Odido – Offices
Designing Odido’s Workplace Experience
Joining an unprecedented mission to transform T-Mobile into Odido within nine months and under strict secrecy was a challenge we couldn’t resist. Collaborating with specialists from eight leading firms in a unique pop-up agency called ‘The Brand Office,’ DAY took the lead on all spatial aspects of the new Odido brand. In addition to creating a compelling ‘spatial identity’ and retail concept, DAY’s team was tasked with redesigning Odido’s offices to align with the spirit and identity of the new brand. The headquarters in The Hague serves as the main base for about 2,000 employees and welcomes guests. With a vibrant atrium at the center of the building, surrounded by multi-story office structures, an expansive glass facade, a complex building layout, a central reception area, and covering around 19,000 m² of workspace, this was not a small job to tackle.
Our aim was to develop a social environment where the essence and energy of the Odido brand are felt throughout the day. Our goal was to embody the Odido brand within the building, creating a pleasant and engaging workspace experience that reflects Odido’s narrative as a human, forward-thinking, and optimistic brand. To achieve this, we structurally redesigned key areas, introduced new functionalities, and implemented a comprehensive spatial branding plan. We introduced a tactile material scheme combining vibrant colors with warm human skin tones. Moreover, we incorporated the soft shapes of the identity to establish spatial coherence and consistency throughout the buildings. Odido’s unique ‘palindrome’ name and logo have been applied as bold statements, complemented by vibrant colors, tailor-made typography, and joyful illustrations.
Client
Odido
Sector
Telecom
Category
Experience Concept, Spatial & Interior Design
Services
Spatial & Interior design, Signage & Wayfinding, Office design, Spatial Identity Concept
Collaboration
VIM Group (Coordination and management), TBWA/NEBOKO (Brand identity design), Inter-Fact (Engineering, building construction), Iwaarden (Signage production and assembly)
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The colossal Odido logo on the glass facade is clearly visible from various vantage points. At street level, colorful illustrations welcome visitors to the main entrance. The reception area has been redesigned to create an open, inclusive environment enhancing community engagement and reflecting Odido’s identity as a human network. A light-filled atrium connects the office buildings, serving as a central hub where employees meet, socialize, relax, have lunch, host guests, and hold company presentations. A giant mural and a centrally located coffee bar and Odido store enhance this space, along with the ‘SocialHub’ for the social media team. Odido collaborates with NOC*NSF and TeamNL to promote sports in the Netherlands. This partnership is highlighted by the Odido Arena, a multifunctional space for sports and meetings. Business partners are welcomed into the ‘Innovation Hub’ for B2B collaboration. On the 9th floor, a multifunctional boardroom and conference area with stunning city views cater to various meeting needs. A similar setup exists at the soccer stadium Galgenwaard, sponsored by Odido. The recording studio has been revamped for flexible digital content production, featuring distinct Odido branding. All office floors were rebranded using a sophisticated Spatial Branding System, incorporating bespoke graphics, colors, and illustrations.
