Although each retail store is unique, they all have the same objective: to attract customers and persuade them to make a purchase, and getting it right is a genuine art form. It all starts with understanding the customer in order to get the retail store design right, from initial planning to execution and delivery, resulting in a distinctive space that maximizes sales and commercial prospects for brands and store owners.
Today, retail design has almost become entertainment, sitting alongside theater and movies, with the audience becoming part of the narrative. So, when Saudi Projects had the good fortune to sit down with Talar Bardakjian, Creative Director at altavia.odg, an award-winning spatial design and branding consultancy, we first asked her if a store is no longer just a store, but more of a stage where the retail drama plays out?
“That’s 100% true. With the rise of online shopping, retailers have found new ways to excite customers and drive footfall into their stores. This has led the brands to focus on pushing the boundaries of experiential retail, by focusing on creating unique and engaging in-store experiences for their customers. The physical store has become a platform where the customers interact with the brands, engaging the customer, and creating memories,” Talar explains.
This is an approach that produces purposeful shopping experiences, with Talar continuing: “At altavia.odg, we create beautiful spaces, yes, but that is almost secondary because what we really do is craft experiential retail so that people want to return, and that’s really important. This approach is often referred to as ‘retailtainment’, where the retailer makes sure that the customer understands that this is not just a transactional destination. In our studio, we try to bring value and meaning to any project we are working on, be it an f&b project in Saudi Arabia or a retail store anywhere else in the world.”
altavia.odg has been working with the Barn’s coffee brand, one of the firm’s key clients, since 2019. And this longstanding relationship gave Barn’s the confidence to trust altavia.odg to change the design direction and create something different.
“At one time, sense of place was just for duty-free and airports, but what we’re doing now is bringing a sense of place to smaller retailers and coffee shops”
“In one example, we tried to completely change the atmosphere by carrying out extensive research to understand the local environment, which then allowed us to create a space that is memorable for customers.
This was a successful undertaking and we now have many more stores in the pipeline to do for Barn’s and with each one we are going to bring in new and distinct ideas,” Talar says.
Defining localization and a ‘sense of place’ is a challenge, not unlike defining what makes a great play or ballet. It’s about creating a link to the local culture and, although that sounds simple, is not something that is easy to accomplish for most retailers. As Talar explains, though, it is increasingly important to realize that sense of place, saying: “At one time, sense of place was just for duty-free and airports, but what we’re doing now is bringing a sense of place to smaller retailers and coffee shops. Sometimes it can be literal, and sometimes it can be conceptual, but as a studio, we try not to be overly literal, preferring to take parts of stories and then create a space that gives an idea of the sense of place for that individual outlet.”
Service is the Main Focal Point
Every project, of course, is a one-off, and one recent assignment saw Talar spearhead the design and development of Bahrain Duty-Free, with the client taking an entirely different approach.
This was a totally different kind of project and was a smooth process in terms of design because the client knew exactly what they wanted. And what they wanted to focus on wasn’t the sense of place, it was the service. They wanted to deliver world-class service to their customers, so the brief was to do something slick, contemporary, and timeless – focused more on the customer journey and the offer in-store that makes the customer feel valued.
“The design approach aimed to create a modern and minimalistic space that prioritizes exceptional services, including personal private VIP rooms and a high-end cigar lounge for travelers seeking a tranquil environment away from the busy airport scene, “ explained Talar. “Additionally, QR codes and user-friendly purchase options were integrated throughout the store to ensure ease of use for customers.
“Moreover, we collaborated closely with our client to ensure that convenience was a key factor in the store’s design, implementing features such as online ordering and dedicated self-pickup lockers in arrival stores. Throughout the project, it was crucial to coordinate closely with all stakeholders and manage all aspects of the project to ensure the client’s needs and brand coordination were met. Ultimately, we were delighted to receive feedback from the client indicating their satisfaction with the overall duty-free performance.”
The approach to designing duty-free stores in airports depends on a thorough understanding of what the airport is looking to achieve, with Talar saying: “Some airports prefer a subtle interpretation of the sense of place of the city or country, while others prefer a more obvious approach. However, it is important to avoid replicating the city/country’s iconic features or characteristics in a literal sense. Instead, the focus should be on interpreting these ideas in a more conceptual and modern manner.
“The starting point for any airport duty-free design project is to conduct a deep dive into understanding the city or country and the airport itself. We often prefer to travel to the location and conduct on-ground research, interacting with the local people, visiting old sites and local buzzing streets to gain a better understanding of the culture and demographics. Design plays a critical role in duty-free stores, but it is equally important to create spaces that appeal to all passengers flying through that city or airport.”
