Market Sector： 专营零售

消费者体验

Glam Seamless

Glam Seamless opens its first store in Los Angeles.

Goal

Glam Seamless is a prominent hair extension brand with a strong online presence and a New York salon and flagship store. Looking to expand their reach, the brand came to MG2 with plans to open a second location in West Hollywood. Our goal was to build a salon and retail space that remains true to the Glam Seamless aesthetic, allows them to offer in-person services to their LA clientele, and supports content creation for their social media channels and e-commerce platforms.

MG2

Glam Seamless hired MG2 to collaborate on concept development, store design & project management of build out for its second salon location. Deliverables included creative ideation and design direction as well as all production sourcing and build-out management including but not limited to: signage, custom fabrication, and sourced FF&E and decor. MG2 worked closely with the Glam Seamless team to understand the merchandising and operational needs to be considered in all custom designs.

Outcome

The MG2 team’s design delivered a luxurious and intimate 2,000-square-foot West Hollywood salon-cum-retail location with key zones, including a retail and reception room, a four-station salon and beauty bar, and a private salon. These spaces have been designed to facilitate a wide spectrum of interactions, including self-guided shopping, hair extension consultations and treatments – all with an Instagrammable backdrop for live streams. Glam Seamless’ founder, Alexandra Cristin, aims for the space to provide guests with a full beauty care solution all in one location by offering a culmination of beauty services, products, and partnering with other women-owned beauty brands.

The Los Angeles salon (as featured in Beauty Independent) was designed with unique qualities to the space while keeping a level of cohesion aligning with the New York space. A locally-inspired color palette of soft pinks and warm peaches provides a light and luxurious consistency throughout the space, while an arch motif was carried over from the original salon and serves as a brand identifier. These light and mellow elements felt true to Los Angeles while maintaining an authentic brand aesthetic.

  • 项目细节

  • 地点 West Hollywood, CA
  • 客户 Glam Seamless
  • 市场分类
  • 规模 2,000 SF
  • 设计服务
消费者体验

Ever/Body

Refreshing and Expanding Ever/Body’s Retail Offering

With the mission of demystifying cosmetic dermatology, Ever/Body is a beauty services provider that offers customized, high-performance treatments to its clientele. Keeping up with the growing demand for the company’s value proposition, Ever/Body sought to expand its service area throughout New York’s Tri-State region.

To make that goal a reality, they partnered with MG2/The Lionesque Group to redesign a refreshed concept that would align with the brand’s repositioning and bring its vision of growth to the next level.

Designers created spaces that were not just stores, but destinations and experiences worth visiting.

Tasked with creating a destination that grows lifetime value, builds awareness, and attracts new clients, MG2/The Lionesque Group strategized, designed, and developed Ever/Body’s new retail concept to align effectively with the brand’s repositioning.

Full-Service Retail Space Design & Development

To bring the new retail spaces to life, the team executed a holistic set of services for Ever/Body, including strategic planning and program development, real estate consultation, concept design, 2D test fits and 3D design, design development and construction documentation, and construction administration. Careful and meticulous design details were matched with methodical value engineering to ensure cost-effectiveness while still delivering a chic, cozy, and modern environment.

Solidifying the Legacy of a Branded Retail Experience

The partnership resulted in the opening of three new locations that align with the ethos and value proposition of the brand. The elevated, spa-like experiences incorporate natural elements infused with warm earthy colors and modern, sophisticated decor.

With a welcoming ambiance that embodies the brand’s goal of demystifying cosmetic dermatology, Ever/Body’s refreshed retail concept has proven to effectively grow lifetime value, build brand awareness, and attract new clients.

消费者体验

Hush Puppies

Scalable on-brand retail solutions for a global icon

Footwear towers to flagship stores: Unifying a brand across 3,000 retail spaces

Iconic since its inception, Hush Puppies has spent decades redefining the meaning of comfort, inspiring the embrace of color, and establishing itself as one of the world’s most recognizable footwear brands.

Having adopted an optimistic new visual identity and innovative approach toward technology, Hush Puppies partnered with MG2 to translate its new ideals into a modular retail format and global design guidelines.

With a standardized toolkit of modular design options, Hush Puppies retail partners have the flexibility to curate and scale store spaces while always remaining on-brand.

Artfully blending facilitation and collaboration with rapid productivity

Retail experts at MG2 facilitated collaborative explorations with stakeholders on both sides to examine challenges and find solutions to strike a balance between the needs of individual stores and the needs of the business. From there, they worked together to quickly and simultaneously design a flexible merchandising kit-of-parts as well as develop documented brand benchmarks to ensure that every Hush Puppies experience, from standalone footwear towers to global destination experiences, have the same identity and personality.

Countless scalable combinations, one iconic brand

With a toolkit of on-brand modular design options and standards, Hush Puppies retail partners around the world have the flexibility to choose from a carefully curated, scalable combination of fixtures, flooring, shelving, furniture, lighting, ceiling baffles, environmental graphic designs (EGD), monitor display graphics, and more, all adaptable to specific locations and budgets.

In addition to concurrently designing three unique full-scale store formats, five shop-in-shop formats, and developing tiered standards for fixtures and furnishings, MG2 leveraged talents from its branding team to bring to life unique EGD, wayfinding, and signage, including a hand-illustrated wall covering featuring Jason: Hush Puppies’ iconic basset hound mascot.

