Market： 消费者体验

Two More PCC Stores Meet Rigorous Green Building Standards

PCC Community Markets (PCC), the largest community-owned food market in the United States, has received Living Building Challenge (LBC) Petal Certification for its West Seattle and Bellevue, Wash., cooperative locations. The stores join PCC’s Ballard location, the first grocery store to receive this recognition, in meeting what are considered the world’s most rigorous green-building standards to earn the LBC Materials, Place and Beauty Petals from the International Living Future Institute (ILFI).

Read more at Progressive Grocer
观点

The Future of Grocery Retail: Top Five Trends for 2021 & 2022

9 月 2021 / By The Future of Grocery Retail: Top Five Trends for 2021 & 2022, Melissa Gonzalez

Last week we had the pleasure of attending and speaking at Groceryshop 2021 in Las Vegas. One of our first live events in a while, the energy was palpable and the innovations were flowing. It was an absolute joy to connect with so many and share the results of our recent grocery industry survey. If you haven’t yet, you can get your copy of our 2021 Grocery Consumer Survey Insights here.

With so much changing for grocery over the past two years, it’s seemingly impossible to keep up with consumer expectations and demands. However, here are our top five takeaways from what’s important for experience designers to keep in mind as they continue to bring future generations of grocery retail to life:

Incorporating Surprise & Delight

With such a significant shift to online and digital platforms, the in-store grocery experience has a bigger job to do in order to deliver upon surprise and delight. This ties into our survey results, which document consumer’s desire for discovery while in-store. 

Delight is the thoughtful touches and speed bumps along the way that foster education and discovery, and are embedded into environments designed to be “in service” of their customers. These could be temporary experiential moments—like what Lionesque Group CEO Melissa Gonzalez presented on stage about Jarlsberg or the Peanut Butter Association—or permanently designed experiences.

Innovative Retail Media

As digital and physical continue to merge, progressive grocers are seeing themselves as media platforms as much as grocers. In the name of inclusion and accessibility, it’s important for brands to make themselves available across all channels for all consumers. With online adoption, there is also a larger opportunity to leverage data and utilize the insights to deliver more personalized content to consumers.

For example, curated recipes, tailored nutrition plans, or even entire stores and brand philosophies dedicated to nutritional health and wellness, beyond what we typically see on a shelf. Raley’s O-N-E stores are a great example. Additionally, as we have seen in our work with Target, some are taking a more holistic approach to the curation of products around life occasions. This approach is also offering CPG brands the opportunity to gain mind share as well as increase their profitability.

Experiential Tech and Personalization

We all know consumer necessity fuels implementation as well as the adoption of technology. AI is seeing more prioritization to inform store teams on recommendations for merchandising, store layout, and more. Convenience and saving time are top priorities for consumers and they want tools that enable this. 

For example, Kroger and Instacart—which announced 30 minute delivery to your door—are utilizing AI to better understand demand and forecasting, as well as help with planning. They’re partnering with companies like Anuit.AI to help expand offerings, SKU count availability, and ensure the freshness of groceries. Order accuracy is also a huge focus for grocers, becoming both an issue and an opportunity for building customer satisfaction and confidence. Progressive retailers are looking at systems to improve upon predicting outages and substitutions to better improve this metric.

More unexpected partnerships that enable convenience are on the horizon well, such as what Albertson’s announced with DoubleDash in partnership with restaurants. The use of voice is also seen as an underutilized opportunity that is gaining consideration, and we see a rise in successful grocers that are empowering the in-store associate with data.

Proximity is still important (for numerous reasons)

In the argument to build more in-store experiences, proximity is still a motivator for consumers. Bloomberg cited that, as an established grocer, building more stores to increase consumer proximity is a tested and validated means to not only grow brick-and-mortar sales, but online sales as well. A store close to home is still seen as valuable even if the preferred channel is online delivery, and the cost of consumer preference is worth the price for multi-channel success.

Local is also important when it comes to products that are carried on shelves. Local, which is perceived as more sustainable than other products, including organic ones, offers the often true consumer perception that goods have not traveled as far, and therefore are both fresher and have a smaller carbon footprint. It’s a motivator for consumer decision-making and retailers are reviewing ways to surface suppliers, makers, and growers who are already in their supply chain.

Live Up To Your Brand Promise

It’s more important than ever that brands are standing behind a purpose, in addition to the products they sell. In order to garner customer loyalty, customers want to know you stand behind them, behind your staff, and behind your values. 

Giving back to the local community—another growing trend in grocer brand promises—is favored 42% by Gen Z and Millennial consumers. Only 38% of consumers polled thought their grocer was giving back to the community. 

A commitment to sustainability (action, not just words), a diverse selection of products, and inclusive accessibility are all at the top of the list when it comes to what consumers today are valuing from their grocers.

