The 1862 Store: Redefining Corporate Value, One Masterpiece at a Time

Forget everything you thought you knew about corporate merchandise. For too long, branded goods have been synonymous with landfill fodder, a forgettable gesture that actively erodes brand perception. But what if a concept could transform this narrative, elevating a simple water bottle into a coveted symbol of belonging and purpose? This is the story of Standard Bank’s 1862 store, a bold reimagining of corporate retail that didn’t just move product, it moved hearts, minds, and contributed to global rankings.

Our journey began with a stark truth: 79% of corporate merchandise ends up in the bin. This wasn’t just a waste; it was a missed opportunity to connect with employees and potential talent. Our research revealed a powerful antidote: 65% of people crave employers with a strong social conscience, and 60% of finance professionals cherish classic, high-quality branded items. The strategy was clear: create a retail experience that wasn’t just transactional, but transformative.

The 1862 store exemplifies strategic design. We didn’t just build a shop; we crafted a gallery, a sensory journey steeped in African heritage and timeless elegance. Every detail, from the richly grained wood and warm metallics to the subtle shield motifs, speaks to luxury and purpose. This isn’t just about selling; it’s about storytelling, showcasing authentic African craftsmanship and sustainability, and inviting employees to immerse themselves in a brand that truly cares.

The impact has been nothing short of phenomenal. We saw a staggering R16.8 million in merchandise sales, proving that when quality meets purpose, people don’t just buy, they invest. This innovation generated an additional +R2.89 Million in bespoke order requests, a testament to the store’s magnetic appeal. Furthermore, the 1862 store contributed to Standard Bank’s significant improvement in its employer brand perception. Climbing from 130th to an astonishing 18th in Forbes’ World’s Best Employers 2024, and securing the top spot in Africa, Standard Bank has solidified its position as an ‘Employer of Choice’. A true testament for how design can drive deep, meaningful connections and redefine corporate value.

Client/Brand: Standard Bank
Marketing Manager: Margaret Nienaber, Yolisa Koza, Diana Springer, Kea Mawela

Agency: Ogilvy South Africa
Chief Creative Officer: Pete Case
Executive Creative Director: Liana Liebenberg
Creative Director: Liana Liebenberg
Managing Director: Mathew Weiss
Account Management: Anastasia Cost, Natalie Woker
Strategist: Angie Hattingh, Christy Nell

Design Agency: (Not an IDIDTHAT member)

Architecture Firm: ATMOS

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