These playful, vibrant elements can be found throughout Hush Puppies’ latest concept store in Jakarta, Indonesia: the brand’s first implementation of its new global retail design guidelines. The experience also includes a variety of technology-driven retail touch points, ranging from augmented reality games to Instagram Live shopping events, that help the company connect with a new generation of customers.

观点

沉浸式体验，持久策略：米兰设计周的零售设计经验

2022 年 6 月 / MJ Munsell、Jessica Thaemert

什么使得零售体验真正与众不同？

是那种完全沉浸于品牌所定义的世界中，几乎触手可及的感觉吗？身处其中，你会有何感受？它能让你畅想无限可能？它能激发你的感官？以上皆是？还是完全不同？今年，我们参加了米兰国际家具展和米兰家具展，希望能找到这些问题的全新答案。

受到我们所遇到的一切的启发，我们的团队总结了我们的最佳经历，记录了是什么让它们脱颖而出，以及我们可以学习和应用什么来设计一些世界上最好的零售体验。

阿尔科瓦

Alcova 是一次进入废弃军事医院的超凡之旅，展出了超过 80 位参展商的作品，他们将普通物品带入一个不寻常的环境中，创造焦点，进行故事讲述，并发展我们现在与该物品和品牌相关联的记忆。

内部的旅程与活动本身一样具有影响力：方法、不确定性、小插图的揭开——这一切都增加了品牌的吸引力和体验的影响力。

阿莱西

Alessi 的个性化展柜在多尺度环境中，以品牌历史的视角讲述了品牌故事。它呈现了精心策划的短篇故事，展现了品牌历史上的标志性时刻，以及品牌家族以第一人称讲述工厂和公司发展历程的叙述，并通过品牌展览，让参观者真挚而深刻地沉浸于品牌传承之中。

这家多元化的设计公司打造了一个体验式画廊，将物品、音乐、场所和场景融为一体。该装置展现了他们创造情感空间、精心挑选精美物品的才华，并轻松地将志同道合的人聚集在一起，带来难忘的体验。

爱马仕

全球最大的奢华设计公司之一带来了一场精彩的展览，展示了其最新的家具、配饰和灯具系列。展览灵感源自野兽派水塔，巨大的发光木质结构被半透明的纸张包裹，将各种物品包裹在空灵而又专注的氛围中。

幽暗的洞穴空间里，四座发光的装置分别展示着不同的产品类型。这种沉浸式、近乎戏剧化的体验，激发了人们的想象力，并激发了人们与这个通常难以触及的品牌之间深刻的情感联系。

李·布鲁姆

灯光设计师Lee Broom的最新系列在名为“神圣灵感”的展览中展出。展览的布景将系列置于一个既丰富了设计感又饱含故事性的背景中。一系列令人惊艳的全新、飘逸的灯具灵感源自历史悠久的宗教场所。这无疑是一场真正的多感官体验，将旅程、声音、气味、灯光和场所融为一体，进一步强化了新系列的起源。

金鹅

Golden Goose 成功地通过店内体验将其品牌体验发展得充满活力、年轻、丰富多彩，甚至充满艺术感。  

旅程始于店面，顾客们在好奇心的驱使下，从店外窥探店内的一切。步入店内，亲手制作的艺术品与真人大小的数字屏幕相结合，营造出一种令人愉悦的体验。看着顾客欣喜地打开定制运动鞋，揭开为他们特别创作的艺术品，以及周围弥漫的活力，这都是品牌标志性的时刻。

一个意想不到的细节是对这个空间历史的认可：Golden Goose 通过标志性元素以及它们所发挥的遗产和意义的叙述，向前任租户亚历山大·麦昆 (Alexander McQueen) 致敬。

罗莎娜·奥兰迪

罗莎娜·奥兰迪 (Rossana Orlandi) 的画廊被描述为“蜿蜒的工艺品仙境、收藏品设计和令人眼花缭乱的家具，吸引游客沿着走廊、楼梯间和拐角处进行探索”，让我们在每个角落都能找到灵感。

RO 提供了三种精心策划的体验，包括沉浸式场景、收藏家具以及餐饮空间。亮点包括 Se 的“性感七十年代”系列、展现兼具实用性和艺术感的可持续发展理念的室内外乡村风情空间，以及轻松展现其精心策划的斯堪的纳维亚设计的“丹麦之家”展览。

是什么让这些展示如此精彩？

  • 完全沉浸式体验
  • 直观的故事叙述
  • 完全集成的消息传递
  • 大胆而简约
  • 清晰的观点
  • 严谨的设计
  • 瞬间成为标志性人物
  • 用所有感官讲述的故事

今年的米兰设计周提醒了我们三个关键而持久的设计策略的重要性：“不要偏离”、“保持简单”和“留下一些想象空间”。

我们每一次的体验，都是声音、气味、灯光、设计元素、视觉营销和人员的融合，才让它们令人难忘。正是这种科学与艺术的融合，创造了非凡的零售体验。

观点

The Future of Digital & Physical Retail: Top Five Trends for 2022

1 月 2022 / By Melissa Gonzalez

This post was originally written for & published by The Lionesque Group.