__________

Want to learn more? Find out what consumers expect from their grocers, both now and in the future, with our 2021 Grocery Consumer Insights Report.

研究与洞察

Understanding the Modern Grocery Shopper

9 月 2021 / By Melissa Gonzalez, Understanding the Modern Grocery Shopper
consumer experiences in grocery retail

In our constant curiosity and investigation of consumer behaviors and expectations, we utilize data insights to help uncover and validate where we can deliver true points of gratification within the customer journey. Here is a snapshot of key takeaways from our latest consumer survey. Our full deck with all our insights is available for download at the bottom of this preview.

HOW CAN WE ENHANCE THE GROCERY SHOPPING EXPERIENCE?

The dynamic of modern grocery is kaleidoscopic, with its definition and experience being driven by today’s consumers and our ever-changing world. How can we create a holistic and accessible experience?


READY TO LEARN MORE? GET THE FULL GROCERY CONSUMER INSIGHTS REPORT SENT RIGHT TO YOUR INBOX.

消费者体验

灿烂的地球

jewelry-show-room-brilliant-earth-mg2-design

Approachable luxury

Since 2005, Brilliant Earth has offered the world ethically sourced, award-winning fine jewelry through its elevated web-based platform and personalized appointment-only showrooms. When the digitally-native company sought to expand its brick-and-mortar portfolio with open retail spaces, they partnered with MG2 to seamlessly translate the spirit of their digital brand and unique offerings into a real-world experience.

Like its jewelry, the retail design and rollout program for Brilliant Earth’s new showrooms was curated with thoughtful craftsmanship in every production phase. Previously, all the brand’s in-person experiences were appointment-only, with most of their spaces hidden away from window-shopping consumers on the upper floors of retail centers.

Utilizing a light, luminous, bright, and warm palette that reflected its online presence, MG2 designers brought an approachable luxury to Brilliant Earth’s new showroom experience. This new iteration of the store—the first of its kind for Brilliant Earth—brings an inviting, interactive, and educational retail experience into the brand’s program, diversifying its real estate potential with more premium, ground-level spaces, increasing awareness and engagement.

Brilliant Earth_Brooklyn

From planning to fixture design, the team boldly broke many industry barriers often seen in jewelry, such as the traditional horseshoe-shaped counters that often act as barriers.

Instead, in a direct reflection of the brand’s unique educational approach to the diamond shopping experience, MG2 designed a fixture package program that flexes and scales with each new space; a customizable kit-of-parts that can fit any format.

An entry kiosk once used to check customers in for their appointments evolved into a multi-functional digital tool. Now used to assist shoppers in industry and diamond education, the sizing of rings, and the check-out process, it’s a feature that further underlines the seamless integration of Brilliant Earth’s digital and physical offerings.

Caseline throughout the store is designed like furniture; display cases float lightly in the space, while round consultation tables equalize the service experience. This highly customized design and rollout program was achieved without raising the cost of construction for Brilliant Earth.

Brilliant Earth_Brooklyn

The Brooklyn location of Brilliant Earth represents a step forward for the brand while still adhering to the same kit of parts utilized in their other showrooms. Its unique building in Williamsburg features a vaulted ceiling and exposed brick, giving the space a larger and more roomy feel. This has granted merchandising room to grow, expanding the brand’s retail offering with six cases, an additional appointment station, and a more retail-focused reception area. With an emphasis on showcasing its fine jewelry products, this evolution in Brilliant Earth’s showroom design successfully balances its minimalist roots with an elevated, flexible retail agenda.

Similarly distinctive in its design hurdles and opportunities, Brilliant Earth’s King of Prussia showroom location—situated within a mall with limited egress and no natural light—presented unique challenges for the team to overcome. To bring the space to life, designers reprioritized the showroom’s configuration, eliminating the need for glazing, and added greater visual impact by utilizing large format graphics, wall casework, and incorporating merchandising above the cases. The warm and inviting retail story is solidified through the incorporation of recessed lighting, plush sofa seating, and education-centric pedestals at the front of the space.

The showroom’s private appointment stations were strategically relocated to the back of the space, providing guests with greater privacy while maximizing the overall flexibility of the design. By utilizing the same kit of parts as its other showrooms while adding new elements that reflect the brand, designers ensured that Brilliant Earth’s iconic bright and light personality prevailed within the confines of the darkened shopping center.

With each showroom brought to life across the country, this global leader in ethically sourced fine jewelry continues to seamlessly preserve its online identity while defining new retail experiences for its consumers, each with its own unique flair.

