New Life for Seattle’s Grande Dame
“The goal was to retain the familiar elegance known to generations of Seattle Residents, with contemporary restoration techniques.” said Shannon Suess, principal at MG2.
Market： 消费者体验
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 is available for download at the bottom of this preview. Take me there now!
Interested in More? Download the Full Deck!
MG2 Is Named on CCR Magazine’s 2023 Architect/Design Firms Annual List
The look. The feel. The presence. Nothing stands out more in a commercial project than the
retail, restaurant, hospitality, healthcare (and other) sectors, check out our annual listing.
观点
Fostering the Future of Architecture: Join the MG2 Summer Internship Program
2 月 2023 / By Russ Hazzard
For decades, we’ve been passionate about supporting the development of future design leaders and fostering creative ideas that will influence the communities and spaces in which we live, play, and work. With unique perspectives and imaginative concepts, students have the potential to shape the future of the built environment and bring a breath of fresh air to the industry. That’s why we’re thrilled to announce that our Summer 2024 Internship Program is now open for applications.
Learn more & apply for MG2’s Summer Internship Program
MG2 has always placed distinctive value on high-impact career growth, continuous learning, and the influence those have on cultivating an exceptional company culture. Our Internship Program provides students with a hands-on experience in the field, allowing them to develop their skills and gain a comprehensive understanding of what it’s like to work in architecture and design. With four start dates to choose from, interns will have the flexibility to choose a program that works best for them and their university schedule.
Ready for real, hands-on experience? Not only will our students assist with document preparation, data collection, research, and other project tasks that ensure successful results, but they’ll also have access to dynamic social and learning events, mentorship, as well as our infamous Annual Student Intern Design Competition. Designed to give interns a comprehensive understanding of the industry, we’re excited to provide applicants with the opportunity to be a part of our dynamic and collaborative team and contribute to shaping the future of design.
We’re looking for passionate learners who are currently pursuing a Bachelor’s or Master of Architecture or a related degree and have proficiency in AutoCAD, Revit, MS Office, and Adobe Creative Suite. Applicants should also embrace and exude MG2’s core practice values of an Integrated Approach, Design Excellence, Social Responsibility, Leadership, and Results.
This year MG2 is offering internship opportunities in each of our United States offices, with focuses that span our 社区环境, 消费者体验, and 客户项目 markets. With a variety of opportunities available, students will be able to experience projects, sessions, workshops, and experiential collaboration that aligns with future career goals.
Our employees are the heart of our firm, and as part of our team for the summer, students will have access to a variety of programs and perks that aim to make their experience with us truly unforgettable. From our commitment to sustainability to our dedication to equity, diversity, and inclusion, our interns will find a supportive and inclusive community at MG2.
To keep our culture strong and bring everyone together, we host bi-weekly all-office meals, monthly recognition events, happy hours, summer activities, and an end-of-year holiday party to commemorate our successes. No accomplishment is too small to celebrate, and we’re passionate about making every moment count.
To ensure our built environments are a true reflection of the communities we serve, diversity is a fundamental ingredient in MG2’s recipe for creating not only exceptional projects but an inclusive and equitable work environment. We’re actively seeking out talented individuals from diverse backgrounds who bring a wealth of unique perspectives and ideas to the table.
Our differences make us stronger and are integral in designing and building experiences and spaces that cater to everyone. We proudly champion inclusion in all its forms and strive to elevate every voice in order to create truly equitable experiences and spaces.
In our never-ending quest to cultivate the next generation of design professionals, we’re excited to welcome students who share our values, vision, and passion to join our team this summer. Early applications are due April 5, 2024. Let’s start your journey in architecture together.
Learn more and apply on our Student Programs page today.
消费者体验
FITURE
Elevating fitness retail through immersive design
As the #1 most popular connected fitness brand in Asia, FITURE set out to revolutionize the home workout industry with its innovative Motion Engine™ technology and interactive fitness mirror. With the goal of introducing the brand to American consumers, FITURE partnered with retail experts at MG2/The Lionesque Group to bring to life a 600-square-foot pop-up space strategically located in The Westchester Mall in White Plains, NY.
The team designed three test stations that showcased the mirror and its innovative technology, complete with custom cabinets, ottomans, and a rear-illuminated back panel.