__________

In late January, our team had the pleasure of attending NRF’s annual Big Show conference in New York, where I had the honor of leading a captivating panel discussion about the future of the industry. With so much changing in retail over the past two years it was a welcome opportunity to connect with brands and experts in person and hear about their innovative approaches toward keeping up with consumer expectations and demands. 

Here are our top five takeaways from what’s important for retailers, brands, and designers to keep at the forefront as they bring future generations of digital and physical consumer experiences to life:

1. Agility in evolving the cross-platform experience is critical. 

As consumers continue to evolve how they shop, blurring the point-of-sale lines across digital and physical spaces, brands need the ability to continually and fluidly advance their offering. Any instance of friction during the payment process can kill the purchase. Unearthing and implementing streamlined methods of putting payment in the hands of consumers and/or in-store associates is essential. 


When it comes to in-store layouts, art meets science. We have more access to data and insights today than ever before, highlighting customer patterns, capturing interactions with store associates, and illuminating friction points. This data is vital to informing agile design strategies, which need to morph alongside the customer. Industry partnerships, like the one announced between The Lionesque Group and Pathr.AI, will be key to defining and strengthening the future of consumer/brand relationships.

2. Efficiency is the most desirable currency that technology offers.

To truly be successful, store associates require information to be at their fingertips, both for back-of-house and consumer-facing interactions. Instant visibility as to what’s on the floor, what’s in the back, and what’s available at another store’s location isn’t just an expectation of today’s customer, it’s necessary to embolden the prospects of a sale and fortify brand loyalty.


Consistent with The Lionesque Group’s recent industry survey findings, every moment a store associate has real-time visibility into the full scope of their inventory adds up to millions of dollars saved by the retailer. Using technology to empower associates with this knowledge bolsters store efficiency, optimizes productivity, and streamlines delivery performance.

Melissa Gonzalez, Principal at MG2, NRF Big Show 2022

3. Omnichannel means being omnipresent for the consumer. 

Whether they’re standing in a store, browsing online, interacting with social media, or playing in the metaverse, consumers want and expect a congruent, simplified “click-to-buy” experience that’s seamless across every presence of a brand.

They’re seeking an “all-of-the-above” optionality that is as fluid as they need it to be in the moment, and this agility is critical as we think about designing the store of tomorrow. Digital integration will need to empower both store associates and the consumer to be able to move interchangeably when visiting different brick and mortar locations so they have the options, access, and efficiency they desire.

4. True sustainability starts with the supply chain. 

Consumers speak with their wallets, and more and more their love language is shifting toward an expectation in transparency, sincerity, and sustainable practices from the brands they support. This further includes retailers being net-positive to the environment, as well as striving for social and community equities.

The real onus, however, is on the full ecosystem coming together to truly make a difference consumers can see and resonate with. Brands and retailers need to own and optimize their supply chain, making it more accessible from a cost and candor standpoint for consumers.

One of the lessons shared by Saskia van Gendt of Rothy’s was a profound sense of understanding of the brand’s own role in the process. “If you own the supply chain,” he notes, “you can truly impact things. For example, you can set up for on-demand manufacturing so as not to leave waste.”

5. We’re amidst an era of phygital convergence.

The metaverse—the industry’s newest buzzword—holds the promise of and capacity to meld physical retail with mixed reality experiences. However, we’re already years into this convergence of digital and brick-and-mortar, with offerings like virtual endless aisles that consumers can browse for hours, just as they might window shop in-store. 

Innovative technology has, and continues to fuel the future of retail data collection and analysis, powering responsive IoT connectivity via RFID, sensors, digital displays, and products that ignite an overlay of immersive media. The digital/physical overlap will only continue to grow.

__________

Reach out to our team to learn more about how we’re helping define the future of brick-and-mortar retail for brands.

研究与洞察

Designing Store Experiences for Today’s Consumer

1 月 2022 / By Melissa Gonzalez, Nick Caputo

In our constant curiosity and investigation of consumer behaviors and expectations, we utilize data insights to help uncover and validate where we can deliver true points of gratification within the customer journey. Here is a snapshot of key takeaways from our latest consumer survey. Our full deck with all our insights is available for download at the bottom of this preview.

How can we adapt “The role of the store” to reflect today’s consumer?

As consumers adjust to their hybrid worlds and the merging of digital and physical deepens, we take a look how consumer behaviors, needs, and expectations impact “the role of the store.” In this survey, we investigate the utility technology plays, the inherit value it brings us and how that can inform opportunities for physical retail environments.

Download – Advisory – 20220111 Store Experiences Report

消费者体验

Kathy Kuo Home

Curating immersive inspiration

Kathy Kuo Home is a boutique home furnishings brand that offers modern and classic home decor for all interior design needs. With a robust and loyal online following, Kathy Kuo Home sought to create its first permanent flagship location with the assistance of MG2 / The Lionesque Group. In addition to curating in an inviting, laid-back, dog-friendly space where customers can immerse themselves in possibilities, Kathy Kuo and her team also wanted to bring their online design center, full digital catalog, and tailored consultation offering to their clients in the heart of Southampton, New York.

The resulting experience is one that perfectly embodies the brand’s high-end offerings, seamlessly weaving together the delight of in-person discovery with the ease of digital retail technology and expert design consultation.

