Market： 消费者体验

100 Reasons to Celebrate: MG2 Announces Global 2022 Promotions

In the wake of yet another challenging year for our firm, our industry, and our world, we’d like to take a moment to celebrate the incredible accomplishments and achievements of our dedicated team. As we enter 2022—a journey toward both unlimited opportunities and possibilities unknown—we’re thrilled to recognize this dedication, resilience, and passion with the promotion of one hundred MG2 employees across our global offices.

Amongst our leadership, we’re excited to welcome four new Principals—Shannon Suess, Terry Odle, Mai-Lee Lam, and Mat Yeung—four new Associate Principals—Barbara Granados-Saldana, Amy Hart, Cheryl Usnick, and Ta-Ren Chyn—as well as two new Shareholders—Janelle Schneider and Jooyeol Oh.

See Terry’s promotion announcement in the Los Angeles Business Journal →

Beyond leadership, it is an honor and a privilege to nurture the careers of, recognize, and promote dozens of MG2 associates across every department, market, and level. There are no minor roles here; we would not be the firm we are today without all of our employees’ incredible talent and perseverance. We are grateful to have extraordinary individuals helping define and deliver a boundless future for MG2 and our clients, bringing your best to everything you do, and making our firm such a special place to be.

伊尔文

  • Christine Sa’d – Associate 2
  • Clara Gradinariu – Associate 2
  • Gustavo Montalvo – Associate 2
  • Jasmine Le – Associate 2
  • Katherine Graney – Associate 2
  • Ahmed Islamoglu – Associate 3
  • Jenny Nguyen – Associate 3
  • Garrett Honeycutt – Associate 4
  • Maribel Abrica – Associate 4
  • Meadow Pirigyi – Associate 4
  • Arturo Reina – Associate 5
  • Matthew McClellan – Associate 5
  • Renee Krause – Associate 5
  • Isaac Perez – Senior Associate 1
  • Terry Odle – Principal

明尼阿波利斯

  • Lorren Mueller – Associate 2
  • Sarah Cooper – Associate 2
  • Elle Reinhard – Associate 4

NEW YORK CITY

  • Joseph Schafran – Senior Project Manager II

西雅图

  • Casey Hopkins – Senior Communications Manager
  • Chris Schanz – Facilities & Multimedia Specialist
  • Emily Walker – Marketing Specialist
  • Hannah DeVriend – Human Resources Coordinator
  • Hannah Shugrue – Senior Project Accountant
  • Kristin Troxel – Human Resources Manager
  • Kendal Solak – Shared Services Specialist
  • Mike Johnson – Senior Financial Analyst
  • Natasha Windle – Associate Director, Program Management
  • Richard Bendix – CAD Manager
  • Tyler Wissenback – BIM Account Manager
  • Abigail Shane – Associate 2
  • Alex Breuer – Associate 2
  • Charles Abuel – Associate 2
  • Cori Concepcion – Associate 2
  • Erin Dillinger – Associate 2
  • Isabella Noet – Associate 2
  • Lauren Cebulla – Associate 2
  • McKenzie Aitkin – Associate 2
  • Peter Kim – Associate 2
  • Taylor Chadwick – Associate 2
  • Yanie Hung – Associate 2
  • Carmen Campbell – Associate 3
  • Justin Bise – Associate 3
  • Marina Sosner – Associate 3
  • Melissa Lorenc – Associate 3
  • Morgan Nestegard – Associate 3
  • Sarah Bertis – Associate 3
  • Stephanie Henschen – Associate 3
  • Tais Wagner – Associate 3
  • Connor Dimick – Associate 4
  • Darren Mobley – Associate 4
  • Paul Yoon – Associate 4
  • Scott Nicholson – Associate 4
  • Colby Chapman – Associate 4
  • Moon Choi – Associate 4
  • Negin Sharifi – Associate 4
  • Alison McClellan – Associate 5
  • Amy McCurdy – Associate 5
  • Christina Puzon – Associate 5
  • Darren Thies – Associate 5
  • Jared Bassetti – Associate 5
  • Marit Jensen – Associate 5
  • Craig Chapman – Senior Associate 1
  • Eli Hardi – Senior Associate 1
  • Joe Palmquist – Senior Associate 1
  • John Leuck – Senior Associate 1
  • Megumi Matsumura – Senior Associate 1
  • Angela Balmer – Senior Associate 2
  • Elisha Person – Senior Associate 2
  • Geir Mjelde – Senior Associate 2
  • Geoffrey Grice – Senior Associate 2
  • Hong Ho – Senior Associate 2
  • Jason Breyer – Senior Associate 2
  • Kendall Williams – Senior Associate 2
  • Shawn Ronning – Senior Associate 2
  • Stephen Bullock – Senior Associate 2
  • Amy Hart – Associate Principal
  • Barbara Granados-Saldana – Associate Principal
  • Cheryl Usnick – Associate Principal
  • Mai-Lee Lam – Principal
  • Shannon Suess – Principal

