Our Nordstrom Local project in Brooklyn, NY, was featured in an issue of VMSD edited by Editor-in-Chief Carly Hagedon.
“‘The design of this Nordstrom Local store has an intentional balance of warmth and modernity, reflecting the ease that the concept brings to the customer’s life – all while delivering an elevated experience,’ says Melissa Gonzalez, Principal at Seattle-based architecture and design firm, MG2.”
MG2 Principal Melissa Gonzalez joined a Retail TouchPoints panel of experts to discuss how mall models should be evolving to effectively capture the attention of younger generations like Gen Z and Gen Alpha.
“Gonzalez: The most forward-thinking developers create a holistic journey for visitors, ensuring that the transition between experiences and shopping feels natural and enticing. Merchandising plays a critical role here; the layout and tenant mix must be thoughtfully curated to align with consumer preferences and behaviors.”
Danny Parisi sat down with MG2 Principal Melissa Gonzalez to discuss the benefits of launching a mobile app for fashion brands for Glossy.
“These apps are appealing because they allow brands to own the mobile experience, drive discovery and loyalty — not just conversion, link digital and physical touchpoints, and create community,” said Melissa Gonzalez, a retail strategist and principal at the retail architecture firm MG2. “Apps may include user profiles, saved looks, friend sharing, live chats, Q&As, drop countdowns and loyalty tiers, all tailored for the Gen-Z consumer who values peer influence and identity.”
Building Design + Construction revealed its Top 130 Retail Architecture Firms for 2025, and MG2 ranked #3!
MG2 Principal and The Purpose Pivot author Melissa Gonzalez joined Bill Sherman on an episode of Thought Leadership Leverage to discuss how moments of pause can redefine leadership, and why vulnerability, intuition, and well-being are essential to building clarity, resilience, and purpose-driven careers.
Retail Design Institute honored MG2 Chief Creative Officer MJ Munsell with induction into the Retail Design Legion of Honor.
MJ is recognized for more than three decades of leadership in retail design, guiding award-winning project teams for brands including Nordstrom, Anthropologie, Victoria’s Secret, and Tommy Bahama.
MG2 首席顾问兼 MG2 Advisory 创始人 Melissa Gonzalez 最近做客 The Robin Report 的每周播客节目 Retail Unwrapped，与 Shelley E. Kohan 讨论了她的新书《目标转型》。
梅丽莎分享了直觉如何作为未经筛选的市场情报，帮助领导者发现自身角色与竞争优势之间的不匹配之处。
In this episode of Retail Refined, MG2 Principal Melissa Gonzalez sits down with Brieane Olson, CEO of Pacsun, to explore how Gen Z and Gen Alpha are redefining creativity, consumption, and connection—and what it means for brands hoping to stay relevant in a culture that’s evolving faster than ever.
MG2 Principal Melissa Gonzalez discussed how Gen Z shapes the future of malls in an ICSC article.
“’Gen Z values community,’ she said, ‘so it’s key to understand what they want out of the communal experience and how malls can tap into culture, curate bespoke programming and design an environment that resonates as a social destination.'”
MG2’s Chief Creative Officer MJ Munsell spoke with Bisnow’s John Krukowski about the ever evolving retail industry.
“’To create a retail center where people want to return, it’s important to develop a dynamic sense of place with dining experiences, entertainment, surprise and discovery, camaraderie and, of course, shopping,’ said Munsell.”
在最近一期的《零售重塑》节目中，MG2 的负责人 Melissa Gonzalez 与 Nicole Silberstein 进行了对话，分享了为什么店内体验仍然是建立联系和促进转化的强大驱动力，以及 MG2 的最新研究如何揭示 Z 世代带着明确的目的走进实体零售店。
In her article in Inside Retail, “Where Checkout Happens Now,” MG2 Principal Melissa Gonzalez discusses the evolution of the checkout experience.
“In its 2025 report on Gen Z shoppers, MG2 Advisory found that more than half of Gen Z saw value in mobile pay or self-checkout optionality, as well as ‘buy online, pick up in-store’ (BOPIS) capabilities.”
VMSD recently unveiled its 2025 Annual International Visual Competition award winners and our Kizik Pop-Up in SoHo, NYC was a 2024 Honorable Mention.