Within just 4,000 SF of retail space, the Kathy Kuo Home flagship uses vignette scenes to feature a hand-selected assortment of the brand’s best-selling products, including indoor and outdoor furniture, décor, and lighting in a range of styles. The store also houses a design resource center for KKH designers to work one-on-one with clients in-person to design their home, and will further serve as a destination for curated events hosted in-store.

Transcending an environment that feels like Kuo’s own Hampton home, it’s an experience that successfully welcomes everyone in the space, encouraging exploration and fueling inspiration.

“Interacting with our customers has always been a top priority for the brand, and there’s no better way to do this than in person.” said Kuo in an interview with Forbes just prior to the store’s grand opening, “We’ve seen continued success through investing in our relationships by providing our high-touch services online and now will have the opportunity for continued growth. Having a physical location will allow us to connect with and serve more customers and clients than ever before, aiding in our brand mission to help as many people as possible love where they live.”

Since opening doors, Kathy Kuo Home’s flagship store has been featured in Architectural Digest, Insider Trends, Modern Luxury, and Business of Home.

It was also awarded the honor of House Beautiful’s 2021 Best Home Stores in America Right Now.

  • 项目细节

  • 地点 Southampton, New York, United States
  • 客户 Kathy Kuo Home
  • 市场分类
  • 规模 4,000 SF
  • 设计服务
观点

超越自我：以数据驱动，致力于可持续设计

2021 年 11 月 / 作者：Russ Hazzard，《超越与超越：数据驱动的可持续设计承诺》

建筑师兼 AIA 2030 创始人 Edward Mazria 曾说过：“当我们试图解决一个棘手的问题时，我们往往会急于求成，但在这种情况下，简单才是王道。更好的建筑、负责任的能源使用和可再生能源的选择，才是我们应对能源独立和气候变化所需的一切。”

直截了当、负责任的设计一直是 MG2 战略和理念的核心，我们始终将可持续的原则和应用融入到我们的每一个项目中。我们的三大可持续发展价值观——环境管理、目标效率和恢复性措施——既体现了公司创立之初的现状，也反映了我们未来的发展目标。MG2 一直致力于不断提升设计标准，不断改进，以达到并超越可持续认证和基准。

MG2 总裁 Russ Hazzard 表示：“我们一直在审查我们的规范，寻找机会向客户推荐可持续产品和方法，在我们刚开始时，这些只是从地点和‘对环境更好’的角度来看的更好的选择。”

如今，这些可持续供应商和材料推荐不仅带来便利，更是我们DNA和设计流程中不可或缺的一部分。因此，曾经可能不愿接受替代方案的客户如今将我们视为专家和倡导者，我们拥有合适的解决方案，能够帮助他们走上更可持续的未来之路。

Costco 批发总部园区——华盛顿州伊萨夸

作为建筑环境的建筑师和设计师，我们所做的每一件事、我们承接的每一个项目，其意义都是显而易见的。AIA 的 2030 挑战概述了承诺公司必须努力实现的两个具体目标：

  1. 到 2025 年，建筑环境运行能源系统减少 90%。
  2. 到 2025 年，建筑环境中的碳排放量将减少 45%（这是我们团队规定的百分比）。

“减少温室气体排放是整个行业本世纪面临的挑战。”MG2 建筑性能分析师 Johnny Klemke 表示，“我们如何在不断建造更多建筑的同时，减少对自然环境的影响？这正是 MG2 正在努力解决的问题。通过帮助各团队找到更高效、碳排放更低的设计方案，我们也向客户证明了可持续性并不一定成为项目的成本负担。”

六角——伊利诺伊州芝加哥

通过帮助团队为他们的设计提出更高效、碳排放更少的解决方案，我们向客户表明可持续性不必成为成本负担。

建筑性能分析师 Johnny Klemke

“我们最大的障碍是让整个行业与我们一起努力，”MG2 的设计师 Jon Guerechit 说道，他负责领导我们的运营能源计划，“一个好处是，无可争议的数据让我们更容易说服客户，一项节省成本的措施可以 还 服务环境。但数据并不总是对我们有利。拥抱环境守护者的心态更加困难，因为它迫使利益相关者以不同的思维方式投资于长远的未来。我们正在全力倡导这种心态。

Costco 批发总部园区——华盛顿州伊萨夸

今天，随着我们继续评估和发展公司的可持续发展行动计划，我们致力于超越友邦保险 2030 年挑战所概述的目标，增加我们自己的两个目标: 

  1. 严格致力于与具有前瞻性的供应商合作并使用 可持续材料 遵守尽可能高的标准。
  2. 减少 用水量到 2030 年，所有项目室内水管均达到 30% 至 45%，室外饮用水管达到 50%
PCC社区市场——华盛顿州西雅图

添加材料到混合物中。

从改善室内空气质量到减少建筑垃圾，我们的建筑师和设计师指定的材料至关重要。我们的选择代表着改善地球及其居民健康的巨大机遇。

除了自豪地签署 AIA 材料承诺之外，MG2 还创建了我们自己严格的材料评估系统。我们的专家采用红绿灯结构，对我们使用的每一家供应商、产品和材料进行分析和排名，以确保我们尽可能地遵守最高的可持续发展标准，共创更美好的未来。

