这是我们双方合作开发的成果 咨询 与设计团队合作，该理念将行为洞察转化为完整的顾客旅程，涵盖从顾客到达超市到结账的整个过程。它既支持快速高效的购物，也支持更具探索性的购物体验，拥有直观的布局、灵活的区域划分以及一个专注于透明化预制食品体验的中央“广场”。该超市的设计旨在反映并适应当地社区，融合了场所营造、技术和人际互动，打造出一个既实用又引人入胜的购物环境。
抵达体验直观便捷，流程简化流畅，社区融入其中。新鲜至上，高科技垂直农业技术得以充分发挥。行动顺畅无阻，导航清晰明了，信息传递个性化。一个反映其所在社区特色的市场，为顾客带来沉浸式体验。便捷性与品质兼顾，机器人确保高效运作，厨师们则倾力打造美食盛宴。最后一刻与最初时刻一样令人难忘——融入社区，享受流畅的自动化体验。
请查看我们近期发布的关于超市设计趋势的报告：
In a recent Retail Brew article, MG2 Principal Melissa Gonzalez shares insights on the in-store experience.
“‘When it comes to both Gen Z and Gen Alpha, “they want community, they want engagement, they want tactile,’ Melissa Gonzalez, principal at MG2 Design with a focus on store design, told Retail Brew.”
MG2 partnered with Wayfair to develop its newest store in Atlanta, GA, supporting the brand’s strategic expansion into brick-and-mortar retail. The new 150,000 square foot retail destination is located within The District at Howell Mill in Atlanta’s Upper Westside neighborhood. This one-story interior and exterior renovation transforms an existing space with refreshed façades, including two prominent entries. Inside, the design showcases the breadth of Wayfair’s offerings, from furniture and appliances to fixtures, finishes, and home décor, creating an immersive retail environment.
Situated beneath an upper level of parking and retail, the design incorporates additional elements to highlight the store entrances. A full-wall, backlit signage feature reminiscent of a Lite-Brite illuminates the main entry, reinforcing Wayfair’s brand identity and inviting customers inside. A large exterior mural, inspired by the local area, draws shoppers toward the secondary entrance.
Throughout the store, intuitive wayfinding strategies guide customers as they explore the various departments. Landmarks like the central canopy of the Market Square and the oak slat walls of the Dream Center help orient guests and guide them through the space. Vignettes featuring Wayfair’s different design styles serve as smaller landmarks, while hanging trellises in the lighting department provide another visual cue for orientation. The Porch, a food and beverage concept, offers grab-and-go options, comfortable seating, and natural light, providing a welcoming place for customers to recharge.
Wayfair Atlanta marks MG2’s third design project with Wayfair, further strengthening the ongoing partnership. This collaboration focuses on refining the store’s physical identity to better reflect the diverse needs of customers shopping for all things home. The team worked closely with Wayfair to develop the project as a prototype for future stores.
In a recent article, Senior Reporter Katie Hicks of Marketing Brew explores how Gen Alpha is changing the in-store experience.
“Older generations grew up watching many facets of life shift from IRL to online, including shopping. But as younger generations search for places outside of home and school to hang out and watch as creators encourage them to visit stores in person, it’s possible that a reversal could be taking place. A survey from retail consultancy MG2 Advisory recently found that 73% of Gen Alpha prefers good ol’ fashioned brick-and-mortar shopping to buying online.”
In a recent report by Gabrielle Fonrouge of CNBC, MG2 Principal Melissa Gonzalez discusses her and the team’s work helping Navy Exchange Service Command (Nexcom) reimagine its retail strategy as part of a broader turnaround effort.
In a recent article from CNBC, MG2 Principal Melissa Gonzalez shares insights on her and the team’s work supporting Navy Exchange Service Command (Nexcom) in rethinking its retail strategy as part of a larger transformation effort.
“Working alongside Nexcom, Gonzalez has gone department by department, figuring out how to reformat stores, jazz up signage and communicate value based on the local demographics and respective categories.”
VMSD recently announced its 2026 Designer Dozen Awards. Maria Barrios, MG2 Architectural & Interior Designer, made the list!
Maria shared “From a very young age, I was immersed in the fine and performing arts (painting, dance and drawing) which later evolved into formal studies in graphic design, interior design and architecture. Retail design felt like the perfect intersection of all those disciplines. It combines storytelling, branding, spatial awareness and human psychology. I was especially drawn to how global retail brands can connect with people across cultures through physical space. Retail allows me to design environments that are not only functional, but emotional and experiential.”
