Something unique is appealing and valuable for a target like the HNWI, ready to choose a hi-end exclusive service.

One of the prior touchpoint has been the location, together with the visual identity

DINN! has covered this assessment with the brand positioning definition and the related storytelling, designing the new visual identity and its application on the digital side, the retail experience and the interior design for the flagship with the technical support and development by BUILT, a part of DINN! group.

The idea was to transform the place into a “destination store”: the location has been completely renewed with a very respectful work: the place has been enriched and transformed with the correct situations and elements to develop the business relationship, with a HNWI target obviously wealthy and not easy to impress. 

The office resides in a historic 19th century building, which originally used to house the First Credit Society of Georgia and is considered to be the first residence of a local financial institution.

The experience starts from a concierge welcoming in a branch that will be a starting point or a celebration of the country heritage: in example, we applyed the Asomtavruli writing, an ancient unique alphabet, with poetry quotes carved in the furniture: the mirror glass in the middle of the space to reflect the beautiful ceiling but also to recall the richness of the local water, there are spots for food and wine experience, high-end tourism advisory, culture and arts.

The branch operates with a front office completely dedicated to the clients, with the concierge desks and several eye-catching meeting rooms elevated inside the place, and a back office that is also the headquarter of the division with forty people operating for the branch but also for the remote assistance.

In the former caveau, an amazing Austrian safe room from 1903, we have placed another local treasure, a winery with a sommelier presence to browse, taste and buy the most important Georgian or European labels. As it is a well-known Georgian habit, at the end of a successful deal you have to toast to it, there are hidden automated cases with spirits, elevating from below the wooden tables.

The concept fully achieves the vision of the bank to be attractive and distinctive with a Georgian proposition, with a in-store experience that helps the positioning and the very important word of mouth between these clients. The HWNI target for sure needs a state of art omnichannel service but is very positive to choose a brand and be loyal if it offers a hi-end and unique experience.

The bridge with the local country is truly genuine matter of pride for the people, helping to transmit and propose the bank assets.