Market： 消费者体验

Melissa Gonzalez Announced as Retail Expansion Summit & Expo Speaker

MG2 Principal Melissa Gonzalez will deliver a keynote at the Retail Expansion Summit & Expo on October 15 in Mexico City, exploring how thoughtful retail design transforms stores into destinations.

Drawing on her experience pioneering experiential and pop-up retail, Melissa will share why physical spaces matter more than ever in an era where convenience happens online. Her session will explore how immersive design and storytelling help brands capture attention, encourage longer visits, and build lasting customer loyalty.

Learn more about the event in Retail Expansion

Melissa Gonzalez Announced as Glossy Wellness Awards Judge

Just announced! MG2 Principal Melissa Gonzalez is going to be a Glossy Wellness Awards judge among a cohort of industry experts. The Awards recognize the companies transforming the wellness industry through campaigns, initiatives, products, practices and innovations focused on living well and longevity.

Learn more about the event in Glossy

Melissa Gonzalez Announced as NRF ’27 Speaker

The speaker lineup for NRF 2027: Retail’s Big Show has been announced, and MG2 Principal Melissa Gonzalez will be joining the conversation in New York City this January. NRF’s Big Show brings together thousands of retail leaders, innovators, and changemakers from across the industry to explore what’s next for retail, we hope to see you there.

Learn more about the event here

Love at First Sight

In a recent article for Restaurant Development + Design, Amanda Baltazar spoke with MG2 Principal Bill Sleeth about creating the perfect first impression for restaurant guests.

“Bars can be very warm and inviting, points out MG2’s Sleeth, and can offer and intimate experience. They can also be a center point to a restaurant that everything revolves around and can even sometimes be a shield between the front door and the dining room, blocking noise, cold air and the hubbub of guests arriving.”

Read the full article in Restaurant Development + Design

观点

MG2发布可持续发展影响报告

6 月 2026 / By Johnny Klemke

Transparent carbon management is key to advancing sustainable operations.

华盛顿州西雅图—June 17, 2026—Global architecture and design firm MG2, an affiliate of Colliers Engineering & Design, has published its 2025 Sustainability Impact Report. The report highlights the firm’s commitment to building performance and includes a case study on the decarbonization of big-box retail warehouses, looking specifically at how low-carbon concrete and masonry in Costco Wholesale facilities can have a positive impact on the environment.

“Building performance is not a feature we add at the end of a project,” says MG2 President Russ Hazzard, AIA. “It is a framework that informs every decision from concept through completion. At MG2, we approach design as a dynamic system, where architecture, operations, and occupant experience intersect.”

MG2’s report showcases the firm’s commitment to advancing performance, reducing carbon impact, and safeguarding the well-being of communities and ecosystems connected to the built environment.

“We can only improve what we measure,” says MG2’s Senior Building Performance Analyst Johnny Klemke, LEED AP BD+C. “That’s why MG2 tracks our corporate emissions and encourages teams to elevate performance data across our projects. This report marks real progress, and it also sets the stage for what comes next: turning insight into action and driving measurable improvements in the years ahead.”

MG2 is a proud signatory of both the AIA 2030 Commitment as well as the AIA Materials Pledge and integrates sustainability into every aspect of its work.

Research & Insights – June 2026

How Consumers are Redefining Their Relationship with Luxury Beyond the Product Itself

“If craftsmanship remains the foundation of luxury, what now shapes consumer expectations beyond the product itself?”

The luxury industry is not being redefined, but the ways consumers experience and evaluate it are evolving. Craftsmanship still anchors the category, but how consumers engage with brands, where they encounter them, and what they expect from those interactions is shifting. All forms of retail remain relevant, from pop-ups to permanent spaces, from standalone brand experiences to department stores, but they are increasingly evaluated as part of a larger ecosystem.

What matters is not simply where brands show up, but how each environment contributes to the broader relationship consumers have with the brand over time. Hospitality, wellness, after-care, and personalized service have become more integrated parts of the luxury experience. They are shaping how consumers evaluate the luxury experience before, during, and long after the purchase itself.

Consumers still associate luxury with quality, rarity, and long-term value, but they are also placing greater importance on environments that feel intentional, service that is attentive, and experiences that create stronger emotional resonance and sustained engagement over time.

In this report, we explore how physical spaces are adapting to changing expectations around connection, service, participation, and what is shaping long-term brand affinity, while continuing to reinforce the craftsmanship and quality that remain foundational to the luxury industry.

