Jon Blakeney, an interior designer by training and one of the founding partners of I-AM, spoke at the recent Qorus Reinvent Forum – Bangkok. In a follow-up interview with Boris Plantier, he discussed the latest trends in bank branch design and the importance of an omnichannel strategy, sharing some bold and novel ideas for banks to reimagine their physical spaces.
On your website, there is a page dedicated to your project for Virgin Money in the UK with a title I really like: ‘Making people happy about money’. Does this sum up your work with banks?
A significant portion of the world’s population lacks confidence when it comes to money. This presents a unique opportunity for banks to bridge the gap between financial well-being and overall health. Now, more than ever, it is essential for banks to empower their customers with the confidence to manage their finances effectively. In today’s economic climate, this responsibility becomes even more critical. Bank branches have the potential to evolve into trusted spaces where customers can openly discuss major life decisions in a welcoming and supportive environment. We have always believed that this mindset should be embedded in every aspect of the customer experience.
By reducing financial stress and enriching people’s knowledge, banks can play a pivotal role in helping individuals move forward in their lives. Education and access to reliable information are powerful catalysts for success, and banks are well positioned to provide this support. Whether through TED Talks, free podcasts from business experts or seminars led by local entrepreneurs, bank branches can reclaim their role as pillars of the community, curators of financial and social learning. These dynamic initiatives not only alleviate everyday financial stress but also instill greater confidence in customers, empowering them to make informed decisions.
A natural extension of this vision is for banks to address the growing demand for co-working spaces. Why should customers spend their time working from Starbucks or WeWork when they could be engaging with your brand, connecting with like-minded individuals, and accessing valuable resources – all within the bank’s space? By embracing these opportunities, banks can transform their branches into vibrant hubs of activity, fostering energy, collaboration and increased daily foot traffic.
Innovation Masters: Guerrilla banking – Physical distribution without branches
What are the major trends and sources of inspiration for banks when it comes to branch design?
Banks and retailers around the world are redefining the role of their physical networks as digital innovation reshapes customer behavior. With fewer reasons for customers to visit branches, financial institutions must develop strategies that create demand – making people want to visit their local branches rather than feeling obligated to do so. This shift necessitates a new set of guiding principles for financial spaces, as the traditional concept of a branch is evolving.
While reviewing the future of branches, it is worth considering the fundamental objective: Is it about preserving physical spaces as part of the channel mix, or is it about ensuring that customers continue to have access to high-quality, in-person interactions at a time and place that suits them?
If the goal is the former, we can already see global examples of banks repurposing their physical estates. Bank Danamon and Isbank, for instance, have successfully launched community-led concepts that cater to local needs within micro-markets. Moreover, according to a recent article in The Independent, the US is experiencing a resurgence in branch openings after years of closures. Capital One has introduced a café concept in New York, JPMorgan Chase & Co. has launched Community Centers, and Bank of America has even enlisted the designer of Victoria’s Secret stores to reimagine its spaces.
However, relying on increasingly expensive real estate is not the only solution. If we shift the focus to what is arguably the most important objective – facilitating meaningful conversations – then an array of creative possibilities emerges.
During recent one-on-one interviews with branch teams in Switzerland, a branch manager remarked that once cash transactions disappear, all he will need is a great place to meet clients – and that could be anywhere. This highlights a crucial insight: banks need spaces, not traditional branches. On the same trip, we stayed at a Citizen M hotel in Zurich, and its facilities – lounge spaces, meeting rooms and hospitality – perfectly embodied the needs of the future bank. Would it be so radical for a bank to acquire a hotel chain and replace its branches? This approach would eliminate the operational costs of running a physical network while providing customers with access to comfortable, well-located spaces that are already profitable. While it would mean losing the visibility that traditional branch facades provide, the benefits could outweigh the drawbacks.
A similar approach could see banks investing in valuable community spaces that serve local populations – sports facilities, wellness centers and community hubs. These locations are already well integrated into people’s daily lives and could provide an organic setting for financial institutions to engage with customers. This ‘life-led' strategy would seamlessly embed financial services into existing, valued community spaces.
Another compelling alternative is a more temporary and agile approach to physical presence. The fashion industry has perfected the use of pop-ups to engage target audiences in the places they naturally frequent – not in a contrived trade-show manner, but by seamlessly becoming part of desirable destinations. Luxury brands such as Dior, Gucci, Prada and Louis Vuitton have mastered this art. Dior, for example, has executed a bold strategy of connecting with customers in their favorite destinations, launching Riviera pop-ups in Beverly Hills, Saint-Tropez, Bali, Seoul, Phuket, Kyoto and Capri. Their Diorivera Beach Camps in Bali offer an immersive luxury experience against a backdrop of glittering sea views. Similarly, Diesel has taken this concept further with its branded beach at Baba Beach Club in Alassio, transforming it into a hedonistic paradise with Diesel-branded sun loungers, deckchairs and umbrellas.
