Seven Design Problems and a Few Good Ideas on Improving Interiors

At a time when some banks are using bold prototypes to move in new sales and marketing directions, few would argue that a good-looking branch can be strategically valuable. Figuring out exactly what works, in practice, is the hard part. At the moment, many designers seem to favor an unconventional treatment of interiors to win the battle for customer share of wallet. Certainly, the majority of designers that spoke with ABABJ seemed to prefer opening up floor plans and ditching teller lines-among other eye openers we'll look at. This is partially because convenience has become merely expected and is less of a differentiator. Visual elements need to play that role instead. "We're seeing greater use of open spaces and a willingness to get a little bolder and create an interior that exhibits real energy and spirit," says Peter Dixon, a senior partner and architect with Lippincott Mercer in New York City. Yet he and others admit that use of any single design tactic won't work universally: most designers believe in working from a menu of options that offer flexibility for future adjustments or easier installation from branch to branch. For a design to be well executed, says Dixon's colleague, partner Randall Stone, there should be an alignment between an institution's "personality," brand, and the design elements put in play. Done correctly, this can result in walls that "pop" and information displays that don't get passed in a flurry of transaction activity. Yet not everyone is in love with the visually daring. For interiors, Marcos Makohon, principal, and an architect with Branch Facilitators, Inc., Troy, Mich. , tends to favor an approach that looks businesslike, calls less attention to itself, and reflects the seriousness of banking. Here, based on interviews with a group of bank design professionals, are some problems to consider during that process of determining what will work for you. 1. Being stuck in an operations mentality or not using design elements strategically. The branch, traditionally, has been designed with employee efficiency and operations in mind. "For a hundred years, banks have done [in terms of layout] what's convenient for them versus what can convey key marketing messages or meet the needs of customers," says Bruce Dybvad, president with Design Forum, Dayton, Ohio. "Upon walking in the door, the typical bank customer is confronted with an underlying message, 'If you're spending time with us, you'll need to have your own agenda, know the procedures, and know what to ask for, and who to ask," he explains. "Otherwise, you need to be willing to wait in a line to be told what to do. " The result? Teller lines that are evident and that can look long unless the bank is empty, plus a physical environment that can appear distantly institutional. It looks as safe as a vault, but as cold as one, too. Moreover, it is an environment that can create a series of psychological barriers between customers and bankers. At very least, the right sort of layout can signal a new kind of safety to the customer, says Andrea Simler-DeGolier, retail coordinator and "creationeer" with DEI, Inc., in Cincinnati. That is, one that says it's fine to let your guard down and be open to suggestion. Deploying glass walls in an interior, for instance, can create a sense of spaciousness and minimize barriers between bank staff and customers. A dramatic, open lobby with views onto the street can also serve to attract new clients in an urban location, notes DEI's Design Architect Bill Bily. Admittedly, there are security risks to some of these ideas. "It's very popular to deconstruct the teller line into something more open and approachable," says Damon Taseff, associate, with Allegro Realty Advisors, Cleveland. "In certain high crime areas it wouldn't work," he explains, noting that he's seen design teams create an interesting visual idea only to have it go back to the drawing board when a field visit to the location reveals lots of bulletproof glass. …