Krungsri Bank, Bangkok, Thailand
Thursday 10 Jan 2013


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Imagine banking in the comfort of your living room, discussing the latest market trends over a coffee with your personal finance concierge. This simple, friendly experience was the goal of Krungsri Bank's recent  makeover. In 2011, Krungsri Bank embarked on an innovative brand reimaging including all aspects of its architecture, interior and visual identity. Established in 1945, Krungsri (Bank of Ayudhya Public Company) is one of Thailand's largest banks in terms of deposits, assets and loans.

To define the new direction, Krungsri commissioned Concept i to create inspiring, "retail oriented" interior environments, and Interbrand to refresh the banks visual identity and overall media persona. 2 main goals were set:1. Create a more customer oriented, retail focused banking environment. 2. Simplify the customers banking experience. The latter became the bank's new advertising slogan; "Make Life Simple".

Following intensive briefings from the banks CEO, development teams, operating departments and focus groups, Concept i created new typical prototypes for the banking environments. The new plans focused specifically on the customer experience. A new "simplified" bank was defined as a sequence of clear experiences and messages from entrance to exit. Concept i conceived adaptive, functional and versatile spaces suitable for application across Krungsri's vast network, comprising over 595 branches and 4,000 ATM locations. 

By late 2012, two pilot branches, and two exclusive banking centers were executed. The Exclusive Banking Center at All Seasons Place, Bangkok, is the flagship of the new "Krungsri". Tried and tested principles of retail design were implemented, including open visibility, easy navigation, clear merchandise display and a focused graphic path leading to customer touch points.

The new environments balance the brand's crisp yellow accent with warm natural tones, and welcoming textured fabrics, soft furnishings, and intimate lighting. The concierge counter is open and obvious for immediate "people" contact (not always easy in banks).

The space planning invites customers into a centralized "heart" or comfort hub which feels more like a living room than a bank. Here a multi-purpose "Brand Wall" organizes and presents product messages, promotional items and new offers within a clutter free environment. The unique continuous surface combines interactive touch screens, light boxes and interesting merchandise displays in a modular format suitable to the various spaces across all branch types. The furniture and fixtures are inspired by the soft curves of the Prasart Sang, the traditional Thai roof form used on the bank's brand logo.

There is no doubt a visit to Krungsri's Exclusive Baking Center will be relaxing, user friendly, and most important "Simple"!

Concept International Design