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.”
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).”
Shop! Association has announced its 2025 Global Award Winners. Our Leica Meatpacking project in New York City has won Silver for Hardline Specialty Store.
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.
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.”
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.”
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.”
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.'”
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.”
Consumer expectations for QSR and Fast Casual Dining have expanded beyond just speed and affordability. Today, diners seek immersive brand experiences that combine personalization, efficiency, and community. To stay competitive, QSR and Fast Casual brands must rethink their spaces as hubs for meaningful interactions that foster loyalty and enhance brand identity. While advancements like digital ordering and streamlined operations have boosted convenience, the deeper opportunity lies in designing environments that seamlessly integrate speed, authenticity, and modern appeal. Our investigation aimed to uncover innovative strategies that redefine QSR and Fast Casual Dining, creating memorable brand experiences that captivate consumers for years to come.
The full report is available for download at the bottom of this page. Take me there now!
Per our study, our respondents shared the following key insights as it relates to their experience with and expectations of QSR and Fast Casual dining environments, and which service offerings and elevated features would deliver the most value and greater consumer satisfaction:
Nearly 60% of all respondents stated warm and inviting lighting or overall atmosphere ambiance fuels a sense of comfort and memorability
1 out of 2 respondents desire open kitchens with visible food preparation areas, adding an element of theatre and confidence when it comes to cleanliness and freshness of the food
Nearly 55% of all respondents find mobile apps for digital loyalty programs and order/pay ahead capabilities to be tied for the technology that delivers on value
Roughly 80% of all respondents are interested in experiencing mobile kitchens or food trucks, as well as experiential kitchens that feature immersive brand environments and themed decor
More than 50% of all respondents find personalized promotions that reflect an individual’s preferences, including previous orders, to be a leading driver of loyalty and establishes a greater sense of brand affinity
The future of QSR and Fast Casual dining goes beyond just quality, speed, and convenience; it’s about crafting environments that engage, inspire, and connect with consumers on a deeper level. While efficiency remains paramount, today’s consumers seek more than just a quick bite; they crave experiences that blend quality food with thoughtful design, innovative technology, and meaningful brand interactions. Aesthetic appeal plays a crucial role in shaping perceptions, with warm lighting, open kitchens, and hybrid dining spaces enhancing ambiance and fostering a sense of community. Meanwhile, strategic promotions and partnerships, whether through collaborations with local farmers, artists, or influencers, further elevate brand identity, creating a sense of belonging and excitement. Limited-time menus, pop-ups, and gamified ordering add an element of surprise and delight, keeping customers engaged and eager to return. By balancing functionality with creativity, QSR and Fast Casual brands can transform routine dining into something memorable, ensuring they meet, and even exceed, evolving consumer expectations.
Forbes Contributor Brin Snelling interviewed Principal and Founder of MG2 Advisory Melissa Gonzalez on the trends reshaping retail.
“There’s a shift to smaller in general – smaller formats, shorter leases, more agile environments,” shared Gonzalez, adding, “What is the point of the store? It’s not about inventory now, especially as consumers are getting more and more comfortable shopping online.”
MG2 ranks #4 in Building Design + Construction’s Top 140 Retail Architecture Firms for 2024 list.
A newcomer to the area is camera retailer Leica. Housed in a Greek revival rowhouse built in the 19th century, the building’s historic aesthetic, including the interior brick and wooden rafters, was incorporated into the retail space’s final design. Showcasing cameras with brightly lit finishes, casework and FF&E, the space also includes a photography gallery.
Ultimately, the flagship celebrates “the Meatpacking District’s historic setting while introducing contemporary elements that represented the brand and provided a high-end space for 徕卡 to connect with its audience through a multifunctional retail environment,” says Marta Abas, Senior Project Designer, MG2.
Today’s beauty landscape is a diverse one, especially as it relates to varying generational preferences. The oldest Gen Alpha consumer may only be 14 years old however in 2023 they drove nearly $4.7 billion on beauty purchases, outspending every other demographic.* And while it is important for brands and retailers to identify strategic ways to engage and connect with this young consumer in-store, it is of equal importance that Gen Z, Millennials, Gen X, and Boomer consumers do not feel alienated, undervalued or underserved, especially considering their collective spending power. In our investigation, we took a deeper dive into understanding these cross-generational beauty consumer behaviors and preferences to reveal future-forward store design and programming opportunities that encompass a holistic lens around the diversity of today’s consumer, the affinities and differences around new routes to discovery, as well as drivers to in-store engagement and customer loyalty.
*AYTM 2024
The full report is available for download at the bottom of this preview. Take me there now!
Per our investigation, our respondents shared the following key insights as it relates to their experience with and their perception of women’s beauty environments, and which offerings and touchpoints in-store would deliver the most value:
MORE THAN HALF of all respondents indicated it is of equal importance to be both educated and inspired when shopping in-store, rather than one over the other
NEARLY 70% of all respondents desire the ability to freely touch products and styling tools in-store, with 51% desiring a test/try experimentation bar for this very purpose
#1 for all respondents is a desire for regimen-based merchandising year-over-year (e.g. face, skin, hair)
MORE THAN 60% of all respondents are interested in beauty product and packaging recycling receptacles being featured in-store
3 OUT OF 5 respondents find skin scan or makeup mirrors for personalized product recommendations and education to be a value driver to the shopping experience
The beauty landscape is an increasingly competitive one, and from Gen Alpha to Boomers, consumers are doing their best to keep up with the latest social media trends while identifying which brands and products will best support their individual needs along their beauty journey. In-store, product education, and inspiration are table stakes. Consumers are eager to learn and discover in an environment that prioritizes a sense of empowerment and play, giving them the freedom to test products at their leisure. They also value informative displays and visuals, both digital and physical, as a means to learn and discover. When it comes to merchandising, consumers value a convenient and efficient shopping experience, desiring regimen-based planning at the shelf to help them find an effective solution quickly. Consumers of all ages are intrigued by emerging trends, such as clean beauty and inclusive beauty, and they value product and peer recommendations in-store to help inform their purchase-making decisions. In exchange for their loyalty and repeat spending, beauty consumers want rewards programs that are points-driven and result in perks such as free shipping, gifts, and exclusive events. Most importantly, as beauty consumers face new life changes, they want the brands they have come to trust to continue to be there for them while giving them the opportunity to explore something new. No matter their age or where they are on their beauty journey, consumers are ever-changing, and they expect brands to evolve and adapt with them.