上海

  • Elva Qian – Administrative Assistant II
  • Flora Cheng – Operations Manager (no change in title)
  • Song Yan – Associate 3
  • Vicky Nie – Associate 3
  • Lily Peng – Associate 5
  • Hsin Cheng – Senior Associate 2
  • Ta-Ren Chyn – Associate Principal
  • Mat Yeung – Principal

华盛顿特区

  • Alveena Kamran – Associate 2
  • Gabrielle Metzger – Associate 2
  • Emily O’Loughlin – Associate 3
  • Gabriella Santostefano – Associate 3
  • Katy Siu – Associate 3
  • Rosalyn Roman Iglesias – Associate 3
  • Cesar Cruz – Associate 5
  • Kevin Richardson – Associate 5
  • Nils Jonsson – Senior Associate 1
  • Meridyth Cutler – Senior Associate 2
  • Jeremy Goeckeritz – Associate Director, Cost Management


If you’re ready for a new challenge, MG2正在我们全球办事处的众多职位中招聘。看看我们的 公司文化 页面，以了解有关我们的更多信息，以及 工作机会 找到最合适的衣服。

观点

The Future of Digital & Physical Retail: Top Five Trends for 2022

1 月 2022 / By Melissa Gonzalez

This post was originally written for & published by The Lionesque Group.

__________

In late January, our team had the pleasure of attending NRF’s annual Big Show conference in New York, where I had the honor of leading a captivating panel discussion about the future of the industry. With so much changing in retail over the past two years it was a welcome opportunity to connect with brands and experts in person and hear about their innovative approaches toward keeping up with consumer expectations and demands. 

Here are our top five takeaways from what’s important for retailers, brands, and designers to keep at the forefront as they bring future generations of digital and physical consumer experiences to life:

1. Agility in evolving the cross-platform experience is critical. 

As consumers continue to evolve how they shop, blurring the point-of-sale lines across digital and physical spaces, brands need the ability to continually and fluidly advance their offering. Any instance of friction during the payment process can kill the purchase. Unearthing and implementing streamlined methods of putting payment in the hands of consumers and/or in-store associates is essential. 


When it comes to in-store layouts, art meets science. We have more access to data and insights today than ever before, highlighting customer patterns, capturing interactions with store associates, and illuminating friction points. This data is vital to informing agile design strategies, which need to morph alongside the customer. Industry partnerships, like the one announced between The Lionesque Group and Pathr.AI, will be key to defining and strengthening the future of consumer/brand relationships.

2. Efficiency is the most desirable currency that technology offers.

To truly be successful, store associates require information to be at their fingertips, both for back-of-house and consumer-facing interactions. Instant visibility as to what’s on the floor, what’s in the back, and what’s available at another store’s location isn’t just an expectation of today’s customer, it’s necessary to embolden the prospects of a sale and fortify brand loyalty.


