CITI DENOVO
BRANCH OPENINGS 2025
the challenge
CITI SET OUT TO OPEN A NEW WAVE OF BRANCHES ACROSS KEY U.S. MARKETS, NOT JUST AS RETAIL SPACES, BUT AS MODERN COMMUNITY HUBS. THE GOAL WAS TO CREATE OPENING-DAY EXPERIENCES THAT REFLECTED CITI’S LONG-TERM COMMITMENT TO THE NEIGHBORHOODS IT SERVES, FOSTER CIVIC TRUST, AND SPARK MEANINGFUL CONNECTIONS WITH LOCAL LEADERS, PARTNERS, AND RESIDENTS.
THE CHALLENGE: DESIGN A SCALABLE, COMMUNITY-FORWARD PROGRAMMING MODEL THAT COULD FLEX CITY TO CITY WHILE STILL FEELING PERSONAL, WELCOMING, AND REFLECTIVE OF CITI’S CUSTOMER-FIRST APPROACH. EACH OPENING NEEDED TO EMBODY THE BRAND’S PROMISE OF ACCESSIBLE, RELATIONSHIP-DRIVEN BANKING THROUGH HOSPITALITY, AUTHENTICITY, AND THOUGHTFUL LOCAL INTEGRATION.
the SOLUTION
SOHO CRAFTED A TURNKEY BRANCH-OPENING EXPERIENCE THAT BLENDED CIVIC TRADITION WITH COMMUNITY CELEBRATION. EACH LAUNCH KICKED OFF WITH A RIBBON-CUTTING CEREMONY ATTENDED BY CITY OFFICIALS, CHAMBER OF COMMERCE MEMBERS, AND KEY NEIGHBORHOOD PARTNERS. THIS SERVED AS A HIGHLY VISIBLE SIGNAL OF CITI’S INVESTMENT IN LOCAL ECONOMIC GROWTH AND LONG-TERM RELATIONSHIP BUILDING. GUESTS CONSISTENTLY NOTED THE BRANCHES’ WARM DESIGN, MODERN FEEL, AND INVITING CUSTOMER EXPERIENCE, REINFORCING CITI’S PLACE AS A TRUSTED COMMUNITY ANCHOR.
THROUGHOUT THE DAY, HOSPITALITY PLAYED A CENTRAL ROLE. BREAKFAST SERVICE, ALL-DAY COFFEE, AND LOCALLY SOURCED FOOD TRUCK PARTNERSHIPS CREATED A WELCOMING ENVIRONMENT FOR RESIDENTS STEPPING INSIDE THE NEW BRANCH FOR THE FIRST TIME. INTERACTIVE GIVEAWAYS AND CITI-BRANDED MERCHANDISE WERE CUSTOMIZED TO EACH MARKET, TURNING LOCAL CULTURE INTO A TOUCHPOINT OF BRAND PRIDE.
AT PRIORITY LOCATIONS, THE CELEBRATION EXTENDED INTO ELEVATED EVENING PROGRAMS FEATURING REFINED DINING, WHITE-GLOVE SERVICE, AND STANDOUT ENTERTAINMENT. THESE MOMENTS CREATED SPACE FOR BANKERS AND THEIR CLIENTS TO DEEPEN RELATIONSHIPS, HIGHLIGHT CITI’S PREMIUM ACCESS, AND DEMONSTRATE THE PERSONALIZED SUPPORT THAT DEFINES THE BRAND’S APPROACH TO FINANCIAL PARTNERSHIP. TOGETHER, THESE ELEMENTS BUILT A MEMORABLE ONBOARDING EXPERIENCE FOR NEW COMMUNITIES AND SET A STRONG FOUNDATION FOR LASTING ENGAGEMENT.
