Market： 消费者体验

我们的团队

Bill Sleeth

董事

With a career shaped by curiosity and a relentless drive to elevate everyday experiences, Bill Sleeth brings a visionary approach to restaurant and retail design. Drawing on 25 years of leadership at brands like Starbucks, Panera Bread, and Sweetgreen, he masterfully bridges strategy and storytelling to transform abstract ideas into engaging, human-centered environments. Bill thrives in collaborative settings, guiding teams through bold thinking and calculated experimentation—always in pursuit of meaningful, memorable customer moments.

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.

消费者体验

Regal Greenway Grand Palace

MG2 partnered with Regal Cinemas to develop Regal Greenway Grand Palace in Houston, TX. Through a two-phase renovation, the existing theater was reimagined into a modern entertainment destination, featuring upgraded auditoriums, refreshed concessions on two levels, and a new arcade designed to elevate the guest experience.

The first phase focused on auditorium enhancements, retrofitting 18 of the theaters with a full redesign. Standard seating was converted to luxury recliners for added comfort, with layouts carefully planned to maintain a clear line of sight from every seat. Several specialized theaters were introduced, including 4DX, which features motion-activated seats and environmental effects for an immersive, multi-sensory experience, and RPX, which offers uncompressed surround sound and the largest screen in the theater, showcasing movies in both 2D and 3D formats.

Phase two revitalized the theater’s shared spaces, including the lobby, concessions, and corridors. Sleek new finishes, modernized concession stands, and ADA-compliant renovations create a welcoming and accessible environment. An underutilized retail space was repurposed into a vibrant arcade and gaming area, and digital poster cases were added along the promenades.

In addition to this Houston location, MG2 has worked with Regal on multiple projects across the U.S., including Boise, ID, and Hunt Valley, MD.

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
Research & Insights – September 2025

Aisles to Experiences: Rethinking Grocery Design for the Next Era of Convenience & Connection

Grocery shopping habits are evolving.

Shoppers are making more quick, purposeful trips, blending digital and in-store touchpoints, and adjusting what they buy based on shifting needs around budget, time, and lifestyle. At the same time, grocers are under pressure to manage rising labor costs and operational demands, often turning to automation and technology to keep pace. But efficiency alone isn’t enough. Today’s shoppers define value not just by price or speed, but by how easy a store is to navigate, how connected it feels to their lives, and whether it offers moments of discovery along the way. They want a space that’s fast when it needs to be, but also personal, local, and worth coming back to. In this report, we explore how grocery retailers can evolve their physical environments to better support ease, exploration, and meaningful engagement, all while delivering real value rooted in everyday behavior.

The full report is available for download at the bottom of this page. Take me there now!

Today’s Grocery Shopper: Consumer Personas Defined

The Quick Tripper

Defined as individuals who prioritize efficiency over exploration, they seek intuitive layouts and frictionless service that respects their time and purpose.

The Vibe Voyager

Defined as individuals who value atmosphere as much as assortment, they are drawn to curated offerings, impactful design, and amenities that elevate the overall experience.

The Conscious Consumer

Defined as individuals who look beyond the transaction, they are drawn to brands that express clear values and cultural awareness.

The Meal Grabber

Defined as individuals who see pre-prepared food as the focal point, they seek out grocery destinations that make meal solutions inspiring and seamless to them.

Shaping the Future of Grocery: Meeting Evolving Shopper Expectations

Grocery shopping is not just a transaction. It reflects how people live, what they value, and the environments where they want to spend time. Price and convenience remain essential, but they are now the baseline. What truly sets a store apart is how well it blends efficiency with meaningful experience and shows clear relevance to shoppers’ lifestyles. Design elements like clear signage and intuitive layouts, along with local partnerships and smart technology, aren’t just nice touches; they actively shape how shoppers experience and remember the brand. To stay competitive and build loyalty, grocers must take a holistic approach to the in-store experience. The following takeaways highlight where shopper expectations are headed and how retailers can meet them with clarity, focus, and practical innovation.

