《连锁店时代》杂志曾报道过MG2校长。 Melissa Gonzalez 在他们的封面故事“商店设计：经受住了时间考验的元素”中，作者是康妮·罗宾斯·根特里。
以下是文章中冈萨雷斯讨论橱窗展示和地板铺设的部分内容：
“零售商在橱窗展示中讲述故事的方式越来越有创意，”她说道，并补充说，有些橱窗的设计就是为了吸引人们在Instagram或TikTok上分享。冈萨雷斯表示，地板是零售商引导顾客购物体验的另一种方式。地板的功能性考量固然重要，但美观性也同样重要——选择合适的木材、颜色和图案。
消费者对快餐和休闲快餐的期望已不再局限于速度和价格。如今，食客追求的是沉浸式的品牌体验，这种体验融合了个性化、高效和社群感。为了保持竞争力，快餐和休闲快餐品牌必须重新构想其空间，使其成为有意义互动的中心，从而培养顾客忠诚度并提升品牌形象。虽然数字化点餐和精简运营等进步提升了便利性，但更深层次的机遇在于设计能够无缝融合速度、真实性和现代感的用餐环境。我们的调查旨在探索能够重新定义快餐和休闲快餐的创新策略，打造令人难忘的品牌体验，从而在未来数年内持续吸引消费者。
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，受访者分享了以下关于他们对快餐店和休闲快餐店用餐环境的体验和期望的关键见解，以及哪些服务和升级功能能够带来最大的价值和更高的消费者满意度：
近 60% 所有受访者均表示，温暖宜人的灯光或整体氛围有助于营造舒适的环境。 舒适感和难忘感
1/2 受访者希望厨房采用开放式设计，食物准备区一目了然，并补充说…… 戏剧元素和自信 就食物的清洁度和新鲜度而言
接近 55% 所有受访者都认为，用于数字会员计划和预购/预付功能的移动应用程序并列第一。 能够创造价值的技术
大约 80% 所有受访者中，有相当一部分人对体验移动厨房或餐车，以及具有特色的体验式厨房感兴趣。 沉浸式品牌环境和主题装饰
超过 50% 所有受访者中，有相当一部分人认为，能够反映个人偏好（包括以往订单）的个性化促销活动是一种…… 忠诚度的主要驱动因素 并建立了一个 更强的品牌亲和力
快餐和休闲快餐的未来不仅仅在于品质、速度和便利；它更在于打造能够吸引、启发并与消费者建立更深层次联系的环境。效率固然至关重要，但如今的消费者追求的远不止快速解决一餐；他们渴望将优质食材与匠心设计、创新科技和有意义的品牌互动完美融合的用餐体验。美学吸引力在塑造消费者认知方面发挥着关键作用，温暖的灯光、开放式厨房和混合式用餐空间能够提升氛围，营造社区感。同时，通过与当地农户、艺术家或意见领袖的合作，开展战略性推广和合作，能够进一步提升品牌形象，创造归属感和兴奋感。限时菜单、快闪店和游戏化点餐方式则增添了惊喜元素，让顾客保持参与度，并渴望再次光顾。通过平衡功能性和创造性，快餐和休闲快餐品牌可以将日常用餐体验转化为难忘的经历，确保满足甚至超越不断变化的消费者期望。
《福布斯》撰稿人布林·斯内林接受了采访 MG2 Advisor 的负责人兼创始人是 Melissa Gonzalez 探讨重塑零售业的趋势。
冈萨雷斯表示：“总体趋势是向小型化发展——更小的店面、更短的租期、更灵活的运营环境。”他补充道：“实体店的意义何在？现在与库存无关了，尤其是在消费者越来越习惯网上购物的情况下。”
Glossy’s newest Executive Action Items series featured MG2 Principal and Founder of MG2 Advisory Melissa Gonzalez, who shared her expertise on digital native brands.
的 SOREL pop-up has been named one of Interior Design’s 2024 Best of Year Awards Honorees.
Interior Design’s 19th annual Best of Year Awards celebrate outstanding projects and products across the design industry. Winners were revealed by Editor-in-Chief Cindy Allen during a vibrant ceremony in Manhattan on December 12. But the celebration doesn’t stop there! Discover who earned top honors in each category, and raise a glass to another year of bold, inspiring design.