消费者体验

WaFd银行总部

恢复和更新社区基石

社区驱动的设计

华盛顿联邦银行是太平洋西北地区社区的基石，是美国最大的银行机构之一，在八个州拥有 235 家分行。结合他们的品牌更新和向 WaFd 银行的过渡，该企业试图重新定位其西雅图旗舰店的内部和外部，创造一种体验和环境，重新设置品牌及其公司总部。设计团队通力合作，为银行客户和整个西雅图社区带来了一个现代、令人难忘的目的地。

照亮地标

最初设计和建造于 1980 年代的 WaFd 空间位于西雅图市中心 5th 和 Pike 的历史交汇处，当它消失在外面的树木后面时，路人几乎看不到它。团队试图“赋予角落权力”，精心策划适应性再利用工作，同时尽可能多地保留原始 40 年历史的石材外观。

MG2 的团队通过一系列设计创新实现了这一壮举：将入口移至更显眼、更吸引人的位置，我们用充满活力、安全的 ATM 体验取代了空出的位置。重新编程由焕然一新和照明的外立面与基础设计相辅相成，平衡了大胆、诱人的数字标牌和传统的建筑光芒。天篷——现在是透明的——已经被照亮和提升，使社区更容易接近空间。最后，新的窗户和玻璃窗提高了内部引人入胜的品牌的知名度。这些组件和谐地结合在一起，通过一个新的入口前厅将街景拉向内，欢迎顾客和路人。

高级本地化

数字优先的寻路和品牌元素是定制的，以突出 WaFd 的新技术前沿战略。它创建了内容区，热烈庆祝从西雅图城市文化到当地运动队的一切，与银行的观众建立联系，并展示他们最重要的服务和功能。

与技术方法相辅相成的是一个平易近人、以社区为中心的金融机构的经典风格：金色和青铜元素与温暖的胡桃木、草绿色布覆盖物和耐用的以品牌为中心的饰面相结合，为原本中性的空间注入色彩和活力。这些功能很容易随着 WaFd 新实施的身份而变化。

编程，协调

礼宾台使空间现代化，将其带入一个新时代，同时仍然拥抱建筑的优雅和永恒的渗透。它促进了整个大堂的自然循环和客户服务点。与空间设计同步的是一个创新的以用户为中心的银行流程，它创造了新的、灵活的、友好的连接方式。 WaFd 以款待为导向的计划经过战略性设计，旨在让银行员工和客户通过柜员互动、贷款预约以及半私人或私人会议实现共生流动。

大堂进一步展示了深邃的阴影、深色木墙和代表华盛顿自然标志的石材饰面，将您的目光吸引到空间后面的电梯墙上。到处都是壁龛和精致的橱柜，为礼宾、衣帽间和可伸缩的银行格栅提供存储空间。

组合的汇合

最初由四个独立的封闭区域组成——银行分行、大堂、走廊和零售店——WaFd 被重新设计成为一个统一的空间。这种体验提供了优化的交通流量，让顾客可以从银行空间自然地循环到毗邻的新星巴克。国际知名的咖啡品牌与我们的设计师进行了罕见的合作，将 WaFd 当代室内设计的大胆主题融入其零售主题中，延伸至 WaFd 及其客户可以使用的隐蔽会议室空间。这些元素与受委托的当地艺术品、固定装置和家具相结合，将城市社区和自然景观完美融合。

从简单的银行分行重新聚焦到一个复杂的、具有多种交通模式、小插曲空间和难忘时刻的设计前瞻项目，结果是一种现代、透明和热情的体验，位于亲切的款待和进步的微妙交汇处银行业。

消费者体验

内部收益率

MG2 / The Lionesque Group partnered with GGP to create a place where digitally native brands could test physical retail in a complete turnkey solution. Technologically driven, the project included RFID “Wishlist” key with analytic tracking and enabled the education of customers about their brand story and unique product offerings.

The team fully developed the program and space from the ground up, including creating all branded aspects of the store, curating brands, developing a monthly membership program, design and production of the space, operational management, and ongoing marketing & in-store event strategies.

Offering an experience that garnered 4,156 shares and over 11M impressions, a total of 15 e-commerce brands were showcased in the first chapter of IRL, with 80% viable for long-term tenancy. The innovative concept drew attention from local and national media including articles in Chicago Tribune, Glossy, WWD, Design:Retail, among others.

  • Project Details

  • 地点 伊利诺伊州芝加哥
  • 客户 GGP Inc.
  • 市场分类
  • 规模 418平米
  • 设计服务
  • 资质认证 2018年度设计零售商店，Glossy 2018最佳新概念商店入围
消费者体验

公民身份

The Citizenry Bunkhouse is filled with handcrafted home goods from their various collections aimed at celebrating countries around the world. Located on Bleecker Street in the West Village, the pop-up gives customers the chance to shop the curated collection in person and meet the team.  The objectives were to grow overall brand awareness, learn about customers, and test the viability of a permanent retail store in NYC.