New eatertainment venue offers a multi-player darts experience combined with dining and socializing.
SEATTLE, WA—March 26, 2026—Global architecture and design firm MG2 announces the opening of its latest project, State of Play Hospitality’s Flight Club, located in Seattle’s South Lake Union neighborhood. Flight Club is a fast-paced, multiplayer darts experience with groundbreaking tracking technology and instant scoring.
Leveraging the MG2’s expertise in experiential hospitality and restaurant design, Flight Club partnered with the firm to bring the concept to life, translating Flight Club’s social darts experience into a dynamic, high-energy venue. The Seattle venue is MG2’s second Flight Club opening in the U.S with additional locations coming in 2026.
“Hospitality today is about creating memorable experiences, and this project was an opportunity to collaborate in the design of a space that truly brings people together,” says Nick Caputo, MG2 Principal. “Working closely with the Flight Club team, we focused on crafting an environment that balances atmosphere, functionality, and a strong sense of place.”
Flight Club is part of the growing eatertainment category, described in the MG2 Advisory report, For the Thrill of It: Eatertainment Experiences that Cater to All, as “a welcoming destination to convene with others, offering a unique blend of entertainment, dining and social experiences that foster a sense of community and belonging.”
“We’re proud to partner with State of Play Hospitality to bring their immersive Flight Club concept to its newest venue in Seattle,” adds Caputo. “Our collective goal was to develop a space that enhances the guest experience while supporting the energy and vision behind the brand ethos. What is special about the team at State of Play is that they are considerate of each element, which ultimately shapes a destination that will resonate with guests and the surrounding community.”
ABOUT MG2
Guided by our vision to create transformative experiences that foster and elevate healthy communities, MG2 has been delivering award-winning projects and programs for over 50 years. We partner with some of the world’s most recognizable companies and brands to bring exceptional design solutions to life through full architectural, strategic planning, cost management, interior design, brand strategy, and program consulting services. Our seven offices in the U.S. and China—Seattle, Portland, New York, Washington D.C., Minneapolis, Irvine, and Shanghai—integrate building performance and social responsibility into every project. At MG2, our greatest strength lies in our people, our clients, and our commitment to helping them succeed. We are purpose-driven by nature, data-driven by design. MG2 is an affiliate of Colliers Engineering & Design.
MG2 Principal 比尔·斯利斯 is speaking at SPECS on March 9 alongside VASA Fitness Chief Growth Officer Christopher Tarrant on What is Old is New (And Valuable): Adaptive Reuse Strategies.
In a recent Retail Brew article by Erin Cabrey, MG2 Principal Melissa Gonzalez shares her insights on Gen Alpha’s retail preferences and influence, here’s a snipped from the article.
“And while Gen Z, too, prefers an in-store experience, Gen Alpha differs in their desire for interactivity in stores, as over half will leave a store if there isn’t anything for them to try out (that ability to test has helped Sephora thrive with the generation). Gonzalez chalked this preference up to their experiences meeting up in virtual worlds since they were young.”
MG2 Principal Melissa Gonzalez recently joined Natalie Berg on her podcast, Retail Disrupted, to explore the future of experiential retail, why digitally native brands are investing in physical stores, and how purpose-led leadership is reshaping the industry.
Flight Club is an upscale, technology-enabled Social Darts concept that delivers a premium experience blending elevated food and drink with an innovative take on the classic game. MG2 partnered with State of Play to bring the brand’s newest locations to Cincinnati, Ohio and Seattle, Washington.
Inspired by the charm of a Victorian-era pub and the whimsy of British fairgrounds, the interior is warm, inviting, and playful. Decorative elements sourced across England reinforce an authentic and immersive atmosphere. Overhead, large suspended ring lights infuse the space with energy, enhancing social interaction. The central bar, featuring cabochon lights and surrounded by black-and-white checkered tile, establishes a vibrant focal point that defines the heart of the venue.
“Hospitality today is about creating memorable experiences, and this project was an opportunity to collaborate in the design of a space that truly brings people together,” says Nick Caputo, MG2 Principal. “Working closely with the State of Play team, we focused on crafting an environment that balances atmosphere, functionality, and a strong sense of place.”
Beyond Cincinnati, MG2 continues its collaboration with State of Play, launching future Flight Club locations in major cities across North America, including Dallas and Minneapolis.
