CAFÉS INSTEAD OF BANKS: EVALUATION FOR MARKETING & MEDIA

The fact that consumers and their preferences are changing is also evident in the design of bank branches.

Virgin Money: open to communities

Manchester, Great Britain

Virgin Money underwent a grand rebranding, the cost of which, including communication from Lowe and Partners, exceeded £ 60 million. A part of this change is also a completely new design of 73 branches. These are intended to reflect radically changing consumer behaviour. The bank approached design studio l-AM to design the first generation of new sales points for major shopping classes.

The studio designed a format based on a strategy with a maximum customer focus. It includes a “family” of concepts adaptable to the needs of local communities. One of the fundamental changes in design is greater openness to customers, but also to those who are not customers. For example, the branches provide entrepreneurs with a background for cooperation and creation in a co-working space. Various meetings, events, seminars, panel discussions, as well as meetings of local communities can take place here.

Evaluation: 4/5

The concept of space seems very friendly and youthful to me. I like sitting on the steps, which will appeal especially to the younger generation, and it looks cool. In my opinion, the space evokes an environment designed for rest and relaxation; the warm colours that flow through the whole concept evoke a feeling of cosiness. Light natural wood and a large number of living plants are also well-chosen. As a whole, this design is very cosy and inviting to sit.

ING La Vie: beyond the corporation

Utrecht, Netherlands

No more grey counters, cold coffee, or lukewarm reception. ING responds to the digital revolution in the banking sector by offering clients warm hospitality and space to work. As with Virgin Money, ING first surveyed to find out how clients would like to approach the “bank of the future” and what would help them in a better experience, both in terms of services and aesthetics. The result looks more like a café. As part of the ING La Vie concept in Utrecht, classic partitions are banned. Customers can just sit in a café, do things in self-service kiosks or ask the staff for help. There are several areas for consultations, from open to purely private. ING corporate colour is orange, but rather than clinging to this distinctive symbol of corporate identity, the bank decided to make the orange colour be rather a small accent complementing the entire palette.

Evaluation: 4/5

Very modern and airy concept of space, with originally designed cubicles to preserve privacy. The concept is aimed at the entire spectrum of visitors – from young people through families with children to business people. There is an emphasis on details such as platform backlighting, illuminated brands in frames, or design lighting. I like the non-violent involvement of the colours of the accessories that the whole colour range meets here.

Halifax: like at home

London, Great Britain

Kensington High Street has been home to the new Halifax Bank branches since last year. Twelve hundred square meters are open to those who are not among the bank’s clients, and you can come here every day of the year except Christmas Day. The appearance of the new branches was designed by the Honest Brand design studio. It is spread over three floors and shines with colours. The “Home” concept, which, like the other two projects mentioned in this topic, seeks to “capture” the changing customer and at the same time surround him with the comfort of home, works with several zones: for travel, child savings, property, etc. The main element of the ground floor is the “Home Hub”, an interactive digital zone that offers assistance in buying housing. On the upper floors, there are also open and private meeting rooms and, of course, a café, which also serves as a place for meetings, networking, and seminars.

Evaluation: 5/5

Bank of the future. This is the first thing that came to mind when looking at this design. The thematic division of sections, strong colours, modern materials, lighting, the involvement of digitization, and interactive elements, all together look very timeless and stylish. Although each section is different in design, the concept still works coherently. The equipment is thoughtful and stylish.

Evaluated by: Lucie Michajlov, DAGO s.r.o.

Source: Marketing & Media 49/2021