Market： 消费者体验

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Albert Wang Market

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.

体验方程式：零售商需要做对什么

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。

收听零售触点节目的完整版

现在在哪里结账

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.”

请阅读《零售业内幕》上的完整文章。

消费者体验

Nordstrom Local

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.

新闻报道

观点

设计以产生影响：我们最新的可持续发展报告探讨了我们为打造更可持续的建筑环境所做的努力

8 月 2025 / By Johnny Klemke

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.

消费者体验

好美国人

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.

新闻报道

奖项

研究与洞察 – 2025年7月

Z 世代正在进化：他们寻求意义、联系以及能够理解这些的品牌

您对当今最年轻的成年消费者群体——年龄在 18 至 26 岁之间的 Z 世代——了解多少？

人们常常将Z世代视为一个整体，但实际上他们包含两个截然不同的代际群体，各自拥有不同的优先事项、行为和期望。年轻的Z世代刚刚步入成年，而年长的Z世代则正在塑造他们的事业、家庭和长期习惯。他们对价值体系、社会影响、教育和身份认同的看法各不相同，他们与品牌和零售商的关系也同样复杂。对这一代人妄下断言，或依赖过时的标签，都可能导致错失良机，从而限制客户忠诚度和收入增长。

本报告旨在帮助品牌和零售商摒弃泛泛而谈，做出更明智的决策。通过揭示Z世代内部的差异，而不仅仅是他们与其他世代之间的差异，我们展现了创造真实店内体验的明确机遇，这些体验能够建立社群和信任，激发忠诚度，并支持品牌的长期发展。

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

根据我们的调查结果，Z世代消费者分享了以下关键见解，阐述了他们的价值观如何在购物体验中得到体现，以及他们如何寻求与他们关心的品牌进行更有意义的店内互动。

理想价值观

94% Z世代购物时会秉持一些价值观，例如真实性、透明度和谦逊，但他们往往难以在实体店中实现这些价值观，常常为了价格或便利而牺牲这些理想。

共同创造者身份

超过 70% Z世代希望与他们喜爱的品牌建立超越内容本身的联系；他们希望成为品牌旅程中的共同创造者和合作者，包括店铺设计和产品定制。

社区驱动

3/5 Z世代消费者表示，他们光顾实体店的主要原因之一是体验品牌的社群氛围，并满足他们对更强归属感的渴望。

文化意识

60% Z世代希望看到能够反映当下文化热点的产品或店内视觉效果，这体现了品牌对他们生活中重要事物的了解。

可持续设计

接近 50% Z世代表示，如果品牌的可持续发展承诺体现在门店自身的设计中，他们会更信任该品牌。

如何建立Z世代忠诚度：触手可及、价值观驱动的商店如何赢得他们的信任和参与

为了赢得Z世代的关注、尊重和长期忠诚，品牌和零售商必须超越先入为主的观念和盲目追逐潮流，花时间去了解真正驱动这一代人的因素。Z世代青睐那些能够体现他们价值观并邀请他们参与其中的品牌，不仅仅是作为消费者，更是作为合作伙伴。这意味着要通过精心设计，例如使用可持续材料和符合道德规范的产品，将意义融入门店，同时提供能够促进交流的空间，例如社区休息室或共创中心，让他们的声音能够影响从产品设计到门店布局的方方面面。怀旧、艺术性和视觉叙事也能深深引起这一代人的共鸣，尤其是在与能够强化而非分散品牌传承和产品教育意义的技术相结合时。店内体验应该成为Z世代价值观的有意义的延伸：更便捷的可持续发展途径、个性化的创意体验和真正的社群归属感。当品牌将自身定位为这些优先事项的合作伙伴，而不仅仅是产品销售商时，它们就能建立起超越结账环节的深远意义和信任。

想了解更多？下载完整报告！

请查看我们关于 Z 世代如何塑造零售体验的原始报告。

Z世代：深入了解4个关键用户画像及其如何影响店内体验

抢先看：Nordstrom Local 在布鲁克林开业

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.”