Consistent with The Lionesque Group’s recent industry survey findings, every moment a store associate has real-time visibility into the full scope of their inventory adds up to millions of dollars saved by the retailer. Using technology to empower associates with this knowledge bolsters store efficiency, optimizes productivity, and streamlines delivery performance.

Melissa Gonzalez, Principal at MG2, NRF Big Show 2022

3. Omnichannel means being omnipresent for the consumer. 

Whether they’re standing in a store, browsing online, interacting with social media, or playing in the metaverse, consumers want and expect a congruent, simplified “click-to-buy” experience that’s seamless across every presence of a brand.

They’re seeking an “all-of-the-above” optionality that is as fluid as they need it to be in the moment, and this agility is critical as we think about designing the store of tomorrow. Digital integration will need to empower both store associates and the consumer to be able to move interchangeably when visiting different brick and mortar locations so they have the options, access, and efficiency they desire.

4. True sustainability starts with the supply chain. 

Consumers speak with their wallets, and more and more their love language is shifting toward an expectation in transparency, sincerity, and sustainable practices from the brands they support. This further includes retailers being net-positive to the environment, as well as striving for social and community equities.

The real onus, however, is on the full ecosystem coming together to truly make a difference consumers can see and resonate with. Brands and retailers need to own and optimize their supply chain, making it more accessible from a cost and candor standpoint for consumers.

One of the lessons shared by Saskia van Gendt of Rothy’s was a profound sense of understanding of the brand’s own role in the process. “If you own the supply chain,” he notes, “you can truly impact things. For example, you can set up for on-demand manufacturing so as not to leave waste.”

5. We’re amidst an era of phygital convergence.

The metaverse—the industry’s newest buzzword—holds the promise of and capacity to meld physical retail with mixed reality experiences. However, we’re already years into this convergence of digital and brick-and-mortar, with offerings like virtual endless aisles that consumers can browse for hours, just as they might window shop in-store. 

Innovative technology has, and continues to fuel the future of retail data collection and analysis, powering responsive IoT connectivity via RFID, sensors, digital displays, and products that ignite an overlay of immersive media. The digital/physical overlap will only continue to grow.

__________

Reach out to our team to learn more about how we’re helping define the future of brick-and-mortar retail for brands.

研究与洞察

Designing Store Experiences for Today’s Consumer

1 月 2022 / By Melissa Gonzalez, Nick Caputo

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 adapt “The role of the store” to reflect today’s consumer?

As consumers adjust to their hybrid worlds and the merging of digital and physical deepens, we take a look how consumer behaviors, needs, and expectations impact “the role of the store.” In this survey, we investigate the utility technology plays, the inherit value it brings us and how that can inform opportunities for physical retail environments.

Download – Advisory – 20220111 Store Experiences Report

消费者体验

Kathy Kuo 首页

Curating immersive inspiration

Kathy Kuo Home is a boutique home furnishings brand that offers modern and classic home decor for all interior design needs. With a robust and loyal online following, Kathy Kuo Home sought to create its first permanent flagship location with the assistance of MG2 / The Lionesque Group. In addition to curating in an inviting, laid-back, dog-friendly space where customers can immerse themselves in possibilities, Kathy Kuo and her team also wanted to bring their online design center, full digital catalog, and tailored consultation offering to their clients in the heart of Southampton, New York.

The resulting experience is one that perfectly embodies the brand’s high-end offerings, seamlessly weaving together the delight of in-person discovery with the ease of digital retail technology and expert design consultation.

Within just 4,000 SF of retail space, the Kathy Kuo Home flagship uses vignette scenes to feature a hand-selected assortment of the brand’s best-selling products, including indoor and outdoor furniture, décor, and lighting in a range of styles. The store also houses a design resource center for KKH designers to work one-on-one with clients in-person to design their home, and will further serve as a destination for curated events hosted in-store.

