Landini Associates completed their second landmark project for MBF, Australia’s largest privately managed health insurer. This work, a Customer Centre for retail and corporate clients, is a new combination for MBF in Victoria and likely to become a model for the future. Located at 257 Collins Street, this 220m2 Flagship Customer Centre is important to MBF’s aim to further increase market share in the Victorian market.
Being MBF’s latest Victorian customer centre it was imperative the brand values and services of the company were clearly communicated throughout. Having recently relaunched their brand nationally through its “Be positive” advertising campaign, the challenge faced by Landini Associates was to create a positive experience that consistently and pro-actively communicated MBF’s brand values locally.
MBF national public affairs manager, David Jones, said MBF had been part of the community in Victoria for nearly 15 years but wanted to make an emphatic statement that it has big plans for growth.
Two modern furnished consulting rooms with curved exterior wall softens the surrounding space dividing Corporate and Consumer environments. The creation of a soft, warm ambience was very much a prerequisite of the brief and has been echoed throughout using a refreshed MBF graphic look, complimentary charcoal grey floor and sky scape mural that greets visitors on the main wall.
With strong glass presence to the street passers-by can clearly view the alluring MBF interior. Inside, the most noticeable feature to this space is a large circular seating area that allows for both customer and staff use as a communications space. This static area provides an excellent outlet for MBF promotion; with access to a wealth of traditional and modern communications tools visitors can wait in seated comfort and learn more about the MBF products and services offered. By night, the space (with its I.T. facilities, digital outlets and Plasma screen) can be used to present seminars, hold meetings and train staff etc.
The effectiveness of the communications environment was in part due to the introduction of a ticketing system located at the front entrance. A first for MBF, this system guides visitors to the seated space eliminating the need to stand and que. Additionally the ticketing system also provides valuable quantitative customer data for the MBF team that upon analysis can be used to refine the services offered.
The design impact Landini Associates have achieved through this flagship centre on Melbourne’s trendy Collin’s Street clearly differentiates MBF from more locally established competition. With a refreshed graphic look, excellent location and enticing interior design this is the first of many positive steps in Victoria.
220 square metres
Interior Design, Graphic Design
Courtesy of MBF