Consumers want to know how production works in a brand’s factory and how the packaging is done”
Ticking all the Boxes
Retail technology is leaning toward powerful digital customer engagements, but is this approach leaving some customers behind? Is everyone really looking for digital solutions? “I wouldn’t say everyone,” Talar begins, “a lot of people like to go into a store and physically pick out the products they want to buy, but there are other types of clientele who are in a rush and they know what they want, so digital makes sense for them. So we need to provide several offerings to our clients, serving those people who are in a hurry but also consumers who enjoy face-to-face interaction.
We have to tick all of the boxes.
“Some stores, of course, are still keen on a feeling of familiarity and nostalgia. If we go into one of these stores there is face-to-face interaction – they focus on customer-centric service. They don’t focus on digital because they believe that digital stops consumers from interacting. When people are making big purchases they want that face-to-face experience with someone they can trust, someone who can answer questions. However, it is essential to use nostalgia in moderation and in a way that is relevant to the target audience. While some customers may appreciate a nostalgic design, others may prefer a more modern and cutting-edge aesthetic. Therefore, the key is to strike a balance between nostalgia and modernity that resonates with the brand and the target audience and creates a positive and memorable shopping experience.
“It depends on the product. When we’re working in a hypermarket like Carrefour, we definitely need to understand the demographic, both people who are busy and others who are more traditional and like to browse around and take their time. It depends on the client and the type of retail we’re designing.”
“Some stores, of course, are still keen on a feeling of familiarity and nostalgia.”
Consumers Demand Sustainability
In terms of branding, sustainability encompasses more than just the green movement.
It entails developing your brand through long-term marketing, branding, and production practices. “I would say more and more stores and brands are invested in sustainability because the consumer is increasingly going for brands with a purpose behind them, ones that they know are doing something good for the planet,” Talar says.
“Consumers are no longer interested in brands that are just big names. Instead, they want to know how production works in a brand’s factory and how the packaging is done, so our clients are definitely requesting more and more sustainability, understanding that their customers prefer to purchase products from brands that prioritize environmental consciousness over brands that only create aesthetically pleasing products or packaging.
“This mindset extends to the construction of retail stores too, with customers seeking out brands that show consideration for the environment and the staff who work within the space. As design consultants, we prioritize advising our clients on appropriate zoning and layout strategies that aren’t just customer-centric but also staff-centric as well. So we make sure we create break spaces for the people using that space, which must also be easy to maintain while working. We also like to encourage the retention of existing conditions to make use of existing materials by just uplifting them. We stay away from developing complex construction details and promote the use of local materials as much as possible, ensuring that all necessary certifications are obtained from our suppliers to make certain that the production of materials and products is not detrimental to our planet.”
“Rather than just thinking about aesthetics, we think about the strategy and the client, and together both of these steps make the project successful”
Telling Stories in Saudi Arabia
At the heart of today’s retail is an enhanced customer experience and altavia.odg is one of the world’s most innovative and creative firms in this fiercely competitive arena, regularly winning work from new clients but also receiving a lot of repeat business.
“We are working on quite a few projects at the moment, we are very busy. This includes work on a number of coffee chains throughout Saudi Arabia, as well as big duty-free developments. These projects will be executed this year. We have a lot of projects all over the world, but in the Middle East most of our clients are currently in Saudi Arabia, and we’re very happy about that,” Talar says.
Looking to the future, Talar believes that there will be four primary challenges and opportunities in the coming years, incorporating:
A shift towards online shopping: With the rise of e-commerce, more and more customers may prefer to shop for duty-free products online rather than in physical stores. Travel retailers will need to adapt and find ways to provide a seamless omnichannel experience for their customers.
Changing consumer preferences: As consumer preferences and behaviors evolve, travel retailers will need to keep up with the latest trends and adapt their offerings accordingly. For example, younger generations may have different expectations when it comes to the products and experiences they seek from travel retailers.
Competition from other channels: Travel retailers are not only competing with other duty-free stores but also with other retail channels such as local stores and online marketplaces. To stay competitive, travel retailers may need to differentiate themselves by offering unique products, experiences or services.
Sustainability concerns: As consumers become increasingly aware of the impact of their actions on the environment, travel retailers will need to prioritize sustainability in their operations. This may include reducing waste, using eco-friendly materials and promoting responsible consumption.
Finally, we asked Talar why so many companies and organizations choose to work with altavia.odg; what is the secret behind the firm’s success? Talar needs no time to think, responding instantly: “What we’re good at is retail design and travel retail design, and what makes us different from other agencies in the region is that our priority is thinking about our client, their target audience, how they increase sales, how they bring in a story or purpose to their brand.
“Rather than just thinking about aesthetics, we think about the strategy and the client, and together both of these steps make the project successful. We have a team that has a lot of background in retail design too. Finding such people in the region has been really quite difficult. However, we have persisted, handpicking our staff, all of whom have degrees in retail or considerable retail experience. We’re in Saudi Arabia, we’re really specialized, and we’re enjoying working with such ambitious and forward-looking clients,” Talar concludes.
Altavia.odg