Reinventing the Insurance Agency for a New Era of Proximity

Lonsdale co-developed with MAIF a flexible, multi-format location strategy, designed to adapt to the diverse needs of local communities and evolving customer expectations.

The result: a next-generation agency concept — more human, more visible, and more context-aware. Each space is designed as a place for advice, support, and connection, restoring real value to the physical point of contact.

At the heart of the concept, the iconic red triangle logo is reimagined as an anamorphic installation, marking both the consultation area and the Café Bienvenue — a welcoming, café-style space inspired by the codes of casual hospitality.

Visible from outside, the anamorphosis becomes a powerful graphic landmark, a symbol of openness and recognition.

The “MAIF Gallery” — a scenographic mural — brings to life the brand’s four key life moments: home, family, mobility, and savings. This visual storytelling approach makes the offer more legible, more tangible, and deeply connected to the real-life needs of policyholders.

A Three-Tier Agency Architecture

To support MAIF’s geographic expansion, Lonsdale defined three distinct agency formats:

• An urban flagship of over 200 sqm for major metropolitan areas, offering a rich program of services, dedicated consultation and meeting spaces, and high brand visibility.

• A standard format, designed with retail-inspired codes, tailored for vibrant city centers.

• A compact proximity format, placed in high-footfall areas to engage local audiences and ensure consistent field presence.

This new model is currently being tested in four pilot cities: Anglet, Rennes, Lille, and Toulouse.

Responsible, Purpose-Driven Spaces

As a mission-led company, MAIF wanted these new spaces to reflect its environmental commitments as clearly as its service values.

Every material and furnishing was carefully selected for its traceability and low environmental impact:

• 97% natural-origin flooring

• Acoustic panels made from wood wool

• Solvent-free paints

• Solid wood furniture sourced from sustainably managed forests

A dedicated Eco Label signage system guides visitors through the space, highlighting MAIF’s responsible choices at every step of the customer journey.

Activating the space, learning from the field

Throughout the year, these new agencies host local events, workshops, and activations to foster connection, educate the public about the insurance profession, and share MAIF’s social and territorial commitments.

This pilot initiative is guided by careful analysis of user feedback, allowing for continuous optimization of the strategy ahead of a broader national rollout.

With this project, MAIF is laying the foundation for a reinvented, human-centric network — one that is more agile, more engaging, and fully aligned with its mission to support members through life’s key moments.