如今的美容市场呈现出多元化的格局，尤其体现在不同世代的偏好上。年龄最大的Alpha世代消费者虽然只有14岁，但在2023年，他们的美容消费额却接近147亿美元，超过了其他所有年龄段的消费者。* 品牌和零售商固然需要找到与年轻消费者在店内互动和建立联系的策略，但同样重要的是，要确保Z世代、千禧世代、X世代和婴儿潮一代的消费者不会感到被疏远、被低估或被忽视，尤其考虑到他们整体的消费能力。在我们的调查中，我们深入研究了这些跨世代的美容消费者行为和偏好，旨在揭示面向未来的门店设计和项目规划机遇，这些机遇涵盖了对当今消费者多样性的整体视角，包括他们对新发现途径的偏好和差异，以及提升店内互动和顾客忠诚度的驱动因素。
*AYTM 2024
完整报告可在本预览页面底部下载。 现在就带我去那里！
根据我们的调查，受访者分享了以下关于她们在女性美容环境中的体验和看法，以及店内哪些产品和服务以及哪些接触点能带来最大价值的关键见解：
超过一半 所有受访者均表示，两者同等重要。 受过良好教育，并受到启发 在实体店购物时，与其说是其中一个，不如说是另一个。
接近 70% 所有受访者都希望 能够自由触摸 店内提供产品和造型工具，51% 希望设立一个试用/体验区，正是为了实现这一目标。
#1 所有受访者都渴望 基于治疗方案 商品销售同比变化（例如面部、皮肤、头发）
超过 60% 所有受访者都对美容产品及其包装感兴趣。 回收容器 店内有售
3/5 受访者发现皮肤扫描仪或化妆镜 个性化产品推荐 教育将成为提升购物体验的价值驱动因素
美容行业竞争日益激烈，从阿尔法世代到婴儿潮一代，消费者都在努力跟上最新的社交媒体潮流，同时也在寻找最能满足自身美容需求的品牌和产品。在实体店，产品知识普及和灵感启发是基本要求。消费者渴望在一个注重赋能和趣味性的环境中学习和探索，让他们能够自由地、随心所欲地试用产品。他们也重视信息丰富的展示和视觉效果，无论是线上还是线下，这都是学习和发现的有效途径。在商品陈列方面，消费者追求便捷高效的购物体验，希望货架上能提供基于护肤流程的规划，帮助他们快速找到合适的产品。各个年龄段的消费者都对新兴趋势（例如清洁美容和包容性美容）充满兴趣，他们重视店内的产品推荐和同伴推荐，以辅助购买决策。为了回馈他们的忠诚度和重复消费，美容消费者希望获得积分奖励计划，奖励包括免运费、礼品和专属活动等福利。最重要的是，随着美妆消费者面临人生新阶段，他们希望自己信赖的品牌能够继续陪伴左右，同时也能为他们提供探索新事物的机会。无论年龄大小，无论处于美妆旅程的哪个阶段，消费者的需求都在不断变化，他们也期望品牌能够与他们一同发展和适应。
Glossy Senior Beauty Reporter Emily Jensen spoke with MG2 Principal Melissa Gonzalez about pop-up culture.
“Long lines can often be a sign of success, but Gonzalez said organizers need to be proactive about how consumers are experiencing long wait times, such as by sending out ambassadors to entertain those waiting in line or handing out free samples. ‘You keep the positive energy while they’re out there for you,’ said Gonzalez, whose firm has created experiential pop-ups for likes of footwear brand Sorel 和 the Amazon Prime show ‘The Marvelous Mrs. Maisel.’ ‘That way, being in that line becomes part of the experience in a positive way, too.'”
MG2 has been working closely with digital-native, direct-to-consumer footwear brand Kizik to bring its hands-free technology to brick-and-mortar. Kizik’s 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.
At the entrance of the space, a “conveyor belt” display of footwear led to the brand’s AHA moment, a “hands-free try-on” experience to determine fit and size. The entire process of shopping the pop-up was frictionless. A full range of styles were displayed and drop shipping allowed consumers to purchase their shoes without the hassle and inconvenience of lugging them around the city.
Motion, visualized through dynamic lighting, was a theme throughout the pop-up. Digital screens conveyed Kizik’s new tagline: “Motion is magic.” After engaging with the brand, consumers were invited to unlock a mystery door at the back of the store which led to an illuminated portal. An immersive and interactive color display allowed them to use their bodies to create a personalized light show.
The Kizik pop-up provided an immersive experience that evoked a sense of endless possibilities, showcasing the magic of motion. Originally scheduled to run for one weekend, the pop-up was so successful, it was extended an additional five weeks.
