Market Sector： 专营零售

消费者体验

NEXCOM/The Navy Exchange

MG2’s partnership with The Navy Exchange (NEXCOM)—the organization overseeing more than 300 retail stores across 92 naval bases worldwide—began in May 2020 and has grown into a trusted, collaborative relationship centered on the sailors and families NEXCOM serves. Our Advisory, Design, and Architecture teams have worked together to reimagine everything from departments to full-store environments. Beyond traditional site visits, our on-base tours and stays at Navy Lodges immerse us in sailors’ daily lives, how they move through spaces, shop, and connect with their environment, so we can design solutions that reflect their needs and values. This approach has given us meaningful insight into how retail can support sailors at every stage of life, from new recruits to retirees. Our goal is to create environments that are convenient, intuitive, and welcoming, while offering both efficiency and moments of delight.

The MG2 Advisory team, in partnership with our Design team, took a multi-pronged approach to assessing how each department could best support consumer needs. 

This included:

  • An audit of brand insights (both qualitative and quantitative), as well as competitive benchmarking analysis
  • Evaluating consumer trends
  • Surveying the NEXCOM consumer audience as it relates to opportunities to elevate in-store experiences and identify key drivers to make the Navy Exchange their shopping destination
  • In-person field interviews – immersing ourselves on base with new recruits and sailors, and talking with store management to learn first-hand where they are seeing gaps both experientially and operationally in the store
  • Environmental evolution of color pallets featured in-store, fixture and signage packages, lighting and flooring optimization, and department-specific design needs to support a more elevated and customer-centric approach

This evaluation identified opportunities beyond price to deliver value across the fleet of locations. Through a deep dive analysis into trends, customer pain points and desires, including areas that provided demystification, we could identify drivers and preferences to inform the in-store experience evolution, allowing the Navy mission to be more deeply reflected in the spaces visited by sailors and families.

Based on the insights and research the MG2 Advisory Team brought forward, MG2 designed stores that provided greater space for storytelling, fostering excitement and a sense of community. As a result of these findings, the NEXCOM team revamped each department, reimagining the customer journey, merchandising, wayfinding, and operational change.

Provisions
Pearl Harbor Flagship
Navy Pride Department
Jacksonville Home Gallery Store
Jacksonville Home Gallery Store

Store Departments Redesigned to Date (Advisory/Design)

  • Beauty
  • Consumer Technology
  • Essentials
  • Food Hall/Provisions
  • Everyday Home
  • Health & Wellness
  • Home Gallery
  • Jewelry
  • Kids
  • Men’s Apparel
  • Women’s Apparel
  • Surf Shop
  • Navy Pride
  • Package Store

Frameworks Articulated to Date (Advisory/Design):

  • Madix Playbook (fixture programming)
  • Dropzone Playbook (modular kit of parts)
  • Signage in the Lobby/Directory
  • Signage Framework Package
  • Shoppable Showroom
  • Mobile Retail Facility (MRF)

Flagship Environments Redesigned to Date (Advisory/Design/Architecture Review)

  • Jacksonville, FL
  • Pearl Harbor, HI

Discover additional impact MG2 Advisory had on NEXCOM Beauty here.

以影响力和目标引领

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。

请在《罗宾报告》中收听完整节目。

时尚、身份认同与数字生活碰撞：品牌为何必须倾听、合作并与新一代年轻人共同创造

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.

Listen to the full episode in Market Scale

从南戴尔购物中心到Z世代：购物中心的核心吸引力为何经久不衰

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.'”

Read the full article in ICSC

消费者体验

H&M

MG2 partnered with global fashion retailer H&M to bring their newest store to life at The Original Farmers Market, a historic shopping and dining destination in Los Angeles. The flagship’s elevated design blends refined textures, shapes, and warm finishes, creating an inviting environment that reflects H&M’s evolving brand identity.

Key elements include translucent display walls that filter light while showcasing product, fluted stucco surfaces that bring texture, and modular fixtures that enable the brand to present multiple fashion narratives at once. These layered details required thoughtful coordination across departments and finishes, ensuring a seamless expression of H&M’s latest brand standards while maintaining design integrity.