Maximizing Impact in a Small Footprint
Faced with the challenge of creating an impactful, experiential, and fun environment within a limited space, MG2/The Lionesque Group leveraged expertise in retail design and build management to develop a next-generation in-store experience. The team designed three test stations that showcased the mirror and its innovative technology, complete with custom cabinets, ottomans, and a rear-illuminated back panel.
A Dynamic and Engaging Retail Space
To bring the FITURE brand to life, MG2/The Lionesque Group filled the space with larger-than-life environmental graphics featuring trademark colors, popular instructors, and engaging questions that spark conversations between guests and associates.
The team also used recycled LVT flooring to evoke movement and clearly denote individual testing zones. Attracting passers-by into the space is an eye-catching display that highlights the interactive elements of the UI experience with a striking infinity mirror and blue cords that mimics the Motion Engine™ technology.
Introducing FITURE to the American Market
The resulting environment was a dynamic and engaging retail experience that effectively introduced the FITURE brand and its innovative technology to the American market. Leveraging a combination of impactful design and interactive features, MG2/The Lionesque Group produced a unique and memorable experience for guests, helping solidify FITURE’s position as a leader in the connected fitness industry.
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Project Details
- White Plains, New York
- FITURE
- Experiential Retail
- 600平方英尺
- 建筑设计
MG2 celebrates 2023 firm-wide promotions
As with the two before it, 2022 was a year of unpredictable change, evolution, and growth for our company, industry, and planet. MG2 is thrilled to take this moment in time to celebrate the devotion, perseverance, and enthusiasm that saw us through it all with the promotion of 102 highly outstanding staff across our global offices throughout the year.
As we dive into the waters of 2023—an adventure into both boundless prospects and undiscovered possibilities—we’re humbled and honored to have such incredible talent leading the way.
Amongst our leadership, it’s a pleasure to introduce our new Chief Financial Officer—Wendy Unzelman—and welcome three new Principals—Amy Hart, Mitch Pride, and Roy Hague—as well as three new Associate Principals—Nathan Menard, Geir Mjelde, and Javier Buscaglia-Pesquera—to our ranks.
But of course, our leaders are just one patch on the diverse quilt that is MG2. It’s with absolute pleasure that we celebrate the career advancement of dozens of dedicated staff from every department, market, and level. There are no small responsibilities here; we would not be the company we are today without the extraordinary ability and tenacity of all of our colleagues. We are fortunate to have outstanding people defining and delivering a limitless future for MG2 and our customers, putting your best into all you do, and making our firm such a fantastic place to work. Congratulations to all!
伊尔文
- Megan Ajamian – Project Accountant III
- Daniel Han – Associate 2
- Nubia Herrera – Associate 3
- Yusuf Islamoglu – Associate 2
- Renee Krause – Senior Associate 1
- Jasmine Le – Associate 3
- Margarita Medina – Associate Program Manager
- Nathan Menard – Associate Principal
- Gustavo Montalvo – Associate 3
- Jenny Nguyen – Associate 4
- Tommy Nguyen – Associate 2
- Tony Reiter – Senior Associate 1
- Laiisha Thomas – Director of Shared Services
明尼阿波利斯
- Emily Ebanks – Associate 4
- Sarah Cooper – Associate 3
- Alison Ferrell – Associate 2
- Ryan Hartsuff – Senior Associate 1
- Lorren Mueller – Associate 3
- Drew Tangren – Associate 2
NEW YORK CITY
- Theresa Abner – Associate 1
- Nicole Pokorny – Senior Project Manager II
- Alyssa Taylor – Designer
西雅图
- Kris Artz – Associate 5
- Mary Avellino – Accounts Payable Manager
- Jackie Bang – Associate 2
- Brad Barbee – Associate 5
- Katherine Bartman – Human Resources Generalist
- Jared Bassetti – Senior Associate 1
- Morgan Bell – Associate 2
- Lauren Bizzigotti – Associate 2
- Jessica Bone – Associate 2
- Elise Braun – Associate 3
- Josh Brown – Associate 2
- Anthony Caldarazzo – Estimator II
- Lauren Cebulla – Associate 3
- Dennis Cenidoza – Senior Associate 1
- Taylor Chadwick – Associate 3
- Catherine Clark – Senior Associate 1