Read the full article in Chain Store Age

佐治亚州亚特兰大市 Good American

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.”

请阅读《零售业内幕》上的完整文章。

什么值得挥霍？

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.”

Read the full article in Restaurant Development + Design

2025年Shop!全球大奖获奖名单揭晓

Shop! Association has announced its 2025 Global Award Winners. Our Leica Meatpacking project in New York City has won Silver for Hardline Specialty Store.

Read more in Shop! Association

2025年Shop!全球大奖获奖名单揭晓

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.

Read more in Shop! Association

Sorel Pop-up 荣获 Shop! 全球大奖

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.

Read more in Shop! Association

Sorel Pop-up：向驯鹿轮廓致敬的炫目设计。

GRAY Magazine has just announced it’s finalists for the 8th annual GRAY Awards and MG2’s design for SOREL’s New York City pop-up is among them.

SOREL partnered with MG2 to open a pop-up shop in Brooklyn’s Williamsburg neighborhood in 2023 to help drive awareness, customer engagement, sales, and marketing integration data for future strategies.

Read more in GRAY Magazine

科勒·卡戴珊的 Good American 推进其零售计划

WWD’s Senior Editor of Retail David Moin did a deep dive with Good American Vice President of Retail Bree Richmond and MG2 Principal Melissa Gonzalez on the recent opening of Good American’s Lenox Square store in Atlanta, GA.

“MG2 began developing the innovative concept initially with a shop-in-shop opened in Selfridges in London, and subsequently finessed the format for the freestanding store opened last week in Atlanta, the brand’s first store in the city. The 2,757-square-foot-unit, with just under 2,000 square feet of selling space, is located in the Lenox Square shopping center.”

“‘The Atlanta store is an articulation of the brand’s attention to detail,’ said Melissa Gonzalez, principal of MG2.”

Read more in WWD

抢先看：科勒·卡戴珊的《Good American》在亚特兰大开幕

Good American’s newest store, located in Atlanta, GA, was featured in the Chain Store Age article, “First Look: Khloé Kardashian’s Good American opens in Atlanta” by Editor-in-Chief Marianne Wilson. The 2,700 plus square-foot store was designed by MG2.

“Founded online in 2016, Good American is best known for its size-inclusive denim (sizes 00 to 32 plus). It has expanded its offerings to include apparel and swimwear.”

Read more in Chain Store Age

VMSD 公布 2025 年设计师名单

We’re excited to announce that MG2 Designer Ryan Todys has been named one of VMSD’s 2025 Designer Dozen!

In discussing with VMSD Editor-in-Chief Carly Hagedon what he enjoys most about his position, Ryan said, “I love a good puzzle, and I really enjoy the space planning side of retail design. A perfect retail space is hard to come by, and many of the spaces I work with have challenging footprints or obstacles to work around. I enjoy the process of figuring out how to make interiors work and the rewarding feeling of getting all the different pieces to fit together.”

Read more in VMSD

研究与洞察 – 2025年3月

如果电动汽车充电环境遭遇不合理的款待会怎样？

随着电动汽车市场的持续增长，人们对充电站的期望也日益提高，充电站正逐渐成为不断扩展的电动汽车生态系统中不可或缺的一部分。如今的消费者，无论是现有车主还是潜在车主，追求的不仅仅是便利；他们渴望无缝衔接的技术、温馨舒适的空间以及符合自身价值观和生活方式的配套设施。秉持着“超越合理”待客之道的周到细致、热情好客的氛围，可以将原本普通的充电站体验转化为令人难忘的经历，超越预期，并建立超越实用性的联系。由于不同地点和用户类型的需求各不相同，充电站必须兼顾效率和满意度。本文将探讨这些空间如何适应不断变化的需求和期望，并探索如何设计出既实用又引人入胜的环境。