Interested in More? Download the Full Report!

We know what it takes to create grocery experiences that matter.

Learn more about our work with PCC Community Markets

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Albert Wang Market

MG2 partnered with Yaodi, a Chinese based supermarket chain owner and operator, to develop a first-of-its kind Albert Wang Market, located within the CapitalLand Mall in Sun Palace, Beijing. The grand opening of the new organic market drew over one million customers, introducing the community to a fresh, engaging approach to grocery retail. The playful design incorporates bright colors, geometric shapes, and graphic signage, creating a fun and inviting atmosphere.

Vibrant colors and bold patterns are layered throughout the space, creating an artistic, energetic atmosphere that organizes and highlights product displays. Graphic signage acts as a dynamic visual guide, leading customers through the store.

Integrated into the design is the concept of a culinary theater, transforming part of the retail space into an open production area. Here, customers can observe the preparation of baked goods, meats, and fresh fish, enhancing the shopping experience while building confidence in product quality.

The design also adopts a sustainable modular system that aligns with the organic concept of the market, consisting of display components that can be reconfigured, disassembled, and recycled. This approach not only improves the functionality and flexibility of product arrangements but also reinforces the market’s commitment to environmental responsibility.

MG2 and Yaodi collaborated to create an engaging experience that embodies sustainable values and provides its community with a unique grocery store.

Research & Insights – September 2025

Gen Alpha Is Your Next Big Bet

Gen Z may dominate today’s headlines, but Gen Alpha is already shaping the future. Born into a fully digital world, this next generation is redefining expectations in retail, favoring fluidly hybrid experiences, gamified journeys, AI-powered interactions, and seamless interactivity. With their cultural and commercial influence on the rise, understanding Gen Alpha is becoming a strategic imperative for brands.

Gen Alpha Consumer Report Coming Soon

Whether you found us through the Marketing Brew Summit or you’re following what MG2 Advisory is exploring next, one thing’s clear: Gen Alpha is on our radar. Sign up below to get early access to our upcoming report and learn what it takes to engage the next generation of consumers.

Get Notified When the Gen Alpha Report Is Published

MG2 Advisory

MG2 Advisory is a premier advisory group within MG2. We are creative strategists who also have rich design thinking and experience.

By analyzing market trends and collecting robust industry and behavioral insights, we empower our clients to demystify emerging trends and uncover new strategic opportunities.

By exploring sociological and psychological nuances, we better understand (and serve) ever-changing persona needs and behaviors.

Learn more about MG2 Advisory

Our Insights

Insights are the core of our design thinking. We invite you to explore the related insight reports below.

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
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. The latest store in Williamsburg was envisioned as a tranquil escape from day-to-day city life. Designed with high open ceilings and concrete floors, the light-filled, airy aesthetic of the interior is warm and welcoming.

Preserving the character of the existing building, MG2 retained original elements such as the storefront entrance, concrete flooring, and suspended wood ceiling. 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.

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

新闻报道

观点

Designing for Impact: Our Latest Sustainability Report Explores Our Efforts Towards a More Sustainable Built Environment

8 月 2025 / By Johnny Klemke

In our second year of publishing the Sustainability Impact Report, MG2 is proud to share the strides we’ve made in advancing energy-efficient design and reducing carbon emissions across our portfolio. Notably, our collaboration with Costco has led to improvements in operational energy performance and measurable reductions in embodied carbon—demonstrating how thoughtful architecture can drive scalable environmental benefits.

Beyond our project work, we’ve deepened our commitment to corporate responsibility by expanding our tracking of emissions while also addressing impacts from business travel and employee commuting. These efforts reflect our holistic approach to sustainability—one that integrates design excellence with accountability and transparency.

We invite you to explore how our team continues to push boundaries, innovate, and lead with purpose in shaping a more sustainable built environment.