Transcending an environment that feels like Kuo’s own Hampton home, it’s an experience that successfully welcomes everyone in the space, encouraging exploration and fueling inspiration.

“Interacting with our customers has always been a top priority for the brand, and there’s no better way to do this than in person.” said Kuo in an interview with Forbes just prior to the store’s grand opening, “We’ve seen continued success through investing in our relationships by providing our high-touch services online and now will have the opportunity for continued growth. Having a physical location will allow us to connect with and serve more customers and clients than ever before, aiding in our brand mission to help as many people as possible love where they live.”

Since opening doors, Kathy Kuo Home’s flagship store has been featured in Architectural Digest, Insider Trends, Modern Luxury, and Business of Home.

It was also awarded the honor of House Beautiful’s 2021 Best Home Stores in America Right Now.

  • 项目细节

  • 地点 Southampton, New York, United States
  • 客户 Kathy Kuo 首页
  • 市场分类
  • 规模 4,000 SF
  • 设计服务
消费者体验

Packer x Asics

For US Open 2016, Packer x Asics opened up shop in Grand Central Station with a limited collection.

目标

To generate awareness and sales for the first exclusive launch of Packer Shoes x Asics and Mitchell & Ness capsule collections.

MG2

Packer Shoes contracted MG2 for their 4th Pop-Up Store in NYC. With the goal of capturing U.S. Open-based media and foot traffic, MG2 secured Vanderbilt Hall at Grand Central Station and was the lead project management team for the #GAMESETMATCH activation.

Outcome

Located at the pinnacle of passerby traveling from NYC to Arthur Ashe stadium, the 3-day pop-up captured thousands of visitors daily and was featured in major industry publications including SneakerNews, HypeBeast, Sole Collector, and more.

消费者体验

Amazon Video

From November 29 through December 8, 2018, fans of the Amazon Prime Video original series The Marvelous Mrs. Maisel were able to experience a slice of 1958 New York through a pop-up Carnegie Deli replica restaurant in Lower Manhattan.

目标

To promote the release of the second season of Prime Original show The Marvelous Mrs. Maisel, the iconic Carnegie Deli was brought back to life through a pop-up deli experience that transported visitors back to the era of the TV series, with everything from décor, to pricing, to the menu, reflecting 1950’s New York City as depicted in The Marvelous Mrs. Maisel, making it a fully immersive and highly photographable experience.

MG2

Tool of North America hired MG2 as their full-service partner to design and render, as well as source and manage, the production of the immersive environment for the pop-up, with a2zrestaurant as the operational partner.

Outcome

The pop-up deli experience was an extraordinary success, it served 11,000 people and had a waiting list of 8,000. The pop-up garnered 280 pieces of press coverage including Buzzfeed, Forbes, Vogue, Eater, USA Today, and 10 broadcast segments, with a social media reach of 45 million.

2019 One Show Awards Finalist for Experiential Design and Indoor Spaces

消费者体验

Sally Hansen

Sally Hansen opened a pop-up nail bar during NYFW to debut their innovative new app that solves the trial-by-purchase nail polish problem.

目标

Brand Awareness and education for ManiMatch the app that lets you virtually paint on nail polish. (Using augmented reality technology, the app allows you to digitally test drive over 200 different Sally Hansen shades!)

MG2

MG2 was tapped by Sally Hansen’s digital agency, CULT LDN, to be the partner production agency for the pop-up nail bar. We partnered to source the location, design 3D renderings, oversee production build, and source store staff.

Outcome

Over the 3-day pop-up had over 2,500 visitors, drove over 19 million social media impressions, and was cited as a “Genius App” by Teen Vogue and “Best Way to Shop” by Mashable.

消费者体验

ShopLAB

Partnering with Steiner + Associates, MG2 was tasked to provide strategy services to analyze, evaluate, and solidify the pop-up retail incubator program. 

目标

Evaluating and identifying the turnkey operational strategy in relation to data driven technology and brand curation while further solidifying goals of the overarching retail experience at the property.

