November 12, 2020 /Design & Deliver
The future of retail banking – Unveiling TBC’s new flagship
Two years ago, the Sheridan&Co team traveled to Georgia, Tbilisi to meet with a team from TBC Bank for a very special project. This trip was the start of a fantastic two year long journey that sought to shape the future of retail banking. Now, we are proud to announce that this project has come to life and TBC Bank has unveiled their new TBC Concept flagship at 7 Marjanishvili, Georgia.
"We were very keen to choose the agency that on the one hand had enough expertise to handle the scale and the scope of the project and on the other hand, would deliver tailor-made strategy and design solutions for the project. After a long process of agency selection, we found Sheridan&Co and from the very first meeting, we were confident that their experience and attitude towards retail strategy and design was exactly what was needed to help TBC combine personal banking service with customers’ interests and lifestyle and create tools for them to work on the goals and enjoy new discoveries."
TBCThe goal for this flagship was to help TBC Bank communicate the purpose behind their new TBC Concept which is to combine banking services with people’s interests and give them more time to work on their goals and enjoy new discoveries. Our task was to transform their formerly traditional bank interior design into a place for people to bank, work, network, socialise and enjoy cultural pastimes all under one roof. We received the brief at a time when Tbilisi’s entrepreneurial spirit was bursting into life through a new generation of start ups.
This energy was felt from the moment the team arrived in Tbilisi and it was clear that this ethos would inform the direction of the bank interior design of the flagship. Prior to the project, banking was an affair that was carried out behind security screens. The space was more for individual transactions, as opposed to conversation and fluidity. At the same time, the flagship space occupies a remarkably beautiful building and has an incredible architectural history which we have now fused with a fantastically modern and luxurious aesthetic.
Our strategic and design teams were tasked with the brief to transform the space into something that celebrated this modernity and heritage, whilst disrupting the visual language surrounding the bank interior design into something more open that facilitates the entrepreneurial energy of the city. In short, the brief was to build a blueprint for the future of retail banking
To answer this brief, Sheridan&Co worked with TBC Bank to deliver a multi-use space that provides flexible working environments, remarkable hospitality and educational experiences, whilst also facilitating a stage for the rich cultural scene across Georgia.
"We believe that the key of the success for projects like this is to learn the story and the needs of real customers and the environment. Sheridan&Co team really impressed us, which increased the company’s’ founders and CEO’s trust and gave our working team full credibility to keep working on the project along with Sheridan&Co. The timeline and milestones for the project were clearly defined from the beginning, which made the whole project easy to manage for both sides."
TBCThe design of the bank interior of the TBC Concept included:
- Creating an open and approachable space within the bank interior that invites connection and networking upon entry. This was achieved by creating the lounge area in the atrium with seating that was spacious and comfortable. A digital screen containing beautiful content details different events that will happen every week. It is the perfect introduction to what the flagship space has to offer.
- Offering co-working, cultural and creativity. Whether people are looking for working for a couple hours, a long term office solution or simply want to host a meeting in a beautiful environment, the design ethos at the flagship combines professionalism with culture; creating a space that people simply want to be in. It is inspiring; both in business success and pure creativity and innovation. A library is available, where members can access inspiring podcasts or video classes. The Library also plays host to small and intimate literature events such as book launches or author readings, providing the perfect thoughtful backdrop for such an intellectual event.
- Hosting regular events and wellness driven initiatives. Our strategic team developed a concept called ‘Canvas’, which is a collection of blank spaces within the flagship that facilitate the ever changing calendar events at TBC. From business-driven lectures to art exhibitions, musical performances to yoga classes, the highly flexible spaces adapt to meet the needs of any event. The spaces are large enough to host an event, but intimate enough that any attendee feels a close personal connection with the speakers.
- A flexible retail offering called ‘The Newsagents’. This was created under the notion of a ‘newsagents-meets-stationers’. There are a selection of publications and work-related items that can be purchased here. The space is flexible and can be easily transformed, de-merchandised and turned into a pop-up shop should TBC want to host an exciting Georgian brand.
- Luxurious banking. Whilst the first encounter clients have with the TBC is dynamic, collaborative and designed to foster meeting and sharing, the first floor offers a calmer and more serene space for focus. The bank interior includes a large meeting room so clients can host board meetings or large pitches. There are also luxurious hot desks to provide space for solo work.
"After few months of development, the design and strategy exactly met our requirements and turned out even better than we would imagine in the beginning of the project. 2400 sq.m. building was divided into 11 multi-use sub-areas that provide flexible working environments, art galleries, a library, educational experiences, along with exceptional personal banking service. Suggested design solutions communicated openness, democratic values of the brand but still gave a feel of grounded luxury that perfectly complemented the architecture of building. Sheridan & Co team pushed our brand experience even further and created remarkable setting for our clients – entrepreneurs, leaders and creatives to come together, exchange their ideas and unleash their minds.
Delivering the project is usually the longest and most complicated part of the work, especially while working on the building of historical heritage. Here again, despite the worldwide pandemic and remote work with Sheridan & Co team, we maintained to delivered the project as it was conceived. Precise design intent, furniture and materials’ procurement guidelines and drawings made project implementation as easy as possible for our project management team."
"We are happy that after 2 years of hard work, along with Sheridan&Co we set an example of modern retail banking experience and created one of a kind space in the region. The Flagship at Marjanishvili is physical manifestation of modernity and heritage that provides yet unseen experience and facilitates conversations among our visitors from across the country."
TBCThe Flagship at Marjanishvili is now Georgia’s centre point of intellect and creativity. It is the beating heart of Tbilisi, a city alive with culture. As well as being a place for banking and financial transactions, it is now home to TBC’s cultural initiatives. By putting their customers first, we are very proud to have worked with TBC to set an example to the world of what a bank’s physical space can become. We have designed a flagship space that is fully diverse in terms of its offering and creates the most enriching backdrop for entrepreneurs, leaders and creatives to come together and unleash their minds. It is the physical manifestation of its leadership’s ideals and the stage that reveals the future of retail banking. We look forward to sharing in the success that is yet to come in this new and exciting concept launched by TBC in their flagship space.
