Market： 消费者体验

消费者体验

Kizik Pop-up

MG2 has been working closely with digital-native, direct-to-consumer footwear brand Kizik to bring its hands-free technology to brick-and-mortar. Kizik’s 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. 

At the entrance of the space, a “conveyor belt” display of footwear led to the brand’s AHA moment, a “hands-free try-on” experience to determine fit and size. The entire process of shopping the pop-up was frictionless. A full range of styles were displayed and drop shipping allowed consumers to purchase their shoes without the hassle and inconvenience of lugging them around the city.

Motion, visualized through dynamic lighting, was a theme throughout the pop-up. Digital screens conveyed Kizik’s new tagline: “Motion is magic.” After engaging with the brand, consumers were invited to unlock a mystery door at the back of the store which led to an illuminated portal. An immersive and interactive color display allowed them to use their bodies to create a personalized light show. 

The Kizik pop-up provided an immersive experience that evoked a sense of endless possibilities, showcasing the magic of motion. Originally scheduled to run for one weekend, the pop-up was so successful, it was extended an additional five weeks.

新闻报道

奖项

消费者体验

Kizik专卖店

In collaboration with Kizik, MG2 has been charged with introducing the “hands-free, step-in” footwear brand into physical stores. After its New York City pop-up, Kizik opened stores across the U.S. including Mall of America (Minneapolis), King of Prussia (Philadelphia), and Newbury Street (Boston). These new locations are not only a physical manifestation of the brand but also bring to life a high-sensory fit experience and showcase the brand’s new “motion is magic” design. 

Kizik blue is prominent, both on the exterior and interior of the store. A blue portal entry encompasses both a blue archway and pathway that leads to the store’s primary display to create a threshold moment. The key design principle of the Kizik brick-and-mortar experience is fitting the customer in a pair of shoes as early in the journey as possible. It’s an AHA moment that captures and celebrates the magic of the brand.

Floor-to-ceiling vitrines flank the portal to create Kizik’s signature “fishbowl” storefront, which allows passers-by to see into the space and take part in the store experience. Motion is an important part of the Kizik brand, and digital screens are placed prominently throughout. The “motion is magic” tagline is abstractly reinforced through circular pendants, half-circle benches and fixtures, gradient wall treatments, and mirrored graphics that reflect consumers as they move about the space. 

These stores were designed to be modular and flexible. Elevated, versatile displays capture a sense of motion to create an environment that empowers visitors to discover and explore. Modular systems allow Kizik to morph and change as it continues to grow and expand. Shelving can be moved up, down or removed entirely. Central displays can be reconfigured to form a variety of patterns. Standout design elements include the store’s materiality—a juxtaposition of surfaces including perforated metals, concrete, and textured paints with LED neon and vibrant blue. 

The result is inviting and visually engaging spaces that captivate and draw in the eye, enhancing the overall aesthetic and reinforcing the brand identity.

新闻报道

MG2 入选《普吉特海湾商业杂志》最大建筑公司榜单，位列 #2

MG2 has been named the #2 firm in Puget Sound Business Journal’s list of the Largest Architecture Firms in the Seattle Area.

Read more in Puget Sound Business Journal

健康与保健浪潮

随着整体健康理念在社会中扎根，营销人员正在探索与顾客沟通的新方式，以促进健康。“从生活方式的角度来看，品牌可以做出各种各样的承诺，” MG2 负责人梅丽莎·冈萨雷斯 (Melissa Gonzalez) 说道。 “它可以是任何东西，从新产品到美容部门的部分，从健康的角度解释其好处，再到对环境问题的认识。”

“2024 年 1 月 整体健康报告 从 MG2 公告 该集团探索营销人员如何利用其所认为的下一个健康前沿：零售店。报告指出：“通过以健康的视角评估传统的店铺设计元素，品牌有机会打造更全面的环境，而不仅仅是物质层面，并兼顾认知、情感和精神健康属性。”

更多信息请阅读“购买之路”研究所

餐饮娱乐场所必须通过社群和友谊来“赢得”顾客的时间。

Recently highlighted in Retail TouchPoints by Editor Adam Blair, 为了刺激：满足所有人的餐饮娱乐体验 dives into the key drivers of a successful eatertainment venue.

“There’s a reason that ‘eat’ comes first in ‘eatertainment.’ ‘People want to have a one-stop destination, and if you can do that successfully, you’ll earn more of their time and wallet,’ said Melissa Gonzalez.”

Read more on Retail TouchPoints

活力增长：拉斯·哈扎德

Hear from Russ Hazzard, President of MG2, in his Q&A with The Zweig Letter Correspondent, Liisa Andreassen.

