Increasing brand recognition through creative revitalisation

China Construction Bank, Hong Kong

From the very beginning, the key driving force was to increase China Construction Bank’s (CCB) brand recognition. To get there, the urgent need was to find ways to utilise the podium level of its headquarters, the CCB Tower, more efficiently. At an illustrious and vibrant location, the space sought to be more easily discovered and accessed by customers.

Increasing brand recognition through creative revitalisation section
Increasing brand recognition through creative revitalisation section

Our approach aimed to strategically re-stack the facilities, spread across three floors, to create an iconic and customer-facing ‘urban lantern’ for CCB’s flagship branch in Hong Kong. By re-connecting to urban circulation, the space would become a fluid, easily accessible, open area.

Increasing brand recognition through creative revitalisation section

With a double height space and grand exposure to the outside due to its location on Connaught Road Central, the building has pleasing proportions and is illuminated with natural light.

During the day, the juxtaposition of the softly glowing form and reflections of the outside give the space a unique ambience. At night, the space undergoes a dramatic transformation to become an illuminated beacon for CCB Asia in Central.

Increasing brand recognition through creative revitalisation section

On entrance, the user experiences a wide open space that embraces user flow, flexibility and light. This unique encounter, drives the focus away from the banking counters, creating a new perspective on the retail banking environment.

Increasing brand recognition through creative revitalisation section

The main architectural form, featuring a die-cut pattern inspired by ticker tape, has been elevated and set back to the core to retain open space and visibility. Used in the past to transfer stock information by telegraph, the tape was the earliest digital electronic communications medium. The design thus harks back to the heritage of banking, bringing it to life in new ways to celebrate the space and its revived modernity.

  • Area 9,999 sq-ft
  • Completion date 2017
  • Location Hong Kong

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