- Erin Dillinger – Associate 3
- Ping Doan – Associate 2
- Abbie Drake – Art Director
- Dallas Dyer – Program Manage
- Crystal Fairley – Associate 4
- Kaitlynn Fenn – Associate 2
- Rory Fitzpatrick – Associate 2
- Whitney Gomes – Associate 3
- Trevor Gunderson – Associate 4
- Roy Hague – Principal
- Amy Hart – Principal
- Colleen Hannah – Studio Administrator 2
- Brittany Hazzard – Contract Specialist
- Gabe Hernandez – Associate 2
- Debbie Huynh – Project Accountant II
- Bonnie James – BIM Account Manager
- Marit Jensen – Senior Associate 1
- Eleazar Juarez-Diaz – Design Lab Coordinator
- Jackie Kennedy – Content Specialist
- Derrick Kent – Chief Estimator
- Johnny Klemke – Senior Building Performance Analyst
- Mike Knoff – Associate 5
- Willie Mak – Associate 5
- Kevin Marx – Senior Associate 1
- Courtney McLean – Program Administrator
- Geir Mjelde – Associate Principal
- Savannah Moller – Associate 3
- Jed Moody – Associate 2
- Svetlana Olsen – Senior Estimator II
- Eshani Patel – Associate 2
- Alina Pinchuk – Associate 4
- Rozlyn Pratt – Associate 3
- Mitch Pride – Principal
- Christina Puzon – Senior Associate 1
- Fidel Ramos Viveros – Associate 2
- Madison Schimpf – Associate 2
- Courtney Schmidt – Associate 2
- Scott Stidell – Senior Associate 1
- Sarah Simchuk – Associate 5
- Sruthi Sundaresan – Associate 2
- Ryan Todys – Associate 2
- Martin Rejo – Associate 2
- Leana Tunku Ya’acob – Associate 2
- Wendy Unzelman – Chief Financial Officer
- Tais Wagner – Associate 4
- Natasha Windle – Director of Program Services
- Travis Yates – Associate Director, Design Technology
上海
- George Chen – Associate 4
- Victor Lo – Associate 2
- Ge Qian – Associate 3
- Leo Wang – Associate 2
华盛顿特区
- Carlos Aranibar – Associate 3
- Matthew Berish – BIM Account Manager
- Javier Buscaglia-Pesquera – Associate Principal
- Anny Chan – Senior Associate 1
- Joy Cunningham – Associate 3
- Jeremy Goeckeritz – Director of Cost Management
- Brian Kendell – Senior Associate 2
- Paola Moreno – Associate 4
- Lala Musayeva – Associate 4
- Michael Nieves – Associate 4
- Kevin Richardson – Senior Associate 1
- Behbood Vatani – Senior Estimator II
How Fiture Creates ‘Fitness for All’ in Compact N.Y. Store Location
Smart home fitness mirror Fiture has a short, yet appropriate, tagline: “Don’t fit in. Fiture.” At its core, the brand is focused on making sure anyone and everyone can benefit from and enjoy fitness. And those core beliefs are reflected in everything the brand touches, whether it be an influencer partnership or an in-store experience.
观点
MG2 Publishes Inaugural Community Impact Report
1 月 2023 / By Mitch Smith
For decades, MG2 has been deeply committed to fostering and growing authentic connections with the societies we live in, and design for. Proudly driven by and shaped by the dedicated employees of our firm, each philanthropic undertaking is a direct representation of the social issues, community challenges, and personal passions held as high priorities by individuals and teams throughout our practice. This personalized approach doesn’t just set us apart from others in our industry: it fundamentally defines who we are and what we stand for as a company.
2022 was truly a remarkable year for MG2. It was a year that tested our agility, perseverance, and character, with exemplary results documented not just through our projects and partnerships, but across the impact we’ve made together in—and on—our communities.
It was a year that empowered our firm to double down on commitments to institutions like Howard University, the University of Oregon, the University of Washington, Washington State University, Lake Washington Tech, and Florida A&M University—with whom we’ve established vocational scholarships to help foster career paths in design for those in underrepresented communities—and forge new relationships with organizations like Seattle-based Fred Hutch, whose strides in cancer research are transforming lives around the globe.
It was a year that finally allowed our staff to reengage in many of the physical initiatives, activities, and events that have always invigorated us to our core. From Day of Giving volunteer missions organized by teams across the globe, to group builds for BLOCK Project 和 NAIOP Community Enhancement Projects, to celebrating our 20th Swing for the Cure golf tournament in person with our partners once again—the emotion? Palpable. The energy? Visceral.