Among the store’s signature features is the Champagne Pocket, a secluded space finished in stucco and soft neutral tones, designed to showcase H&M’s higher-end collections in a sophisticated setting. Additional highlights include a dramatic LED screen adjacent to the first-floor cashwrap, dynamic wavy panel displays that add movement, and continuous wood paneling across the second floor that ties together the men’s department, fitting rooms, and cashwrap. The integration of wood laminate—particularly across walls, ceilings, and fitting room openings—required meticulous planning to align grains, panel seams, and transitions for a consistent, elevated finish.

The team also discovered a partially demolished abandoned stairway within the existing space, requiring layout changes during construction. Throughout the project, MG2 worked closely to ensure all elements passed Los Angeles’ strict permitting codes and created the final elevated space for customers to enjoy.

In addition to this Los Angeles Flagship location, MG2 has worked closely with H&M on multiple projects across the United States, including FlatIron Crossing in Broomfield, CO, and Northridge Fashion Center in Northridge, CA.

  • 项目细节

  • 地点 加利福尼亚洛杉矶
  • 客户 H&M Fashion USA, Inc.
  • 市场分类
  • 规模 14,500 SF
  • 设计服务

“如果你不成长、不改变……”：像Regency Centers这样的领导者对当今零售业成功的理解

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.”

Read the full article in Bisnow

体验方程式：零售商需要做对什么

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。

收听零售触点节目的完整版

西雅图新建的48层多功能大楼被设计成一件宜居的艺术品

In a Building Design + Construction article, Contributing Editor Peter Fabris highlighted our First Light mixed-use tower.

“At the top of the tower and suspended over the city, the cantilevered pool deck is framed by panoramic views of downtown Seattle, Elliot Bay, and Mt. Ranier. V-shaped concrete columns support the pool deck and expansive amenity spaces, balancing engineering precision and the design’s vision to optimize structural integrity without compromising aesthetics.”

请阅读《建筑设计与施工》上的完整文章。

现在在哪里结账

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.”

请阅读《零售业内幕》上的完整文章。

消费者体验

Nordstrom Local

MG2 has long partnered with Nordstrom on their Nordstrom Local locations, which offer convenient, personalized services including in-store pickup, on-site alterations, and easy returns. Envisioned as tranquil escapes from day-to-day city life, the stores are designed to reflect and complement their surrounding neighborhoods, retaining existing architectural elements and featuring artwork from local creators.

A slatted wood wall subtly divides the order pickup area from the front of house, maintaining an open layout while supporting a relaxed, customer-focused experience. Natural materials and abundant daylight contribute to the calming environment. From the sidewalk, passersby can view the alterations station and watch one of the tailors at work.

To preserve the character of each building, MG2 thoughtfully incorporates original elements across Nordstrom Local’s portfolio. In New York City’s Williamsburg location, this includes the storefront entrance, concrete flooring, and suspended wood ceiling; in San Francisco’s Fillmore store, exposed brick adds warmth and texture to the fitting areas.

Customers today are looking for a personalized, service-oriented shopping experience. Nordstrom Local brings all of that and more, continuing their legacy of exceptional customer service.

新闻报道

关于Z世代的新洞察以及品牌如何利用他们对情感联结的渴望

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。”

请阅读《零售业内幕》上的完整文章。

消费者体验

好美国人

MG2 partnered with Good American to develop an elevated retail concept for their shop-in-shops and their newest store at the Lenox Square shopping center in Atlanta, GA. Good American, a women’s apparel brand, focuses on size inclusivity and body positivity and continues to expand its merchandise offerings. In addition to Atlanta, new retail locations include a full-line store in Canoga Park, CA, shop-in-shops in Bloomingdale’s and Macy’s across the U.S., as well as Selfridges in London.

The sophisticated design incorporates new textures, shapes, and elements of warmth, while maintaining Good American’s brand identity. The concept serves as a blueprint for future locations to support Good American’s growing retail footprint and product offerings.