随着整体健康理念在社会中扎根，营销人员正在探索与顾客沟通的新方式，以促进健康。“从生活方式的角度来看，品牌可以做出各种各样的承诺，” MG2 负责人梅丽莎·冈萨雷斯 (Melissa Gonzalez) 说道。 “它可以是任何东西，从新产品到美容部门的部分，从健康的角度解释其好处，再到对环境问题的认识。”
“2024 年 1 月 整体健康报告 从 MG2 公告 该集团探索营销人员如何利用其所认为的下一个健康前沿：零售店。报告指出：“通过以健康的视角评估传统的店铺设计元素，品牌有机会打造更全面的环境，而不仅仅是物质层面，并兼顾认知、情感和精神健康属性。”
最近，编辑 Adam Blair 在 Retail TouchPoints 上重点介绍了 为了刺激：满足所有人的餐饮娱乐体验 深入探讨成功餐饮娱乐场所的关键驱动因素。
“‘吃’之所以排在‘餐饮娱乐’前面是有原因的。人们想要的是一站式服务，如果你能成功做到这一点，就能赢得他们更多的时间和金钱。” Melissa Gonzalez.”
的 SOREL pop-up has been named one of the VMSD International Visual Competition Awards Honorable Mention.
MG2 在《建筑设计+建筑媒体》最近发布的 2024 年 200 强建筑公司榜单中名列前 20 名。
SOREL, a renowned brand, opened a pop-up shop in Brooklyn’s Williamsburg neighborhood in 2023 as part of its strategy to expand its brand presence. To achieve this, the company partnered with MG2 to create a pop-up shop that will help drive awareness, customer engagement, sales, and marketing integration data for future strategies. This pop-up shop also marks the brand’s 50th anniversary of the iconic Caribou silhouette.
The bold storefront features full saturation of the brand’s signature color – “Optimized Orange” – a life-size polar bear featuring local art, and illuminated custom signage that provides a peek into the pop-up experience. The team leveraged augmented reality tech to enhance the in-store experience, including a full-body mirror-sized screen that customers can stand in front of to interact with various weather effects. This innovative approach to retail design showcases SOREL’s commitment to providing customers with an immersive and memorable shopping experience.
Video provided by SOREL.
拥有 200 年历史的奢侈水晶品牌 Waterford 为了重塑品牌形象，吸引更年轻、更多元化的客户群体，与 MG2/The Lionesque Group 合作，在纽约市的 SoHo 区打造了第一家快闪店：这是一个令人惊叹的沉浸式体验，展现了品牌的传承，同时融入了现代设计，描绘了美好的未来。
凭借自身经验，沃特福德力图开拓千禧一代和Z世代市场，以创新方式讲述品牌故事，并扩大区域知名度。公司的目标是为其从高端奢侈品牌转型为更贴近现代生活、更易于接受的日常玻璃器皿和家居装饰品牌奠定基础，从而引起年轻一代的共鸣。
MG2/The Lionesque Group 设计了一个极具视觉冲击力的快闪店，将沃特福德悠久的历史与充满活力的未来巧妙融合，打造出引人入胜的零售体验。顾客步入店内，首先映入眼帘的是一幅来自最新宣传活动的醒目黑白肖像，为这个现代而沉浸式的空间定下了基调。
该零售空间布局巧妙，鼓励顾客探索和体验产品。室内装潢融合了传统与现代元素，例如以铜质装饰点缀的摇滚风格图案。此外，投影映射图像贯穿整个空间，以视觉化的方式展现了品牌的爱尔兰渊源，让顾客沉浸其中。
精心打造的品牌体验，树立了新一代的优雅风范。
设计师精心挑选了既符合沃特福德品牌理念又兼顾实用性的高品质材料。在预算允许的情况下，设计师还采用了诸如真铜等高端材料，以增添奢华与精致感。为了确保这些饰面始终保持美观，团队对门店员工进行了正确的保养培训，以维护其完整性。
MG2/The Lionesque Group 的全面方案涵盖了从审核品牌宣传材料和 SKU 清单到管理门店建设和人员配备等方方面面，同时还解决了销售点协调、员工培训和库存管理等实际问题。在运营协调到位的情况下，沃特福德团队得以专注于吸引新客户和提升销售额。
沉浸式零售体验巧妙融合了沃特福德的传统工艺与现代设计元素，成功重塑了品牌形象，并与新一代消费者建立了联系。这家快闪店以创新方式激发了消费者对沃特福德产品作为日常玻璃器皿和家居装饰的浓厚兴趣，其成功巩固了品牌在不断变化的奢侈品市场中的永恒魅力和适应能力，为其持续增长奠定了基础。
以标志性军装街头服饰闻名的Alpha Industries与零售专家MG2/The Lionesque Group合作，在纽约市Soho区开设了其首家实体零售体验店。该品牌旨在打造一个能够促进销售并通过关键历史事件讲述公司故事的概念。
Alpha Industries 与我们的设计师、策略师和项目经理团队一起，打造了一个充满活力和吸引力的零售环境，帮助提升了品牌在当地市场的知名度。
MG2/The Lionesque Group 面临的挑战是创造一种零售体验，以有效地提高品牌知名度，教育消费者了解公司的历史，建立品牌忠诚度，创造有影响力的时刻，并测试实体零售对该品牌的可行性。
为了生动展现 Alpha Industries 的故事，团队打造了沉浸式且极具影响力的零售体验，其中包括复古夹克系列、14 英尺高的军用飞机方向舵、林地迷彩面料元素，以及利用该品牌标志性的“飞行前移除”标签打造的引人注目的天花板装置。
MG2/The Lionesque Group 还设计了空间，采用了醒目的环境图形，运用标志性色彩和引人入胜的问题，激发了宾客和员工之间的交流。在施工过程中，设计师利用二维布局图和三维渲染图，清晰地展现了最终产品的效果。除了负责施工管理外，他们还提供人员配备和运营支持，以确保为顾客提供流畅的体验。
Alpha Industries 与 MG2/The Lionesque Group 的合作打造了一个引人入胜的多感官零售空间，以品牌标志性的历史为背景展示产品。此次体验成功提升了品牌在本地市场和数字渠道的知名度，让消费者了解了公司的历史传承，帮助 Alpha Industries 建立了忠实的客户群体，创造了极具影响力的、适合在 Instagram 上分享的精彩瞬间，并巩固了其在军装街头服饰行业的领导地位。自开业以来，这家位于 SoHo 的快闪店已登上 Women's Wears Daily、VMSD 和 Chainstore Age 等媒体。
As the #1 most popular connected fitness brand in Asia, FITURE set out to revolutionize the home workout industry with its innovative Motion Engine™ technology and interactive fitness mirror. With the goal of introducing the brand to American consumers, FITURE partnered with retail experts at MG2/The Lionesque Group to bring to life a 600-square-foot pop-up space strategically located in The Westchester Mall in White Plains, NY.