But perhaps most importantly, 2022 was a year that encouraged us to reenvision and recraft our roadmap for the future of the MG2 Foundation. Armed with deeper intention and meaning behind what we invest in (and why), we look forward to 2023 where we’ll seek to elevate the representation of the Foundation in underwriting all of our community engagements, investments, and initiatives, resulting in even greater impact than ever before.
This is where you, our community, come in. MG2 Foundation initiatives represent an investment not only in what our company stands for but also in our core identity.
To truly succeed, we need employees at all levels to bring their passions, energy, and ideas to the forefront. We need managers and leaders to help us educate teams about MG2’s impact efforts and to set a positive example by engaging with those with whom you resonate the most. And we need our friends, family, and partners to continue to bring their passions and support to the table. We would not succeed without you.
But most of all, we need everyone to lean in and take advantage of the virtually limitless opportunities at hand. With each new year, it’s our honor and pleasure to grant each of our employees the chance to support the organizations and causes they’re passionate about. To make a genuine difference in our communities, industry, and future. All you have to do is rise to the challenge.
Here’s to taking our impact even further together, in 2023 and beyond.
Yours in service and gratitude, Mitch Smith, CEO, MG2
Learn more about the mark MG2 has made on our communities in our inaugural MG2 Community Impact Report, or by reaching out to our team.
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 is available for download at the bottom of this preview. Take me there now!
Interested in More? Download the Full Deck!
消费者体验
Cleancult
Design and build a product exhibition for Natural Products Expo West.
Goal
Offering products with real ingredients, zero-waste packaging, and a powerful clean that’s better for you, Cleancult is a sustainably-minded brand offering natural cleaning goods and refills that are gentler on the planet. Seeking to build brand awareness, engage with distributors, and educate potential customers on their offering, Cleancult partnered with MG2 to bring its digitally native brand and persona to life into a physical product exhibition at Natural Products Expo West.
MG2
Providing everything from design ideation, 2D layout, and 3D renderings to all production sources and build out management, MG2 worked hand-in-hand with Cleancult to create a branded environment that accurately represents the brand’s messaging and aesthetic, source and execute the production of the exhibition booth, and—keeping in line with the brand’s sustainable mission—carefully plan for storage and future reuse of the set.
Outcome
Cleancult found great success with the debut of its brand in a physical environment. To highlight their sustainable messaging, we incorporated an oversized product carton to emphasize their sustainable packaging, a living wall with real plants, and included digital and physical signage with product claims and information—all utilizing environmentally-friendly materials. Cleancult was thrilled with the connections made during the show and is now set up for future activations with quick and easy access to an existing build-out in storage.
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Project Details
- National Product Expo West in Anaheim, CA
- Cleancult
- Experiential Retail
- 建筑设计
10 New York City Executives to Watch in 2023
This year, Melissa Gonzalez worked with the retail brands Ever/Body, Alpha Industries, and Waterford to open brick-and-mortar stores in New York City. Her team also launched the Victoria Secret Bombshell Gardens pop-up, which brought more than 90,000 visitors to The High Line park in Chelsea.
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.
Our full deck is available for download at the bottom of this preview. Take me there now!
Interested in More? Download the Full Deck!
消费者体验
Hush Puppies
Scalable on-brand retail solutions for a global icon
Footwear towers to flagship stores: Unifying a brand across 3,000 retail spaces
Iconic since its inception, Hush Puppies has spent decades redefining the meaning of comfort, inspiring the embrace of color, and establishing itself as one of the world’s most recognizable footwear brands.
Having adopted an optimistic new visual identity and innovative approach toward technology, Hush Puppies partnered with MG2 to translate its new ideals into a modular retail format and global design guidelines.
With a standardized toolkit of modular design options, Hush Puppies retail partners have the flexibility to curate and scale store spaces while always remaining on-brand.
Artfully blending facilitation and collaboration with rapid productivity
Retail experts at MG2 facilitated collaborative explorations with stakeholders on both sides to examine challenges and find solutions to strike a balance between the needs of individual stores and the needs of the business. From there, they worked together to quickly and simultaneously design a flexible merchandising kit-of-parts as well as develop documented brand benchmarks to ensure that every Hush Puppies experience, from standalone footwear towers to global destination experiences, have the same identity and personality.
