Suncorp will open its interactive retail store in Sydney’s Pitt Street Mall on Thursday next week.

The two-storey, 446-square-metre “Discovery Store” will let customers explore Suncorp’s products and “end-to-end solutions” tailored to individuals’ stages of life, whether buying a car, getting married or purchasing a home.

Suncorp CEO Michael Cameron calls the store – which follows the opening of similar stores in Parramatta and Brisbane –  “bold and engaging” and unlike anything previously offered by an Australian financial institution.

The concept, which is a key component of Suncorp’s contentious Marketplace marketing strategy, will be open seven days a week and during late trading.

“We want people to drop in, bring the whole family along, have a coffee and explore what’s on offer,” Mr Cameron said.

“We know customers fall in love with a home, not a home loan, and so in our Discovery Store we will be having conversations that shift the focus away from financial products to be about each customer’s life goals.”