In a recent Colliers Knowledge Leader article, Anjee Solanki examines how shifting consumer habits and data insights are redefining the U.S. grocery landscape.
“Convenience continues to shape how Americans shop. Nearly half (47%) of U.S. consumers identify as “Quick Trippers,” favoring short, efficient grocery runs and stores with intuitive layouts and frictionless checkout, according to MG2 Advisory’s latest grocery report.”
With a career shaped by curiosity and a relentless drive to elevate everyday experiences, Bill Sleeth brings a visionary approach to restaurant and retail design. Drawing on 25 years of leadership at brands like Starbucks, Panera Bread, and Sweetgreen, he masterfully bridges strategy and storytelling to transform abstract ideas into engaging, human-centered environments. Bill thrives in collaborative settings, guiding teams through bold thinking and calculated experimentation—always in pursuit of meaningful, memorable customer moments.
Retail Design Institute honored MG2 Chief Creative Officer MJ Munsell with induction into the Retail Design Legion of Honor.
MJ is recognized for more than three decades of leadership in retail design, guiding award-winning project teams for brands including Nordstrom, Anthropologie, Victoria’s Secret, and Tommy Bahama.
MG2’s partnership with The Navy Exchange (NEXCOM)—the organization overseeing more than 300 retail stores across 92 naval bases worldwide—began in May 2020 and has grown into a trusted, collaborative relationship centered on the sailors and families NEXCOM serves. Our Advisory, Design, and Architecture teams have worked together to reimagine everything from departments to full-store environments. Beyond traditional site visits, our on-base tours and stays at Navy Lodges immerse us in sailors’ daily lives, how they move through spaces, shop, and connect with their environment, so we can design solutions that reflect their needs and values. This approach has given us meaningful insight into how retail can support sailors at every stage of life, from new recruits to retirees. Our goal is to create environments that are convenient, intuitive, and welcoming, while offering both efficiency and moments of delight.
The MG2 Advisory team, in partnership with our Design team, took a multi-pronged approach to assessing how each department could best support consumer needs.
This included:
This evaluation identified opportunities beyond price to deliver value across the fleet of locations. Through a deep dive analysis into trends, customer pain points and desires, including areas that provided demystification, we could identify drivers and preferences to inform the in-store experience evolution, allowing the Navy mission to be more deeply reflected in the spaces visited by sailors and families.
Based on the insights and research the MG2 Advisory Team brought forward, MG2 designed stores that provided greater space for storytelling, fostering excitement and a sense of community. As a result of these findings, the NEXCOM team revamped each department, reimagining the customer journey, merchandising, wayfinding, and operational change.
Store Departments Redesigned to Date (Advisory/Design)
Frameworks Articulated to Date (Advisory/Design):
Flagship Environments Redesigned to Date (Advisory/Design/Architecture Review)
Discover additional impact MG2 Advisory had on NEXCOM Beauty here.
In this episode of Retail Refined, MG2 Principal Melissa Gonzalez sits down with Brieane Olson, CEO of Pacsun, to explore how Gen Z and Gen Alpha are redefining creativity, consumption, and connection—and what it means for brands hoping to stay relevant in a culture that’s evolving faster than ever.
MG2 Principal Melissa Gonzalez discussed how Gen Z shapes the future of malls in an ICSC article.
“’Gen Z values community,’ she said, ‘so it’s key to understand what they want out of the communal experience and how malls can tap into culture, curate bespoke programming and design an environment that resonates as a social destination.'”
MG2 partnered with Regal Cinemas to develop Regal Greenway Grand Palace in Houston, TX. Through a two-phase renovation, the existing theater was reimagined into a modern entertainment destination, featuring upgraded auditoriums, refreshed concessions on two levels, and a new arcade designed to elevate the guest experience.
The first phase focused on auditorium enhancements, retrofitting 18 of the theaters with a full redesign. Standard seating was converted to luxury recliners for added comfort, with layouts carefully planned to maintain a clear line of sight from every seat. Several specialized theaters were introduced, including 4DX, which features motion-activated seats and environmental effects for an immersive, multi-sensory experience, and RPX, which offers uncompressed surround sound and the largest screen in the theater, showcasing movies in both 2D and 3D formats.
Phase two revitalized the theater’s shared spaces, including the lobby, concessions, and corridors. Sleek new finishes, modernized concession stands, and ADA-compliant renovations create a welcoming and accessible environment. An underutilized retail space was repurposed into a vibrant arcade and gaming area, and digital poster cases were added along the promenades.
