Check out the new SupremeGold Experience Centre for BEA’s premier customers

Indulge your bank transactions with warm and comfortable space to enjoy and relax.

Located on the 33rd floor of Times Square Office Building is the new SupremeGold Experience Centre for a customer-centric experience for Bank of East Asia’s premium customers.

BEA collaborated with Prophet, a strategic brand and marketing consultancy to contemporize the SupremeGold brand to better fit the needs of today’s young affluent customer. And in order to bring the “Wealth Health” concept to life, a proprietary visual language based on paper cut illustration was developed to communicate the 3 key brand communication messages: Partnership, Growth, Happiness.

According to David Brabbins, associate partner at Prophet, the new SupremeGold is stylish, sophisticated and customer-centric, brand attributes that come to life in the brand’s new visual identity, brand positioning, retail design and overall customer experience. It has significantly helps the SupremeGold brand to stand out from the visually cluttered environment.

“The SupremeGold Experience Centre is a customer-centric experience for BEA’s premium customers. The environment has been designed to appeal to the customer, creating a warm and comfortable space to enjoy, relax and engage with staff. A true experience that brings the brand to life, where customers interact with all the brand elements in one harmonious space, encompassing the retail environment and digital interactions with product and brand stories,” said David.

What does The SupremeGold Experience Centre has to offer

The SupremeGold Experience Centre aims to provide a unique experience with key areas tailored to the customers needs to support them throughout their wealth health journey. David explained some of its features which include a comfortable lounges providing relaxing areas for customers to enjoy at their own pace - people can browse product information and check online activities such as stocks and shares. A green wall creates a vertical garden. It promotes the idea of financial growth, as well as providing healthy clean air.

David added that to extend the retail experience, the use of lounge space is multi-functional. BEA can now host events and promote wealth health activities during or out of hours to create buzz and interest at the branch. The furniture can be arranged and transformed, for example to hold financial seminars or workshops to support new businesses.

The Centre also features an eye-catching brand and product displays to create focus for latest communications and promotions. The main content feature is the Wealth Health illustrations, a series of unique flower paper artworks have been uniquely designed for SupremeGold.

BEA staff are integral to the experience, the space supports their needs to service
customers throughout their wealth health journey. Counters are used for private
transactions and Relationship Manager rooms provide comfortable areas for staff
to engage with customers at a personal level. The BEA iWindow digital device has
been incorporated into the room table furniture to provide efficient functionality and
communication between the staff and their customers.

The team behind the project

David Brabbins, associate partner, is responsible for overall strategic and creative output of the project. He attends key client meetings and ensures the team delivers the highest quality work.

Janice Siu, business development director, provides sector expertise to the team. She leads the strategy development process, Responsible for creating the new brand positioning and personality and values.

Sauling Kan, client director, leads all day to day contact with clients. She ensures that deadlines are met and that the team have the right resources to deliver the work.

Rob Mackinzie, design director (Retail), leads graphic design team on brand visual language development. He works closely with the strategy team to ensure that strategic recommendations are translated into differentiating identity solutions.

Nuttorn Vongsurawat, design director (Graphics), leads retail design team on brand experience design for the retail space. He works closely with the strategy team to ensure that that strategic recommendations are translated into differentiating identity solutions.  

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