Rebranding Fuels Ongoing Evolution at Altavia.odg

Companies today operate in a dynamic and unpredictable environment. Disruptive forces in the marketplace include technological advancements, economic cycles, and shifting consumer demographics and views. As a result, many businesses may need to rebrand from time to time in order to evolve and prosper, often taking a radical approach in order to remain relevant in the modern world.

At ODG, they have taken a different tack, for this is a company that has always understood that a brand is not something you build and then abandon for the next 10 years, but something that is dynamic with a need to constantly progress. Consequently, rebranding at ODG is evolutionary rather than revolutionary and revolves around the firm’s integration into its parent company, altavia.

The world-leading retail consultancy and communication group, altavia, established in 1983, has its HQ in Paris and offices in 45 countries. It is a company uniquely equipped to create unparalleled partnerships and lasting value for its clients, and with ODG it has a team of consultants, planners, creatives and technical designers that are recognized for developing awardwinning retail programs and concepts for world-renowned retailers, F&B home-grown and international concepts, and FMCG brands amongst others.

Now known as www.altavia-odg.com, the firm continues to grow and evolve, providing solutions to the retail travel industry that are original, creative, and often independent from current trends.

Recognised for its Creative Power

“The rebranding has been a fascinating exercise,” explains Maurizio Fabbrini, Head of Marketing and Sales at Altavia.odg in Dubai. “It was an opportunity to take a fresh look at what we stand for, as well as at our customers and their constantly changing requirements, and how we can continue to offer services and solutions that are pertinent to the modern retail world. We didn’t charge into a brand review focusing on logos and coffee mugs, that’s not where we’re at. Instead, our new visual identity, with its interactive features and more casual feel, acts as a conduit, connecting our customers to a firm that doesn’t just go for the obvious when it comes to designing retail solutions, but reframes the problem, looking at it from multiple angles with the aim of ultimately elevating the consumer experience.”

Whether it’s designing a coffee shop in Riyadh or airport stores in Melbourne or Jeddah, and all points in between, Altavia.odg has become recognized for its creative power and out-of-the-box thinking. Its designers are a very talented and diverse bunch, with vast knowledge and experience of the retail industry as a whole, and, whether it’s a small space or a largescale store, are well-practiced in providing subject matter expertise that allows clients to deal with just one point of contact. Hence, the whole process becomes much more stress-free and enjoyable.

Moving Towards an Omnichannel Approach

Of course, the pandemic, the war in Ukraine, and a badly hit consumer economy have all had an impact, but important lessons have been learned and for many retailers 2023 will be an opportunity to retune their aspirations. As they do so, they will be looking at two major trends in the industry, as Maurizio explains: “Stores are more and more experience driven. If we take a store selling nuts as an example, there will be a desire to allow the consumer to smell the aroma of the nuts, or for a coffee outlet, to see the coffee being ground. At the same time, some consumers will be looking for "ultraconvenience", which is of course the direct opposite of experience-driven retail. Those seeking convenience will have probably found exactly what they want online and simply want to go into the store to pick it up – it’s about being in and out quickly, click and collect.

“The industry is, therefore, going toward an omnichannel approach and the ‘trick’ is to find the meeting point between these two trends. And this is why brands come to Altavia.odg; we can provide original, truly distinctive solutions without relying on gimmicks or yesterday’s gizmos and widgets. We offer flexible solutions that can be adapted to consumer preferences while, at the same time, ensuring that everything is future-proofed.”

Sustainability is at the Heart of the Brand

Sustainability is at the front and center of design projects around the world. It has the potential to significantly benefit both the people who occupy and visit the relevant spaces and the environment.

That is why Altavia.odg takes a fresh approach to reimagining conventional retail design values for the twenty-first century. Sustainability is not only a design trend for the firm; it is at the heart of its business. In creating each design solution, they take a thoughtful approach to energy and ecological conservation, always seeking to ensure that their actions do not negatively affect future generations. “It’s not just materials we look at,” Maurizio says, “but logistics, people, how we can support the local economy, local alternatives, it’s the whole package.

In Dubai, we are carbonneutral and have a number of designers with LEED certification, so we really do walk the talk – sustainability is a focal point of our brand.”

Now part of a bigger group, Altavia.odg will persist with this crucial design philosophy, while continuing to provide the same value and scale that it has always done. And with 11 industry awards under its belt, projects in 40 airports, railway stations and ferries around the world, and over 350,000m2 of commercial space created, Altavia.odg is genuinely excited about the future of the retail industry in all of its facets, - including Travel, F&B, Beauty and Fresh - and how it can provide its broad portfolio of services to support the unstoppable progress and myriad breathtaking developments currently underway in the Kingdom of Saudi Arabia in line with Vision 2030.