In addition to this Houston location, MG2 has worked with Regal on multiple projects across the U.S., including Boise, ID, and Hunt Valley, MD.
MG2 partnered with global fashion retailer H&M to bring their newest store to life at The Original Farmers Market, a historic shopping and dining destination in Los Angeles. The flagship’s elevated design blends refined textures, shapes, and warm finishes, creating an inviting environment that reflects H&M’s evolving brand identity.
Key elements include translucent display walls that filter light while showcasing product, fluted stucco surfaces that bring texture, and modular fixtures that enable the brand to present multiple fashion narratives at once. These layered details required thoughtful coordination across departments and finishes, ensuring a seamless expression of H&M’s latest brand standards while maintaining design integrity.
Among the store’s signature features is the Champagne Pocket, a secluded space finished in stucco and soft neutral tones, designed to showcase H&M’s higher-end collections in a sophisticated setting. Additional highlights include a dramatic LED screen adjacent to the first-floor cashwrap, dynamic wavy panel displays that add movement, and continuous wood paneling across the second floor that ties together the men’s department, fitting rooms, and cashwrap. The integration of wood laminate—particularly across walls, ceilings, and fitting room openings—required meticulous planning to align grains, panel seams, and transitions for a consistent, elevated finish.
The team also discovered a partially demolished abandoned stairway within the existing space, requiring layout changes during construction. Throughout the project, MG2 worked closely to ensure all elements passed Los Angeles’ strict permitting codes and created the final elevated space for customers to enjoy.
In addition to this Los Angeles Flagship location, MG2 has worked closely with H&M on multiple projects across the United States, including FlatIron Crossing in Broomfield, CO, and Northridge Fashion Center in Northridge, CA.
消费者购物更加快捷高效，他们会将线上和线下触点融合起来，并根据预算、时间和生活方式的变化调整购买内容。与此同时，杂货商面临着不断上涨的劳动力成本和运营需求的压力，他们通常会转向自动化和技术来跟上步伐。但仅仅提高效率是不够的。如今的消费者对价值的定义不再仅仅局限于价格或速度，而是取决于商店的易用性、与自身生活的关联程度，以及能否在购物过程中带来惊喜。他们想要的是一个既能快速响应，又能体现个性化、本地化且值得再次光顾的空间。在本报告中，我们将探讨杂货零售商如何改进其实体环境，从而更好地支持便捷购物、探索发现和有意义的互动，同时提供基于日常行为的真正价值。
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他们将效率置于探索之上，追求直观的布局和流畅的服务，尊重他们的时间和目标。
这些人既重视氛围又重视商品种类，他们喜欢精心挑选的商品、引人注目的设计以及能够提升整体体验的设施。
这类人注重的不仅仅是交易本身，他们会被那些表达清晰价值观和文化意识的品牌所吸引。
这些人将预制食品视为重点，他们会寻找能够提供令人兴奋且便捷的膳食解决方案的杂货店。
购物不仅仅是一笔交易，它反映了人们的生活方式、价值观以及他们希望停留的环境。价格和便利性固然重要，但如今已成为基本要素。真正让一家商店脱颖而出的，是它如何将效率与有意义的体验完美融合，并清晰地展现出与消费者生活方式的关联性。清晰的标识、直观的布局、本地合作关系以及智能技术等设计元素，并非只是锦上添花，它们会积极地影响消费者对品牌的体验和记忆。为了保持竞争力并建立客户忠诚度，杂货商必须采取整体性的店内体验策略。以下要点将着重阐述消费者期望的发展方向，以及零售商如何通过清晰的愿景、专注的定位和切实可行的创新来满足这些期望。
MG2’s Chief Creative Officer MJ Munsell spoke with Bisnow’s John Krukowski about the ever evolving retail industry.
“’To create a retail center where people want to return, it’s important to develop a dynamic sense of place with dining experiences, entertainment, surprise and discovery, camaraderie and, of course, shopping,’ said Munsell.”
MG2 partnered with Yaodi, a Chinese based supermarket chain owner and operator, to develop a first-of-its kind Albert Wang Market, located within the CapitalLand Mall in Sun Palace, Beijing. The grand opening of the new organic market drew over one million customers, introducing the community to a fresh, engaging approach to grocery retail. The playful design incorporates bright colors, geometric shapes, and graphic signage, creating a fun and inviting atmosphere.
Vibrant colors and bold patterns are layered throughout the space, creating an artistic, energetic atmosphere that organizes and highlights product displays. Graphic signage acts as a dynamic visual guide, leading customers through the store.