The new iteration retains Good American’s iconic Denim Wall, now with a refreshed signage system to provide quick information about each style. Lounge-style fitting rooms, bathed in the brand’s signature blue, create space for family and friends to gather, encouraging connection and fostering a sense of community. Textured fabrics and natural wood add warmth and contribute to a welcoming atmosphere. Together, these elements create a cohesive, feminine environment where customers can shop comfortably and confidently. The new design parallels the evolution of the Good American brand and creates new opportunities to reach new consumers.

The Good American shop-in-shop in Selfridges London was awarded Silver for Shop! Association’s 2025 Global Award in the Branded Shop Within a Store category.

新闻报道

奖项

迈向“物理数字化”：看看哪些方法有效，下一步是什么

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。

“Retailers who want to build lasting relevance with this generation will need to rethink store design entirely, positioning stores not just as places to shop, but as spaces for creative interaction.”

请阅读《零售业内幕》上的完整文章。

Research & Insights – July 2025

Z 世代正在进化：他们寻求意义、联系以及能够理解这些的品牌

How well do you understand Gen Z, today’s youngest adult consumer, whose age spans from 18 to 26?

Often treated as a single cohort, Gen Z actually contains two distinct inter-generational groups, each with its own priorities, behaviors, and expectations. The younger Gen Z is just entering adulthood, while the older is shaping careers, households, and long-term habits. Their views on value systems, societal impact, education, and identity are nuanced, and so are their relationships with brands and retailers. Making assumptions about this generation, or relying on outdated labels, can lead to missed opportunities, limiting both loyalty and revenue growth.

This report is designed to help brands and retailers stop generalizing and start making more informed decisions. By uncovering the differences within Gen Z, not just between them and other generations, we reveal clear opportunities to create authentic, in-store moments that build community and trust, inspire loyalty, and support long-term brand relevance.

完整报告可在本页底部下载。 现在就带我去那里！

我们学到了什么

Based on our findings, Gen Z consumers shared the following key insights on how their values are reflected in the shopping experience and how they seek more meaningful in-store engagement with the brands they care about.

Aspirational Values

94% of Gen Z shop with their values in mind, such as authenticity, transparency, and humility, but often struggle to achieve this in-store, frequently trading ideals for price or convenience

Co-Creator Status

More than 70% of Gen Z want to engage with brands they love beyond content; they want to be co-creators and collaborators in the brand journey, including store design and product customization

Community Driven

3 out of 5 Gen Z shoppers say a leading reason for visiting a store is to experience the brand’s community and fulfill their desire for a greater sense of belonging

Cultural Awareness

60% of Gen Z want to see products or in-store visuals that reflect timely, relevant cultural moments, demonstrating a brand’s awareness of what matters to their lives

Sustainable Design

Nearly 50% of Gen Z say they trust a brand’s sustainability promise more when it is reflected in how the store itself is designed

Building Loyalty with Gen Z: How Attainable, Values-Driven Stores Win Their Trust and Engagement

To earn the attention, respect, and long-term loyalty of Gen Z, brands and retailers must move beyond preconceived notions and mere trend chasing and take the time to understand what truly drives this generation. Gen Z responds to brands that reflect their values and invite them into the process, not just as consumers but as collaborators. This means bringing purpose into the store through thoughtful design choices like sustainable materials and ethically sourced products, while offering spaces that foster connection, such as community lounges or co-creation hubs where their voices shape everything from product design to store layout. Nostalgia, artistry, and visual storytelling also resonate deeply with this generation, especially when paired with technology that enhances rather than distracts from the brand’s heritage and product education. In-store experiences should be a meaningful extension of Gen Z’s values: easier paths to sustainability, personalized creativity, and real community. When brands position themselves as partners in these priorities rather than just sellers of products, they build relevance and trust that goes far beyond the checkout.

想了解更多？下载完整报告！

Take a look at our original report on how Gen Z are shaping the retail experience

Gen Z: A Deeper Look At 4 Key Personas And How They Are Shaping The In-store Experience

抢先看：Nordstrom Local 在布鲁克林开业

In a recent Chain Store Age article, Editor-in-Chief Marianne Wilson shares details about the newest Nordstrom Local location in Williamsburg, designed by MG2.