PCC社区超市——美国最大的食品杂货合作社——多年来一直与 MG2 合作，致力于改进其门店的材料，并争取获得 LBC Petal 认证。其巴拉德门店是全球首家获得该认证的食品杂货合作社，其超过 40% 的材料（略低于 $1.4M）均来自可持续来源，其中 9.2% 的材料来自 100 英里以内。此外，该店 100% 的木材获得 FSC 认证，其中 10% 的材料经过回收或再利用。

PCC社区市场——华盛顿州西雅图

“有一种误解，认为我们需要追求绿色建筑认证来推动可持续材料的使用，或者我们必须 仅有的 使用可持续材料来改变世界。这两种说法都不正确。

Candon Michelle Murphy，材料专家

MG2 的数据驱动材料系统带来了丰富的知识和洞察力，但持续的教育以克服误解并帮助我们的客户和合作伙伴了解财务和环境投资仍然至关重要。

“选择可持续材料的最大挑战是对其相关成本的误解。”MG2 的材料管理员 Candon Michelle Murphy 提到，“如果要选择可持续材料，市场上确实有一些特定类别的材料需要很高的成本，但也有相当多的材料类别不需要或只需支付很少的费用，就能实现更加环保的最终安装。

“还有一种误解，认为我们需要追求绿色建筑认证才能推动可持续和健康的材料，或者认为我们只有采用可持续材料才能改变世界。然而，这两种说法都不正确：任何能够减少隐含碳排放、减少室内空间挥发性有机化合物 (VOC) 排放量、实现材料回收或避免填埋的选择，仍然具有重要意义。”

橄榄8号凯悦酒店 - 西雅图，华盛顿州

通过减少用水产生根本性影响。

水是地球上最宝贵的资源之一。虽然我们许多人在日常生活中将清洁新鲜的水视为理所当然，但在水资源匮乏的地区建造建筑环境的建筑师们，始终将水的保护、减少和可回收性放在首位。

MG2 的节水目标（我们的第四个也是最雄心勃勃的可持续发展计划）是到 2030 年底，在我们的每一个项目中，将马桶和水龙头等设备的室内用水量减少 30% 至 45%，将园林绿化和灌溉中的室外饮用水消耗量减少 50%。

“在我们的项目中，减少用水量有几十个原因，其中很重要的一点是，这样可以降低从当地水源取水量，”MG2 水资源保护目标设计师兼联合负责人 Maribel Barba 说道，“这使我们能够更好地与当地环境协调，增加所有人的可用水量，并改善社区关系。”

Costco Santa Fe——墨西哥

虽然我们的节水目标对 MG2 的许多客户来说可能比较陌生，但有些客户多年来一直致力于在其建筑环境中率先采用创新技术和节水策略。例如，长期合作伙伴 Costco 多年来一直与 MG2 合作，在其位于墨西哥和美国西南部的仓库中实施节水方案，这项计划使其每年节水量达到 20%。

这家批发巨头最近在其圣达菲门店，向节水的未来迈出了更重要的一步。圣达菲门店拥有独一无二的绿色屋顶，作为墨西哥公园的自然延伸，并采用了多项节水技术，包括利用再生水的厕所和景观灌溉系统，以及公园湖的雨水收集系统。根据基准数据，安装的卫生间设备用水量减少了50%。

“即使节水流程已经实施多年，我认为企业要让合作伙伴接受这一理念仍然颇具挑战性。”MG2节水目标设计师兼联合负责人克里斯蒂安·拉佐 (Christian Razo) 表示，“许多人并没有意识到可以节约多少水，甚至不知道不节水的后果。我们竭尽全力让每一位客户了解实施这些流程的益处，包括知道自己所做的事正在造福子孙后代所带来的满足感。”

Costco Santa Fe——墨西哥

我们在可持续设计实践方面取得了长足进步，并为众多项目和合作伙伴所取得的成绩感到无比自豪。但事实上，MG2 才刚刚起步。 

“当我们着手创建 MG2 的可持续发展正式框架时，我们知道它需要引起所有员工的共鸣，并融入公司的文化。”MG2 可持续发展负责人马克·泰勒 (Mark Taylor) 表示，“我们以数据为导向的方法直接体现了公司以结果为导向的本质，并将成为我们继续前进的成功支柱。”

MG2的可持续发展行动计划

详细了解我们对地球未来的卓越承诺，请访问我们的 AIA 2030承诺可持续发展行动计划， 或通过 联系我们的可持续发展团队.

消费者体验

灿烂的地球

jewelry-show-room-brilliant-earth-mg2-design

Approachable luxury

Since 2005, Brilliant Earth has offered the world ethically sourced, award-winning fine jewelry through its elevated web-based platform and personalized appointment-only showrooms. When the digitally-native company sought to expand its brick-and-mortar portfolio with open retail spaces, they partnered with MG2 to seamlessly translate the spirit of their digital brand and unique offerings into a real-world experience.

Like its jewelry, the retail design and rollout program for Brilliant Earth’s new showrooms was curated with thoughtful craftsmanship in every production phase. Previously, all the brand’s in-person experiences were appointment-only, with most of their spaces hidden away from window-shopping consumers on the upper floors of retail centers.