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

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.

The full report is available for download at the bottom of this page. Take me there now!

What We Learned

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.

Interested in More? Download the Full Report!

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.”

Read the full article in Inside Retail

What’s Worth the Splurge?

MG2 Project Manager Joy Dayaw was recently quoted in Amanda Baltazar’s article “What’s Worth the Splurge?” in Restaurant Development + Design.

“Utilizing a second-generation restaurant space is a solid way to keep costs in check. That’s because clever teams reuse as much as they can. This includes the façade and the kitchen equipment, particularly the hood, which can be a huge cost-saver even if you put brand new equipment underneath it, says Joy Dayaw, design project manager, MG2 Design, Seattle.”

Read the full article in Restaurant Development + Design

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

Sorel Pop-up 荣获 Shop! 全球大奖

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.

Read more in Shop! Association

Sorel Pop-up: A Dazzling Design Tribute to the Caribou Silhouette.

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.

Read more in GRAY Magazine

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

Research & Insights – March 2025

What if EV Charging Environments Met Unreasonable Hospitality?

As the EV market continues to grow, so do the expectations for charging stations, which are evolving into essential parts of the expanding EV ecosystem. Today’s consumers, whether current owners or prospective owners, seek more than just convenience; they desire seamless technology, welcoming spaces, and amenities that align with their values and lifestyles. A thoughtful, inviting atmosphere rooted in the principles of unreasonable hospitality can transform an otherwise transactional charging stop into a memorable experience, one that exceeds expectations and fosters connections beyond utility. As needs vary across locations and user types, charging stations must deliver both efficiency and satisfaction. This exploration looks at how these spaces can adapt to meet evolving demands and expectations, uncovering opportunities to design environments that are both functional and engaging.

The full report is available for download at the bottom of this page. Take me there now!

What We Learned

According to our study, discover how consumer personas and their experiences with and expectations of EV charging environments can inform which service offerings and enhanced features would provide the most value and greater consumer satisfaction.

The Speed Seeker

Charging is a race against time – it should be fast, seamless, and hassle-free. And loyalty perks such as priority access make it even better.

The Comfort Cruiser

Charging is a break from the chaos of the day – it should be calming and stress-free. And the environment featuring creature comforts is vital to unwind.

The Destination Dweller

Charging is just the start – it should be an immersive experience with food and entertainment. And the additional services and amenities do not go unchecked.

EV Charging’s Future: Going the Extra Mile to Keep Core Users and Attract New

As EV charging environments evolve, the future of these spaces lies in creating a holistic, hospitable experience that caters to both the need for convenience and the desire for engagement. While consumers expect basic amenities like Wi-Fi, phone charging ports, and clean restrooms, the true magic happens when these spaces go beyond the expected. Surprising and delighting visitors with thoughtful offerings, such as locally sourced coffee, community-driven programming, and seamless technology for effortless navigation and charging, fosters a deeper connection with the space. These features not only enhance the experience but also celebrate local culture and design, creating an environment that feels both familiar and refreshing. Additionally, interior designs that inspire through educational elements and a sense of calm offer a retreat-like atmosphere, balancing functionality with serenity. EV brands must remember that some consumers seek efficiency, eager to charge and go, while others want to linger and immerse themselves in the experience. The key to success is providing a space that caters to both, offering convenience for those on the move and engagement for those who want to enjoy the journey, along with a mix of formats in your real estate portfolio to ensure versatility and appeal to a diverse audience. By thoughtfully designing these elements, EV charging stations can become not just functional pit stops, but destinations that inspire brand loyalty and trust for years to come.

Interested in More? Download the Full Report!

Mercedes-Benz EV Charging Hub

MG2 is driving the future of EV and automotive infrastructure.

Explore our EV & Automotive expertise

快闪店展现其多功能性：产品首发、活动搭配和实地测试

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.”

Read more in Retail TouchPoints

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