MG2’s Leana Yaacob represented the firm at the METROPOLIST Arch30 event in Los Angeles. This program celebrates the future of architecture by spotlighting top talents under 30 and engaging them in dynamic workshops led by METROPOLIS editors.
With more customers focused on value and scarcer real estate, brands and retailers are rethinking their holiday pop-up strategies.
Melissa Gonzalez, principal of Seattle-based architecture and design firm MG2, said she has also noticed fewer brands pursuing pop-ups. For the ones that do, the companies are focused on really getting the best bang for their buck.
“For brands that are targeting holiday pop-ups, it’s just really important — probably even more so than other times of the year — that they’re really understanding the unique value proposition because it is such a competitive time,” Gonzalez said. “The consumer’s mindset is so much more around holiday deals, and there’s already brands that they know and have relationships with, so what are you going to do to entice with something special, something unique?”
Leica’s luxury storefront in Bellevue was the Seattle Daily Journal of Commerce’s Project of the Week.
“The 2,415-square-foot store is Leica’s first location in the U.S. to receive the company’s new Leica Global Concept design that modernizes space using natural surfaces made of sustainable wood in warm tones to convey a calm atmosphere for guests.”
In collaboration with Kizik, MG2 has been charged with introducing the “hands-free, step-in” footwear brand into physical stores. After its New York City pop-up, Kizik opened stores across the U.S. including Mall of America (Minneapolis), King of Prussia (Philadelphia), and Newbury Street (Boston). These new locations are not only a physical manifestation of the brand but also bring to life a high-sensory fit experience and showcase the brand’s new “motion is magic” design.
Kizik blue is prominent, both on the exterior and interior of the store. A blue portal entry encompasses both a blue archway and pathway that leads to the store’s primary display to create a threshold moment. The key design principle of the Kizik brick-and-mortar experience is fitting the customer in a pair of shoes as early in the journey as possible. It’s an AHA moment that captures and celebrates the magic of the brand.
Floor-to-ceiling vitrines flank the portal to create Kizik’s signature “fishbowl” storefront, which allows passers-by to see into the space and take part in the store experience. Motion is an important part of the Kizik brand, and digital screens are placed prominently throughout. The “motion is magic” tagline is abstractly reinforced through circular pendants, half-circle benches and fixtures, gradient wall treatments, and mirrored graphics that reflect consumers as they move about the space.
These stores were designed to be modular and flexible. Elevated, versatile displays capture a sense of motion to create an environment that empowers visitors to discover and explore. Modular systems allow Kizik to morph and change as it continues to grow and expand. Shelving can be moved up, down or removed entirely. Central displays can be reconfigured to form a variety of patterns. Standout design elements include the store’s materiality—a juxtaposition of surfaces including perforated metals, concrete, and textured paints with LED neon and vibrant blue.
The result is inviting and visually engaging spaces that captivate and draw in the eye, enhancing the overall aesthetic and reinforcing the brand identity.
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。”
“MG2 Advisory research found that in-store fit tech is […] a big draw for footwear shoppers. Up to 68% of consumers reaffirmed the importance of a ‘customized fit,’ and 40% said fit scan technology would benefit their in-store experiences.”
“I think the industry is benefiting from not just the acceptance of this technology but the overall fluidity that consumers are experiencing with technology,” said Melissa Gonzalez, Principal at MG2, to Retail Touchpoint’s Alicia Esposito.
Leica Camera is an international, premium manufacturer of cameras and sports optics. The legendary reputation of the Leica brand is based on a long tradition of excellent quality, German craftsmanship and German industrial design, combined with innovative technologies.
Leica has identified North America as a key growth region for the brand and, as a result, is embarking on growing its store presence over the next few years. By partnering with MG2, the brand is launching this initiative with the opening of new stores in Bellevue, WA and a New York City flagship. MG2 is engaged as the full service architect, helping the client translate the design intent to adapt to the unique attributes of each site location while sourcing regionally. The project delivery scope includes design development, FF&E sourcing and procurement, construction documents, permitting, and construction project management.
Leica’s flagship location in New York City was featured in CBS News Uniquely New York with Rachel Holt.
“An immersive space where New Yorkers can experience the brand responsible for some of the most famous photographs in the world,” said Holt. Her interview with the President of Leica Camera North America, Mike Giannattasio, walks through all the spaces the Meatpacking District location offers.
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。
MG2’s Leica project in Bellevue, WA has been named an ENR 2024 Regional Best Project.
The luxury retail store features a gallery space for professional photography exhibits, a retail space featuring Leica’s renowned products, a Leica Akademie area to conduct workshops and events, and VIP spaces.
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