MG2

MG2 worked closely with the Steiner + Associates team to ensure the turn-key program would be a success. MG2 provided guidance on needed IT infrastructure to support technology integration(s) and evaluated and ensured the design technology investments aligned with Easton Town Center customer DNA as well as met the needs of target brands and retailers. MG2 also strategized a comprehensive staffing and operational plan and consulted on the pricing structure and needed tenant amenities to establish a positive NOI.

Outcome

ShopLAB is a lower risk solution for the retailers, allowing them to test their performance at Easton Town Center while they measure customer capture potential and the online halo effect of the brick-and-mortar location. The program places a strong emphasis on local Ohio brands, unique gifts and concepts, experiential retailers looking to test out the Columbus market as a future long-term investment.

消费者体验

Tempo

Curating immersive inspiration

When Tempo—an industry leader in the burgeoning world of home fitness—sought to expand its connection with consumers by branching out into the physical retail market, they partnered with MG2 / The Lionesque Group on a holistic approach toward the strategy, design, and build-out of new stand-alone stores.

Applying the data and learning from its partnership retail spaces, Tempo sought a retail offering that goes beyond demoing its products and services. A unique customer journey steeped in education and daily possibilities as part of the Tempo community was carefully curated, showcasing the potential for a healthier, fuller lifestyle, fueled by the strength derived from the brand’s offering. Featuring inspiration from coaches and the company’s founder himself, Tempo’s brick-and-mortar story helps consumers envision a marriage of activities in the real world—rock climbing, surfing, hiking, and more—and your wellness partner at home.

In addition to a comprehensive approach toward strategy, design, and build-out of stores, designers partnered with Tempo on an alignment of KPIs for its new retail spaces. A series of market studies helped the teams determine the right square footage and cities for pilot stores, while simultaneously partnering on and driving everything from concept development, retail strategy plan, and budget assessments, to design fit and project management.

With doors opening in Manhattan and Bellevue, Washington on time for the holiday season, Tempo is primed to properly analyze and optimize its brick-and-mortar retail strategies, while fully immersing home fitness enthusiasts in what’s possible as part of their unique community.

Ranked 5th in the top 100 best companies to work for in Washington state.

100 Best Companies To Work For in 2021- MG2 Ranks 5th!

MG2s mantra is people make place. The 50-year-old firm has a robust DEI initiative with a five-year timeline that involves all staffers. It emphasizes sustainable design practices and invests in staff development through leadership training, coaching programs and free LinkedIn Learning courses. Staff events include happy hours, movie nights, ping-pong tournaments and Mariners games.

Read more at Seattle Business Mag

Brick-And-Mortar Boom Comes As Retail E-Commerce Becomes More Reliant on Physical Stores

The U.S. has seen several retailers across the country forced to close their brick-and-mortar stores amid the rise of e-commerce over the past few years. However, we are in the midst of a brick-and-mortar boom, with retailers expected to open more stores this year than they close, for the first time since 2017, according to an analysis of more than 900 chains by IHL Group, a research and advisory company. At the same time, the e-commerce businesses of retailers have become more dependent on physical stores to fulfill orders, especially during the holiday shopping season. Lionesque Group CEO Melissa Gonzalez joins Cheddar News’ Closing Bell to discuss.

Watch the interview at Cheddar
观点

超越自我：以数据驱动，致力于可持续设计

2021 年 11 月 / 作者：Russ Hazzard，《超越与超越：数据驱动的可持续设计承诺》

建筑师兼 AIA 2030 创始人 Edward Mazria 曾说过：“当我们试图解决一个棘手的问题时，我们往往会急于求成，但在这种情况下，简单才是王道。更好的建筑、负责任的能源使用和可再生能源的选择，才是我们应对能源独立和气候变化所需的一切。”