Countless scalable combinations, one iconic brand
With a toolkit of on-brand modular design options and standards, Hush Puppies retail partners around the world have the flexibility to choose from a carefully curated, scalable combination of fixtures, flooring, shelving, furniture, lighting, ceiling baffles, environmental graphic designs (EGD), monitor display graphics, and more, all adaptable to specific locations and budgets.
In addition to concurrently designing three unique full-scale store formats, five shop-in-shop formats, and developing tiered standards for fixtures and furnishings, MG2 leveraged talents from its branding team to bring to life unique EGD, wayfinding, and signage, including a hand-illustrated wall covering featuring Jason: Hush Puppies’ iconic basset hound mascot.
These playful, vibrant elements can be found throughout Hush Puppies’ latest concept store in Jakarta, Indonesia: the brand’s first implementation of its new global retail design guidelines. The experience also includes a variety of technology-driven retail touch points, ranging from augmented reality games to Instagram Live shopping events, that help the company connect with a new generation of customers.
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Project Details
- Worldwide
- Wolverine
- 专营零售
- 418平米
- 建筑设计
- Oculus Light Studio
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.
Our full deck is available for download at the bottom of this preview. Take me there now!
Interested in More? Download the Full Deck!
Gift Shop Tips for the Holiday Retailing Season
“With a tricky economic backdrop, people will be looking for inspiration and ease when it comes to holiday shopping. Think of ways you can bundle products to create thoughtful pairings that are tastefully thematic.” – Melissa Gonzalez, Principal at MG2 and Founder of The Lionesque Group
消费者体验
Catch’N Ice Cream
Bringing the brand of an iconic influencer to life
Since his humble beginnings as a Cold Stone Creamery scooper in Michigan, Dylan Lemay always dreamed of taking his love and passion for ice cream to new heights. The young entrepreneur spent years honing his craft, building his personal brand, and creating unique, first-person social videos that put ice cream fans in the spotlight.
Today, as TikTok’s number one food & beverage content creator, Dylan regularly entertains over 15 million followers across numerous digital platforms with his ice cream “throwing” antics. When the influencer was ready to establish a brick-and-mortar venture, he partnered with MG2/The Lionesque Group to bring his brand and vision to life.
Catch’N Ice Cream is an innovative, interactive ice cream shop experience in the NoHo neighborhood of New York City. Like neighboring retailers on its strategically chosen block of Bleecker Street, Catch’N is a contemporary brand that offers visitors an engaging yet timeless approach to a classic experience, one that is inherently Dylan Lemay.
The store’s design language is crisp, clean, and modern, with angular details that draw guests’ eyes to the culinary performance at its center. Hand-selected from dozens of options, the venue itself is a traditional podium retail space in the historic Bayard-Condict Building: the only structure in NYC by the great modernist architect Louis Sullivan. This unique setting creates a backdrop of familiarity and neighborhood context that juxtaposes the trendy elements specific to the Catch’N brand.
In order to fundamentally capture Dylan’s style and personality, every element for Catch’N was custom-designed, from the logo and style guide, to merchandise, fixtures, counters, and wallcoverings. Curated with intent, Catch’N’s color palette boldly diverts from the industry’s traditional, frequently used shades while still befitting that of an ice cream company.
The Catch’N experience centers around a huge cold slab counter where staff chop, fold, and throw ice cream to customers, replicating the influencer’s signature style. The user journey, both kinetic and sensory in nature, puts each patron in the spotlight, just like Dylan’s digital brand and video creations.
As guests wait their turn, they’re awarded ample sightlines to the cold slab experience and the ability to explore the full line-up of ice cream-themed merchandise. Technological touches such as digital menus and projection mapping infuse humor and keep in-store content fresh, rounding off a stylish, engaging experience created by—and for—the next generation.
“Catch’N is born 50% from social media and 50% from the culinary ice cream world,” explains Peter Stocker, Principal at MG2 and design lead on the new ice cream brand, “The design and customer experiences in the space reflect that duality.”
“What’s been so exciting about working with Dylan and his team to create this unique culinary experience is the incredible growth we’re seeing in the ‘creator as a brand’ trend,” adds Melissa Gonzalez, Principal at MG2 and Founder of The Lionesque Group, an MG2 studio. “The opportunity to partner with such a dynamic innovator with a steadfast entrepreneurial mindset, and be that counterpart in helping him find the perfect space, bring the design to life, and mold the brand voice—it’s been a rewarding experience for all involved.”