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

根据我们的研究，了解消费者画像以及他们对电动汽车充电环境的体验和期望，可以指导我们选择能够提供最大价值和更高消费者满意度的服务产品和增强功能。

速度追寻者

充电是一场与时间的赛跑——它应该快速、流畅、便捷。而优先充电等会员专属福利更让充电体验锦上添花。

舒适巡航者

充电是摆脱一天喧嚣的片刻休憩——它应该是平静放松的。而一个舒适惬意的环境对于放松身心至关重要。

目的地居民

充电只是开始——它应该是一个包含餐饮和娱乐的沉浸式体验。其他服务和设施也都在精心设计之中。

电动汽车充电的未来：竭尽全力留住核心用户并吸引新用户

随着电动汽车充电环境的不断发展，未来这些空间的精髓在于打造一种整体化、人性化的体验，既满足用户对便利性的需求，又激发他们参与互动的渴望。虽然消费者期望充电桩提供Wi-Fi、手机充电接口和干净的洗手间等基本设施，但真正的魅力在于超越这些预期。精心设计的服务，例如本地咖啡、社区活动以及便捷的导航和充电技术，能够为用户带来惊喜和愉悦，从而加深用户与空间的联系。这些特色不仅提升了用户体验，更展现了当地的文化和设计，营造出既熟悉又清新的环境。此外，融入教育元素和宁静氛围的室内设计，更能营造出一种静谧的休憩之所，在功能性和舒适性之间取得平衡。电动汽车品牌必须牢记，有些消费者追求效率，渴望快速充电后即可出发；而另一些消费者则希望驻足停留，沉浸于充电体验之中。成功的关键在于打造一个兼顾两方面需求的空间：既能为出行人士提供便利，又能满足希望享受旅程的人们的需求；同时，房地产投资组合中应包含多种业态，以确保其多功能性并吸引多元化的受众。通过精心设计这些要素，电动汽车充电站不仅可以成为功能齐全的休息站，更能成为激发品牌忠诚度和信任度的目的地，并持续多年保持这种影响力。

想了解更多？下载完整报告！

Mercedes-Benz EV Charging Hub

MG2正在引领电动汽车和汽车基础设施的未来发展。

探索我们的电动汽车和汽车专业知识

快闪店展现其多功能性：产品首发、活动搭配和实地测试

Retail TouchPoints’ recently published article, “Pop-Ups Prove Their Versatility: Product Debuts, Event Tie-Ins, and On-the-Ground Testing,” features Kizik’s NYC pop-up, designed by MG2. The experiential pop-up on Greene Street in New York’s SoHo neighborhood introduced the brand for the first time to a New York audience—consumers, traditional media, and influencers. The pop-up proved so popular it remained open for five weeks longer than anticipated.

“Retailers also use pop-ups as testing grounds for permanent brick-and-mortar locations, as Kizik and design firm MG2 did with the retailer’s NYC pop-up in 2024,” wrote Retail Touchpoints Editor Adam Blair. “The original pop-up proved so popular that Kizik extended its original operating dates while the brand planned two permanent shops — one in King of Prussia, Pa. and the other in the Mall of America.”

Read more in Retail TouchPoints

Blank Street Coffee 会成为下一个星巴克吗？

MG2校长 Melissa Gonzalez spoke with Inside Retail’s Editor Nicole Kirichanskaya on the new and upcoming brand, Blank Street Coffee.

“As the MG2 Principal told Inside Retail, ‘The brand’s minimalist aesthetic and trendy beverage options, such as the matcha-based drinks and seasonal cold brews, contribute to the company’s cult-like following and viral content moments.'”