In the VMSD feature, “Trends 2026: Yesterday’s Tomorrow?”, Janet Groeber spoke with MG2 Principal Bill Sleeth about the trends we would be seeing this year. Bill discusses at length how hospitality continues to shape the retail experience.
“Retailers who are focused on creating long-term relationships with customers have always brought a hospitality perspective to their experiences with amenities like concierge services, exclusive offerings and elevated seating that feels more lounge than shop.”
In a recent article, Floor Daily featured insights from MG2 Principal Melissa Gonzalez on how Gen Alpha is reshaping retail and consumer behavior.
“’Gen Alpha may be young, but their influence is already impactful,’ says Melissa Gonzalez, who leads the MG2 Advisory and authored the Gen Z report. ‘They’re shaping household purchasing decisions, accelerating trend cycles, and redefining how brands need to earn attention and trust.’”
In an episode of Retail Remix by Retail TouchPoints, host Nicole Silberstein revisits standout insights that continue to resonate in 2026 from industry experts, including the insights from MG2 Principal Melissa Gonzalez.
Luxury jewelry brand Monica Vinader is known for its modern design and commitment to ethical materials, creating everyday pieces that celebrate individuality. MG2 partnered with the brand to bring its refined aesthetic to Nordstrom NYC.
Situated in Nordstrom’s new jewelry hall, the shop-in-shop offers a uniquely elevated experience for shoppers. Working closely with Nordstrom, Monica Vinader, and premium vendors, MG2 ensured that every design element was executed seamlessly. The intimate, sophisticated space combines dark painted walls, warm wood accents, metallic screen dividers, wrapped columns, and large street-facing windows. Custom fixtures display jewelry with elegance, while bespoke stools create inviting moments for customers to explore personalization services. Every detail is thoughtfully curated to make visitors feel both welcomed and inspired.
他们当中年龄最大的也只有14岁，即便没有自己的信用卡，他们也已经开始影响品牌和商店的呈现方式。他们比以往任何一代人都拥有更多选择，并且熟练掌握智能手机、平板电脑、电脑、数字世界、虚拟现实和人工智能工具，在适应能力以及对便捷性和效率的期望方面，他们正迅速超越Z世代和千禧一代。他们能够自然地穿梭于数字空间和实体空间之间，他们的文化和商业影响力正在加速增长，因此，了解他们当下的喜好以及未来几年他们对品牌和零售商的期望至关重要。本研究探讨了阿尔法世代如何首次发现品牌，他们希望在交易之外如何与品牌互动，以及为什么他们能够激发和影响跨世代的购买决策，不容忽视。
完整报告可在本页底部下载。 现在就带我去那里！
根据我们的调查结果，Alpha世代消费者分享了以下关于店内设计和活动策划方面他们最关注的关键见解。总体而言，他们希望与品牌进行有意义的互动，积极参与购物过程，并明确表达他们对家庭购买决策的影响力。
97% 阿尔法世代 希望帮助品牌做出设计决策从测试新产品、为产品开发提供信息，到塑造商店环境的外观和感觉，都表现出强烈的成为品牌社区积极成员的愿望。
73% 阿尔法世代 他们更喜欢在实体店购物，以便完全沉浸其中。 在品牌环境中，他们重视亲身试用体验，这让他们能够探索产品、验证购买决定，并与品牌建立更深层次的联系。
3/4 阿尔法世代 例如店内食品和饮料供应 促使顾客在店内停留更长时间。这些体验让购物更愉快，鼓励探索，并提供社交机会，从而加强顾客与品牌的联系。
66% 阿尔法世代 依靠清晰的店内标牌 引导他们的购物之旅，兼顾可预测性和探索性，并体现他们对在线互动所期望的简单便捷。
70% 阿尔法世代报告称，他们生活中的成年人 经常购买他们推荐的商品这表明，它们不仅影响家庭的购买决策，而且还在塑造跨世代的潮流和品牌忠诚度。
这类人喜欢自主决策，并且偏爱能帮助他们保持专注的商店。他们购物时目标明确，充满自信。
这些人注重时尚，并且会关注商店是否把他们当作真正的顾客对待。他们希望感到被关注、被重视，而不是仅仅被视为父母的延伸。
这类人群希望品牌能够认可他们的兴趣和发展方向。他们寻找能够体现自身个性的店铺，并避免那些限制他们的品牌。
阿尔法世代或许是当今最年轻的消费者群体，但他们的影响力正在重塑品牌和零售商对互动方式的思考。这一代人重视自主性、好奇心和玩乐精神，他们能够自如地穿梭于数字世界和现实世界之间，并期待清晰、互动且有意义的体验。他们渴望亲身探索、个性化体验和参与机会，从而建立更深层次的联系，并影响着不同世代的家庭购买决策。信任源于真实性和可见的行动，而非空洞的承诺；科技必须提升而非分散品牌体验。能够赋予阿尔法世代探索、体验和参与机会的商店，将赢得他们的关注和忠诚。通过设计兼顾可预测性和探索性的体验，品牌可以与这一已经产生深远影响的世代建立持久的联系。
MG2 partnered with Estee Lauder to bring their global beauty brand, MAC Cosmetics, to Nordstrom’s New York City flagship. Prominently located in the heart of the store, the shop-in-shop offers an immersive experience that invites shoppers to explore the brand’s full product range and enjoy personalized makeup consultations.
