Gonzalez continually pushes the boundaries of experiential retail and has pioneered the integration of physical environments and cutting-edge technologies, helping established brands such as Nordstrom and Victoria’s Secret, and digital-first natives such as Burrow and Kizik.
Amid the bustling holiday season, Crave Retail, a global customer experience and insights platform, today proudly announced the appointment of Melissa Gonzalez to its advisory board.
“It’s incredibly important to our organization that we are very open about what we’re doing, why we’re doing it, what our strategy is, our finances, how we’re performing, and really promoting a mindset of radical transparency. What I’ve found is that it builds a tremendous amount of trust with our employees in the organization. It’s when they don’t know that there are issues.” Mitch Smith said to John Stearns of 425 Business.
Melissa Gonzalez describes herself as “an intellectually curious, innovator, strategist and storyteller at heart.” Prior to becoming a principal at MG2 and founding The Lionesque Group, which was acquired by MG2, she worked in Institutional Equities where she ferociously studied company business models and stories to advise on investment ideas
Joe Schafran, Senior Project Manager and Studio Lead at architecture and design firm MG2, was honored with the Retail TouchPoints 40 Under 40 Award at a reception during the 2023 Retail Innovation Conference that took place in Chicago in May.
如今的消费者希望随时随地都能获得所需的一切。虽然他们仍然渴望传统渠道、远程渠道和自助服务渠道的平衡组合，但他们对渠道的偏好正在逐渐减弱，并且越来越精通技术。在本报告中，我们将探讨品牌和零售商如何通过了解消费者的技术需求和偏好而获益，从而有机会通过融合线上线下体验的方式为受众创造价值。
完整的牌组可在本预览页面底部下载。 现在就带我去那里！
多年来，我们一直在研究消费者对店内技术的认知和需求，并见证了运营技术和体验技术的普及趋势。随着消费者在店内使用各种技术变得越来越普遍，他们的认知也在不断演变。店内增强现实体验或许看起来趣味十足、身临其境，但它真的易于使用和操作吗？自助结账服务看似可以节省时间，但它真的像承诺的那样流畅便捷吗？消费者希望品牌和零售商在店内应用的技术能够真正体现其用心和目标，在满足基本需求和期望的同时，带来全新的体验。
在我们的全面调查中，我们深入研究了技术可以解决哪些问题，并考察了消费者对技术所带来的价值的看法，以及这些发现为创造店内体验带来的机遇，这些体验既可以吸引新消费者，也可以保持现有消费者的忠诚度。
为了让零售商和品牌打造成功的店内数字化体验，他们首先必须了解受众最看重的是什么。如今消费者的期望值空前高涨，他们既不了解也不关心技术的局限性。如果一项旨在提升体验的技术最终效果不佳，零售商就有可能失去消费者的信任和忠诚度。因此，在实施之前，品牌需要进行战略评估，确定重点投入的领域以及如何才能最好地兑现其价值承诺。
通过制定具有战略性和目的性的技术整合决策，零售商可以提供变革性的体验。但如果没有明确的目标，这些整合将徒劳无功。
SOREL, a renowned brand, opened a pop-up shop in Brooklyn’s Williamsburg neighborhood in 2023 as part of its strategy to expand its brand presence. To achieve this, the company partnered with MG2 to create a pop-up shop that will help drive awareness, customer engagement, sales, and marketing integration data for future strategies. This pop-up shop also marks the brand’s 50th anniversary of the iconic Caribou silhouette.
The bold storefront features full saturation of the brand’s signature color – “Optimized Orange” – a life-size polar bear featuring local art, and illuminated custom signage that provides a peek into the pop-up experience. The team leveraged augmented reality tech to enhance the in-store experience, including a full-body mirror-sized screen that customers can stand in front of to interact with various weather effects. This innovative approach to retail design showcases SOREL’s commitment to providing customers with an immersive and memorable shopping experience.
Video provided by SOREL.
Nike, Forever 21, Lululemon, Urban Outfitters, and Sephora are some retailers that Gen Zers prefer visiting in person to shop at, owing to their use of social media in interesting ways, a study by MG2 and Berns Communications Group found.
Gen Z’s spending power is growing. That’s why brands are focused on uncovering their behaviors and preferences across all channels. During this Retail Remix episode, Alicia Esposito chats with Melissa Gonzalez, Principal at MG2, to dig into some of the key findings and takeaways that design executives can apply.
