Since the beginning of the project, the brief was to design a space that excites customers and attracts new audiences, by creating a branded experience where customers can learn, see and explore on every visit through all senses.

The branding is electric, bold and young, in line with the latest trends. With the use of italic writing in the logo to the choice of blended colours, the new brand identity speaks the language of a generation who wants to dare, experience and feel something new.

The design is inspired by urban industrial yet modern looks, where bright lights blend with the neutral product counters. The materiality of the space is very straight forward, with simple finishes, in order to give more attention to the display, the category management, the position of the brands and the space planning of the different areas. In fact, 5 are the main areas of the store: Fragrances, Make up, Haircare, Skincare & Wellness, and Beauty Services.

It is, indeed, the Beauty Services section one of the highlights of this project. As a differentiator with other beauty stores, ODG integrated a hairdresser and nail bar within the space, offering all the tools that help the client to find their ultimate glow.