From the Resene Total Colour Awards gallery of entries
AMI wants to deliver insurance in a new way. So AMI’s store model has moved away from bureaucracy and products, to focus on the person – what they love and what they want to talk about.
This move reflects AMI’s brand initiative, which is to be New Zealand’s local, social, easy, trustworthy, transparent and helpful insurance offering. The company’s focus is to provide people cover for their life achievements; their first car, first job, first child, and continue protecting the things people love throughout their life stages.
Inviting and comfortable like a domestic space, the store palette of timber and timber panelling adds texture and warmth. Carpet with an organic quality and soft tones is used throughout. Lighting is low in level, and gives a warm and intimate ambience.
A softer less aggressive tone of AMI’s brand yellow highlights the store and supports way finding, while foundation colours of black and charcoal tones are pulled in throughout.
The store entrance is framed by yellow timber panelling, signalling openness and leading people in. To represent AMI’s offering the shopfront was designed to look valuable but not expensive, with warm Basalt that feels permanent and reassuring. The welcome wall is Resene Wild Thing, with a fresh back wall in Resene Paradise. The meeting rooms have more serious tones with Resene Gumboot and Resene Geyser.
Asking for help is easy as staff now lead from the front; their prominent assistance counter is stationed at the heart of the store visible from the entrance. Through the middle of the space there are a variety of settings – leaners, tables, and lounge to accommodate all people and all conversations. For stressful claims there are two acoustically private meeting spaces.
Interesting facts and stats were illustrated to create an informative discussion wall. Segmented into life stages and with integrated technology, the wall helps spark conversations, it is inclusive and tactile, and it stands behind AMI’s intention to be social and helpful. IPads and laptops along with docking stations allow staff to be completely mobile and free to move people through the store journey.
Aspects of community and home are brought into the store through architectural references such as a pitched roofline form and weatherboard panelling. The roofline is mirrored to create the dynamic form of a zig-zag wall.
The result is globally innovative; an insurance environment that is surprising and relevant, with retail like intensity.
Interior designer: Andy Florkowski, Ceili Murphy and John Lenihan, RCG
Painting contractor: Dimension Shopfitters
Photographer: Jeremy Toth
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