Utilizing a light, luminous, bright, and warm palette that reflected its online presence, MG2 designers brought an approachable luxury to Brilliant Earth’s new showroom experience. This new iteration of the store—the first of its kind for Brilliant Earth—brings an inviting, interactive, and educational retail experience into the brand’s program, diversifying its real estate potential with more premium, ground-level spaces, increasing awareness and engagement.

Brilliant Earth_Brooklyn

From planning to fixture design, the team boldly broke many industry barriers often seen in jewelry, such as the traditional horseshoe-shaped counters that often act as barriers.

Instead, in a direct reflection of the brand’s unique educational approach to the diamond shopping experience, MG2 designed a fixture package program that flexes and scales with each new space; a customizable kit-of-parts that can fit any format.

An entry kiosk once used to check customers in for their appointments evolved into a multi-functional digital tool. Now used to assist shoppers in industry and diamond education, the sizing of rings, and the check-out process, it’s a feature that further underlines the seamless integration of Brilliant Earth’s digital and physical offerings.

Caseline throughout the store is designed like furniture; display cases float lightly in the space, while round consultation tables equalize the service experience. This highly customized design and rollout program was achieved without raising the cost of construction for Brilliant Earth.

Brilliant Earth_Brooklyn

The Brooklyn location of Brilliant Earth represents a step forward for the brand while still adhering to the same kit of parts utilized in their other showrooms. Its unique building in Williamsburg features a vaulted ceiling and exposed brick, giving the space a larger and more roomy feel. This has granted merchandising room to grow, expanding the brand’s retail offering with six cases, an additional appointment station, and a more retail-focused reception area. With an emphasis on showcasing its fine jewelry products, this evolution in Brilliant Earth’s showroom design successfully balances its minimalist roots with an elevated, flexible retail agenda.

Similarly distinctive in its design hurdles and opportunities, Brilliant Earth’s King of Prussia showroom location—situated within a mall with limited egress and no natural light—presented unique challenges for the team to overcome. To bring the space to life, designers reprioritized the showroom’s configuration, eliminating the need for glazing, and added greater visual impact by utilizing large format graphics, wall casework, and incorporating merchandising above the cases. The warm and inviting retail story is solidified through the incorporation of recessed lighting, plush sofa seating, and education-centric pedestals at the front of the space.

The showroom’s private appointment stations were strategically relocated to the back of the space, providing guests with greater privacy while maximizing the overall flexibility of the design. By utilizing the same kit of parts as its other showrooms while adding new elements that reflect the brand, designers ensured that Brilliant Earth’s iconic bright and light personality prevailed within the confines of the darkened shopping center.

With each showroom brought to life across the country, this global leader in ethically sourced fine jewelry continues to seamlessly preserve its online identity while defining new retail experiences for its consumers, each with its own unique flair.

消费者体验

Vans 洛杉矶市区新店开业

Scalable on-brand retail solutions for a global icon

滑板和冲浪运动经典品牌Vans在过去的54年里都将美国南加州视为自己的大本营，今年终于在加州洛杉矶市区开设了首家社区零售和活动门店。MG2加州尔湾办公室与Vans团队合作已久，此次共同打造了Vans最新也是最大的旗舰店，创造了超越预期的升级混合体验环境，成为Vans迈进新时代的标志。

House of Vans旗舰店占据了历史悠久的Singer Building大楼三层楼面，精心的设计优化了竖向动线与重叠路径，带来无缝衔接的的消费体验。同时还设置了诸如厨房和移动酒吧等别具一格、超乎预期的功能设施，而这要求门店的空间设计能够解决更为复杂的报批过审和合规性问题。

With a standardized toolkit of modular design options, Hush Puppies retail partners have the flexibility to curate and scale store spaces while always remaining on-brand.

多年的合作让MG2成为了House of Vans项目的首席建筑合作伙伴，该项目是Vans迄今为止设立的最大、最具雄心的旗舰店，面积超过1000平米。对他们品牌的深入了解和稳固的合作关系让双方团队在整个项目期间都可以实现无缝衔接，保持透明度、信任度和协作性。

Vans美洲区营销副总裁Carly Gomez

多年的合作让MG2成为了House of Vans项目的首席建筑设计合作伙伴，该项目是Vans迄今为止设立的最大、最具雄心的旗舰店，面积超过1000平米。对他们品牌的深入了解和稳固的合作关系让双方团队在整个项目期间都可以实现无缝衔接，保持透明度、信任度和协作性

在空间设计过程中，MG2团队在结构功能、材料、成本和品牌推广方面发挥了决策咨询和推动宣传的作用。MG2项目团队还具有本地优势，熟悉本地相关审批流程，具备处理较为复杂的项目问题的能力。

为了展现Vans对可持续性的执着坚持和品牌价值，我们在整个空间中尽可能多地采用了原始材料、原有历史建筑元素和可持续性能源装置。

新的空间环境采用了胶合板、混凝土、链条、当地艺术和Van的招牌黑白棋盘图案作为装饰，从整体上呈现了Vans所具有的南加州式的文化风格和调性，同时还为品牌提供了拓展除开滑板和冲浪爱好者之外的客户群的空间，吸引了新世代的消费者。

在整个项目过程中，项目团队亲眼目睹了当地政府和消费者对Vans开设新门店的兴奋与热情，Vans新店的选址原为废弃空间，经过设计改造将让艺术、音乐和文化重新融入到这一历史悠久的社区。

