The client is the largest privately owned retail bank in India, with a presence in Hong Kong since 2005. The brief was to launch ICICI’s first high-street branch in the city, heightening consumer awareness of their brand.
The site was chosen because of its unique positioning one floor above the street, with excellent visibility from one of the most trafficked footbridges in Central District. Full-height windows afforded a special opportunity to showcase ICICI’s financial products, and to allow passersby a glimpse into their debut branch. Set within a thriving but competitive retail banking market, the banks’ dedicated street level entrance offered opportunities to generate valuable brand visibility.
One Space was responsible for developing a fresh concept interior, façade, entrance and staircase, creating a memorable customer journey from ‘footbridge to teller’.
Capitalising on the full-width frontage, the interiors were planned as much to be experienced from outdoors as from within. Relatively low ceilings are mitigated by large areas of membrane lighting to create a sense of height. Set within a modern, yet congenial, architectural language, design motifs hint at the bank’s Indian origins. An expansive, high-resolution digital wall enlivens the customer waiting area.
A shopfront digital marketing display is maximised within the rather onerous statutory constraints for this site. But as the branch is located directly above a well-known fast-food outlet, this stroke of animation and colour does much to retain the ICICI brand identity firmly in the consumer’s consciousness.