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Project Details
- New York City, United States
- Dylan Lemay
- Food & Beverage
- 4,000 SF
- 建筑设计, Brand Design
消费者体验
LouLou Market & Bar
Elevating fitness retail through immersive design
Upon his semi-retirement, Thierry Rautureau, better known to many as the award-winning Chef in the Hat, was ready to embark on a new culinary endeavor. He sought to expand his brand beyond traditional fine dining into a more approachable but still sophisticated experience that would appeal to a wider audience.
Rautureau collaborated with MG2 and SSP America to design and develop LouLou Market & Bar: a French-meets-Pacific Northwest restaurant in the Seattle-Tacoma International Airport. The restaurant weaves together the chef’s passion for cooking, a lifetime of culinary accomplishments, and rich personal history.
The team designed three test stations that showcased the mirror and its innovative technology, complete with custom cabinets, ottomans, and a rear-illuminated back panel.
The familiar wood tones and neutral colors of its nearby terminal neighbors are delicately interrupted by a dark blue and white color palette. It’s a strategic motif that distinguishes itself while also creating a welcoming respite in the chaotic gate environment.
Custom wall coverings surround visitors—hand-illustrated to pay homage to Rautureau’s childhood dog—gracing the walls alongside a refined logo, signage, and greenery-adorned shelving. Elegant yet hearty Parisian fixtures, furnishings, and operational elements such as rattan seating and bespoke brass beer taps combine to create a warm market atmosphere. Menus, plating, and presentations artfully blend French and Pacific Northwest culinary traditions.
“We wanted to make sure it lived up to the Chef’s reputation,” explains Peter Stocker, Principal and LouLou’s design and branding lead. “It was a powerful collaboration in which we pooled ideas and talents to achieve a genuine design vision. I believe we were successful in honoring his legacy, brand, and personal history — the end result is authentically and aesthetically him.”
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Project Details
- 华盛顿西塔克
- SSP美国
- Food & Beverage
- 418平米
- 建筑设计, Brand Design
Something new for travelers is popping up all over
“Large existing retailers are resorting to pop-ups as a low-risk way to test new markets ‘and show people what the experience is,'” reports Jon Marcus for The Boston Globe.
“This also accelerated during the pandemic, when brands were desperate to stay connected with their customers, who often moved away to work remotely. Some New York stores ‘followed people to the Hamptons,’ for example, said Melissa Gonzalez, Principal at MG2, Founder of The Lionesque Group, an MG2 studio, and author of ‘The Pop-up Paradigm: How Brands Build Human Connection in a Digital Age.’
“It’s that uniqueness that makes pop-ups particularly appealing to travelers.
“‘When you go away, you want to get something that feels authentic and unique,’ Gonzalez said.”
France meets the Pacific Northwest at Thierry Rautureau’s new airport bistro
“Enjoying a coffee and croissant on rattan chairs, sipping an Aperol spritz at a custom millwork bar, or grabbing a quiche to go at LouLou Market and Bar in Seattle-Tacoma International Airport’s Concourse B, you might feel as if you’re in Paris rather than at an airport — and that’s the whole point,” Emma Hinchliffe of The Daily Journal of Commerce reports.
消费者体验
VYNE Washington Tasting Room
Elevating fitness retail through immersive design
When SSP America sought to replace an existing food and beverage venue in Seattle-Tacoma International Airport with a cutting-edge, interactive experience, they partnered with MG2 to create VYNE: a technology-driven wine bar and tasting room.
Born from the goal of showcasing a diverse selection of Washington wineries to travelers from around the globe, VYNE’s interactive pour-it-yourself wine journey offers upscale yet laid-back ambiance in an industrial-modern environment, creating a destination-worthy reprieve from the bustle of SeaTac’s central terminal.
The team designed three test stations that showcased the mirror and its innovative technology, complete with custom cabinets, ottomans, and a rear-illuminated back panel.
Tackling everything from logo development to architecture scope, all the way through construction in a challenging footprint located directly above baggage claim, the teams worked closely together to deliver a final product that is as interactive and educational as it is inviting and enticing.
