Phase change materials (PCMs) offer significant potential for building energy management, but are limited by poor heat transfer rates. This study investigates charging/discharging performance optimization of a shell-and-multi-tube heat storage system using high-enthalpy PCM (RT70HC) with differentiated fin configurations. The key novelty of the work lies in its thorough examination of geometric mutations within this system, specifically targeting building energy applications. A validated numerical model simulated charging and discharging processes, comparing finned and plain tube designs. Key performance metrics analyzed here include melting times, heat storage rates, phase transition velocities, and temperature profiles. Results reveal the finned tube design enables a 268 % higher heat storage rate (1421 W vs 387 W) and 74.5 % faster melting time (196 min vs 770 min) compared to the plain tube. Detailed analysis of the 10-h charging process exposes intricate thermal stratification patterns. The inclusion of dedicated discharging finned tubes significantly enhances heat distribution. During the 20-h discharge, heat transfer rates decrease from 2000 W to 100 W, providing crucial insights into solidification dynamics. These quantified findings highlight the potential of optimized finned tube arrays to substantially improve thermal performance of shell-and-multi-tube heat storage systems for building energy applications.