Designed to capture MAC’s bold, modern identity, the space features distinctive consultation tables with integrated product displays, custom wood fixtures, and LED screens that enhance both visibility and engagement. Playful, oversized elements—such as sculptural makeup brushes forming a brand sign and a giant lipstick anchoring a featured display—add a dynamic, unique touch.
In collaboration with Estée Lauder’s US Retail Design team and key vendors, MG2 developed highly detailed millwork solutions to bring the design vision to life. The team engineered a concealed operable swing door within the primary display wall to provide access to back-of-house storage and crafted a custom fixture precisely aligned with the dimensions of the existing wall frame. Through careful coordination and thoughtful consideration of strict leasing parameters, MG2 developed an efficient, elevated layout that maximizes both functionality and brand expression within a compact space.
In a recent Retail TouchPoints article by Editor Adam Blair, MG2 Principal and Founder of MG2 Advisory Melissa Gonzalez explores 2026 Retail Predictions.
“The next era of retail will be shaped by a collective and growing longing for restoration. After years marked by fatigue, chronic stress and emotional overload, consumers are moving toward brands that actively safeguard their wellbeing. They are seeking products, services and environments that preserve energy rather than depleting it, in spaces that help them regulate, reset and return to themselves. Retail that prioritizes emotional clarity and nervous system health will become a decisive differentiator.”
MG2 Senior Project Designer Eladio Victoria and Principal Melissa Gonzalez spoke with Jessica Chevalier at Floor Focus Magazine, sharing their perspectives on the retail sector as designers.
“We build connection by creating emotional touchpoints through flooring,” says Eladio Victoria, senior project designer with MG2. “We are combining the floor and ceiling to create some hot spots or experiential locations within the retail space and also with a connection to the community, trying to evoke a presence with flooring using local materials so the consumers understand the space they are in.”
Our Nordstrom Local project in Brooklyn, NY, was featured in an issue of VMSD edited by Editor-in-Chief Carly Hagedon.
“‘The design of this Nordstrom Local store has an intentional balance of warmth and modernity, reflecting the ease that the concept brings to the customer’s life – all while delivering an elevated experience,’ says Melissa Gonzalez, Principal at Seattle-based architecture and design firm, MG2.”
MG2 Principal Melissa Gonzalez joined a Retail TouchPoints panel of experts to discuss how mall models should be evolving to effectively capture the attention of younger generations like Gen Z and Gen Alpha.
“Gonzalez: The most forward-thinking developers create a holistic journey for visitors, ensuring that the transition between experiences and shopping feels natural and enticing. Merchandising plays a critical role here; the layout and tenant mix must be thoughtfully curated to align with consumer preferences and behaviors.”
Danny Parisi sat down with MG2 Principal Melissa Gonzalez to discuss the benefits of launching a mobile app for fashion brands for Glossy.
“These apps are appealing because they allow brands to own the mobile experience, drive discovery and loyalty — not just conversion, link digital and physical touchpoints, and create community,” said Melissa Gonzalez, a retail strategist and principal at the retail architecture firm MG2. “Apps may include user profiles, saved looks, friend sharing, live chats, Q&As, drop countdowns and loyalty tiers, all tailored for the Gen-Z consumer who values peer influence and identity.”
MG2 Principal and The Purpose Pivot author Melissa Gonzalez joined Bill Sherman on an episode of Thought Leadership Leverage to discuss how moments of pause can redefine leadership, and why vulnerability, intuition, and well-being are essential to building clarity, resilience, and purpose-driven careers.
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