在最近一篇 Inside Retail 的文章中，编辑 Nicole Kirichanskaya 讨论了 MG2 Advisory 报告中关于 Z 世代的新见解，强调了零售商了解他们的需求和偏好的重要性。
正如MG2公司负责人梅丽莎·冈萨雷斯解释的那样，“当品牌将自己定位为这些优先事项的合作伙伴，而不仅仅是产品销售商时，它们就能建立起远超结账环节的相关性和信任度。”
MG2 负责人 Melissa Gonzalez 在最近发表于 Inside Retail 的文章中探讨了零售业中实体体验和数字体验的战略融合。
“想要与这一代人建立持久联系的零售商需要彻底重新思考商店设计，将商店定位为不仅是购物场所，更是创意互动空间。”
您对当今最年轻的成年消费者群体——年龄在 18 至 26 岁之间的 Z 世代——了解多少？
人们常常将Z世代视为一个整体，但实际上他们包含两个截然不同的代际群体，各自拥有不同的优先事项、行为和期望。年轻的Z世代刚刚步入成年，而年长的Z世代则正在塑造他们的事业、家庭和长期习惯。他们对价值体系、社会影响、教育和身份认同的看法各不相同，他们与品牌和零售商的关系也同样复杂。对这一代人妄下断言，或依赖过时的标签，都可能导致错失良机，从而限制客户忠诚度和收入增长。
本报告旨在帮助品牌和零售商摒弃泛泛而谈，做出更明智的决策。通过揭示Z世代内部的差异，而不仅仅是他们与其他世代之间的差异，我们展现了创造真实店内体验的明确机遇，这些体验能够建立社群和信任，激发忠诚度，并支持品牌的长期发展。
完整报告可在本页底部下载。 现在就带我去那里！
根据我们的调查结果，Z世代消费者分享了以下关键见解，阐述了他们的价值观如何在购物体验中得到体现，以及他们如何寻求与他们关心的品牌进行更有意义的店内互动。
94% Z世代购物时会秉持一些价值观，例如真实性、透明度和谦逊，但他们往往难以在实体店中实现这些价值观，常常为了价格或便利而牺牲这些理想。
超过 70% Z世代希望与他们喜爱的品牌建立超越内容本身的联系；他们希望成为品牌旅程中的共同创造者和合作者，包括店铺设计和产品定制。
3/5 Z世代消费者表示，他们光顾实体店的主要原因之一是体验品牌的社群氛围，并满足他们对更强归属感的渴望。
60% Z世代希望看到能够反映当下文化热点的产品或店内视觉效果，这体现了品牌对他们生活中重要事物的了解。
接近 50% Z世代表示，如果品牌的可持续发展承诺体现在门店自身的设计中，他们会更信任该品牌。
为了赢得Z世代的关注、尊重和长期忠诚，品牌和零售商必须超越先入为主的观念和盲目追逐潮流，花时间去了解真正驱动这一代人的因素。Z世代青睐那些能够体现他们价值观并邀请他们参与其中的品牌，不仅仅是作为消费者，更是作为合作伙伴。这意味着要通过精心设计，例如使用可持续材料和符合道德规范的产品，将意义融入门店，同时提供能够促进交流的空间，例如社区休息室或共创中心，让他们的声音能够影响从产品设计到门店布局的方方面面。怀旧、艺术性和视觉叙事也能深深引起这一代人的共鸣，尤其是在与能够强化而非分散品牌传承和产品教育意义的技术相结合时。店内体验应该成为Z世代价值观的有意义的延伸：更便捷的可持续发展途径、个性化的创意体验和真正的社群归属感。当品牌将自身定位为这些优先事项的合作伙伴，而不仅仅是产品销售商时，它们就能建立起超越结账环节的深远意义和信任。
MG2校长 Melissa Gonzalez 最近，Anjee Solanki 在 Colliers Knowledge Leader 的一篇文章中引用了他的观点，该文章探讨了有意识的感官设计如何塑造零售业的未来。
“将感官元素融入实体零售环境，能带来最高的体验回报率 (ROX)。据高力国际工程设计公司旗下的 MG2 咨询健康报告显示，约有 60% 的受访者表示，由物理事件（如海浪或雨声）和自然光产生的声音能够缓解他们的焦虑，帮助他们感到平静。MG2 咨询公司（现为高力国际工程设计公司的一部分）的创始人兼负责人梅丽莎·冈萨雷斯 (Melissa Gonzalez) 表示：“能够通过营造社区氛围，帮助人们放松身心、专注于当下的品牌，是另一项价值主张。”
Shop! Association has announced its 2025 Global Award Winners. We’re proud that our design for SOREL’s Pop-Up in New York City has won for Specialty Store Concepts.
“The winners of the Shop! Global Awards represent the best of the best worldwide, setting the standard for excellence and innovation throughout the in-store experience,” said @Leo van de Polder, SMP MaRC, Global Development Director, Shop! Association.
GRAY Magazine has just announced it’s finalists for the 8th annual GRAY Awards and MG2’s design for SOREL’s New York City pop-up is among them.
