VMLY&R COMMERCE Tears Up Retail Design Rule Book for Tbilisi Business Centre

Tbilisi Business Centre (TBC Bank)—post-Soviet Georgia’s leading bank and top five Lovebrand – has unveiled a new design concept created by VMLY&R Commerce UK in partnership with brand strategy consultancy type.  Launched in capital city Tbilisi, the new design will roll out across 139 branches nationwide.

The refreshing “ready for the future of business” concept redesign is far removed from current financial design which borrows heavily from non-business sectors such as shops, clubs and homes. “We call this approach Bank+ to encapsulate the idea of banking in an open and democratic way”, said Richard Hartle, creative director, VMLY&R COMMERCE UK.

Tearing up the traditional “one look” rule book, the new modular design invites TBC branches to localise an overarching look and feel for their specific communities. In this spirit, local Georgian artists decorate interior walls with their street art. Softer colour palettes with modular, light furniture offer a warm and welcoming experience—all underpinning TBC’s new vision “Making People’s Lives Easier”.

This break from rigid financial services design convention allows branches to adapt to future new products and services including customer co-working space; after-hour events; new digital hubs.

The brief: cultural context was critical

Georgia, post-Soviet Union collapse, has navigated independence, emerging as a youthful, forward-thinking national characterised by dynamic architecture, design-led cafés and hotels and a vibrant art and literature scene.

Triggered by many factors including rapid changes in customer behaviour, Georgian society and politics and the financial services category itself, TBC launched a new brand vision “Make People’s Lives Easier” with new brand values: freedom and human.

As a result, VMLY&R COMMERCE was challenged to think beyond look and feel, to consider how the brand behaved in its physical space.

Specifically, to transcend commerce and genuinely make people’s lives easier. The space needed to harness the new TBC brand position and offer new services with less formality, more openness and relevance, and, greater empathy.

Breaking from convention and allowing branches to reconfigure locally, the new design is adaptable, furniture and fittings are lighter, mobile, and tactile, with flexibility to change space for after-hour events. There is refreshed spatial arrangement for added services such as public co-working spaces. Individualised street art, visible from the street, created by Georgian designers such as George Bokhua decorate interior walls with powerful colour statements.

Customer shared spaces are bright, energetic, and welcoming, with natural materials and light colours. Digital walls and screens feature localised content, while custom-designed desks and Arper furniture deliver functional comfort.

Wayfinding and graphics are linked to the TBC app – neatly referencing the digital progression TBC is spearheading with customers.

Moving through branch zones subtle changes emerge. For instance, rich, sophisticated tones introduce space for SME and affluent customers. These tones are visible from reception areas, delivering both aspiration and democracy: ambition is never out of reach.

VMLY&R COMMERCE UK Creative Director Richard Hartle concluded: “With a shift towards digital banking services we expect to see queues in banks to disappear. Yet despite the move towards digital platforms, we believe that branches will continue to play a vital part of our future. People’s desire for human banking will not change. This is where the flexibility of our spaces plays a key role -with warm and welcoming experiences both digitally and physically.”