In 2022, with an above-and-beyond design demonstrating an innovative approach and effective partnership between the airport, its passengers, and the larger Washington community, VYNE was awarded the “Best New Food and Beverage” full-service concept by the Airports Council International – North America.
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Project Details
- 华盛顿西塔克
- SSP美国
- Food & Beverage
- 418平米
- 建筑设计, Brand Design
我们的团队
Jessica Thaemert
副董事
With a keen eye for details, a passion for the collaboration process, and over fifteen years of experience, Jessica Thaemert knows how to expertly and thoughtfully craft transformative spaces that heighten the desired sensations from any given environment. She is a hybrid big-picture creative and detail-oriented executor, bridging the gap between conceptual thinking and the realities of construction, budget, durability, and scheduling.
Jessica is a master at partnership design process orchestration, working alongside stakeholders to bring their voices, ideas, and business goals to the table, turning them into tactile, memorable spaces. She is sustainability-driven and maintains a deep passion for keeping abreast of the latest in industry trends and interior aesthetics. From concept to reality, Jessica is a true champion for design challenges of all scopes and sizes.
观点
Immersive Experiences, Enduring Strategies: Retail Design Lessons From Milan Design Week
6 月 2022 / By MJ Munsell, Jessica Thaemert
What makes a retail experience truly exceptional?
Is it the total, almost tactile immersion in the world according to that brand? The way being in that space makes you feel? The possibilities it allows you to envision? The senses it stimulates? All of the above? Or something else entirely? This year, we attended Salone de Mobile and Fuorisalone In Milan to uncover fresh answers to these questions.
Inspired by all that we encountered, our team rounded up our top experiences, chronicling what made them stand out, and what we can learn and apply to designing some of the world’s best retail experiences.
Alcova
An otherworldly excursion into an abandoned military hospital, Alcova showcased over eighty exhibitors who brought common objects into an uncommon environment, creating focus, enabling storytelling, and developing memories that we now associate with that object and brand.
The journey inside was as impactful as the event itself: the approach, the uncertainty, the unveiling of a vignette — it all added to the allure of the brands, and the influence of the experience.
Alessi
The personalized showcase from Alessi told a brand story through the lens of their history in a multi-scaled environment. It presented small, curated vignettes that featured iconic moments from the brand’s past, narratives from the family who spoke about the factory and company’s timeline in the first person, and offered a sincere, insightful immersion into its legacy through a branded exhibit.
Dimore Gallery
This multi-faceted design firm brought to life an experiential gallery of objects, music, place, and setting. The installation showcased their talent in creating emotional spaces, the curation of beautiful objects, and effortlessly bringing like-minded people together into an unforgettable experience.
Hermes
A showstopper from one of the world’s biggest luxury design houses featured their latest collection of furniture, accessories, and lighting. Inspired by brutalist water towers, large glowing wooden structures covered in translucent paper, enveloped various objects in an ethereal, yet focused setting.
A cavernous, dimly lit space housed these four glowing structures, each devoted to a different product type. The immersive, almost theatrical experience captured the imagination and inspired a deep, emotional connection with an otherwise often inaccessible brand.
Lee Broom
The latest collection from lighting designer Lee Broom was shown in an exhibit titled Divine Inspiration. The setting placed the collection in a context that richened both its design and the story. Showcasing a stunning series of new, ethereal lighting inspired by historic places of worship. It was truly a multi-sensory experience combining journey, sound, scent, lighting, and place to reinforce the origins of this new collection.
Golden Goose
Golden Goose was successful in evolving their brand experience to be energetic, young, eventful, and even artistic through the in-store experience.
The journey began at the storefront were visitors were driven by curiosity to peek into the action of the store from the outside. Once inside, a combination of both hands-on artistry with life-sized digital screens, created a complimentary experience. Watching a delighted customer unpack their customized sneakers, unveiling artwork that was created specifically for them, and the energy that surrounded it was a brand defining moment.
An unexpected detail was the acknowledgment on the history of the space: Golden Goose honored the previous tenant—Alexander McQueen—through iconic elements and a narration of the legacy and significance they played.
Rossana Orlandi
Described as a “meandering wonderland of craft, collectible design, and mind-bending furniture that enticed visitors to explore down hallways, up stairwells, and around corners”, Rossana Orlandi’s gallery had us finding inspiration in every nook and cranny.
