Good American

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 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.