VTB uses "cultural code" in office design

VTB Bank has introduced a new concept of offices for clients of the Private Banking segment, which is based on the "cultural code" of the Russian regions. The first offices in the new format will open this summer in Moscow and Kaliningrad, and by the end of the year — in Kemerovo, Surgut and Belgorod, VTB said as part of SPIEF 2026.

The bank is implementing 17 projects in 2027 and four in 2028, the bank said. "According to research by the Frank Research Group, about 50% of wealthy clients prefer to visit bank offices. That is why, in addition to privacy, functionality and individual work format, we are creating a new trend in office services for our clients," commented Oksana Semenenko, Senior Vice President, Head of Private Banking and Privileges at VTB.

The concept provides for several basic regional directions, the bank explained. Thus, the design of offices for the northern territories will be based on a restrained palette and strict geometry. More open spaces will be created in the rooms of the southern regions, and soft lines will be used in the design. The Kaliningrad office, for example, uses a system of symbols and ornaments adapted to the regional context, including the use of amber.

"In the new concept, we emphasize our attitude to the classics and take into account the current demand for national and cultural identity," said Ruslan Eremenko, a member of the VTB Board. According to him, by using the "cultural code" in the office space, the bank becomes "even closer and clearer to the client" and creates "the basis for trusting and long-term relationships."