In recent years, with the widespread adoption of smartphones and mobile internet, the behaviors and preferences of bank customers have undergone significant changes. Customers are increasingly inclined to use mobile banking apps, online banking, and self-service devices for their banking transactions, leading to a continuous decline in foot traffic at bank branches. Moreover, new competitors have emerged, such as payment institutions and internet banks. The transformation of traditional bank branches is imperative, with the challenge of enhancing branch foot traffic, transitioning branches from transaction-focused to service-oriented, and controlling costs being at the forefront of the China Merchants Bank 3.0Plus project.
The design aims to transform bank branches from traditional transaction-oriented spaces into multifaceted social scenes. The central area is the 'Wealth Hub' with open-concept service counters. It incorporates customer behavior data, digitalized transaction processes, and technologically advanced interior materials.Through the redesign of bank branches, we are committed to increasing foot traffic, transitioning from traditional transaction-focused branches to a more service-oriented model, and achieving our digitalization goals.
Project data feedback
The design of China Merchants Bank’s 3.0 Plus flagship outlets represents a huge improvement in the bank’s image and opens up a new “technology + life + finance” user experience.
This image has been successfully extended nationwide, with over 200 new 3.0 Plus branches already established (as of May 2023). These updated branches have not only improved their image but have also achieved increased foot traffic and efficient transaction processing while maintaining controlled construction costs.
Project awards and honors
2022 Japan Pioneer Design Award
2022 American MUSE Gold Award
2022 French Janus International Design Award
2022 American IDA Design Award
2022~2023 Italian A Award