RO offered three curated experiences, which included immersive settings, collectible furniture, and spaces for eating and drinking. Some highlights were the “Sexy Seventies” collection by Se, the indoor/outdoor rustic spaces that showcased both practical and artistic sustainability concepts, and The Danish House exhibition that effortlessly showcased its curated Scandinavian designs.
What made all of these showcases so great?
- Fully immersive experiences
- Intuitive storytelling
- Entirely integrated messaging
- Bold, yet simple
- A clear point of view
- Disciplined design
- Instantly iconic
- A story told using all senses
This year at Milan Design Week, we were reminded of the importance of three pivotal, yet enduring design strategies: “do not stray”, “keep it simple”, and “leave something to the imagination”.
With every experience we encountered, it was the fusion of sound, scent, lighting, design elements, visual merchandising, and people that made them memorable. And it’s this blending of science and art that creates exceptional retail experiences.
MG2 Associate, Catherine Clark, Named on 40 Under 40 List
Catherine Clark, a senior project manager at architecture and design firm MG2 was honored with the Retail TouchPoints 40 Under 40 Award at a reception during the 2022 Retail Innovation Conference that took place in Chicago in May.
消费者体验
Victoria’s Secret Bombshell Gardens
Engaging. Instagrammable. Destination-worthy.
When Victoria’s Secret, one of the defining brands in the world of beauty, sought to elevate both local and global awareness around its iconic Bombshell fragrance, they partnered with MG2 / The Lionesque Group on the design, development, and build-out of a one-week immersive pop-up experience on The High Line: an iconic outdoor park that weaves through the heart of Manhattan.
From the onset, finding the perfect outdoor venue—an outdoor city park that allowed for the selling of goods but also supported the duration desired by the client—was as challenging as it was paramount. The team sourced, scouted, and worked with the City of New York to navigate the complexities of permitting to secure the iconic, elevated High Line park for the pop-up’s location. With the challenges that variable weather can provide for outdoor venues, designers also took every possibility into consideration while curating the experience, incorporating contingencies for inclement climates.
With a focus on creating an immersive, technology-integrated journey that would play host to several events and memorable moments throughout the week, designers adopted and embodied the Bombshell state of mind from day one. Designers studied concepts in 2D and rendered in 3D, while also carefully curating the color and material palettes, signage, lighting, and floral packages that would become the foundation of the experiential attributes, iconic structures, and captivating motifs.
With the run-of-show, customer journey, and design details finalized, The Lionesque Group conducted a veritable orchestra of contractors, vendors, and specialists, coordinating the budgets and timelines of hundreds of moving pieces to bring a wholly unique, unforgettable 10,000 sq/ft pop-up to life.
The experience featured 150 lbs of greenery, 525 feet of LED neon, 1,350 sq/ft of pink vinyl, and approximately 58,000 stems of fresh florals—half of them season-favorite peonies—sourced both locally and from countries around the world.
The Bombshell Gardens debuted to unanimous fanfare from the press, influencers, celebrities, and visitors. Complete with immersive projection mapping, artful mirrored installations, elegant gardens containing thousands of flowers, and classic brand iconography, visitors were immersed in the Bombshell story: a place of discovery where all are welcome to be inspired and uplifted through the ultimate fragrance journey.
Engaging, Instagrammable, and destination-worthy, the Victoria’s Secret Bombshell Gardens experience garnered over 93,000 visitors, millions of social media impressions, four engagement proposals, significant brand awareness and coverage, and the genuine, high-spirited, consumer-empowering brand engagement it sought from the week-long pop-up event.
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Project Details
- The High Line, New York, United States
- Victoria's Secret
- Experiential Retail
- 10,000 SF
- 建筑设计, Program Services, Strategy & Insights
- Adrian Wilson - Photography, Timothy Schenck - Photography
Press Coverage
Awards
- MG2 Named a Finalist in This Year’s Glossy Beauty Awards
- Victoria’s Secret Bombshell Gardens named Retail Design Institute Class of 2022
- BEST IN SHOW: Victoria’s Secret Bombshell Gardens
- VMSD Announces Visual Competition Winners
- American Girl, the Home Depot and Victoria’s Secret Among List of 2023 Brand Experience Award Winners
- 2023 Shop! Design Awards Winners
- Interior Design Announces 2023 NYCxDESIGN Awards Finalists
- Victoria’s Secret Bombshell Gardens Wins Shop! Design Award
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