Wise has introduced its first physical brand experience in London at Future Stores, using an immersive pop-up format to present its current account offering in a retail environment.
Wise has launched its first physical brand experience in London, introducing a pop-up space on Oxford Street designed to showcase its current account services.
The activation is located within Future Stores and runs from 30 March to 13 April. Developed in collaboration with Dalziel & Pow, the space has been conceived as an immersive environment aimed at engaging both new and existing customers.
Founded in 2011, Wise now serves more than 15.6 million customers and businesses globally. Its platform enables users to hold and manage money in multiple currencies, send international payments and spend internationally.
The pop-up has been designed to challenge traditional financial service environments, presenting a more accessible and interactive format. The concept centres on communicating Wise’s proposition as a current account designed for use both domestically and abroad.
Large-scale digital wrap screens extend across walls and ceilings, creating a unified visual environment that supports brand storytelling. The installation functions as both a retail and media space, using bold visual content to attract attention and guide visitors through the experience.
Design elements throughout the space draw on global influences, reflecting Wise’s international reach. A Matcha Bar, developed in collaboration with JENKI Matcha, forms part of the activation and takes cues from contemporary Japanese café formats.
Customer Engagement
The pop-up includes a dedicated Wisdom Bar where visitors can engage directly with Wise specialists and explore the product offering in greater depth. Interactive touchpoints highlight key features and use cases, while new customers are offered incentives including refreshments or branded merchandise through on-site kiosks.
The space also operates as a flexible event venue, hosting workshops and product sessions across the two-week period.
“From the outset, the ambition was to break away from the traditional financial category codes and create something far more exploratory and immersive. Working closely with the Wise team, we designed a space where bold colour, an honest palette of materials, digital storytelling and playful interactions invite people to explore, ask questions and discover the brand in a more human way. It’s an experience that rewards curiosity and brings Wise’s global mindset to life.”
Anna Sanders, Associate Creative Director, Dalziel & Pow
“It has been a pleasure to partner with Dalziel & Pow on this exciting branch initiative. Traditional banks weren’t built for how people live today, so we’ve designed an experience that clearly shows the difference: a simpler, more transparent current account that works just as well at home as it does internationally.”
The activation reflects a broader shift towards experiential formats within the financial services sector, as digital-first brands explore physical environments to support customer engagement.
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