How to further develop bank branches to meet the changing demands of customers? Since the beginning of December 2016, the Commerzbank has been testing another new kind of branch next to its flagships: The City Branch, where personal service and customer relationship are the main focus.
Commerzbank’s City Branch is a new format for urban banking designed and implemented by dan pearlman in close collaboration with Commerzbank. The project aimed to develop smaller, more efficient, and cost-effective branches that offer a holistic brand experience while meeting customers’ continued desire for personal contact—even in the digital age.
From Standard Branch to Differentiated Branch Strategy
Traditional bank branches are seeing fewer visitors. Commerzbank, which operates one of the densest branch networks among German private banks with around 1,000 locations, is actively investing in transforming its branches. The goal is not to reduce the number of locations, but to create a differentiated network. Under the motto “Rethinking banking,” a new branch design was developed in 2014 in collaboration with dan pearlman—now also brought to life in the new City Branch in Frankfurt.
Compact Design with an Urban Look and Feel
The approximately 60-square-meter City Branch is located in Frankfurt’s Ostend district, right near the European Central Bank. It complements Commerzbank’s network with a space-efficient urban format. Unlike traditional branches, the City Branch looks more like a stylish boutique: raw concrete, brick finishes, wooden furniture, stools, and tables define the interior. The Commerzbank brand elements have been modernized and prominently shape the space.
Modern “Banking to Go”
Despite its compact size, the City Branch offers all essential banking services. The 24/7 self-service area includes ATMs, account statement printers, and free Wi-Fi. Customers also have access to personal service: in a dedicated consultation room, they can open accounts, apply for loans, or handle services such as transfers and address changes with an advisor at the service desk. The City Branch stands for fast, convenient, and personal banking in a modern urban setting.
Award-Winning Customer Experience
In 2017, the City Branch concept received the Customer Experience Award in the category “Branch Strategy.” This award honors outstanding customer experiences and innovations in sales, marketing, and customer service for private banking. It is presented by the trade journal gi-Geldinstitute in cooperation with the Fraunhofer IAO and IBM Germany. The 40-page submission was evaluated by an independent jury from business, academia, and the media, based on criteria such as degree of innovation, customer benefit, and project methodology. The Commerzbank branch concept for both the flagship and the city branch also won the POPAI D-A-CH Award in Bronze. The concepts were honored in the category “Visual Merchandising, Retail Design, Shopfitting, Shop-in-Shop Systems, Flagship Stores.” In addition, the Commerzbank flagship branch received the German Brand Award.
Rethinking Banking – Successfully Implemented
The City Branch shows how modern banking can succeed in a small space. With a clear design concept, digital infrastructure, and personal service, it serves as a forward-looking model for other urban Commerzbank locations.