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, luxury consumers shared the following key insights on how they engage with and perceive luxury brand environments, including what draws them in, what diminishes the experience, and where they see the industry heading:

Craftsmanship Still Leads, But Expression Is Evolving

62% of respondents say quality and craftsmanship is the top reason they buy luxury today. However, younger consumers place significantly more weight on what a brand represents and how it fits into their lifestyle, reinforcing a shift from product alone to product plus meaning and expression.

Ownership Anchors Luxury, But Relationships Drive Value

More than 3 in 4 respondents associate luxury with owning something rare or of status. At the same time, nearly half express interest in private, members-only environments, showing that while ownership remains foundational, value is shaped by the experiences and relationships built around it.

Calm, Clarity, and Flow Define the Environment

50% of luxury consumers identify a quiet atmosphere as a defining characteristic of a premium experience. Consumers are also prioritizing environments that feel intuitive, well-paced, and easy to navigate, showing that flow and functionality shape perceptions of luxury just as much as aesthetics.

Extended Brand Environments Are Driving Engagement

More than 90% of consumers are already engaging with luxury beyond the product itself, whether through interest in hospitality and travel experiences or through visits to luxury branded hotels and restaurants. These environments are becoming central to how consumers engage with brands over time.

Service and Care Build Trust Over Time

Close to half of respondents say after-care services protect the value of what they purchase and build trust in quality. Increasingly, consumers expect that level of care to extend across the full experience, reinforcing the importance of service, continuity, and long-term support.

Consumer Personas Defined

21%, The Heritage Collectors

These consumers are grounded in quality and consistency. They care about how something is made, how long it will last, and whether the brand delivers on what it promises. They are less driven by what is new and more focused on what holds up over time.

45%, The Aspirational Achievers

This group is building their relationship with luxury. They are motivated by progress and self-expression, and they are open to different ways of engaging, whether through product, experience, or brand storytelling.

23%, The Status Seekers

These consumers are motivated by visibility and recognition. They are drawn to brands and environments that clearly communicate status, whether through product, service, or the overall setting.

11%, The Cared For

These consumers place the highest value on how a brand takes care of them. They are drawn to experiences that feel attentive, consistent, and personal over time. What matters is not just the product, but the level of service, follow-up, and support that surrounds it.

Luxury is not moving away from craftsmanship or quality, but the ways consumers experience and validate those qualities are evolving. Across hospitality, wellness, service, after-care, loyalty, and immersive experiences, consumers are placing greater value on how brands make them feel over time, not simply what they purchase in a single moment.

Heritage Collectors value restraint, longevity, and enduring quality. Status Seekers prioritize visibility, access, and cultural relevance. Aspirational Achievers gravitate toward immersion, lifestyle participation, and more accessible entry points into the brand, while Cared For consumers place greater importance on attentiveness, emotional ease, and supportive experiences.

At the same time, many expectations remain consistent. Calm, privacy, atmosphere, personalization, and thoughtful service continue to shape how luxury is experienced. The opportunity for successful expansion and evolution is how those expectations are expressed across environments, services, and forms of engagement.

Physical spaces are relationship infrastructure, supporting everything from access to care across multiple touchpoints. The strongest luxury brands are not simply offering more experiences, but creating systems that feel cohesive, intentional, and clear in what the brand stands for.

As brands expand into new formats and services, the opportunity is not simply to extend further, but to understand which forms of value matter most to different consumers and how physical space can support longer-term emotional connection over time.

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Food Fight: Grocery Competitors and Rivals Gear Up

In a recent VMSD article, Janet Groeber highlights MG2’s design of Albert Wang Market in Beijing and features insights from MG2 Principal Jooyeol Oh on creating a premium grocery experience.

“’There’s a middle class they wanted to address and then create a store to cater to that kind of a clientele.’ The target customer is a food lover who can watch baked goods, meats and fresh fish, being prepared on site – a sort of culinary theater meets shopping experience that builds confidence in product quality.”

Learn more about the event in VMSD

展望 – 2026 年 5 月

展望杂货店体验的下一个发展阶段

我们面向未来的购物体验立足于当今的真实情况，并通过对未来可能性的展望而得以实现。

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。

如果您下周要参加拉斯维加斯国际网络安全大会 (ICSC Las Vegas)，请与我们的团队联系。 高力国际 和 高力工程设计 欢迎莅临南馆上层 4009Q 号展位，亲自体验我们的 VR 杂货店模型。

想了解更多关于我们“未来杂货店”概念的信息吗？请在下方注册，我们会与您联系！

请查看我们近期发布的关于超市设计趋势的报告：

从货架到体验：重新思考面向下一个便捷与互联时代的杂货店设计

浏览报告

Consumer Check-In: What Shoppers Really Think About Sustainability

In an article for Women’s Wear Daily, Andre Claudio explored what sustainability means to today’s shoppers, including perspectives from MG2 Principal Melissa Gonzalez on evolving consumer expectations.

