Retail Remix The Experience Equation: What Retailers Need to Get Right
Sep 8, 2025
In this insightful discussion, Melissa Gonzalez, Principal at MG2 and expert in experiential retail design, explores the evolution of consumer behavior, particularly among Gen Z. She debunks the myth of a monolithic Gen Z cohort, highlighting key differences across age groups. Melissa emphasizes the importance of co-creation and authenticity in brand identity. She also shares examples from brands like Coach and LEGO that illustrate effective strategies for creating memorable in-store experiences and adapting to fast-changing consumer demands.
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Design Around The User
- User-centric design treats shoppers as users and improves long-term loyalty.
- Melissa Gonzalez says centering the user drives programing, journey, and touchpoint decisions.
Coach's Field Research For Cafes
- Coach researches real cafes by spending days in the best Manhattan and Brooklyn spots before designing their in-store cafes.
- Melissa Gonzalez uses this example to show brands that deeply study adjacent experiences create authentic hospitality-driven retail.
LEGO's Cross-Generational Play
- LEGO designs stores and experiences to work cross-generationally, pleasing kids and adults simultaneously.
- Melissa Gonzalez cites LEGO partnerships and hotels as examples of consistent brand resonance across ages.