MG2 / The Lionesque Group worked in partnership with The Citizenry team to evaluate and concept the optimal flow and overall store layout. Deliverables included: inspiration for key in-store moments such as the Pampas window story, fireplace moment and patio scene, as well as budget assessment sourcing and oversight for store build-out production. 

在成功的22天弹出窗口后，在纽约市场出现了强劲的人流，销售量以及品牌知名度的增长，The Citizenry延长了他们在West Village的逗留时间。在弹出窗口期间，他们获得了包括《建筑文摘》和《美丽的房子》在内的主要媒体的媒体报道。

消费者体验

真实

As a way to test the brick-and-mortar retail environment, The RealReal hired MG2 / The Lionesque Group as their pop-up design and strategy partner to launch a two-week holiday store in Soho, NYC. The objectives were to increase brand awareness, generate sales and test the viability of a permanent brick-and-mortar retail store.

The team provided location and design consultation for optimal layout in a retail environment and customer flow within the pop-up space. The deliverables included securing a location that best allowed TheRealReal to interact with their target demographic, sourcing of store fixtures, operational elements and back of house, and budget and production oversight from build-out to break-down.

经过成功的两个星期，有超过1,000名访客
每天之后，RealReal每天都会开放
在Soho的永久位置。在持续期间
在弹出窗口中，他们获得了来自
主要媒体包括BBC电台，RackedNY，
HarperBazaar，好莱坞记者等。 

  • Project Details

  • 地点 美国多个地点
  • 客户 真实
  • 市场分类
  • 规模 纽约：4,600 SF FOH + 2,500 SF BOH
    旧金山：4,500 SF FOH + 1,500 SF BOH
    拉斯维加斯：4,500平方英尺
  • 设计服务
消费者体验

麦迪逊·里德

To help the brand build a solid, successful foundation for its long-term brick-and-mortar strategy, Madison Reed partnered with MG2 / The Lionesque Group to launch its first pop-up store in New York City.

With a six-month lease, the goals of the project were multi-faceted and included everything from introducing the Madison Reed brand to NYC and building awareness, to testing the viability of brick-and-mortar in order to acquire new customers and increase revenues of both one-time purchases and subscriptions. 

As a full-service partner, The Lionesque Group team provided a complete turn-key experience. Beginning by securing a retail space in Flatiron—a neighborhood with a high density of the brand’s target demographic—the team worked together with Madison Reed to conceptualize, design, source, budget, and bring to life the aesthetic and store flow for the first-ever Color Bar in just five weeks time.

Following a wildly successful launch—during which bookings increased daily—Madison Reed went on to open up a permanent location in Flatiron, with the design/build assistance of MG2 / The Lionesque Group, just a few months later, in addition to being named “Best in Beauty 2017” by NY Magazine.

消费者体验

紫色

With the objective of growing brand awareness and driving sales, Purple sought to tell an authentic, immersive direct-to-consumer story through a showroom and a series of pop-up experiences across the United States. Engaging MG2 / The Lionesque Group as their full-service partner, the D2C brand took a turn-key approach toward driving sales and educating potential customers. 

设计团队形象化，精心制作，构思并执行了创新的实体零售策略，并在多个城市采购和管理弹出空间的生产。这个多方面的计划使该品牌能够在将来发展和扩展该计划，扩大其覆盖范围，并让更多的客户亲身体验他们的Purple Grid技术。

观点

我们曾问社区居民：“我们想要什么样的生活方式？”

11 月 2020 / By Abbie Drake

在2017年，MG2探索了一个问题，``你想如何生活？''西雅图设计节主办的公共安装互动设计。我们收集的数据具有启发性，但是关键信息集中在个人而非社区上。

今年，我们问了西雅图设计节的参与者，``我们要如何生活？''，这是由2020年发生的巨大社会和经济变化所驱动的。

使我们的问题得到回答的唯一方法是问真实的人。

尽管今年充满挑战，但它也为MG2提供了一个强大的机会，可以从我们的国家社区中收集见识，为未来的设计决策提供关注，这些决策着重于物理空间，文化影响和人们的福祉。

我们采用了以人为本的方法来提出问题，并进行了调查以收集数据。目的是探索我们作为一个集体社会如何希望前进。

消费者体验

Periodic: A Popup Shop

创新品牌的快闪店全包设计方案。

In today’s retail landscape, many companies find themselves hoping to test the waters of a brick-and-mortar investment before committing to a longer lease. Periodic—designed and implemented by MG2 / The Lionesque Group—is an award-winning, turn-key space located in the South Lake Union district of Seattle created for brands to activate pop-up experiences in a seamless way.