“Hazzard first joined MG2 in 1993. He says that they’re always looking to grow their shareholder base and to bring younger contributors into the fold – people who want to grow the company and take over when the old guard retires.

“‘It will be exciting to watch as the next generation leads the firm and the industry into the future,’ he says.” Find the full interview in the link here:

Read more in The Zweig Letter

10 Restaurant Design Lessons Chains Can Learn from Indies

Chain restaurants are consistent in both their food and their design, which is a huge part of their appeal to consumers, who know exactly what to expect on subsequent visits, even to new locations.

Bars should also ideally be visible from the entrance, says Joy Dayaw, associate, MG2 Design, Seattle, to create an immediate impression and to attract early arrivals

Read more in restaurant development + design

SOREL Pop-up Named One of VMSD International Visual Competition Awards Honorable Mention

的 SOREL pop-up has been named one of the VMSD International Visual Competition Awards Honorable Mention.

Read more in VMSD

释放健身科技的价值：个性化和推荐

“MG2 Advisory research found that in-store fit tech is […] a big draw for footwear shoppers. Up to 68% of consumers reaffirmed the importance of a ‘customized fit,’ and 40% said fit scan technology would benefit their in-store experiences.”

“I think the industry is benefiting from not just the acceptance of this technology but the overall fluidity that consumers are experiencing with technology,” said Melissa Gonzalez, Principal at MG2, to Retail Touchpoint’s Alicia Esposito.

Read more at Retail TouchPoint

消费者体验

徕卡

Leica Camera is an international, premium manufacturer of cameras and sports optics. The legendary reputation of the Leica brand is based on a long tradition of excellent quality, German craftsmanship and German industrial design, combined with innovative technologies. 

Leica has identified North America as a key growth region for the brand and, as a result, is embarking on growing its store presence over the next few years. By partnering with MG2, the brand is launching this initiative with the opening of new stores in Bellevue, WA and a New York City flagship. MG2 is engaged as the full service architect, helping the client translate the design intent to adapt to the unique attributes of each site location while sourcing regionally. The project delivery scope includes design development, FF&E sourcing and procurement, construction documents, permitting, and construction project management.

Leica NYC
Leica NYC
Leica NYC
Leica Bellevue
Leica Bellevue
Leica Bellevue

新闻报道

奖项

独具纽约特色：徕卡纽约掠影

Leica’s flagship location in New York City was featured in CBS News Uniquely New York with Rachel Holt.

“An immersive space where New Yorkers can experience the brand responsible for some of the most famous photographs in the world,” said Holt. Her interview with the President of Leica Camera North America, Mike Giannattasio, walks through all the spaces the Meatpacking District location offers.

Watch the full feature on CBS News

Architecture Firms See Billings Change – MG2 Ranked #18 in Architectural Firms list for 2024

So excited to see that The Orange County Business Journal has ranked MG2 #18 in its Architectural Firms list for 2024.

“The firm has seen an uptick in retail, industrial, and affordable housing markets, according to chief executive officer Mitch Smith. ‘The growth in all three of these sectors has had a substantial impact on architectural billings in our Irvine office, reflecting the adaptability and agility of our team,’ Smith said.”

更多内容请阅读《橙县商业杂志》。

《橙县商业杂志》将MG2 #18列入2024年建筑公司榜单。

非常激动地看到《橙县商业杂志》将 MG2 列入其 2024 年建筑公司排行榜前 20 名。

更多内容请阅读《橙县商业杂志》。
Research & Insights – August 2024

为了刺激：满足所有人的餐饮娱乐体验

Eatertainment has been called the most disruptive force in the industry since the launch of fast casual*. As part of the “experience economy”, eatertainment taps into longtime favorites like bowling and mini golf, as well as newer entrants like pickleball, surfing and escape rooms. And while these environments are often designed with a specific activity in mind and include elements such as interactive dining, live performances and innovative technology, it is important that owners, operators and designers consider 什么 their audience truly desires in these spaces as a way to unlock a sense of connectivity, and ultimately drive repeat visitation and spend. In our investigation, we sought to understand and identify the eatertainment environment features that deliver the most value to consumers and the on-site amenities and programming opportunities that contribute to making the experience an unforgettable one.

*Robert Thompson, CEO of Angevin & Co. 

The full report is available for download at the bottom of this preview. 现在就带我去那里！

What We Learned – Consumer Personas Defined

Per our investigation, each of our respondents self-identified with one of the following consumer personas, providing a deeper look into their experience with and their perceptions of an eatertainment environment, and which enhanced offerings would deliver the most value to them:

48%, Funclusives

Defined as individuals whose preferred experience is one where they don’t need to be an expert to enjoy themselves and there is a level of accessible and social fun; appeals to first-timers, those newer to a game or activity; food is a secondary component of the experience.