“With the opening of Nordstrom Local in Williamsburg, customers now have a new way to connect with the brand — and we’re glad we could play a part,” said Melissa Gonzalez, MG2 principal and founder of MG2 Advisory. “Our consumer insights research shows that customers are looking for a personalized, service-oriented shopping experience. Nordstrom Local brings all of that — including convenient in-store pick up as well as onsite tailoring — and more to Brooklyn.”

Read the full article in Chain Store Age

佐治亚州亚特兰大市 Good American

MG2’s store design for Good American in Atlanta, Georgia was featured in the June 2025 issue of Inside Retail Magazine.

“MG2 used elevated materials, such as a natural wood veneer for the store’s wall fixtures, and a neutral color palette, as well as curved elements, including mirrors and tabletop fixtures, to create a welcoming, feminine space.”

请阅读《零售业内幕》上的完整文章。

零售业的未来：人工智能、体验和感官设计如何重塑实体店

MG2 Principal Melissa Gonzalez was recently quoted in a Colliers Knowledge Leader article by Anjee Solanki on how intentional sensory design is shaping the future of retail.

“Sensory elements offer the highest return on experience (ROX) when integrated into physical retail environments. According to MG2’s Advisory Wellness Report, a Colliers Engineering & Design company, about 60% of respondents said sounds generated by physical events (like waves or rain) and natural lighting neutralized their anxieties and helped them feel calm. ‘Brands that can help them unplug and be present by creating community-driven environments–that’s another value proposition,’ shares Melissa Gonzalez, Principal and Founder of MG2 Advisory (now part of Colliers Engineering & Design).”

Read the full article in Colliers Knowledge Leader

The 2025 Shop! Global Award Winners Have Been Unveiled

Shop! Association has announced its 2025 Global Award Winners. Our Leica Meatpacking project in New York City has won Silver for Hardline Specialty Store.

Read more in Shop! Association

The 2025 Shop! Global Award Winners Have Been Unveiled

Shop! Association 2025 Global Award Winners have been announced, and our Good American project at Selfridges London has won Silver for Branded Shop Within a Store category.

Read more in Shop! Association

科勒·卡戴珊的 Good American 推进其零售计划

WWD’s Senior Editor of Retail David Moin did a deep dive with Good American Vice President of Retail Bree Richmond and MG2 Principal Melissa Gonzalez on the recent opening of Good American’s Lenox Square store in Atlanta, GA.

“MG2 began developing the innovative concept initially with a shop-in-shop opened in Selfridges in London, and subsequently finessed the format for the freestanding store opened last week in Atlanta, the brand’s first store in the city. The 2,757-square-foot-unit, with just under 2,000 square feet of selling space, is located in the Lenox Square shopping center.”

“‘The Atlanta store is an articulation of the brand’s attention to detail,’ said Melissa Gonzalez, principal of MG2.”

Read more in WWD

抢先看：科勒·卡戴珊的《Good American》在亚特兰大开幕

Good American’s newest store, located in Atlanta, GA, was featured in the Chain Store Age article, “First Look: Khloé Kardashian’s Good American opens in Atlanta” by Editor-in-Chief Marianne Wilson. The 2,700 plus square-foot store was designed by MG2.

“Founded online in 2016, Good American is best known for its size-inclusive denim (sizes 00 to 32 plus). It has expanded its offerings to include apparel and swimwear.”

Read more in Chain Store Age

VMSD 公布 2025 年设计师名单

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.”

Read more in VMSD

Blank Street Coffee 会成为下一个星巴克吗？

MG2 Principal 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.'”

Read more at Inside Retail

商店设计：经受住时间考验的元素

Chain Store Age featured MG2 Principal Melissa Gonzalez in their cover story “Store Design: Elements That Have Stood the Test of Time” by Connie Robbins Gentry.

Here’s a portion of the article with Gonzalez discussing window displays and flooring:

“‘Retailers are being a lot more creative with the storytelling they’re doing in the window display,’ she said adding that some windows are now designed for an Instagram moment or a TikTok share. Flooring is another way that retailers ‘guide the journey’ for their customers, according to Gonzalez. There are the obvious functional considerations to flooring, but equally important is the aesthetic aspect — choosing the right woods, the right colors, the right patterns.”

Read more on page 12 in Chain Store Age