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The long-mooted supposed death of the branch channel has
been widely misreported of late, but it has been a good year for
branch design programmes. The year ends with one of the most
interesting investment programmes coming to life: Virgin’s stunning
branch channel debut. Douglas Blakey reports.
There has been much hype – arguably
an excess of spin – about Virgin breaking the mould of UK retail
banking, following its successful bid for Northern Rock.
But in terms of its branch
strategy, Virgin has hit the ground running.
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By GlobalData
It has teamed
up with sector-leading design consultancy allen international to
create branches designed to challenge the preconceptions of
traditional banking, by creating vibrant spaces that foster more
relaxed interaction between staff and customers.
The lounge design has borrowed
visual elements from the retail concept.
Richard Benson, design director at
allen international, says: “This was a unique opportunity to design
a space on the high street which is about giving something back to
Virgin Money customers.
“We felt it was important to design
a space that created a sense of occasion for the customer.”
Classical details and finishes were
therefore used, such as bespoke wallpaper and rug designs, all with
a unique monogram pattern based on the Virgin Money initials to
create a sense of wit and take on a more regal look and feel.
“It was important to create a
timeless quality to the interior,” Benson says.
“Elements such as the furniture
have been carefully selected for their contemporary twist on
classic pieces.
“Contemporary style wing-back
chairs are upholstered in unique colourful fabrics, bespoke seating
booths combining deep-buttoned upholstery with simple contemporary
lighting features.
“These all combine to create a
purposely eclectic feel which we know will make the customer feel
relaxed and at home.
“It has
always been our ambition at allen international to create a lounge
experience within the banking sector that is accessible and brand
focused.
“Virgin Money has made this
possible with its foresight and vision to launch an experience that
challenges traditional preconceptions of the relationship between
bank and customer.”
As Virgin Money begin to roll out
its store concept to the high street, the lounges will continue to
provide regional hubs for meetings, events and promotions in
support of the banking services offered in the stores.
Lounges have been opened in
Edinburgh and Norwich with further locations planned for Manchester
and London.
allen international is now working
with Virgin to adapt the store concept for the recently acquired
75-branch-strong Northern Rock branch network.
“The future is really exciting,” concludes Benson.
