Elevating brand image and staff experience to set industry standards

Shanghai Pudong Development Bank,
Shenzhen

In 2019, Shanghai Pudong Development Bank Co. Ltd (SPDB) moved its Shenzhen branch headquarters from Futian CBD to Luohu District, becoming the latest leading financial enterprise to move into Shenzhen’s strategic development zone - Hongling Innovative Financial Industry Belt.

At 23 floors tall, the new SPDB Shenzhen headquarters combines banking services and office functions in one tower. This state-of-the-art-facility is envisioned to support SPDB’s goal to become a globally competitive, top-tier jointed-stock commercial bank. The new hub prioritises customer experience in an effective work environment that enhances brand image, staff engagement and business development.

Elevating brand image and staff experience to set industry standards section
Project highlights
  1. Embracing a holistic approach, the M Moser team translated SPDB’s competitive strengths through the exterior and interior design, and workplace strategy spanning the 200,000 sq. ft space.
  2. The design enables flexibility through enhanced vertical connectivity based on departmental needs to facilitate business transformation.
  3. Staff wellbeing and experience have been prioritised to support talent goals.

For more detailed information on this project, please scroll below.

New location, new look

With an inside-out approach to design, the M Moser team performed a groundbreaking transformation on the façade to align with SPDB’s modern brand identity and company vision.

The design addresses three key aspects—ornamental exterior details, a simplistic architectural order, and embedding the brand origin story throughout as expressed through the Huangpu River-inspired fins. The façade upgrade reflects modernist aesthetics and historical heritage to elevate brand image and identity.

Elevating brand image and staff experience to set industry standards section
Elevating brand image and staff experience to set industry standards section

By distributing self-service banking devices at varying spots near the entrance, the retail banking on the ground floor features an intuitive circulation flow to alleviate visitor traffic, while offering opportunities for staff to engage in customer conversations.

The result is a space that emphasises commitment to convenience, efficiency and digital experience, reinforcing SPDB’s enterprising spirit in leading digital transformation in the financial sector.

Agile innovation is essential in the financial sector. We hope to reflect this in our physical environment by inspiring creativity and enhancing staff satisfaction, expanding the energy and dynamism of the brand to our customers.”

Lu Zongxiang
Office General Manager
Shenzhen Branch, SPDB
Elevating brand image and staff experience to set industry standards section
Elevating brand image and staff experience to set industry standards section
Agile working and efficient innovation

As traditional banks transform into fintech enterprises, cross-functional collaboration becomes increasingly important. The building stacking therefore focused on improving vertical connectivity to enable closer interactions between relevant departments.

In addition to offering a stacking solution based on departmental collaboration modes, the design introduced a sky garden, canteen, meeting and training rooms in the mid-section of the building. This encourages closer user interaction and engagement.

The detailed planning of the typical floors has strengthened communication and collaboration through maximised agility. Each floor features open collaboration spaces with informal work settings that enhance flexibility and increase space usage. While the building embraces a consistent aesthetic style throughout, each floor has its own distinctive colour to enhance wayfinding. 

Elevating brand image and staff experience to set industry standards section

Embracing mobile working for the first time in SPDB Shenzhen’s history, the new headquarters has two exemplar floors equipped with unassigned workstations. With standing desks, diverse collaboration areas and team settings, the work environment encourages a culture of sharing and agility.

Elevating brand image and staff experience to set industry standards section
A unique employee experience

Preliminary research revealed a younger intake of employees were joining the business with an increasing desire for details and greenery – not only to enhance the work experience, but to contribute to personal wellbeing. To address this, a semi-open sky garden was introduced with accessible patios, creating a spacious and tranquil atmosphere for relaxation, communication and connection with nature.

Elevating brand image and staff experience to set industry standards section
Elevating brand image and staff experience to set industry standards section

Well-planned greenery throughout the building’s 23 floors is a sign of sustainability in practice. The employee cafeteria capitalises on natural lighting, creating an open and bright environment and a comfortable dining experience.

During the observation study, the strategy team focused on staff lunchtime napping habits, which provided insight on subsequent workstation design. This resulted in a customised retractable bed solution that was integrated into the workstation to deliver a convenient, comfortable, personalised experience.

Elevating brand image and staff experience to set industry standards section

SPDB’s new Shenzhen headquarters is an efficient, people-centred work environment that elevates business development and brand identity, during a period of rapid transformation. By providing a range of integrated services, the M Moser team has delivered an experience-driven space that instils the collaborative, agile culture required to support SPDB’s talent goals.

  • Status Completed
  • Area 236,813 sq-ft
  • Completion date 2019
  • Location Shenzhen
  • Photographer Harold de Puymorin

Contact

If you are interested in working with us, have a look at our careers page.

Contact

If you are interested in working with us, have a look at our careers page.

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