CIMB Niaga Puri Mall, Jakarta
Banking & Services
Designing a Bank Branch Worth Sharing
Making Banking Instagrammable
Following the first Digital Lounge at Kemang, CIMB Niaga wanted Puri Mall to push the format further. Located within a busy shopping centre, the new lounge needed to compete for attention alongside fashion, food and entertainment, not simply other banks.
The brief was deliberately experiential: create an Instagrammable banking environment that people would want to enter, photograph and share. The challenge was to make the space visually distinctive enough to become part of the mall experience while remaining intuitive and functional as a digital-first branch.
Turning the Branch Into a Destination
Greater Group developed the concept around a bold, continuous architectural language designed to create impact from the concourse and memorable moments within the space. Curved ceilings, walls and seating pods flow together as a single environment, while CIMB Niaga’s red and white palette makes the brand immediately recognisable.
Interactive screens, illuminated graphics and a branded vending unit were integrated into the experience rather than treated as banking equipment. Together, these elements created multiple visual and interactive moments designed to encourage discovery, engagement and sharing.
Greater Group led design and specification through to site supervision, working with the local contractor to protect the geometry, detailing and finishes that gave the concept its impact.
Turning Customers Into an Audience
Puri Mall transformed the Digital Lounge from a place customers simply used into an environment they actively engaged with and shared. Its distinctive architecture and interactive moments gave CIMB Niaga a banking experience capable of generating attention both inside the shopping centre and beyond it through social media.
More than an aesthetic exercise, the project demonstrated how physical banking could create cultural and social relevance at a time when transactions were increasingly moving online. Together with Kemang, Puri Mall established the Digital Lounge as a recognisable CIMB Niaga format and helped inform the hybrid banking experiences that followed.
