I like the overall approach of the new Citibank flagship store in New York’s Union Square.
The digital is designed right into the overall look and feel, there’s interactive this and that, and the bank has a very crisp, minimalist feel to it. But this odd thought occured to me. If some hood walked in to rob this branch, where would he start? Where would he go? Would he touch a screen and select ROB?
Anyway … maybe that’s an unintended design plus. Or an intended one?
The release says the new branch will offer:
- Six interactive sales walls which let customers browse information on Citi’s products and services;
- Enhanced image ATMs that eliminate the need for envelopes when making cash or check deposits;
- Free online access and Wi-Fi for customers;
- 24/7 access, from the ATM lobby, to customer service experts via video-assist – the first of its kind in the U.S.;
- Media walls that allow customers inside the branch and pedestrians on the street to view information about Citi, live market updates, global and domestic news and local weather and time;
- Access to global experts via private two-way video conferencing;
- A private seating lounge for Citigold customers, Citi’s premium banking service.
I’m not sure what it is that makes people more interested in market updates and global and domestic news when they walk into a bank (I doubt they are), but at least this throwaway content looks well executed.
As with just about any flagship job, don’t expect to see this out in the local branches anytime soon, though the bank says there will be more in key markets (presumably Chicago, LA, Duluth).
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.