直截了当、负责任的设计一直是 MG2 战略和理念的核心，我们始终将可持续的原则和应用融入到我们的每一个项目中。我们的三大可持续发展价值观——环境管理、目标效率和恢复性措施——既体现了公司创立之初的现状，也反映了我们未来的发展目标。MG2 一直致力于不断提升设计标准，不断改进，以达到并超越可持续认证和基准。

MG2 总裁 Russ Hazzard 表示：“我们一直在审查我们的规范，寻找机会向客户推荐可持续产品和方法，在我们刚开始时，这些只是从地点和‘对环境更好’的角度来看的更好的选择。”

如今，这些可持续供应商和材料推荐不仅带来便利，更是我们DNA和设计流程中不可或缺的一部分。因此，曾经可能不愿接受替代方案的客户如今将我们视为专家和倡导者，我们拥有合适的解决方案，能够帮助他们走上更可持续的未来之路。

Costco 批发总部园区——华盛顿州伊萨夸

作为建筑环境的建筑师和设计师，我们所做的每一件事、我们承接的每一个项目，其意义都是显而易见的。AIA 的 2030 挑战概述了承诺公司必须努力实现的两个具体目标：

  1. 到 2025 年，建筑环境运行能源系统减少 90%。
  2. 到 2025 年，建筑环境中的碳排放量将减少 45%（这是我们团队规定的百分比）。

“减少温室气体排放是整个行业本世纪面临的挑战。”MG2 建筑性能分析师 Johnny Klemke 表示，“我们如何在不断建造更多建筑的同时，减少对自然环境的影响？这正是 MG2 正在努力解决的问题。通过帮助各团队找到更高效、碳排放更低的设计方案，我们也向客户证明了可持续性并不一定成为项目的成本负担。”

六角——伊利诺伊州芝加哥

通过帮助团队为他们的设计提出更高效、碳排放更少的解决方案，我们向客户表明可持续性不必成为成本负担。

建筑性能分析师 Johnny Klemke

“我们最大的障碍是让整个行业与我们一起努力，”MG2 的设计师 Jon Guerechit 说道，他负责领导我们的运营能源计划，“一个好处是，无可争议的数据让我们更容易说服客户，一项节省成本的措施可以 还 服务环境。但数据并不总是对我们有利。拥抱环境守护者的心态更加困难，因为它迫使利益相关者以不同的思维方式投资于长远的未来。我们正在全力倡导这种心态。

Costco 批发总部园区——华盛顿州伊萨夸

今天，随着我们继续评估和发展公司的可持续发展行动计划，我们致力于超越友邦保险 2030 年挑战所概述的目标，增加我们自己的两个目标: 

  1. 严格致力于与具有前瞻性的供应商合作并使用 可持续材料 遵守尽可能高的标准。
  2. 减少 用水量到 2030 年，所有项目室内水管均达到 30% 至 45%，室外饮用水管达到 50%
PCC社区市场——华盛顿州西雅图

添加材料到混合物中。

从改善室内空气质量到减少建筑垃圾，我们的建筑师和设计师指定的材料至关重要。我们的选择代表着改善地球及其居民健康的巨大机遇。

除了自豪地签署 AIA 材料承诺之外，MG2 还创建了我们自己严格的材料评估系统。我们的专家采用红绿灯结构，对我们使用的每一家供应商、产品和材料进行分析和排名，以确保我们尽可能地遵守最高的可持续发展标准，共创更美好的未来。

PCC社区超市——美国最大的食品杂货合作社——多年来一直与 MG2 合作，致力于改进其门店的材料，并争取获得 LBC Petal 认证。其巴拉德门店是全球首家获得该认证的食品杂货合作社，其超过 40% 的材料（略低于 $1.4M）均来自可持续来源，其中 9.2% 的材料来自 100 英里以内。此外，该店 100% 的木材获得 FSC 认证，其中 10% 的材料经过回收或再利用。