该项目独特的挑战的是打造兼具B2B和B2C功能的全方位服务平台。设计团队密切关注各种细节，从Periodic这一项目名称、字体和徽标，到装置的模块化和功能性，还包括入驻企业的入职和离职流程设计。

From two weeks to two months at a time, Periodic gives brands an opportunity to have a presence in a fast-growing, highly trafficked neighborhood. The platform is designed to set them up for success, taking the jurisdictional weight off their shoulders and allowing them to test for viability, grow brand awareness, or trial a target demographic in a short amount of time with an efficient investment approach.

Along with a fixturing package designed to flex and modulate to accommodate individual merchandising and storytelling needs, each curated brand has access to a local marketing company and a best practices playbook. The space itself—a glass building on a corner lot—acts as a billboard, creating a truly unique, hyper-accessible, out-of-the-box pop-up solution that both brands and the community are already benefitting from.

For its unique consumer experiences and experimental turnkey platform that allows for brands of all sizes to test the brick-and-mortar waters in downtown Seattle, Periodic: A Popup Shop was honored as one of Fast Company’s Most Innovative Retail Designs of 2021.

Press Coverage

消费者体验

国会山美食堂

西雅图的真正味道

对于穿越西雅图-塔科马国际机场的旅行者来说，A航站楼中心的弯道中转站充其量是令人难忘的。停泊在老旧的书店和一些稀疏的座位上，该地区唯一真正吸引人的地方是透过一排窗户可以看到停机坪的全景。 

SSP America与MG2合作，将机场的这个不起眼的部分改建成了国会山美食大厅：这是一个旅客会记得并重新访问的目的地。

一站式终点站旨在体现该市国会山社区的体验和真实性，国会山美食厅使旅客可以品尝西雅图的美食，而无需离开机场。

它提供了一种深思熟虑的独特体验，汇集了精选的流行供应商，并在终端绑定的场所重新构想并转化了他们在路边的吸引力。在其他机场收集了数字化的就餐体验时，其技术集成的时效性很差，而国会山美食堂在其品牌，标牌和装饰上都依靠更加手工，类似的一致性，创造了自己的设计语言，并使游客沉迷于真正的体验中。发现新的收藏夹。 

使国会山美食堂栩栩如生并非没有挑战。机场的这一部分以前从未用作餐饮场所。设计和建造建筑物内部的建筑物并容纳众多个体企业的复杂性-每个企业都有自己的标准和要求以维持-造成了巨大的动员景观。 

安全的机场航站楼内一个极其复杂的程序，否则每个细节都可能被总体接受或以其他方式忽略；西雅图港务局以旅客健康，安全和保障的名义对材料，固定装置，箱子等进行了详细审查和深入审查。整合而精简的协调对于使SSP America的原创作品成为现实并保持预算是至关重要的。 

如今，该空间所提供的不仅仅是令人惊叹的景观。国会山美食堂提供众多当地供应商的餐饮选择，从bahn mi和汉堡到西雅图最好的咖啡和最美味的啤酒。每个选项都经过精心策划，每个供应商都采用其典型的路边品牌，并根据其终端位置进行定制，将所有设计无缝地融合在一起，以创建一种涵盖性的语言。两个独特的区域致力于现场音乐表演，西雅图以世界闻名。在两者之间的空间中，点缀着充足的座位和出入口，鼓励疲倦的旅行者坐下来放松并体验真正的西雅图，而无需离开机场。 

观点

带有氛围的一面

10 月 2020 / By Comes With A Side Of Vibe
consumer experiences in specialty retail

外卖如何使忠实的消费者与品牌保持联系。

毫不羞耻或遗憾的是，我分享了我参考唱片专辑，衬里音符以及它们附带的赃物时的年龄。除了音乐，这些都是与您喜欢的乐队建立联系并成为其一部分的一种方式。他们只是一窥过程，生活方式，或者只是一开始就引起您注意的炒作。 

我记得乔·杰克逊（Jack Jackson）的“ Look Sharp”唱片带有一个迷你别针，并且唱片本身小于标准的形状和大小。我记得我在卡本代尔（Carbondale）拜访一位朋友时，给我姐姐买了埃尔维斯·科斯特洛（Elvis Costello）的《新阿姆斯特丹》的唱片。整个乙烯基是郁金香。显然，这些细节脱颖而出，或者几十年后我不会记得它们。

如今，您可以下载音乐，提取YouTube视频，并用Google搜索自己喜欢的乐队，但是要想与他人共享触觉却很难。随着时间的流逝，人们很容易忘记这一发现。很容易忘记您第一次拥有一张专辑重复一周时的感觉。

我对酒吧和餐馆有同样的感觉。充满情感和灵感，在2020年，他们感觉就像在消耗音乐。它被收集但没有触觉。它是基于内存的。走进您最喜欢的酒吧或餐厅的感觉在一个月前变得越来越暗淡。氛围-人们，气味，主人创造，策划，烹饪和服务的意图-受时间和环境的影响而变得迟钝。 