Integrated into the design is the concept of a culinary theater, transforming part of the retail space into an open production area. Here, customers can observe the preparation of baked goods, meats, and fresh fish, enhancing the shopping experience while building confidence in product quality.
The design also adopts a sustainable modular system that aligns with the organic concept of the market, consisting of display components that can be reconfigured, disassembled, and recycled. This approach not only improves the functionality and flexibility of product arrangements but also reinforces the market’s commitment to environmental responsibility.
MG2 and Yaodi collaborated to create an engaging experience that embodies sustainable values and provides its community with a unique grocery store.
在最近一期的《零售重塑》节目中，MG2 的负责人 Melissa Gonzalez 与 Nicole Silberstein 进行了对话，分享了为什么店内体验仍然是建立联系和促进转化的强大驱动力，以及 MG2 的最新研究如何揭示 Z 世代带着明确的目的走进实体零售店。
In her article in Inside Retail, “Where Checkout Happens Now,” MG2 Principal Melissa Gonzalez discusses the evolution of the checkout experience.
“In its 2025 report on Gen Z shoppers, MG2 Advisory found that more than half of Gen Z saw value in mobile pay or self-checkout optionality, as well as ‘buy online, pick up in-store’ (BOPIS) capabilities.”
MG2 has long partnered with Nordstrom on their Nordstrom Local locations, which offer convenient, personalized services including in-store pickup, on-site alterations, and easy returns. Envisioned as tranquil escapes from day-to-day city life, the stores are designed to reflect and complement their surrounding neighborhoods, retaining existing architectural elements and featuring artwork from local creators.
A slatted wood wall subtly divides the order pickup area from the front of house, maintaining an open layout while supporting a relaxed, customer-focused experience. Natural materials and abundant daylight contribute to the calming environment. From the sidewalk, passersby can view the alterations station and watch one of the tailors at work.
To preserve the character of each building, MG2 thoughtfully incorporates original elements across Nordstrom Local’s portfolio. In New York City’s Williamsburg location, this includes the storefront entrance, concrete flooring, and suspended wood ceiling; in San Francisco’s Fillmore store, exposed brick adds warmth and texture to the fitting areas.
Customers today are looking for a personalized, service-oriented shopping experience. Nordstrom Local brings all of that and more, continuing their legacy of exceptional customer service.
VMSD recently unveiled its 2025 Annual International Visual Competition award winners and our Kizik Pop-Up in SoHo, NYC was a 2024 Honorable Mention.
In our second year of publishing the Sustainability Impact Report, MG2 is proud to share the strides we’ve made in advancing energy-efficient design and reducing carbon emissions across our portfolio. Notably, our collaboration with Costco has led to improvements in operational energy performance and measurable reductions in embodied carbon—demonstrating how thoughtful architecture can drive scalable environmental benefits.
Beyond our project work, we’ve deepened our commitment to corporate responsibility by expanding our tracking of emissions while also addressing impacts from business travel and employee commuting. These efforts reflect our holistic approach to sustainability—one that integrates design excellence with accountability and transparency.
We invite you to explore how our team continues to push boundaries, innovate, and lead with purpose in shaping a more sustainable built environment.
MG2 partnered with Good American to develop an elevated retail concept for their shop-in-shops and their newest store at the Lenox Square shopping center in Atlanta, GA. Good American, a women’s apparel brand, focuses on size inclusivity and body positivity and continues to expand its merchandise offerings. In addition to Atlanta, new retail locations include a full-line store in Canoga Park, CA, shop-in-shops in Bloomingdale’s and Macy’s across the U.S., as well as Selfridges in London.
The sophisticated design incorporates new textures, shapes, and elements of warmth, while maintaining Good American’s brand identity. The concept serves as a blueprint for future locations to support Good American’s growing retail footprint and product offerings.
The new iteration retains Good American’s iconic Denim Wall, now with a refreshed signage system to provide quick information about each style. Lounge-style fitting rooms, bathed in the brand’s signature blue, create space for family and friends to gather, encouraging connection and fostering a sense of community. Textured fabrics and natural wood add warmth and contribute to a welcoming atmosphere. Together, these elements create a cohesive, feminine environment where customers can shop comfortably and confidently. The new design parallels the evolution of the Good American brand and creates new opportunities to reach new consumers.
The Good American shop-in-shop in Selfridges London was awarded Silver for Shop! Association’s 2025 Global Award in the Branded Shop Within a Store category.
