NRMA Insurance hub

Insurance customer service center interior design with large video wall, custom oak joinery, and geometric ceiling lighting.

NRMA Insurance’s first flagship hub provides world leading immersive customer experiences

#Australia
#NRMA
#Selected
#Sydney
#Westfield URW
#financial services
#insurance providers


This flagship hub launched at Westfield Liverpool in Sydney is the first of its kind for NRMA Insurance. Created in partnership with Design Clarity, it is the outcome of a total rethink of the retail branch network and many collaborative sessions together since our initial engagement with IAG in August 2016.

The hub is the next milestone in NRMA’s journey become a digital-first, agile and customer-led business.

The new retail hub and spoke network is designed with a focus on bringing NRMA Insurance closer to their communities. While creating the hub design toolkit, we’ve implemented new kiosk designs in various NSW sites now operating at Marrickville, Erina, Tuggerah, and Chatswood, with Penrith, Burwood and Campbelltown all on site soon.

Occupying around the same footprint as a traditional branch this first flagship hub provides customers an opportunity to interact, feel connected, at the same time as exploring and being educated on digital platforms.

A collaborative and insight-led approach was maintained throughout the entire design process. Many iterations of the design toolkit were shared with stakeholders, customers and staff, before early 3-dimensional designs were prototyped and fly-throughs were presented to customer communities for critique and feedback.

The store environment design gives NRMA Insurance customers and community a more engaging, one-stop-shop experience. It is an opportunity to showcase an educational experience that will help customers better understand how NRMA Insurance makes their world a better place. The hub launch coincided with the newly released brand positioning ‘Help is who we are’ – you can view the latest campaign film on the NRMA Insurance YouTube channel.

The in-store layout of the hub offers a new optimal way of working for staff and provides different service opportunities for customer connection in multiple zones. Part of this is helping customers connect better to the brand’s digital platforms. In the hub, staff can choose how to best serve customers, with assisted shoulder-to-shoulder service, allowing for seated semi-private consultations and also offering fast track self-service options.

The hub design empowers people with more options to connect. Wait time is also harnessed with zones dedicated to community, education and an immersive VR experience adding wow-factor in the shopfront zone.

There’s a seminar space and a dedicated community cart to showcase how NRMA Insurance works alongside SES, Red Cross and local  organisations to help make our world a safer place.

Thanks also to the very helpful team at National Projects for bringing this incredible hub fitout to life.

Photography credit Richard Whitbread Photography

The immediate greeting area establishes an interactive digital entry path that frames a high-tech arrival sequence for visiting customers. By pairing freestanding service stations with dynamic, large-scale media screens, the layout offers immediate orientation without creating physical lines. This open approach provides flexible touchpoints for brief check-ins or quick self-service updates.

Commercial office reception area design with interactive video wall, digital signage kiosks, and custom oak ply joinery.
Retail branch interior layout featuring modern self-service digital kiosks, custom timber desk units, and integrated media screens.

A dedicated self-service zone combines agile digital infrastructure with personal consultation touchpoints to streamline high-volume customer queries. By aligning interactive display screens directly with modular standing desks, the layout provides clear, immediate points of service. This flexible configuration empowers visitors to manage claims or check policy details independently while keeping staff support nearby.

Commercial retail interior featuring wall-mounted digital touchscreens, custom oak cabinetry, and chevron floor graphics.

The layout uses an integrated self-service alcove to give arriving customers quick, independent digital access near the branch entryway. Placing interactive screens right along the main walking path allows for fast policy updates without interrupting the deeper consultation zones. This arrangement streamlines high-volume, brief visits while maintaining clear views across the open floor plan.

Tucked away from the high-traffic digital zones, a dedicated consultation suite offers a quiet environment for sensitive, complex policy discussions. By swapping rigid drywall offices for high-backed acoustic booths, the floor plan maximizes space while ensuring complete visual and sound privacy. This clever zoning balances open retail transparency with the secure comfort needed for deeper advisor-client meetings.

Commercial office interior showing modular acoustic privacy booths, graphic landscape wall mural, and geometric carpet tile installation.
Retail branch interior layout featuring wall-mounted commercial display screens, custom oak ply cabinetry, and corporate wall typography.

A dedicated community info corner acts as an educational anchor that links digital corporate media with real-time neighborhood updates. By grouping interactive displays within a cozy, semi-private alcove, the layout invites customers to stay and browse community safety programs. This configuration builds local engagement right alongside the active retail consultation counters.

Commercial retail interior architecture with modular timber service desks, custom bench seating, and dual-tone flooring zoning.

The expansive central retail floor layout uses matching service tracks to structure customer traffic across a deep commercial footprint. By placing custom consultation desks on both sides of a central waiting lounge, the layout creates a balanced space. This open configuration gives staff clear sightlines across the floor while letting visitors choose between fast self-service or guided support.

A vertical perspective of the advice lounge shows how physical furniture modules and graphic surfaces combine to build acoustic comfort within a busy retail format. By dropping the visual horizon and using rich, sound-absorbing materials, the layout forms a secure micro-environment. This setup ensures that clients feel completely protected during long-stay personal planning meetings.

Corporate office workspace design featuring custom upholstered acoustic privacy pods, geometric carpet tiles, and an integrated graphic brand mural.
Commercial retail storefront design featuring custom illuminated 3D corporate signage and a frameless glass shopfront partition.

The main storefront entrance uses full-height glazing and prominent three-dimensional branding to establish high visibility within a busy commercial corridor. By placing a large, sculptural logo directly behind the glass, the layout creates a striking visual anchor that catches the eyes of passing pedestrians. This transparent entryway gives public crowds a clear view of the open, tech-focused interior floor plan.