掩盖自己并保持距离以确保彼此安全，这就是我们现在必须保持的状态。对于餐馆老板和厨师来说，外卖，外卖和外送方法一直是尝试维持业务并使其通过这种大流行的一种方法。对于酒吧所有者而言，在许多州，由于安全限制而限制了酒吧的运营能力，这甚至更加困难。

可以说，酒吧和餐厅不仅仅是其食品和饮料。这是一种极富情感的体验，是感官元素的集合，这些感官元素汇聚在一起，以多种形式创造愉悦感，这使我获得了新的包装，并将品牌忠诚主义者与他们最喜欢的酒吧和餐厅所喜爱并记住的事物联系在一起。

在此示例中，我将选择一个本地收藏夹作为我的缪斯： 甘斯堡 是西雅图格林伍德附近的一家当地法国小酒馆。它以Serge Gainsbourg的名字命名，尽管我从未就品牌的起源故事采访过所有者，但我对品牌的含义已经形成了看法-消费者如何采用品牌并变得忠诚。 “我喜欢;我就是那样……” 

因此，在大流行期间，您可以从盖恩斯堡订购外卖，鸡尾酒套，甚至瓶装葡萄酒。这是一个晚上的美好回忆，但并没有持续。当食物用完而瓶子空了时，体验就结束了，您将回到记忆中，回想起下一个订单。 

这是一个很小的舒适空间，虽然不是完美的，但是以一种可爱的方式。酒吧后面的烹饪线。鸡尾酒具有创造力，可搭配不匹配的玻璃器皿使用。音乐在背景中轻松播放，并补充了投影在远处墙壁上的黑白电影的静音效果。周围的环境和顾客（总之，比以往任何时候都更凉爽和更富有灵魂）创造了一种吸引力，使我的每次访问都更加引人入胜。

所有这些因素共同形成了丰富的感官体验，似乎无法复制，尤其是在自己的家中。那么，如果您是Gainsbourg，如何打包这种体验，并在资金紧缺且利润微薄时将其发送出去？

我的回答是，您可以在星期五晚上拿到的书包中添加不完整的空间和古铜色以及音乐和电影的感官提示。一张二手的1960年代法国明信片，上面盖有Gainsbourg的电话和订购信息。指向今晚播放列表的链接，该列表已打印并随附在您的包中。新旧库存的鸡尾酒搅动。贴纸，剪裁文章，意想不到的文化惊喜都变成了触觉提醒，提醒您品牌的感觉。不贵的东西。周到的东西。想象一下您的客户在获得现场体验时的感受。

酒吧也是如此。 海妖酒吧和酒廊 西雅图大学区（University of Seattle）是一个以朋克摇滚表演和酒吧票价而闻名的场馆，但是要再次出现现场音乐，还需要很多年。如果拉猪肉三明治要随身携带传单，45张纸，贴纸，赃物或多年来收集的原始图纸或照片怎么办？丰富体验的一种方式，即在这种大流行中缺少客户的氛围。

这些建议和示例故意不包括餐具，蜡烛或餐桌布等物品，因为谁有钱立即将这些物品添加到订单中？这不是重点。那些衬纸笔记，照片夹克和相册中的一些小东西没有任何实际的货架价值。他们具有很高的情感和回忆价值。他们给了我们音乐的加入和参与的证据。

通过包含一些与难忘的食物和饮料一起的“生活方式”，我们使忠实的消费者更容易记住这种氛围，并期待他们有一天能再次在现场体验到这种氛围。

——————

对如何保持消费者与品牌联系感兴趣？ 与Peter及其团队联络 hello@mg2.com.

消费者体验

Vans 洛杉矶市区新店开业

品牌文化的传承

滑板和冲浪运动经典品牌Vans在过去的54年里都将美国南加州视为自己的大本营，今年终于在加州洛杉矶市区开设了首家社区零售和活动门店。MG2加州尔湾办公室与Vans团队合作已久，此次共同打造了Vans最新也是最大的旗舰店，创造了超越预期的升级混合体验环境，成为Vans迈进新时代的标志。

House of Vans旗舰店占据了历史悠久的Singer Building大楼三层楼面，精心的设计优化了竖向动线与重叠路径，带来无缝衔接的的消费体验。同时还设置了诸如厨房和移动酒吧等别具一格、超乎预期的功能设施，而这要求门店的空间设计能够解决更为复杂的报批过审和合规性问题。

随着各种活动，包括音乐会、讨论会、展览等在店内轮番上演，门店的空间设计需要能够满足不断变化的功能需求。

多年的合作让MG2成为了House of Vans项目的首席建筑合作伙伴，该项目是Vans迄今为止设立的最大、最具雄心的旗舰店，面积超过1000平米。对他们品牌的深入了解和稳固的合作关系让双方团队在整个项目期间都可以实现无缝衔接，保持透明度、信任度和协作性。

