CIMB Niaga Kemang, Jakarta

In 2019, CIMB Niaga set out to challenge the conventions of the traditional bank branch with a new proposition for Indonesia: a Digital Lounge built around self-service and digital interaction rather than tellers, counters and queues.

As the first concept of its kind in the country, there was no established customer behaviour to design around. The challenge was not simply to introduce new technology, but to create an entirely new banking environment that customers could immediately understand, navigate and trust.

Greater Group designed and built the Kemang lounge as a digital-first environment, rethinking the customer journey around self-service from the outset. Interactive touchpoints, spatial planning and lighting replaced many of the traditional cues of a bank branch, intuitively guiding customers through a new way of banking.

Central to the concept was a digital shopfront that brought the transformation to the street. Rather than relying on conventional banking signage, the frontage became an active digital expression of the brand, signalling a fundamentally different banking experience before customers even entered.

Kemang pioneered Indonesia’s first Digital Lounge, establishing a new physical banking format centred on digital independence and an interactive customer experience.

The project became the starting point for CIMB Niaga’s wider retail transformation. Its digital shopfront and self-service principles established a foundation that evolved through the next Digital Lounge at Puri Mall and later into hybrid branches combining digital convenience with human consultation.