PCC社区市场——华盛顿州西雅图

“有一种误解，认为我们需要追求绿色建筑认证来推动可持续材料的使用，或者我们必须 仅有的 使用可持续材料来改变世界。这两种说法都不正确。

Candon Michelle Murphy，材料专家

MG2 的数据驱动材料系统带来了丰富的知识和洞察力，但持续的教育以克服误解并帮助我们的客户和合作伙伴了解财务和环境投资仍然至关重要。

“选择可持续材料的最大挑战是对其相关成本的误解。”MG2 的材料管理员 Candon Michelle Murphy 提到，“如果要选择可持续材料，市场上确实有一些特定类别的材料需要很高的成本，但也有相当多的材料类别不需要或只需支付很少的费用，就能实现更加环保的最终安装。

“还有一种误解，认为我们需要追求绿色建筑认证才能推动可持续和健康的材料，或者认为我们只有采用可持续材料才能改变世界。然而，这两种说法都不正确：任何能够减少隐含碳排放、减少室内空间挥发性有机化合物 (VOC) 排放量、实现材料回收或避免填埋的选择，仍然具有重要意义。”

橄榄8号凯悦酒店 - 西雅图，华盛顿州

通过减少用水产生根本性影响。

水是地球上最宝贵的资源之一。虽然我们许多人在日常生活中将清洁新鲜的水视为理所当然，但在水资源匮乏的地区建造建筑环境的建筑师们，始终将水的保护、减少和可回收性放在首位。

MG2 的节水目标（我们的第四个也是最雄心勃勃的可持续发展计划）是到 2030 年底，在我们的每一个项目中，将马桶和水龙头等设备的室内用水量减少 30% 至 45%，将园林绿化和灌溉中的室外饮用水消耗量减少 50%。

“在我们的项目中，减少用水量有几十个原因，其中很重要的一点是，这样可以降低从当地水源取水量，”MG2 水资源保护目标设计师兼联合负责人 Maribel Barba 说道，“这使我们能够更好地与当地环境协调，增加所有人的可用水量，并改善社区关系。”

Costco Santa Fe——墨西哥

虽然我们的节水目标对 MG2 的许多客户来说可能比较陌生，但有些客户多年来一直致力于在其建筑环境中率先采用创新技术和节水策略。例如，长期合作伙伴 Costco 多年来一直与 MG2 合作，在其位于墨西哥和美国西南部的仓库中实施节水方案，这项计划使其每年节水量达到 20%。

这家批发巨头最近在其圣达菲门店，向节水的未来迈出了更重要的一步。圣达菲门店拥有独一无二的绿色屋顶，作为墨西哥公园的自然延伸，并采用了多项节水技术，包括利用再生水的厕所和景观灌溉系统，以及公园湖的雨水收集系统。根据基准数据，安装的卫生间设备用水量减少了50%。

“即使节水流程已经实施多年，我认为企业要让合作伙伴接受这一理念仍然颇具挑战性。”MG2节水目标设计师兼联合负责人克里斯蒂安·拉佐 (Christian Razo) 表示，“许多人并没有意识到可以节约多少水，甚至不知道不节水的后果。我们竭尽全力让每一位客户了解实施这些流程的益处，包括知道自己所做的事正在造福子孙后代所带来的满足感。”

Costco Santa Fe——墨西哥

我们在可持续设计实践方面取得了长足进步，并为众多项目和合作伙伴所取得的成绩感到无比自豪。但事实上，MG2 才刚刚起步。 

“当我们着手创建 MG2 的可持续发展正式框架时，我们知道它需要引起所有员工的共鸣，并融入公司的文化。”MG2 可持续发展负责人马克·泰勒 (Mark Taylor) 表示，“我们以数据为导向的方法直接体现了公司以结果为导向的本质，并将成为我们继续前进的成功支柱。”

MG2的可持续发展行动计划

详细了解我们对地球未来的卓越承诺，请访问我们的 AIA 2030承诺可持续发展行动计划， 或通过 联系我们的可持续发展团队.