整个空间采用充满活力的配色方案，由MG2/The Lionesque Group设计，旨在吸引并启发Sorel的忠实粉丝和新路人。设计还突出了Sorel的驯鹿轮廓。商店橙色的外墙上绘有一只5英尺x10英尺的北极熊。
梅丽莎·冈萨雷斯谈到这家店时说，它“很有纽约小杂货店的感觉”，这家店的展厅只有950平方英尺。“我们可以完全掌控店铺的外观，这一点非常重要，所以我们真正实现了从外到内的品牌塑造。”
为庆祝品牌成立50周年，鞋履品牌Sorel携手MG2和The Lionesque Group在布鲁克林开设了一家快闪店。此次周年庆活动恰逢Sorel与音乐人兼演员Chloe Bailey合作推出联名设计系列。
We’re honored to see Victoria’s Secret Bombshell Gardens named in Retail Design Institute’s Class of 2022, representing the best of the best in retail stores and experiences.
MG2 的最新研究 这证实了 Z 世代正在寻求精心策划的视觉营销体验，并希望品牌价值能够在这些实体环境中得到充分体现，同时他们也注重福祉和社区联系。
The Lionesque Group was tapped to pilot redesigns at the Oceana base store in Virginia Beach, and then roll out changes across the system.
这是关于图片的——一次对成品建筑内外的视觉之旅，3700 多名员工在夏季搬进了这座建筑。
总部位于犹他州林顿的免提鞋履品牌 Kizik 在盐湖城附近的 Fashion Place 购物中心开设了第一家零售店。
As consumers become more aware of the importance of sustainability and are more actively engaging in sustainable practices at home as well as investing in sustainable businesses, we examine how this increase in consumer awareness brings opportunities for brands and retailers to better understand consumer motivations and where they crave demystification, paving the way for a more thoughtful retail store experience that is in the service of facilitating change.
完整的牌组可在本预览页面底部下载。 现在就带我去那里！
Consumers are becoming increasingly informed about the benefits of sustainability and are experimenting with sustainable products and practices more than ever before. From using LED light bulbs, to reusable shopping bags and bottles, to eating locally grown foods, consumers everywhere are engaging in sustainable practices even when they don’t realize they are. Even the smallest change has the ability to drive long term benefits, and the same can be said of the actions brands and retailers can take in stores.
In this survey, we investigate consumer awareness when it comes to the wide spectrum of sustainable initiatives available to them and how that awareness informs their motivations and prioritization when shopping in-store, facilitating opportunities for retailers to design store environments that are not only a place for procuring goods, but rather a place that drives education, enacts thoughtful and purposeful change and keeps sustainability and a sense of community at the core of all they do.
As consumers continue to embrace sustainable practices at home, they are looking to the brands they follow and admire to do the same in-store. Consumers view their relationships with brands like a partnership, wherein retailers are not only a provider of goods, but a provider of education and inspiration, serving as a real time resource into the products worth investing in, and the practices worth pursuing.
As they evolve and their awareness expands, consumers are also becoming more clear about their motivations and level of prioritization when it comes to sustainability in retail. We see this evidenced through their desire for signage in-store that conveys a brand’s commitment to positive change in the environment and surrounding communities, through their interest in modular fixtures as a waste reduction effort, through their interest in recycling receptacles in-store for repurposing products and materials, as well as wanting messaging that communicates tips and guidance for product care throughout the product’s lifespan.
Consumers want to feel good about the brands they invest in and more so than ever, they are wanting to know that their investment is in service of the greater good. Consumers are thinking beyond today, and when they look at the impact of their decisions upon the generation of tomorrow, they expect brands, retailers and developers to be right there with them, building a brighter future together.
The program recognizes female brand marketers, retailers, agency executives and solution providers for their achievements in influencing shoppers along the path to purchase.
我们很高兴被列入 BD+C 评选的 2023 年 130 家顶级酒店设施建筑公司榜单，排名第 47 位。
“但要营造出合适的氛围并不容易，”西雅图MG2设计公司的合伙人乔伊·达亚乌说道。“你最不希望看到的就是一家安静的餐厅，但你也需要一些柔软的表面，这样噪音就不会那么大。”
We’re excited to be listed on ENR’s Top 100 Green Design Firms.
“For wellness, it was interesting to see thoughtful fitting room experiences identified as a top priority, as opposed to more typical experiences you would associate with wellness such as biophilia, light and sound,” said Melissa Gonzalez, principal at MG2, in a statement to Tiara White of Ad Age.
我们很高兴被列入 BD+C 评选的 2023 年零售业建筑和建筑工程 (AE) 公司 140 强榜单的第 8 位。
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