从Periodic这一项目名称、字体和徽标，到装置的模块化和功能性，还包括入驻企业的入职和离职流程设计。

From two weeks to two months at a time, Periodic gives brands an opportunity to have a presence in a fast-growing, highly trafficked neighborhood. The platform is designed to set them up for success, taking the jurisdictional weight off their shoulders and allowing them to test for viability, grow brand awareness, or trial a target demographic in a short amount of time with an efficient investment approach.

Along with a fixturing package designed to flex and modulate to accommodate individual merchandising and storytelling needs, each curated brand has access to a local marketing company and a best practices playbook. The space itself—a glass building on a corner lot—acts as a billboard, creating a truly unique, hyper-accessible, out-of-the-box pop-up solution that both brands and the community are already benefitting from.

For its unique consumer experiences and experimental turnkey platform that allows for brands of all sizes to test the brick-and-mortar waters in downtown Seattle, Periodic: A Popup Shop was honored as one of Fast Company’s Most Innovative Retail Designs of 2021.

Press Coverage

消费者体验

杰科

设计适合所有季节的高雅商店

Seattle Chocolate的jcoco系列将融合了全球风味的高品质巧克力与高时尚的形象和对社区的坚定承诺结合在一起。 MG2的Peter Stocker在生产线的早期与jcoco紧密合作，以开发其独特的品牌概念和包装。有了这种见识，Stocker和MG2团队在他们的第一个独立地点成功地将jcoco品牌带入了生活。

MG2设计的位置反映了一家快闪店的灵活性和互动性，但其永久性实体的高端细节与时尚的jcoco品牌相得益彰。 MG2设计的商店在七个月的运营中经历了三个完整的转变，每个设计概念，店内活动以及从季节性巧克力中汲取灵感的商品。

jcoco弹出式窗口清楚地表示了端到端品牌讲故事的影响以及仅在实体店中才能发生的沉浸式互动体验的类型。