The Visitor is a groundbreaking addition to the retail landscape at the King Abdulaziz International Airport in Jeddah, Saudi Arabia. The project is developed by Altavia ODG for the Chalhoub Group. The project has transformed the concept of duty-paid shopping experience. Spread across 3250 sq m at the domestic terminal, the project is set to attract millions of travelers passing through the airport annually.
Experience-Driven Design: Prioritizing Exploration and Discovery
Altavia ODG's design for The Visitor breaks away from traditional duty-paid retail models through an experience-driven approach. Inspired by high-street retail, the design steers away from merely focusing on sales and encourages travelers to explore and discover the stores. The design invites travelers to immerse themselves in an environment where they can connect with brands and products on a deeper level.
The Visitor is designed and planned to create an atmosphere of luxury and sophistication. With attention to details like lighting, textures, and curated displays elevate the shopping experience, encouraging customers to spend time and engage with the store environment. The design is focused on creating a memorable experience, transforming the airport retail experience into a destination in itself, rather than just a stopover during transit.
Intuitive Navigation: Fostering a Sense of Discovery
Another standout feature of The Visitor is its unique Y-shaped navigation system. This layout fosters a sense of discovery, encouraging shoppers to explore the stores within the space. By breaking away from traditional linear designs, the Y-shape creates natural pathways and inviting intersections, creating opportunities to encounter new and exciting products.
This unique approach to planning and navigation creates a smooth shopping flow while maintaining an exciting sense of discovery, making the shopping experience both organized and full of pleasant surprises. The strategic walkways, ample lighting, and digital touchpoints guide travelers through a curated selection of over 200 distinguished brands across various categories, including fragrances, confectionery, and fashion.
Strategic Showstoppers: Creating Moments of Surprise and Delight
The design uses strategic showstoppers to create a dynamic and captivating shopping experience. These features act as focal points, generating curiosity and creating a sense of anticipation and excitement. Thoughtfully designed to showcase curated products or highlight specific brands, the showstoppers break up the visual journey within the store, providing moments of surprise and delight.
By integrating showstoppers strategically throughout the space, Altavia ODG has unified the space, ensuring a cohesive and engaging shopping experience for travelers. These elements encourage further exploration and make the shopping journey at The Visitor different than any other airport shopping experience.
A New Standard for Duty-Paid Retail
The Visitor sets a new standard for duty-paid retail by emphasizing service, experiences, and brand curation over traditional price and promotion strategies. The store also focuses on sustainability, utilizing innovative materials and repurposing existing MEP services to enhance efficiency and reduce environmental impact.
Robin Rossi, Design Director at Altavia ODG, commented on the project, saying, "With The Visitor, we aimed to redefine the design of duty-paid stores worldwide. By prioritizing experience and innovation, we’ve created a space that transcends traditional retail paradigms, setting a new benchmark for travel retail excellence."
As travelers embark on their journeys through King Abdulaziz International Airport, they will be greeted by a retail experience unlike any other – one that redefines luxury, sustainability, and customer engagement in the travel retail landscape. With The Visitor, Altavia ODG has gone above and beyond to deliver exceptional customer experiences that elevate brands and position spaces at the forefront of retail innovation.