The team designed three test stations that showcased the mirror and its innovative technology, complete with custom cabinets, ottomans, and a rear-illuminated back panel.
Faced with the challenge of creating an impactful, experiential, and fun environment within a limited space, MG2/The Lionesque Group leveraged expertise in retail design and construction management to develop a next-generation in-store experience. The team designed three test stations that showcased the mirror and its innovative technology, complete with custom cabinets, ottomans, and a rear-illuminated back panel.
To bring the FITURE brand to life, MG2/The Lionesque Group filled the space with larger-than-life environmental graphics featuring trademark colors, popular instructors, and engaging questions that spark conversations between guests and associates.
The team also used recycled LVT flooring to evoke movement and clearly denote individual testing zones. Attracting passers-by into the space is an eye-catching display that highlights the interactive elements of the UI experience with a striking infinity mirror and blue cords that mimics the Motion Engine™ technology.
The resulting environment was a dynamic and engaging retail experience that effectively introduced the FITURE brand and its innovative technology to the American market. Leveraging a combination of impactful design and interactive features, MG2/The Lionesque Group produced a unique and memorable experience for guests, helping solidify FITURE’s position as a leader in the connected fitness industry.
Offering products with real ingredients, zero-waste packaging, and a powerful clean that’s better for you, Cleancult is a sustainably-minded brand offering natural cleaning goods and refills that are gentler on the planet. Seeking to build brand awareness, engage with distributors, and educate potential customers on their offering, Cleancult partnered with MG2 to bring its digitally native brand and persona to life into a physical product exhibition at Natural Products Expo West.
Providing everything from design ideation, 2D layout, and 3D renderings to all production sources and build out management, MG2 worked hand-in-hand with Cleancult to create a branded environment that accurately represents the brand’s messaging and aesthetic, source and execute the production of the exhibition booth, and—keeping in line with the brand’s sustainable mission—carefully plan for storage and future reuse of the set.
Cleancult found great success with the debut of its brand in a physical environment. To highlight their sustainable messaging, we incorporated an oversized product carton to emphasize their sustainable packaging, a living wall with real plants, and included digital and physical signage with product claims and information—all utilizing environmentally-friendly materials. Cleancult was thrilled with the connections made during the show and is now set up for future activations with quick and easy access to an existing build-out in storage.
When Victoria’s Secret, one of the defining brands in the world of beauty, sought to elevate both local and global awareness around its iconic Bombshell fragrance, they partnered with MG2 / Lionesque Group on the design, development, and build-out of a one-week immersive pop-up experience on The High Line: an iconic outdoor park that weaves through the heart of Manhattan.