“’Gen Z and millennials think about sustainability more broadly than previous generations, looking beyond recycled materials or eco-friendly products to consider how things are made and the overall impact of the retail experience,’ Melissa Gonzalez, retail strategist and principal at MG2, told Sourcing Journal. ‘For them, sustainability extends into store design, operations and the brand footprint, driving expectations for visible and meaningful commitments across every part of the shopping environment.'”

Read the full article in Women’s Wear Daily

商店现状

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.”

Read the full article in Retail Brew

消费者体验

Wayfair

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.

阿尔法世代如何改变店内体验

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.”

Read the full article in Marketing Brew

海军零售业务公司NEXCOM正在为下一代购物者制定计划

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.

Watch the full video on CNBC

海军零售业务公司NEXCOM正在为下一代购物者制定计划

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.”

Read the full article in CNBC

Darts ‘Eatertainment’ Venue Opens in SLU

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 connected with Seattle Daily Journal of Commerce Editor Emma Lapworth to learn about our latest project location in the South Lake Union neighborhood of Seattle.

“’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,’ Nick Caputo, MG2 principal shared in a press release. ‘Working closely with the State of Play team, we focused on crafting an environment that balances atmosphere, functionality, and a strong sense of place.’”

请阅读《西雅图每日商业日报》上的完整文章。

VMSD公布2026年设计师十二强名单。

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.”

Read more in VMSD

MG2的飞行俱乐部项目在西雅图南湖联盟社区开业

New eatertainment venue offers a multi-player darts experience combined with dining and socializing.

华盛顿州西雅图—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.”

关于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.

Beautiful, Seattle Interiors by Erik Sven Photography
Beautiful, Seattle Interiors by Erik Sven Photography
Beautiful, Seattle Interiors by Erik Sven Photography
Beautiful, Seattle Interiors by Erik Sven Photography
Beautiful, Seattle Interiors by Erik Sven Photography
Beautiful, Seattle Interiors by Erik Sven Photography

比尔·斯利斯在SPECS发表讲话

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.

Read more about the event here.

A Look to the Future: Get to Know Gen Alpha

In an article for Floor Covering News, Steve Feldman explores Gen Alpha and its impact on retail, citing MG2 Advisory’s research.

“Believe it or not, Gen Alpha is already beginning to have an impact on retail. A report authored by Melissa Gonzalez of MG2 Advisory, which focuses on retail evolution, reveals interesting research. For example, Gen Alpha is shaping and inspiring purchases made by the adults in their lives. While adults ultimately hold the buying power, 70% of Gen Alpha report that adults in their lives often purchase items they suggest, supporting they not only influence household buying decisions but are also shaping trends and brand loyalty across generations. They are active participants in deciding what to buy, sharing what they have learned online. This is why store environments cannot afford to overlook the range of age groups moving through their spaces, because even without a credit card, Gen Alpha is already shaping how brands and stores show up.”

Read the full article in Floor Covering News

Beware Inventory Traps, Delegate Successfully, and Get Advocating (Before the Fire Starts)

In a “Borrowed Brilliance” column by INSTORE Magazine, MG2 Principal Melissa Gonzalez shares business advice that applies across retail industries.

“As leaders, we must stop silencing the quiet signals. When your body sends you a warning, when your team feels uneasy, when your instincts whisper, pause and listen. Those whispers often hold the wisdom you need to pivot, to protect or to pursue a new path.” — Melissa Gonzalez, principal at architecture and design firm MG2.

Read the full article in INSTORE Magazine

Retailers Need to Bump up the Friction

In an article for The Retail Bulletin, Glynn Davis explores how younger consumers are embracing the in-store experience and the value of “friction” in retail.

“It seems that Gen Alpha (eight-to-14-year-olds) recognizes the upsides of injecting a little friction into their lives. As many as 73% prefer to shop in store, according to research from MG2, having grown up with online as the norm they now regard brick-and-mortar stores as the more novel experience and they want a bit of this physical action.”

Read the full article in The Retail Bulletin

阿尔法世代热爱实体零售店。以下是他们购物时的需求。

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.”

Read the full article in Retail Brew

Experience per Square Foot: Rethinking the Role of the Store

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.

Listen to the full episode on Retail Disrupted