HCF George Street, Sydney

HCF challenged Greater Group to rethink the role of the health insurance branch. Rather than functioning as a transactional claims office, the new concept needed to reflect HCF’s “Putting Australians’ Health First” philosophy, creating a welcoming environment centred on consultation, education and preventative healthcare.

The pilot store needed to support a broad range of customer interactions, from everyday member services to health consultations, community events and wellness programmes, while providing a scalable model that could evolve with changing member expectations and be rolled out across the national network.

Greater Group delivered the pilot from concept through to build, creating a flexible, people-first environment that placed conversations at the centre of the customer experience. Traditional service counters were replaced with a variety of settings, from informal lounge areas and quick-service touchpoints to private consultation rooms, allowing staff to move freely and engage members in the most appropriate environment.

The branch was designed as a highly adaptable community space, capable of supporting day-to-day member services, health consultations, seminars and wellness events within the same footprint. Modular furniture and flexible planning allowed the environment to transform throughout the day, while a durable, value-engineered material palette ensured the fit-out could support HCF’s long-term investment strategy and adapt to future service models.

The George Street pilot transformed the HCF branch into a welcoming destination focused on health, wellbeing and personalised service rather than transactions. Validating a new customer experience centred on consultation and community engagement, the project established the retail model that has since been adapted across HCF’s national network, providing a flexible and enduring platform for the evolution of the brand.