Crea International - Italian Retail Design

Extrabanca we bridge your dreams

The innovative retail-banking-design carried out by Crea International : a human bank dedicated to immigrants, to facilitate relationship building and to encourage interactivity


“Extrabanca mainly targets the segment of immigrants with a premium offer: our intention was to create a branch with a comfortable and aesthetically appealing environment, able giving back dignity to people who might have obtained a university degree in their countries of origin and who are now in a context that does not always recognize them as qualified people"
Alberto Rabbia – Extrabanca chief operative officer
extrabanca
extrabanca
extrabanca
extrabanca
brief
The Physical Brand Design company was asked to create a modern and innovative bank able to help and lead immigrants through their integration and life affirmation

The leaving point was to offer a new service model for immigrants capable of speaking to different ethnic groups in a single language, which asked for trust but gave back confidence about future. Values of welcome, listening and information that could be perfectly integrated in the physical space, to help customers in realizing their own dreams, to make them feel at ease and reassured. An innovative concept design to be declined in bank branches,administrative offices and temporary spaces.

A fully integrated branding project capable to communicate in a new way, breaking with the reassuring banality of traditional banks, offering a few, simple and clear products divided into categories and not into ethnic groups. Extrabanca wants to offer a surprising service model for immigrants, where the aesthetic factor becomes a tool of change, perfectly integrated into a welcoming, decorous and energetic environment to mark a turning point in retail banking scenario.

strategy
The retail service design strategy lies itself on the remarkable identity of Extrabanca: the will to act as linking bridge towards a new different world, where dreams can come true

The customer is the central point from which Crea International has started to define the strategy around which the project has been developed. A brand experience journey aimed to astonish and involve, inform with professionalism and trust and make customers at ease and reassured by the bank which must help them to understand, devoting time and patience, with the capacity to explain and offering simple and easy to understand products.

The concept vision is well structured and divided by different areas : the entrance to get involved and invited to go inside, a central welcoming area to receive self information, opened stations with benches and big portals emphasizing the space, separated from the reserved zone where being assisted by bankers attendants and closed and private office zone.

design
An innovative retail banking design concept able to remark Extrabanca strong identity through design a series of values related to the respect of listening, pride and customized service.

“We bridge your dreams”, as Extrabanca claims, is the projectual methaphor of this new retail design concept represented by the bridge, as symbol of the distinctive architectural feature of the space. It is seen as a sinuous portal of wood which spaces out the overall surface articulating the operational desks and welcoming customers to a new reassuring retail banking experience. A powerful dynamic sign also picked up on the perimeter walls, which decisively translates the sense of the project, and breaks up at same time the most conformist retail banking layouts.

From outside a peculiar stylistic role is played by the window system which is made of "canaletto" walnut wood reporting the backlit logo of Extrabanca, while the flag ones located in the interior enhance the visibility through the deep red colour of the logotype. As for the finishings and the colour palette, it has been made an institutional choice through an elegant chromatic mood transferring inside the retail design concept the corporate colours: red, white and barrel grey. Finally the white architectural box results to be scanned by an entrance portal distinguished by a deep lacquered red, pointing out the the meaningful presence of the brand since the first step into the branch.

The visual impact is furthermore increased by a strong visual communication with a sophisticated system of dynamic lighting RGB LED night, either through a graphic language, consisting in a superposition of flowing and sinuous lines, winding along all the windows and walls branch - as if to reinforce the idea of bank that accompanies the customer on his path of growth and achievement. Great importance has been given to the video consultancy service through an innovative video assisted communication solution which was provided by CREA International technological partner Inventia 

 

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ChiantiBanca / Tim Fiumicino

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