EuMo designed a dedicated in-branch environment that was attractive to young founders, enabling collaboration, discussion and early-stage business thinking.
The intervention worked within existing branch constraints while feeling distinctly non-banking.
ICICI Bank
Banking & Finance
Customer Experience
Retail Experience
Retail Strategy
Service Design
Signage & Wayfinding
Hardware & Fixtures
The ambition was to reposition the bank’s role from a transactional financial institution to a startup enabler, from formal banking spaces to approachable, collaborative environments and from service provider to early-stage partner in entrepreneurial journeys.
At a network level, the goal was to create a recognisable and scalable system that invites founders to engage.
Behavioural Insight
The startup audience is fundamentally different from traditional banking customers.
They seek informal, open environments with flexibility in how they use space for discussion, ideation and collaboration and a sense of belonging rather than institutional formality.
Strategic Interpretation
EuMo’s process started with a creative and strategic interpretation of the brief.
The space must feel like the beginning of a startup, not an extension of a bank.
This led to inspiration from garage startups, where some of the world’s most successful ventures began.
The design needed to signal possibility.
Spatial Experience Design
The environment was designed to embody frugal innovation and entrepreneurial energy with planned, informal layouts that reduce hierarchy, open, approachable seating arrangements and a tone that encourages interaction.
The space invites users to stay, think and engage.
Modular System Thinking
A highly adaptable furniture system was developed. Configurations for individual work, group discussions and presentations with corner desks that could be reoriented into central meeting tables, the flexibility to respond to changing user needs within limited space.
Design becomes responsive to behaviour.
Embedded Collaboration
The system enables multiple modes of engagement as required by start-up teams. One-on-one advisory conversations, peer discussions among entrepreneurs and small group presentations and idea sharing were enabled through design.
The environment supports both solitude and collaboration.
Integration Within Existing Branches
Importantly, the intervention was designed to fit within operational banking environments without disruption while remaining visually distinct from the rest of the branch. They were also designed to be scalable across multiple locations.
Stronger Engagement with Startup Audience
Entrepreneurs across sectors actively can use the space to initiate and build their ventures.
Repositioned Brand Perception
ICICI Bank is seen as an accessible and supportive partner for early-stage businesses.
High Utility Through Simplicity
The intuitive, flexible design enables diverse use cases without complexity.
Scalable Innovation Model
The system can be replicated across branches, extending the initiative’s reach.