SOREL partnered with MG2 to open a pop-up shop in Brooklyn’s Williamsburg neighborhood in 2023 to help drive awareness, customer engagement, sales, and marketing integration data for future strategies.
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。
We’re excited to announce that MG2 Designer Ryan Todys has been named one of VMSD’s 2025 Designer Dozen!
In discussing with VMSD Editor-in-Chief Carly Hagedon what he enjoys most about his position, Ryan said, “I love a good puzzle, and I really enjoy the space planning side of retail design. A perfect retail space is hard to come by, and many of the spaces I work with have challenging footprints or obstacles to work around. I enjoy the process of figuring out how to make interiors work and the rewarding feeling of getting all the different pieces to fit together.”
随着电动汽车市场的持续增长，人们对充电站的期望也日益提高，充电站正逐渐成为不断扩展的电动汽车生态系统中不可或缺的一部分。如今的消费者，无论是现有车主还是潜在车主，追求的不仅仅是便利；他们渴望无缝衔接的技术、温馨舒适的空间以及符合自身价值观和生活方式的配套设施。秉持着“超越合理”待客之道的周到细致、热情好客的氛围，可以将原本普通的充电站体验转化为令人难忘的经历，超越预期，并建立超越实用性的联系。由于不同地点和用户类型的需求各不相同，充电站必须兼顾效率和满意度。本文将探讨这些空间如何适应不断变化的需求和期望，并探索如何设计出既实用又引人入胜的环境。
完整报告可在本页底部下载。 现在就带我去那里！
根据我们的研究，了解消费者画像以及他们对电动汽车充电环境的体验和期望，可以指导我们选择能够提供最大价值和更高消费者满意度的服务产品和增强功能。
充电是一场与时间的赛跑——它应该快速、流畅、便捷。而优先充电等会员专属福利更让充电体验锦上添花。
充电是摆脱一天喧嚣的片刻休憩——它应该是平静放松的。而一个舒适惬意的环境对于放松身心至关重要。
充电只是开始——它应该是一个包含餐饮和娱乐的沉浸式体验。其他服务和设施也都在精心设计之中。
随着电动汽车充电环境的不断发展，未来这些空间的精髓在于打造一种整体化、人性化的体验，既满足用户对便利性的需求，又激发他们参与互动的渴望。虽然消费者期望充电桩提供Wi-Fi、手机充电接口和干净的洗手间等基本设施，但真正的魅力在于超越这些预期。精心设计的服务，例如本地咖啡、社区活动以及便捷的导航和充电技术，能够为用户带来惊喜和愉悦，从而加深用户与空间的联系。这些特色不仅提升了用户体验，更展现了当地的文化和设计，营造出既熟悉又清新的环境。此外，融入教育元素和宁静氛围的室内设计，更能营造出一种静谧的休憩之所，在功能性和舒适性之间取得平衡。电动汽车品牌必须牢记，有些消费者追求效率，渴望快速充电后即可出发；而另一些消费者则希望驻足停留，沉浸于充电体验之中。成功的关键在于打造一个兼顾两方面需求的空间：既能为出行人士提供便利，又能满足希望享受旅程的人们的需求；同时，房地产投资组合中应包含多种业态，以确保其多功能性并吸引多元化的受众。通过精心设计这些要素，电动汽车充电站不仅可以成为功能齐全的休息站，更能成为激发品牌忠诚度和信任度的目的地，并持续多年保持这种影响力。
Retail TouchPoints’ recently published article, “Pop-Ups Prove Their Versatility: Product Debuts, Event Tie-Ins, and On-the-Ground Testing,” features Kizik’s NYC pop-up, designed by MG2. The experiential pop-up on Greene Street in New York’s SoHo neighborhood introduced the brand for the first time to a New York audience—consumers, traditional media, and influencers. The pop-up proved so popular it remained open for five weeks longer than anticipated.
“Retailers also use pop-ups as testing grounds for permanent brick-and-mortar locations, as Kizik and design firm MG2 did with the retailer’s NYC pop-up in 2024,” wrote Retail Touchpoints Editor Adam Blair. “The original pop-up proved so popular that Kizik extended its original operating dates while the brand planned two permanent shops — one in King of Prussia, Pa. and the other in the Mall of America.”
MG2校长 Melissa Gonzalez spoke with Inside Retail’s Editor Nicole Kirichanskaya on the new and upcoming brand, Blank Street Coffee.
“As the MG2 Principal told Inside Retail, ‘The brand’s minimalist aesthetic and trendy beverage options, such as the matcha-based drinks and seasonal cold brews, contribute to the company’s cult-like following and viral content moments.'”
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