OCBC Wisma Atria
OCBC Wisma Atria turns mundane banking errands and potentially overwhelming wealth management considerations into experiences of discovery and learning through its open and inclusive design.
The meandering bookcases not only encourages customers to explore different parts of the bank, it also sparks meaningful life-related conversations. It is through such conversations that the bank is able to better support customers in making informed wealth-related decisions.
This approach positions OCBC as a lifelong partner in supporting whichever lifestyles and life stages customers may be in, or aspire to achieve.
Photo Credits: OCBC Bank, The Afternaut Group
Client
OCBC Bank
Location
Singapore
Sector
Banking / Finance
Scope
Design, Advisory, Build
Size
20,200 sqft
Design & Build Highlights
Multiple entry points to the bank were designed, bringing in visitors from the main entrance, where they would be drawn in by the books, via the cafe, or even via the third floor entrance.
Apertures within The Spine allow line of sight into different programmes, giving customers opportunities to pause along their journey. This allows the bank to distribute crowds more effectively, creating a more pleasant experience.
The array of books permeating the space connect relevant knowledge with the respective retail and lifestyle partners and present opportunities for customers to learn more about their interests. These, in turn, co-relate with the wealth related conversations that customers may have with the bank and present opportunities for deeper interactions. Such engagements are then supported by the mix of semi-enclosed and private rooms.
Other banking functions like the Personal Banking advisory section are also designed to be open yet discreet. For the first time, the Premier Banking Centre is also presented in an open concept by removing the physical barriers of exclusivity. Instead, its stature is derived through the integration of the art gallery and the fine dining sushi bar, and views of Orchard Road from the private rooms. The placement of this more exclusive zone at the deeper end of the bank, together with the use of sound absorbent materials help tune behaviour to create a more tranquil setting.
Challenges & Objectives
Driven by the desire to understand people's lives better, OCBC wanted to re-envision what the branch is, and make sure the bank is relevant to what they’re doing. Digital banking has become ubiquitous over the years, but consumers still prefer face-to-face advisory for complex banking needs like home loans and high-value wealth needs, carried out in the safe environment of bank branches.
Our design challenge was to design a space that could educate the bank’s customers about various finance topics relevant to the different stages in their lives. As a result, they will be able to make better decisions regarding their personal wealth. The space also needed to be memorable enough to entice customers to revisit whenever they like, not necessarily even for banking activities, and when they reach a new stage in their life.
Outcome / Results
In addition to the many meaningful conversations sparked at the bank, there was also success found in hard numbers. Footfall at the bank has doubled, the number of 360 bank accounts opened has doubled as well, and credit card applications have increased by 7 times.