洛杉矶市区House of Vans是该品牌目前全球最大的Vans之家，也是该社区第二大的实验性零售空间。新店于2020年春季向公众开放，展出了本地艺术家的最新作品，设置了专门的社区体验工作室，当然了，还上新了各种Vans独家鞋品、服装和配饰。

消费者体验

Vans

跨境翻译标志性品牌

Vans品牌崇尚个性和户外运动的文化，例如滑冰，冲浪，单板滑雪和BMX自行车。为了在墨西哥和其他市场拓展业务，VF Corporation需要将Vans商店的概念转变为新的商店设计，以增强文化敏感性地标志性品牌。

MG2与Vans合作，为北美30多家门店实施一致的建筑设计和规划程序。

在每个位置，通过MG2的文化趋势知识和本地发展流程的细微差别，可以有效地量身定制和有效实施设计概念。

消费者体验

蒙克勒

超越奢侈图标的高标准

蒙克勒（Moncler）为豪华户外运动服设定了标准，其客户期望最好的东西。 Moncler的店铺遍布世界各地，一直在寻找合作伙伴，以便在华盛顿州Bellevue的Bravern的Shops和拉斯维加斯的Caesars的Forum Shops的新专卖店中将法式生活方式品牌融入生活。

MG2在专业和奢侈品零售以及零售中心设计方面的专业知识为Moncler和零售中心开发商之间的有效桥梁，以实现每个参与者的目标。

该过程涉及与Moncler的安装团队进行现场合作，以确保有效地整合独特的材料，例如意大利的石材和法国软木镶板。由于MG2的工作，拉斯维加斯和贝尔维尤的精品店成功地秉承了Moncler的品牌标准和Moncler客户的高期望。

消费者体验

优衣库

量身定制的表达独特品牌的方法

优衣库是全球第四大服装零售商，拥有超过1,400家商店，其销售网络不断扩大，提供优质，休闲的服装。随着优衣库的不断扩展，他们致力于将每个市场的文化特征整合到零售店中，同时忠于品牌的核心设计。

进入新市场时，优衣库通过利用弹出式或临时商店位置来战略性地提高品牌知名度。 MG2与UNIQLO的美国和日本团队合作，进行了一系列此类弹出式窗口以及在线购物中心和旗舰店。一个特别独特的弹出窗口位于波士顿历史悠久的法纳伊大厅市场中，其后是附近的一家旗舰店，体现了优衣库的现代美学与将近200年历史的昆西市场建筑的传统融合。

在每个商店位置，MG2都诠释了UNIQLO的主要品牌和设计价值，以适应市场的独特特征。优衣库的标志性设计元素-从精确的对称处理到着重于进入时的强烈视觉冲击-确保每家商店都忠于UNIQLO品牌，同时吸引了一批新的忠实顾客。

  • 项目细节

  • 地点 美国，多家门店
  • 客户 迅销有限公司
  • 市场分类
  • 规模 2,500-15,000平方英尺
  • 设计服务
观点

美的未来

6 月 2020 / By Melissa Gonzalez

就在几个月前，美丽还依赖于高接触感官环境。随着人们对高接触环境意识的增强，美容行业必须吸引负责任地解决与产品测试相关的“触摸和感觉”交互的客户。 店！协会 问我们的团队，商店如何在负责任地平衡数字化和人类互动的同时创造诱人和真实的体验？

Melissa Gonzalez，Min Jae Kwon和Lauren D'Archangelis探索设计解决方案，其中 美的未来 可以通过创新的吊船，平行游戏和氛围照明，互动式商店墙和新的结账方法来应对这一挑战。清洁和卫生将是品牌和消费者的首要任务，但是发现的情感体验仍然会闪耀。

观点

门店设计要素再思考

6 月 2020 / By Melissa Gonzalez

门店如何重塑灵活性以更为紧密地连结消费者

随着消费者越来越多地利用自动导购和自主结账技术，门店数字化在线下实体购物环境中的应用变得越来越普遍。了解模块化设计如何应对我们瞬息万变的世界的需求。

作者：梅利莎·冈萨雷斯（Melissa Gonzalez），配图：米奇·普赖德（Mitch Pride），阿丽莎·乔·泰勒（Alyssa Joy Taylor）

观点

对游乐设施的再思考

5 月 2020 / By Melissa Gonzalez, Mitch Pride

我们如何在新常态中复活游戏，并为专注于为孩子及其家庭创造欢乐的品牌赋予新生命？作为 #ExperienceGood 与 文德里 和全球营销公司 CSM，梅利莎·冈萨雷斯（Melissa Gonzalez）和米奇·普赖德（Mitch Pride） 提供见解 感官探索如何激发孩子的创造力，与品牌建立情感联系。

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消费者体验

汤米·巴哈马品牌店

恢复沙子成品牌

生活方式品牌Tommy Bahama以“人生是一个漫长的周末”为理念而创立，以休闲，精致的休闲服和岛屿风情而闻名。为了重振零售体验，吸收所有感官并全面反映品牌，Tommy Bahama与MG2合作开发了一种新的设计语言。最终目的是在众多商店，饭店和酒吧中培养凝聚力的客户体验。

