AmBank · Malaysia
A Heritage Reimagined
The grand launch of AmBank's Jalan Kelawei flagship in George Town: a restored heritage bungalow unveiled to Penang's affluent community through projection mapping, lion dance and Peranakan hospitality.
The brief
AmBank chose a restored Heritage Class 2 bungalow on Jalan Kelawei as the new Penang home of AmBank SIGNATURE Priority Banking and AmPrivate Banking. The launch had to introduce it to the island's affluent and high-net-worth clients as a premium destination, with the warmth, heritage and personal touch they value.
The experience
Guests arrived at a Signing Gallery to leave their mark on the evening, then gathered beneath glowing orb lights in front of the bungalow. Projection mapping turned the façade into a living canvas, tracing its heritage in light before revealing "A Heritage Reimagined". Drummers and a lion dance carried the ribbon-cutting, followed by the indoor launch moment, live strings, Chinese calligraphy and Peranakan-inspired canapés.
The result
A flagship branch launched as a destination rather than an opening: Penang's affluent clients welcomed into AmBank's new home for SIGNATURE Priority Banking and AmPrivate Banking, in a heritage building brought back to life in light.
Gallery
