in the age of digital finance, why do customers seek out brick-and-mortar spaces? TossBank has one answer to that question. more than just a place to get work done, it’s a place where customers can connect with the brand and reflect on their lives. that’s how the Toshiba Lounge was born
the first impression of the lounge starts with color
color. the deep blue tones that symbolize toss are subtly spread throughout the space, and the combination of steel and wood materials creates a calm yet warm atmosphere. instead of the stereotypical stiff bank image, the design aims to be a “lingering financial space” where you can relax and unwind. The most noticeable change is before the expansion. the existing space has been drastically enlarged and made more accessible, with a single message at the center of it all
“It should be a place where you can come without a purpose.”
a large media wall plays videos that reflect the brand’s identity, and sometimes hosts various events such as trainings, exhibitions, and seminars. the lounge is a flexible and expandable space
inside, the space is divided into two zones.
the Retrospective Zone offers a “passbook program book” with questions to reflect on the past, while the Curation Zone engages customers in organizing new plans and goals. The digital-less generation is not forgotten. there’s a brick-and-mortar window for seniors who have difficulty using devices, and live staff are stationed throughout to encourage natural interaction with customers. the long table in the center of the space is another element that takes this flow into account. High floors, expansive glass windows, and openness in all directions. it’s not just an aesthetic choice. it’s a way for the space to demonstrate Toshiba’s commitment to transparent communication with its customers.
Toshiba Lounge is not only a place to provide financial services, but also a place to capture the daily lives of its customers. It’s an attempt to turn the bank into a place you want to visit, rather than a place you have to visit. The evolution of the financial brand from digital to human continues in the space. We can also adapt it to the style of a specific section in the magazine (e.g. interviews, focus in, trend curation, etc.) if required.
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