2012 Melbourne Design Awards

Key Dates

AMP Financial Planning Centre

Image Credit : Bernie Phelan bernie@phelanphoto.com.au www.phelanmedia.com.au Studio 1 20 Bedford St Collingwood VIC 3066 P. 03 9486 0140 F. 03 9417 6233 M. 0419 305 438


Project Overview

With AMP being one of the most recognisable brands in Australia, WMK designed a new concept retail store for the financial planning sector. The new financial planning centre is helping Australians “own their tomorrows” today by providing affordable and flexible advice in the Superannuation, Retirement, Investment, Insurance and Home Loans sectors.

Project Commissioner


Project Creator

WMK Architecture


Vicki Murphie - Director-Projects
Karina Simpson - Interior Designer

Project Brief

Create a new branded environment for AMP’s flagship Financial Planning Centre in Melbourne that attracts new customers, embraces the customer experience and supports existing clients.
AMP wished to have a strongly branded but physically transparent hub that attracts the attention of the passer-by, creates a sense of approachability and dispels financial nervousness.
The space was to be a warm, friendly, open environment with no visible hard edges and a sense of privacy when desired.

Project Need

AMP commissioned the creation of their first flagship financial planning centre. The centre represents the essence of the brand whilst having the diversity of a hybrid retail and commercial space.

Design Challenge

The design challenges met throughout the project included the client undergoing a major rebrand whilst in the design and documentation stages, a site with a compact, double height shopfront, and minimal natural light throughout.
WMK worked in collaboration with Hulsboch, Imagination, Jane May and the internal AMP Brand team to ensure the flagship store captured the essence of the new AMP brand whilst still being recognisable as AMP throughout the brand transition.
WMK’s design makes effective use of the compact yet double height retail area with dynamic curves and angles that direct customers through the space, and dramatic exaggerated height meeting pods. The planning provides flexible spaces for ongoing staff training and client financial seminars. The incorporation of changeable campaign walls delivers brand flexibility, and the palette of materials embodies the brief of approachability, freshness and warmth.
The outcome is a strongly branded high street financial centre for AMP’s customers and planners that represent the essence of AMP’s recent rebrand. The space is a welcoming and customer friendly retail and work space that will be rolled out across future AMP sites nationally.


At WMK we believe that sustainability is a fundamental aspect of all design and sustainability is considered throughout all stages of a project.
WMK designed a space that was fundamentally flexible, functional and interchangeable allowing the brand to evolve and the fitout to adapt as required. This was achieved by developing a “kit of parts” that is adaptable to suit any new campaign or direction AMP wished to initiate in the future without any major rebuild requirements.
Our award-winning ESD expertise delivers innovation together with holistic and commercially viable sustainability features. We push the envelope in this emerging field and have delivered ground-breaking solutions that continue to inspire.

This award recognises building interiors, with consideration given to space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.  

Judging Note : Judging for this category will be finalised on Monday 27th August and Finalists will be announced on Tuesday 28th August.

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