Vans美洲区营销副总裁Carly Gomez

多年的合作让MG2成为了House of Vans项目的首席建筑设计合作伙伴，该项目是Vans迄今为止设立的最大、最具雄心的旗舰店，面积超过1000平米。对他们品牌的深入了解和稳固的合作关系让双方团队在整个项目期间都可以实现无缝衔接，保持透明度、信任度和协作性

在空间设计过程中，MG2团队在结构功能、材料、成本和品牌推广方面发挥了决策咨询和推动宣传的作用。MG2项目团队还具有本地优势，熟悉本地相关审批流程，具备处理较为复杂的项目问题的能力。

为了展现Vans对可持续性的执着坚持和品牌价值，我们在整个空间中尽可能多地采用了原始材料、原有历史建筑元素和可持续性能源装置。

新的空间环境采用了胶合板、混凝土、链条、当地艺术和Van的招牌黑白棋盘图案作为装饰，从整体上呈现了Vans所具有的南加州式的文化风格和调性，同时还为品牌提供了拓展除开滑板和冲浪爱好者之外的客户群的空间，吸引了新世代的消费者。

在整个项目过程中，项目团队亲眼目睹了当地政府和消费者对Vans开设新门店的兴奋与热情，Vans新店的选址原为废弃空间，经过设计改造将让艺术、音乐和文化重新融入到这一历史悠久的社区。

洛杉矶市区House of Vans是该品牌目前全球最大的Vans之家，也是该社区第二大的实验性零售空间。新店于2020年春季向公众开放，展出了本地艺术家的最新作品，设置了专门的社区体验工作室，当然了，还上新了各种Vans独家鞋品、服装和配饰。

我们的团队

Scott Owen, Jr.

董事

斯科特·欧文（Scott Owen）是一个热情洋溢的问题解决者和大人物联络员，过去十年来帮助混合用途和大型零售合作伙伴（如Petco，Target和Nordstrom）超越了简单整合消费者趋势。他为每个项目手动选择经过完全校准的团队，他擅长解压和分析难题，推动舒适区并承担风险，最终使生活融入到引人入胜的非凡环境中。

Scott作为设计师的主要特权是保留每个客户的愿景，同时不断将功能和用户体验保持在最前沿。斯科特（Scott）一直以人为本，并坚持将个性融入每一个事业，他一直受到他所指导的年轻建筑师的启发，并获得了与他一样多的智慧和远见。当他不专心于发展团队或解决复杂的设计问题时，您会发现Scott在音乐中放松身心，无论是聆听还是演奏。

我们的团队

Janelle Schneider

董事

珍妮尔（Janelle）处于客户服务的最前沿。她领导高性能团队已有20多年，为领先品牌提供最先进的设计理念。在她的成长阶段，Janelle负责Nordstrom商店设计的内饰和案例工作团队。 Janelle是编程，生产，饰面和固定装置方面的专家，可帮助她的团队将口头和不言而喻的消费者需求转化为节省成本的结果。她对室内装饰的热情仅与对完美细节的热爱相抗衡。 Janelle是天生的联络人，他知道如何调动有效的团队流程，以产生难忘的体验，真诚的参与和吸引消费者。

消费者体验

SSP美国

现在到货：西海岸国际机场的新食品概念

曾经是普通餐馆提供平庸食品的地方，机场已经开始意识到对一系列优质餐饮选项的投资可以产生更高的客户满意度和随后的利润。结果，洛杉矶，西雅图和波特兰国际机场耗资数百万美元的翻新计划要求提供许多新的就餐设施。

PDX的Deschutes Brewery

在拥有和运营机场的政府机构宣布2017年的重建计划之后，MG2与SSP America合作开发了一系列餐厅概念，以提交租赁。多个高性能国家品牌和受欢迎的本地品牌的概念获得了合同，而MG2专为每个机场设计的同类品牌也获得了合同。西雅图机场选择的六家餐厅将作为美食厅环境的一部分，也由MG2设计。

LAX摄影：LAX Shop用餐

这项工作是与SSP America和Unibail-Rodamco-Westfield Airports（URW Airports）（LAX 1号航站楼的码头内商业开发商和经理）一起开发和完成的。

Press Coverage

消费者体验

Vans

跨境翻译标志性品牌

Vans品牌崇尚个性和户外运动的文化，例如滑冰，冲浪，单板滑雪和BMX自行车。为了在墨西哥和其他市场拓展业务，VF Corporation需要将Vans商店的概念转变为新的商店设计，以增强文化敏感性地标志性品牌。

