Maybank SG unveils cafe style concept branch to engage the youth

Maybank Singapore has launched MSpace at Maybank, a new branch concept designed to engage a younger audience, as well as to serve its wealth clients. Located at Orchard Shopping Centre, it is the first branch across the Maybank network to combine a café with banking services, said the bank in a press release.

Maybank’s branding and marketing team appointed DIA Brands to lead the creative conceptualisation of MSpace at Maybank, from the look and feel of the space to producing a suite of marketing materials. The brand aims to “bring people from all walks of life together, the branch houses Mellower Coffee on its first floor and a wealth lounge for Maybank Private and Premier customers on its mezzanine level”.

Chandran Dharmarajan, head of branding and marketing, Maybank Singapore, said MSpace at Maybank was created to redefine what a brick and mortar bank branch looks like. “With this new space, we can grow the Maybank community and branch out to a different customer segment. Staying true to Maybank’s mission of humanising financial services, we are creating tomorrow’s customer experience today.”

Dinesh Sandhu, managing director, DIA Brands, shared that working on the MSpace at Maybank concept played to the team’s strengths – retail design understanding and experience design. “Once we established the strategy and core tenets of the brand, we were able to create a seamless customer journey on all fronts. We are confident that MSpace at Maybank will be spoken of as one of the transformative retail experiences in the financial services industry.”