29%, Food Fanatics

Defined as individuals whose preferred experience is one where the food and beverage offering is on par with or exceeding the entertainment; appeals to those who view the entertainment component as icing on the cake and secondary to the food offering.

23%, Competitively Social

Defined as individuals whose preferred experience is to participate in a certain activity (i.e., pickleball, golf, sports betting); appeals to more avid fans and those who want to get in on the action and compete; food is a secondary component of the experience.

The Opportunity, Evolution, and Growth of Eatertainment

Eatertainment has a rich history, from traditional bowling alleys with finger foods and pitchers of beer, to mini golf with ice cream and snow cones, to arcades with soda fountains and bubble gum machines. What gives this genre staying power is its function as a “third place”, a welcoming destination to convene with others, offering a unique blend of entertainment, dining and social experiences that foster a sense of community and belonging. If we look at key drivers of society today, and the near future, the transformation of how we work, naturally interact and discover have all evolved consumers’ needs and wants. Digitization continues to open up access to information and communities on a global level creating an always connected society while also fostering a paradoxical sense of disconnection. This juxtaposition opens an underlying yearning and craving for real, in-person activities, connected through shared experiences of joy and laughter and escapism. By studying the cross generational influences from Gen Z to Boomers, we uncover the opportunities that exist for these environments to embody the pillars of desire, blending the nostalgia of traditional pastimes with modern innovations and providing experiences that become a beacon for socialization, joy, camaraderie and thrills. Experiences that keep guests wanting to come back again and again.

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MG2 creates unforgettable culinary and entertainment experiences that engage the senses and inspire play.

Explore our Food, Beverage, and Entertainment expertise

Leica Bellevue named ENR Northwest 2024 Best Projects Winners

MG2’s Leica project in Bellevue, WA has been named an ENR 2024 Regional Best Project.

The luxury retail store features a gallery space for professional photography exhibits, a retail space featuring Leica’s renowned products, a Leica Akademie area to conduct workshops and events, and VIP spaces.

Read more in ENR Northwest

Netflix House: Can Streamers Turn Their IPs into Successful Experiential Retail?

With the entertainment industry constantly evolving, Netflix is taking a bold step by merging the digital and physical worlds through the introduction of Netflix House, a new experiential retail venture. Set to open in 2025 in Texas and Pennsylvania, Netflix House aims to immerse fans in their favorite shows and movies with interactive experiences, themed dining, and exclusive merchandise. As streaming platforms explore new ways to engage audiences, the question arises: can Netflix successfully transform its intellectual properties (IPs) into profitable, long-term retail experiences?

Read more on MarketScale’s Expert Talk

The Best Commercial Architects in Irvine, California

We’re excited to be named one of The Best Commercial Architects in Irvine, CA by Los Angeles Architects.

Spearheaded by award-winning Managing Principal Meghana Joshi, AIA, NOMA, the company’s leadership champions a purpose-driven work culture, fostering meaningful connections between employees, clients, and the communities they serve. In addition to overseeing regional retail, mixed-use, and industrial markets, Meghana is responsible for expanding the firm’s reach, focusing on retail banking, as well as senior living and affordable housing in California.

MG2 is a trailblazer, continuously evolving and adapting to the changing landscape, earning accolades from Fast Company, Architizer, and Interior Design Magazine as well as feature articles in Building Design + Construction, Forbes, Development Magazine, Chain Store Age, and Architectural Record.

Read more in Los Angeles Architects

A Fresh Focus on Design

“At a recently opened Bellevue, Washington Evergreens location (a Seattle-based quick-service chain), Joy Dayaw, associate, MG2 Design in Seattle, included a railing six feet from the front door to guide customers to the menu, ordering line, and then to the POS, ‘so it’s a very clear pathway.’ And the railing, of course, fits in—it’s painted the dark, deep green of the Evergreen’s palette. It’s subtle, but the railing separates the ordering line form the seating area and from customers picking up orders.”

“Other wayfinding can be incorporated at eye level and above, and is often suspended from the ceiling. ‘Wayfinding signage is critical now because consumers want that streamlined experience,’ said Dayaw. ‘We’re really focusing on the speed and convenience of the customer flow.’”

更多内容请见《每日商业日报》。

供应链革命：零售业的新宠

Consumers now expect seamless, unified commerce experiences where they can access products and information anytime, anywhere. This fluidity is reshaping how brands build loyalty and manage supply chains with a focus on responsiveness to meet these high expectations.

Listen to the full episode with guests Melissa Gonzalez 和 Matthew Goelzer, AIA, LEED AP, Principals of MG2 Design, as they discuss the pivotal role of supply chain management in modern retail.