MG2与Vans合作，为北美30多家门店实施一致的建筑设计和规划程序。

在每个位置，通过MG2的文化趋势知识和本地发展流程的细微差别，可以有效地量身定制和有效实施设计概念。

消费者体验

蒙克勒

超越奢侈图标的高标准

蒙克勒（Moncler）为豪华户外运动服设定了标准，其客户期望最好的东西。 Moncler的店铺遍布世界各地，一直在寻找合作伙伴，以便在华盛顿州Bellevue的Bravern的Shops和拉斯维加斯的Caesars的Forum Shops的新专卖店中将法式生活方式品牌融入生活。

MG2在专业和奢侈品零售以及零售中心设计方面的专业知识为Moncler和零售中心开发商之间的有效桥梁，以实现每个参与者的目标。

该过程涉及与Moncler的安装团队进行现场合作，以确保有效地整合独特的材料，例如意大利的石材和法国软木镶板。由于MG2的工作，拉斯维加斯和贝尔维尤的精品店成功地秉承了Moncler的品牌标准和Moncler客户的高期望。

消费者体验

杰科

设计适合所有季节的高雅商店

Seattle Chocolate的jcoco系列将融合了全球风味的高品质巧克力与高时尚的形象和对社区的坚定承诺结合在一起。 MG2的Peter Stocker在生产线的早期与jcoco紧密合作，以开发其独特的品牌概念和包装。有了这种见识，Stocker和MG2团队在他们的第一个独立地点成功地将jcoco品牌带入了生活。

MG2设计的位置反映了一家快闪店的灵活性和互动性，但其永久性实体的高端细节与时尚的jcoco品牌相得益彰。 MG2设计的商店在七个月的运营中经历了三个完整的转变，每个设计概念，店内活动以及从季节性巧克力中汲取灵感的商品。

jcoco弹出式窗口清楚地表示了端到端品牌讲故事的影响以及仅在实体店中才能发生的沉浸式互动体验的类型。

消费者体验

街头银行

依靠更加个人化的未来

在全球金融危机和广泛的经济衰退之后，HomeStreet Bank响应了客户的需求，以扩大消费服务范围，超越贷款。为了实现这一壮举，HomeStreet Bank提出了更加个人化的品牌理念，专注于直接参与并建立与消费者的信任。

通过了解银行业的个人性质和HomeStreet Bank的扩张愿望，MG2能够通过建筑设计反映出这种日益增强的消费者参与度。该过程始于单一贷款中心的设计，然后随着HomeStreet Bank沿美国西海岸的扩张而包括一系列分支机构的设计。

MG2设计了一个以消费者为中心的银行环境，并采用了现代而诱人的外观，强调了分行与当地建筑融合的方式，彰显了HomeStreet Bank对社区的承诺。这些元素合在一起就体现了HomeStreet Bank的全新品牌。

消费者体验

第一科技联邦信用社

建立未来的金融中心

从分支机构的位置到这些空间的设计，First Tech Federal Credit Union致力于为会员服务的宗旨贯穿其中。在发展其第40个分支机构时，First Tech希望创造一种完全符合其技术导向型成员的生活方式和需求的体验。与传统的银行业务设置相比，这需要一种更加热情，轻松和现代的氛围。

MG2创建了一个分支环境，该分支环境将个人联系放在了最前列。典型的一排银行出纳员和一组账户管理台被一个开放的“联系中心”所取代，该联系中心由成员套房，办公室和一个宽敞的会议室围绕着，为各种类型的财务讨论提供了选择。灵活的布局，充满活力的配色方案以及移动技术的融合反映了First Tech成员的生活和工作风格，有助于将体验与他们的日常生活无缝整合。

与更传统的First Tech地点相比，新的分支机构概念提高了会员满意度，并为会员提供更多产品和服务的机会增加了。

基于积极的结果和成员的反馈，First Tech基于此模型引入了其他几个地点，并继续看到该概念在成员和员工中引起共鸣。

消费者体验

安东尼的餐厅

享有海滨美景，营造轻松的海洋氛围

近二十年来，MG2设计了Anthony's Restaurants，这是华盛顿当地一家餐馆的家庭。 Anthony's致力于为客人提供豪华的用餐体验，以提供西北太平洋地区最好的海鲜而赢得声誉。为了配合广受好评的美食，大多数餐厅都建在河流，湖泊和海洋沿岸。超大的窗户可一览无余的水面，营造出通风，光线充足的用餐环境。

当主持人或女主人把客人带到他们的桌子上时，他们可以瞥见一个开放式厨房，厨师们在那里专业地准备当日新鲜佳肴。如果他们将视线向上移，他们会注意到裸露的木梁横穿拱形天花板，这种建筑细节旨在模仿帆船船体的内部。

MG2最近帮助Anthony推出了一种新的餐饮概念，即The Cabana。 Cabana位于Anacortes的Anthony's附近，可提供更休闲的坐下用餐体验，以及经典的炸鱼和薯条“ togo”酒吧和两个沙地滚球场。