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
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

平易近人的奢华

自 2005 年以来，Brilliant Earth 一直通过其高端的线上平台和预约制专属展厅，为全球客户提供符合道德规范、屡获殊荣的精美珠宝。这家以数字技术起家的公司希望拓展其实体零售业务，开设开放式零售空间，于是与 MG2 合作，将 Brilliant Earth 的品牌精神和独特产品无缝地转化为线下体验。

与品牌珠宝一样，Brilliant Earth全新展厅的零售设计和推广方案也经过精心策划，每个环节都体现了匠心独运的工艺。此前，该品牌的所有线下体验均需预约，且大部分展厅都位于零售中心的高层，远离普通顾客的视线。

MG2设计师运用明亮、轻盈、温暖的色调，呼应了Brilliant Earth的线上形象，为全新的展厅体验注入了平易近人的奢华感。这家全新门店——Brilliant Earth的首家此类门店——为品牌带来了引人入胜、互动性强且富有教育意义的零售体验，并通过更多优质的底层空间拓展了其房地产潜力，从而提升了品牌知名度和用户参与度。

Brilliant Earth_Brooklyn

从规划到陈列设计，该团队大胆打破了珠宝行业常见的许多壁垒，例如传统的马蹄形柜台，这种柜台常常起到阻碍作用。

相反，为了直接体现该品牌独特的钻石购物体验教育方法，MG2 设计了一个可随每个新空间灵活扩展的固定装置套装方案；一个可定制的零件套件，可以适应任何形式。

曾经用于顾客预约登记的自助服务终端，如今已演变为多功能数字工具。它现在可以帮助顾客了解行业和钻石知识、测量戒指尺寸并完成结账流程，这一功能进一步凸显了Brilliant Earth线上线下服务无缝衔接的理念。

整个商店的陈列柜都像家具一样精心设计；展示柜轻盈地漂浮在空间中，而圆形咨询台则营造出平等舒适的服务体验。这种高度定制化的设计和推广方案，在不增加Brilliant Earth建设成本的前提下得以实现。

Brilliant Earth_Brooklyn

Brilliant Earth位于布鲁克林的新店标志着该品牌向前迈进了一步，同时又沿用了其他展厅的经典设计元素。这家位于威廉斯堡的独特建筑拥有拱形天花板和裸露的砖墙，营造出更加宽敞明亮的空间感。这为商品陈列提供了更大的空间，新增了六个展柜、一个预约服务台和一个更注重零售体验的接待区，进一步丰富了品牌的零售产品。Brilliant Earth此次展厅设计的革新，在突出展示其精美珠宝产品的同时，成功地将简约风格与高端灵活的零售理念完美融合。

同样，Brilliant Earth位于普鲁士国王镇的展厅选址也极具特色，其设计上的挑战和机遇并存。该展厅位于一家出口有限且缺乏自然采光的购物中心内，给设计团队带来了独特的挑战。为了使空间焕发生机，设计师重新调整了展厅的布局，无需使用玻璃幕墙，并通过运用大幅面图像、墙面展示柜以及在展示柜上方设置商品陈列，增强了视觉冲击力。此外，展厅前部还采用了嵌入式照明、舒适的沙发座椅以及以教育为主题的展示台，进一步营造出温馨宜人的零售氛围。

展厅的私人预约区经过精心布置，移至空间后方，既为顾客提供了更大的私密性，又最大限度地提升了整体设计的灵活性。设计师沿用了其他展厅的现有组件，并融入了体现品牌特色的新元素，确保了 Brilliant Earth 标志性的明亮轻快风格即使在光线昏暗的购物中心内也能得以延续。

随着全国各地展厅的陆续开业，这家全球领先的道德采购高级珠宝品牌在保持其线上形象的同时，也为消费者打造了全新的零售体验，每家展厅都拥有其独特的风格。

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.

  • 项目细节

  • 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。 

  • 项目细节

  • 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。

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.

新闻报道

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。 

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。