Find the full episode at The Robin Report

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诺德斯特龙贝尔维尤店

Nordstrom partnered with MG2 to design and remodel an existing store in Bellevue, spanning multiple buildings with the intent to develop a new fleet-wide strategy. This new dynamic for the Nordstrom customer will set the stage for future retail success.

The goal is to establish a seamless, discovery-driven customer experience showcasing the most sought-after brands in the world. All areas of the store will be updated to create a designer-level experience—clear, light, warm, and flexible. The design and implementation of the new Fleet-Wide Strategy will focus on the following: customer experience, brand attraction, innovation, flexibility, budget, and operational efficiency.

新闻报道

Australian fashion brands are opening more U.S. stores & distribution centers

Modern Retail’s Julia Waldow spoke with Melissa Gonzalez about Australian brands such as Bared Footwear, Princess Polly, Camilla and Outcast Clothing expanding into the U.S. Women’s brand Outcast Clothing, for example, does not yet have a physical store in the U.S., but sells its merchandise online and has been experimenting with pop-up stores. “Pop-ups like Outcast Clothing’s can be a great way for brands to dip their toes into new markets like the U.S.”

Read more at Modern Retail

SOREL Pop-up One of Retail TouchPoints 2024 Brand Experience Award Winners

Retail TouchPoints has recently published its Brand Experience Awards Report: “This year’s Brand Experience Award winners represent the shifting priorities of the industry – from focusing on speed, efficiency, and safety to complete immersion and personalization across all channels.”

No project is a better example of immersion and personalization than Pop-up Winner SOREL. The key to turning this tiny storefront into a compelling short-term destination was its immersive, full-color Optimized Orange saturation. On its exterior, Sorel’s mural takeover featured the brand’s larger-than-life polar bear logo walking across an orange brick exterior toward the store entrance, shielded by a large, orange canopy. Inside, 25 gallons of Optimized Orange paint covered the walls, ceiling, and floor. At the back of the space was an orange-drenched charm and lace personalization bar where shoppers could customize their boot purchases.

Read more in Retail TouchPoints

Research & Insights – June 2024

Going Beyond the Transaction: Building Cross-generational Connectivity & Trust

Over the next 20 to 30 years, an estimated $68 trillion of wealth will transfer from Boomers to their Millennial and Gen Z offspring. This generational shift means banks need to think about how they can appeal to both their existing and future clients. While there have been attempts at attracting new customers through features such as cafes and coworking spaces, the question remains if consumers find value in these features and whether they deliver a real sense of connection with the bank. In this report, we investigate consumer banking perceptions and preferences, and identify design strategies and opportunities that can positively impact the consumer at a physical branch, resulting in increased visitation, improved consumer sentiment and trust.

The full report is available for download at the bottom of this preview. 现在就带我去那里！

我们学到了什么

Per our study, our respondents shared the following key insights as it relates to their experience with and their perceptions of a physical bank environment and which enhanced offerings would deliver the most value and greater consumer satisfaction:

Importance of Convenience

Respondents overall prefer a branch that prioritizes a convenient experience at nearly 4X the rate of a branch that reinforces a sense of financial confidence and knowledge 

Feelings of Assurance

MORE THAN 60% of all respondent age groups want a physical bank that evokes security and reliability

Fostering Community Ties

Respondents ranked branches that elect to act as community centers, choosing to go beyond just deposits and withdrawals, to be the #1 REASON across all age groups that positively influences their perception of the bank

Hybrid Service Model

NEARLY 70% of respondents desire self-service technology when processing a deposit or withdrawal, while more than 60% desire a staff-supported journey when dealing with something more intensive, such as applying for a loan or getting account help

Interior Design Elements

50% of respondents desire natural lighting in a banking environment, which led across all age groups

The Modern Branch Must Deliver Convenience, Personalized Service & Community Engagement In Order To Be Seen As A Valued Partner

In order for the branch to attract the next generation of banking customers, banks need to create spaces with their consumers and communities in mind, ensuring that their physical locations are prioritizing what matters most, such as being equipped with technology that delivers convenience, financial advisors that are more like allies and partners and spaces that support personalized service as well as connection with others. By testing alternate branch strategies such as ITMs or micro locations, banks can create a bridge to a broader consumer base, establishing roots in communities previously untapped. And through intentional, consumer centric design, the bank branch can become a space of comfortability and trust, featuring elements such as a welcome desk, an open floor plan and privacy pods for more sensitive conversations. If the branch can make the customer’s life easier while demonstrating respect for their business and time, the bank will be perceived as being a place that helps consumers succeed and grow throughout their financial journey, serving as their go to partner for all the major milestones ahead.

Download the full report for all of the key banking insights

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