Netherlands-based retail design agency Storeage has created a new branch concept for the Den Haag-based unit of Rabobank. The new design concept will be rolled out to other Rabobank outlets, offering the possibility for the bank to personalise individual branch designs by adding regional flair. Douglas Blakey reports
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Dutch-based co-operative Rabobank has embarked upon a major branch transformation programme with the aim of underscoring its core business: banking, investment and providing financial advice, while highlighting its strong commitment to technology, innovation and local relevance.
Rabobank commissioned Netherlands-based retail design agency Storeage to create a design that balances the bank’s customers’ need for transparency and privacy with a warm, welcoming feel.
Leendert Tange, partner and co-founder of Storeage, told RBI:
"The financial crisis drove banks back to their core, providing financial services to their consumers and doing this in a trustworthy way.
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By GlobalData"Rather than being merely a façade, the storefront became again the entrance to the safe haven a bank should be.
"Rabo made a conscious choice that they wanted their branches to be as close to their consumers as possible but they also need their branches to be efficient and sometimes that will mean helping people within the branch to use the internet to do their banking.
"A very interesting aspect of the programme relates to the front door of the branch.
We said to Rabo: ‘Do not be afraid to have a doorbell on the branch’.
The wooden door of the new branches are solid and signify reliability and a place where customers will feel that the bank will take care of customers’ financial interests.
"The message conveys: ‘You are in a trusted environment, a place where we take care of your personal financial needs.
"Juts as when you visit your friends or family, you ring a front door and so, when customers visit a new Rabo branch, the bank staffclose the door behind me and open the door for me when I arrive.
"Rabobank is a close and personal bank that is committed to its local communities. Our design lets the bank stay true to itself, bringing these core values to the forefront, while still emphasising the bank’s innovative drive."
According to Tange, the design demonstrates that Rabobank is saying ‘banking is what we did, do and will be doing for future years to come, please be welcome.’"
Inside the store is divided into two main areas: one is focused on financial advice and personal service, and the other on modern banking and automation. Throughout the interior various graphic treatments and patterns reflect the local areas of Den Haag.
Upon entering, the customer is welcomed by a host posted at a sleek wooden counter shaped like a golf club. The welcome area features a plushly furnished lounge area complete with a selection of iPads to promote online banking. The wooden counter connects the two main parts of the store and guides customers along an interactive technology wall towards the personal service area.
The service area features wood walls, folded like a curtain, warm coloured carpets and a lower ceiling to create a warm context for the free-standing circular glass meeting rooms. Privacy in these meeting rooms is assured by the use of curtains inside. The void spaces between the meeting rooms provide areas for the staff’s work desks and areas for semi-private client meetings. Everything is out in the open, easy to access and connect with.
The main feature of the modern banking area is the interactive "smart wall". A row of touch screens lines a display wall, showcasing Rabobank’s campaigns, financial information, activities in the community, and internet banking.
Martijn Hoogendijk, lead designer on the project, said:
"Although internet banking is hugely popular these days, Rabobank feels strongly that its customers still need personal advice and service.
"True to its promise as the close and personal bank, Rabobank also wants to be the bank committed to helping those still facing difficulties with internet banking due to lack of language skills or age.
"The smart wall is an instrument to get these customers comfortable with the use of digital banking tools.
"Each Rabobank store can personalise our design based on what makes sense for their region," said Hoogendijk.
"This sends the message that the bank is truly a local player, committed to customers in each of its regions."