Read more at Inside Retail

商店设计：经受住时间考验的元素

《连锁店时代》杂志曾报道过MG2校长。 Melissa Gonzalez 在他们的封面故事“商店设计：经受住了时间考验的元素”中，作者是康妮·罗宾斯·根特里。

以下是文章中冈萨雷斯讨论橱窗展示和地板铺设的部分内容：

“零售商在橱窗展示中讲述故事的方式越来越有创意，”她说道，并补充说，有些橱窗的设计就是为了吸引人们在Instagram或TikTok上分享。冈萨雷斯表示，地板是零售商引导顾客购物体验的另一种方式。地板的功能性考量固然重要，但美观性也同样重要——选择合适的木材、颜色和图案。

更多内容请见《连锁商店时代》第12页。

研究与洞察 – 2025年3月

体验方程式：快餐和休闲快餐如何重新定义餐饮

融合速度、设计和创新，建立客户忠诚度

消费者对快餐和休闲快餐的期望已不再局限于速度和价格。如今，食客追求的是沉浸式的品牌体验，这种体验融合了个性化、高效和社群感。为了保持竞争力，快餐和休闲快餐品牌必须重新构想其空间，使其成为有意义互动的中心，从而培养顾客忠诚度并提升品牌形象。虽然数字化点餐和精简运营等进步提升了便利性，但更深层次的机遇在于设计能够无缝融合速度、真实性和现代感的用餐环境。我们的调查旨在探索能够重新定义快餐和休闲快餐的创新策略，打造令人难忘的品牌体验，从而在未来数年内持续吸引消费者。

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

根据我们的研究，受访者分享了以下关于他们对快餐店和休闲快餐店用餐环境的体验和期望的关键见解，以及哪些服务和升级功能能够带来最大的价值和更高的消费者满意度：

Sensorial Details

Nearly 60% of all respondents stated warm and inviting lighting or overall atmosphere ambiance fuels a sense of comfort and memorability

Premium Features

1 out of 2 respondents desire open kitchens with visible food preparation areas, adding an element of theatre and confidence when it comes to cleanliness and freshness of the food

Supportive Technology

Nearly 55% of all respondents find mobile apps for digital loyalty programs and order/pay ahead capabilities to be tied for the technology that delivers on value

Innovative Formats

Roughly 80% of all respondents are interested in experiencing mobile kitchens or food trucks, as well as experiential kitchens that feature immersive brand environments and themed decor

Personalized Offerings

More than 50% of all respondents find personalized promotions that reflect an individual’s preferences, including previous orders, to be a leading driver of loyalty and establishes a greater sense of brand affinity

Going Beyond the Meal: Elevating Quick Service and Fast Casual Dining Through Design, Innovation, and Community

The future of QSR and Fast Casual dining goes beyond just quality, speed, and convenience; it’s about crafting environments that engage, inspire, and connect with consumers on a deeper level. While efficiency remains paramount, today’s consumers seek more than just a quick bite; they crave experiences that blend quality food with thoughtful design, innovative technology, and meaningful brand interactions. Aesthetic appeal plays a crucial role in shaping perceptions, with warm lighting, open kitchens, and hybrid dining spaces enhancing ambiance and fostering a sense of community. Meanwhile, strategic promotions and partnerships, whether through collaborations with local farmers, artists, or influencers, further elevate brand identity, creating a sense of belonging and excitement. Limited-time menus, pop-ups, and gamified ordering add an element of surprise and delight, keeping customers engaged and eager to return. By balancing functionality with creativity, QSR and Fast Casual brands can transform routine dining into something memorable, ensuring they meet, and even exceed, evolving consumer expectations.

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MG2 creates unforgettable culinary experiences that engage the senses.

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MG2 任命明尼阿波利斯办事处执行负责人

Global architecture and design firm MG2 has promoted Scott Owen Jr. to managing principal in the Minneapolis office.  

Owen, Jr. is an MG2 principal and leads the firm’s Minneapolis office.  A passionate problem-solver with more than 15 years of experience, he focuses on mixed-use and large-format retail brands, including Best Buy, Target超市, and Nordstrom, in the 消费者体验 studio.

Read more in REjournals