How well do you understand Gen Z, today’s youngest adult consumer, whose age spans from 18 to 26?
Often treated as a single cohort, Gen Z actually contains two distinct inter-generational groups, each with its own priorities, behaviors, and expectations. The younger Gen Z is just entering adulthood, while the older is shaping careers, households, and long-term habits. Their views on value systems, societal impact, education, and identity are nuanced, and so are their relationships with brands and retailers. Making assumptions about this generation, or relying on outdated labels, can lead to missed opportunities, limiting both loyalty and revenue growth.
This report is designed to help brands and retailers stop generalizing and start making more informed decisions. By uncovering the differences within Gen Z, not just between them and other generations, we reveal clear opportunities to create authentic, in-store moments that build community and trust, inspire loyalty, and support long-term brand relevance.
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Based on our findings, Gen Z consumers shared the following key insights on how their values are reflected in the shopping experience and how they seek more meaningful in-store engagement with the brands they care about.
94% of Gen Z shop with their values in mind, such as authenticity, transparency, and humility, but often struggle to achieve this in-store, frequently trading ideals for price or convenience
More than 70% of Gen Z want to engage with brands they love beyond content; they want to be co-creators and collaborators in the brand journey, including store design and product customization
3 out of 5 Gen Z shoppers say a leading reason for visiting a store is to experience the brand’s community and fulfill their desire for a greater sense of belonging
60% of Gen Z want to see products or in-store visuals that reflect timely, relevant cultural moments, demonstrating a brand’s awareness of what matters to their lives
Nearly 50% of Gen Z say they trust a brand’s sustainability promise more when it is reflected in how the store itself is designed
To earn the attention, respect, and long-term loyalty of Gen Z, brands and retailers must move beyond preconceived notions and mere trend chasing and take the time to understand what truly drives this generation. Gen Z responds to brands that reflect their values and invite them into the process, not just as consumers but as collaborators. This means bringing purpose into the store through thoughtful design choices like sustainable materials and ethically sourced products, while offering spaces that foster connection, such as community lounges or co-creation hubs where their voices shape everything from product design to store layout. Nostalgia, artistry, and visual storytelling also resonate deeply with this generation, especially when paired with technology that enhances rather than distracts from the brand’s heritage and product education. In-store experiences should be a meaningful extension of Gen Z’s values: easier paths to sustainability, personalized creativity, and real community. When brands position themselves as partners in these priorities rather than just sellers of products, they build relevance and trust that goes far beyond the checkout.
In a recent Chain Store Age article, Editor-in-Chief Marianne Wilson shares details about the newest Nordstrom Local location in Williamsburg, designed by MG2.
“With the opening of Nordstrom Local in Williamsburg, customers now have a new way to connect with the brand — and we’re glad we could play a part,” said Melissa Gonzalez, MG2 principal and founder of MG2 Advisory. “Our consumer insights research shows that customers are looking for a personalized, service-oriented shopping experience. Nordstrom Local brings all of that — including convenient in-store pick up as well as onsite tailoring — and more to Brooklyn.”
MG2’s store design for Good American in Atlanta, Georgia was featured in the June 2025 issue of Inside Retail Magazine.
“MG2 used elevated materials, such as a natural wood veneer for the store’s wall fixtures, and a neutral color palette, as well as curved elements, including mirrors and tabletop fixtures, to create a welcoming, feminine space.”
MG2 Project Manager Joy Dayaw was recently quoted in Amanda Baltazar’s article “What’s Worth the Splurge?” in Restaurant Development + Design.
“Utilizing a second-generation restaurant space is a solid way to keep costs in check. That’s because clever teams reuse as much as they can. This includes the façade and the kitchen equipment, particularly the hood, which can be a huge cost-saver even if you put brand new equipment underneath it, says Joy Dayaw, design project manager, MG2 Design, Seattle.”
Shop! Association has announced its 2025 Global Award Winners. Our Leica Meatpacking project in New York City has won Silver for Hardline Specialty Store.
Shop! Association 2025 Global Award Winners have been announced, and our Good American project at Selfridges London has won Silver for Branded Shop Within a Store category.
Shop! Association has announced its 2025 Global Award Winners. We’re proud that our design for SOREL’s Pop-Up in New York City has won for Specialty Store Concepts.
“The winners of the Shop! Global Awards represent the best of the best worldwide, setting the standard for excellence and innovation throughout the in-store experience,” said @Leo van de Polder, SMP MaRC, Global Development Director, Shop! Association.
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