Belgrade, Serbia
The new Generali Insurance branch is designed as a dynamic space for quick services, where clients can enter spontaneously, manage travel and related insurance, and interact directly with agents. The central open area hosts a team of consultants, with workspaces organized to provide clear visibility, easy orientation, and a natural flow for visitors.
For more private discussions or complex policies, separate soundproof rooms are provided. These spaces protect privacy and allow focused meetings, keeping clients comfortable while staying visually and acoustically separated from the busier parts of the branch.
The interior follows a subtle sculptural approach, from ceiling treatments to the central desk, giving the space a clear identity without compromising functionality. A dark blue zone with red glass panels adds a discreet yet recognizable brand reference.
In the public area, there is a small coffee kitchen and a comfortable sofa for short stays. The combination of warm materials, tactile surfaces, and a calm color palette creates a relaxed atmosphere, making waiting more pleasant and allowing the space to feel like a comfortable pause in the day.
The design balances efficiency and aesthetics, providing a clear functional layout while offering a visually rich environment. The result is a branch that improves the overall client experience, making processes simpler, transparent, and easy to navigate.
Following the relocation to the new headquarters at Blue Center, spread across several floors, the project scope extended beyond the design of the ground-floor branch. In addition to shaping a functional and welcoming client area, the task included the creation of gathering zones on the upper floors, intended for meetings, collaboration, and informal interaction, as well as a dedicated executive zone for the director.
