So a robber walks into a flashy new digital bank …

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).

1 thought on “So a robber walks into a flashy new digital bank …”

  1. I don’t think this branch is going to robbed anytime soon. When I photographed it a few weeks ago for our coverage there were four (4) highly visible bank guards on duty, and they looked sharper than your average guards, friendly enough though. They were happy to be in the photos.

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