MG2设计了三个独特的零售概念，标志性的度假胜地，家庭度假胜地和波希米亚岛，其灵感源于人们可能在数十年的阳光普照的咸水逍遥游中居住的地道空间。 标志性度假村 渲染郁郁葱葱的绿色植物和几何屏幕 家庭务虚会 具有磨损的表面，让人联想到1960年代的海滨别墅。最后但并非最不重要的， 波希米亚岛 提供带有抽象图案的丰富，非常规的纹理。这三个概念都提供了探索性的客户旅程，充满了令人愉悦的触觉体验。

同样重要的是，MG2设计的夹具，材料和销售要素的综合系统为Tommy Bahama带来了可扩展性的好处，因为它继续将每个概念提供给规模和编程不同的多个市场。

消费者体验

Evereve

灵魂之窗

精心设计，可举办造型会议和带小孩的女性购物。

MG2与Evereve完美结合，与Evereve合作，为挑剔的女性设计了一个空间，这些女性努力工作，照顾自己的孩子，并希望长得漂亮。

我们的设计师与造型公司的创始人和视觉商品销售团队紧密合作，共同创造了一种新的零售概念，以提升他们的品牌故事。商店的“灵魂”是试衣间和休息区，精心挑选了座位和桌子，以适应各种时尚场合以及带孩子逛街的女性。

在整个环境中，色彩斑,、金属色调和折衷的图像并列在浇筑的混凝土，白砖和工业固定装置上。结果是一个充满活力的空间，并通过视觉传达给女性，因为他们已经进入了母性生活，因此不必停止购买时尚有趣的服装的女性。

  • 项目细节

  • 地点 美国，多家门店
  • 客户 Evereve
  • 市场分类
  • 规模 3,000平方英尺
  • 设计服务
/

Nordstrom Local

Nordstrom Local

为了更好地服务于客户并扩展其在纽约市场的业务增长战略的一部分，Nordstrom寻求扩大其在当地的商店的经验，以提供新服务，例如在线订单取货，更改和定制，样式以及更多餐饮服务。满足在目标社区生活和工作的客户的独特需求。

They partnered with MG2 / The Lionesque Group to bring their vision of offering boutique, local services to life in New York City’s Upper East Side. Working side-by-side with the Nordstrom team, our designers ensured furnishings, fixtures, customer flow, and build-out met the demands of the local shoppers. The resulting space features a flexible model and floor plan that is adaptable to the changing needs of customers.

Manhattan Beach, CA
纽约州纽约市
Manhattan Beach CA
Manhattan Beach, CA
消费者体验

Allen Edmonds

重塑美国本土鞋履品牌

作为一家拥有96年历史、具有标志性的高档鞋履制造商和零售商，Allen Edmonds与MG2合作，为其品牌焕新计划重塑门店购物体验。全新的购物环境融合了工业风格元素（旨在致敬该品牌近百年的“美国制造”荣耀历史）和现代风格的细节元素，着重展现Allen Edmonds鞋履产品精湛的手工工艺。 

该品牌威斯康星州（也是产品的生产地）华盛顿港门店的各种元素包括家具、饰面和视觉陈列设计等均旨在提升购物体验。

现代设计风格让顾客感受到高端品味，传达真实的品质感，一体化的设计策略提升了品牌形象。

Allen Edmonds的鞋履产品如若保养得当，几乎可以使用一生，拥有可传承延续的超高品质。品质的力量和经典的风格铸就了不可估量的价值。全新店面设计力图向生活于快时尚时代的新兴消费群体传达该品牌的特质与形象。

  • 项目细节

  • 地点 美国，多家门店
  • 客户 Caleres, Inc.
  • 市场分类
  • 规模 110平米
  • 设计服务
消费者体验

洞穴屋

Enabling the retail evolution of a D2C brand

When Burrow—an innovative home furnishings brand part of the new direct-to-consumer retail movement—sought to follow up on the success of two pop-up shops with permanent flagship locations in New York, Boston, and Los Angeles, the design of these spaces hinged on a central question: How could these new flagships transform a successful online retailer into a lively, exciting lifestyle brand shoppers would now have the opportunity to interact with in-person?

Partnering with MG2 / The Lionesque Group, the teams collaborated on store design, site evaluation, and project management to bring to life Burrow House: immersive, multi-faceted, award-winning retail environments designed to grow with the company’s product line and tell the brand’s story in an experiential way.

Designed to showcase what life would be like with their furniture, Burrow House illustrates vignettes from the smallest city studio apartments to sweeping suburban family rooms. They flow from one space to the next, curating distinct narratives that offer fully shoppable bed and living room experiences. Each Burrow House location is unique, individually scouted, selected, and modularly curated by designers to best represent the brand to its target demographic in each given neighborhood.

Sustainably sourced materials reflect an inviting and familiar, mid-century style within a refined atmosphere using temperate woods and warm paint colors. And, like their award-winning furniture, the store design is flexible and modular, allowing for the continued evolution of their interiors to align with seasons, design trends, new collections, and blossoming partnerships with other DTC brands.

With locations in New York, Boston, and Los Angeles, and more on the way across the country, Burrow House is a memorable retail experience that emboldens one to redesign their living spaces far beyond a single purchase of a new couch. 

Since opening its doors, Burrow House has been featured in Furniture Today as well as Forbes, and recognized by 快速公司创新设计奖 for Retail Environments.

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