Commonwealth Bank Place, Darling Walk is the latest development to the City of Sydney upgrade of Darling Harbour. At street level facing the park-scape are a parade of shops and one is the new flagship branch for Sydney. Davenport Campbell detailed the interiors and BrandCulture was asked to develop concepts around a feature wall to be incorporated in the branch that would show CBAs commitment to creating innovative branded environments.
The tone of the CBA brand is friendly and the retail experience is all about the customer and how they can be helped to make confident, informed decisions and transactions quickly. In this new branch you are immediately made to feel ‘welcome’ by the environmental graphics, which feature letters that are lit and protrude through the wall. The tellers are at the back of the store and when you turn around to leave, the feature wall no longer displays the welcome message but the CBA logo in perspective on a clean black background.
During the concept development process BrandCulture designed the new Foreign Exchange style being used on the ATM at the entry, which will now become part of the CBA brand collateral moving forward.