These innovations stem from a shift in consumer behavior, less in-store browsing and more online shopping, freeing up time for leisure and travel. The lesson for banks is clear: if customers are no longer coming to them, why not go to the customers? Imagine Starling Bank seamlessly integrating into the vibrant coastal atmosphere of St Ives or Lloyds hosting a summer experience in the heart of the Cotswolds. These wouldn’t be conventional pop-ups but short-term residencies – perhaps lasting three months – testing new locations and expanding brand presence in an engaging way.
There is no one-size-fits-all solution. Each financial institution must analyze its customer base and operating model to determine the most suitable approach to physical spaces. Whether it’s reinventing traditional branches with a new purpose – like IsMekan in Istanbul – or a major European bank integrating with Citizen M, or even a neobank hosting an exclusive summer retreat by the sea, the possibilities are both vast and exciting.
You recently designed a beautiful branch for Bank Danamon in Indonesia, featuring soft and soothing lighting. Could you tell me more about this project?
Our branch network transformation for Bank Danamon in Indonesia aligns with the bank’s vision of empowering people to achieve prosperity by guiding them through life’s complex decisions. To support this mission, we have created dynamic social spaces where individuals can come together, exchange knowledge and develop the skills they need to reach their life goals.
These new ‘Guiding Light’ branches are more than just traditional banking locations – they are vibrant hubs for learning, community engagement and financial empowerment. Rather than merely functioning as service centers, these branches serve as platforms for knowledge-sharing, networking and supporting local businesses. They are designed to seamlessly integrate into city centers, towns and neighborhoods, catering to the unique needs of each community while complementing modern lifestyles.
This innovative approach redefines the role of a bank branch, transforming it into a valuable local resource. By positioning these spaces as knowledge hubs tailored to customers' evolving needs, we ensure that they provide more than just financial services – they offer meaningful support for personal and business growth.
Our long-term vision for this project is to make these branches a go-to destination for expert financial advice and problem-solving. At the same time, they foster connections, spark new ideas and unlock opportunities. These physical spaces are designed to exist at the heart of a digital ecosystem, mirroring the way consumers interact with the world today. Additionally, they serve as flexible environments for both customers and employees, accommodating a mobile workforce while promoting collaboration.
Now in its second year, the project has successfully transformed over 200 branches across Indonesia. The impact has been remarkable – not only in community engagement but also in business performance, with refurbished branches achieving an impressive 43% increase in product sales.
Branch design is important, but so is the design of an app or a website. Should there be consistency between the physical and digital experience?
Ensuring consistency across both digital and physical channels should be a long-term objective for banks that maintain both networks. By taking an integrated omnichannel approach, they can enable seamless transitions between platforms, allowing customers to move effortlessly from one channel to another. Real-time data sharing across all touchpoints is also essential, ensuring continuity, minimizing repetitive tasks and providing a unified view of the customer. This strategy also facilitates offering personalized experiences at key stages of the customer journey, delivering tailored recommendations and interactions based on a comprehensive understanding of customer needs and preferences.
As routine transactional banking shifts away from branches to digital and other channels, the role of physical branches evolves towards ‘higher-order banking’. Rather than serving as mere service points, branches need to transform into engaging spaces customers choose to visit rather than need to visit. If designed effectively, branches can significantly enhance overall sales performance by leveraging the two primary engines of growth. Firstly, customer acquisition – attracting new clients whom digital channels may struggle to reach. Secondly, unlocking latent value – facilitating high-quality, in-person conversations that nurture relationships and uncover customers' underlying financial needs. Physical branches staffed with skilled teams excel in these areas, particularly when operating in harmony with a data-enabled and orchestrated ecosystem of complementary channels.
A strong example of this strategy in action is JPMorgan Chase, which has successfully adopted a hybrid model where digital and physical channels reinforce each other, driving greater growth than digital alone. Over the past five years, Chase has expanded its US branch network by adding more than 650 locations, including 400 in new states, to enhance accessibility. These branches serve as hubs for customer education and community engagement, focusing on relationship-building rather than transactional services.
Despite advances in digital banking, human interaction remains a fundamental aspect of financial services. The next generation of bank branches will be uniquely positioned to facilitate these interactions, complementing rather than replacing other banking methods.