From the onset, finding the perfect outdoor venue—an outdoor city park that allowed for the selling of goods but also supported the duration desired by the client—was as challenging as it was paramount. The team sourced, scouted, and worked with the City of New York to navigate the complexities of permitting to secure the iconic, elevated High Line park for the pop-up’s location. With the challenges that variable weather can provide for outdoor venues, designers also took every possibility into consideration while curating the experience, incorporating contingencies for inclement climates.
With a focus on creating an immersive, technology-integrated journey that would play host to several events and memorable moments throughout the week, designers adopted and embodied the Bombshell state of mind from day one. Designers studied concepts in 2D and rendered in 3D, while also carefully curating the color and material palettes, signage, lighting, and floral packages that would become the foundation of the experiential attributes, iconic structures, and captivating motifs.
With the run-of-show, customer journey, and design details finalized, The Lionesque Group conducted a veritable orchestra of contractors, vendors, and specialists, coordinating the budgets and timelines of hundreds of moving pieces to bring a wholly unique, unforgettable 10,000 sq/ft pop-up to life.
The experience featured 150 lbs of greenery, 525 feet of LED neon, 1,350 sq/ft of pink vinyl, and approximately 58,000 stems of fresh florals—half of them season-favorite peonies—sourced both locally and from countries around the world.
The Bombshell Gardens debuted to unanimous fanfare from the press, influencers, celebrities, and visitors. Complete with immersive projection mapping, artful mirrored installations, elegant gardens containing thousands of flowers, and classic brand iconography, visitors were immersed in the Bombshell story: a place of discovery where all are welcome to be inspired and uplifted through the ultimate fragrance journey.
Engaging, Instagrammable, and destination-worthy, the Victoria’s Secret Bombshell Gardens experience garnered over 93,000 visitors, millions of social media impressions, four engagement proposals, significant brand awareness and coverage, and the genuine, high-spirited, consumer-empowering brand engagement it sought from the week-long pop-up event.
To generate awareness and sales for the first exclusive launch of Packer Shoes x Asics and Mitchell & Ness capsule collections.
Packer Shoes contracted MG2 for their 4th Pop-Up Store in NYC. With the goal of capturing U.S. Open-based media and foot traffic, MG2 secured Vanderbilt Hall at Grand Central Station and was the lead project management team for the #GAMESETMATCH activation.
Located at the pinnacle of passerby traveling from NYC to Arthur Ashe stadium, the 3-day pop-up captured thousands of visitors daily and was featured in major industry publications including SneakerNews, HypeBeast, Sole Collector, and more.
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.
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.
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, 福布斯, 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
品牌意识和教育 ManiMatch应用程序 这款应用可以让你虚拟地涂抹指甲油。（它利用增强现实技术，让你能够在线试用超过200种不同的莎莉汉森指甲油颜色！）
MG2受Sally Hansen旗下数字营销机构CULT LDN委托，成为其快闪美甲店的合作制作公司。我们负责选址、设计3D效果图、监督制作搭建以及招募店员。
为期三天的快闪活动吸引了超过2500名访客，在社交媒体上获得了超过1900万次的曝光量，并被誉为“《Teen Vogue》的“天才应用” 和 ”Mashable 推荐的“最佳购物方式”.
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 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.
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.
当家庭健身行业领军企业 Tempo 寻求通过拓展实体零售市场来加强与消费者的联系时，他们与……建立了合作关系。 MG2 / Lionesque Group 对新建独立门店的战略、设计和建设采取整体方法。
凭借从合作零售空间收集的数据和经验，Tempo 致力于打造超越产品和服务展示的零售体验。他们精心策划了一段独特的客户旅程，将教育和日常可能性融入 Tempo 社区，展现了品牌产品所带来的健康、充实生活方式的潜力。Tempo 的实体店故事从教练和公司创始人身上汲取灵感，帮助消费者设想如何将现实世界中的活动——例如攀岩、冲浪、徒步旅行等——与家中的健康伙伴完美结合。
除了对门店的战略、设计和建设采取全面的方法外，设计师还与 Tempo 合作，为其新零售空间制定了关键绩效指标 (KPI)。一系列市场调研帮助团队确定了试点门店的合适面积和城市，同时，双方还合作推进了从概念开发、零售战略规划、预算评估到设计方案和项目管理等各个环节。
随着位于曼哈顿和华盛顿州贝尔维尤的门店在假日季前及时开业，Tempo 已做好准备，可以正确分析和优化其实体零售策略，同时让家庭健身爱好者充分体验其独特社区的各种可能性。
MG2 / 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.
English 
简体中文