Page 123 - AIT1221_E-Paper

„Let’s make ING banks cozy again. This
became kind of our motto over the last

few years.“
Creneau International

In Kooperation mit De Stadstuin entstand ING La Vie. • ING La Vie was created in cooperation with De Stadstuin. Grundriss • Floor plan

tegy, we would need a concept that brings the customer and staff experience to the tant reassertion of ING's position as a committed patron of the arts community. “ING
next level. This approach can be sensed in the way clients are addressed and tended is known for its art collection, which we didn't want to hide away in a depot. For every
to, but in the overall atmosphere of the interior as well. At ING La Vie in the Dutch city new branch to be opened, we work closely with the ING Art department. They look
of Utrecht, classic counters have been abandoned. Wanting to make the experience at both aesthetics and content to see which photo, painting or object fits a specific spot.
warmer and more welcoming - in terms of both service and aesthetics. The art is always matched to the color palette, resulting in an interesting harmony.

From traditional banking to a place of exchange Hybrid store model that integrates art and design objects

ING arrived at a model that looks far more like a social hotspot than the queue-based ING has also commissioned (local) artists or designers to create art installations, sup-
drudgery most banking customers are used to. After waiting in the coffee bar Zwart porting the concept of transparency and ‘life as it is’ for some of its branches. This
goud (black gold), clients can use open "workbenches” for staff-guided self-banking. makes some branches even more rooted into their surroundings. An example is Jelle
The range of consultation spaces runs from open to semi-closed to private, depending Mastenbroek’s interactive art piece named ‘Geld moet rollen’, meaning money should
on the need. Staff offices are barely discernible from the public spaces in a bid to be- roll. The piece is a money-back vending machine playing a tune when a coin is inser-
come more human, tangible and transparent. ING's brand color is bright orange. Rat- ted and rolls over different glass plates. The bank of the future that we created for ING
her than slapping the corporate palette here, there and everywhere, Creneau subtly has been renowned for some time now and the concept is being rolled out all over
integrated it into the scheme. The result, say the designers, is a public space that feels Europe. What is different here in Utrecht, is the collaboration with De Stadstuin, a
like a private space. At the first pilot location in Amstelveen, opened in 2016, we even local partner. By joining forces, an even stronger hospitality feel was achieved. The
received feedback from the staff that visitors were loading the dishwasher and wiping goal is to empower young entrepreneurs to meet at ING La Vie, turning it into a bree-
the counter by themselves. For us, that was the ultimate (and unexpected) compli- ding ground for creativity and entrepreneurship. With entrepreneurship fast becoming
ment. Visitors felt so at home that they felt a certain sense of responsibility to leave the rule rather than the exception, it will be increasingly important to figure out how
things tidy. We wanted to stay away from the clutter of marketing collateral, which is and where to address these new hybrid personal- and-business clients. Something you
present everywhere in most bank offices. We chose to communicate in an alternative would not associate with a bank right away, yet it creates a personal and surprising
way, using quotes that inspire, or trigger thoughts. These quotes are placed throughout angle for clients. The positive energy is palpable throughout the office and is passed
the office and on the coffee cups as well. That shift is also aided by a raft of design on to visitors. They can connect in an informal and personal setting, allowing for com-
pieces from the Netherlands' rich creative sector. You'll spot Weltevree's Wheel Bench mercial and personal growth. In need of a break from your usual workplace or simply
on the mezzanine and Dirk van der Kooij lamps for example. It's a discrete yet impor- a cup of coffee in another environment? The coffee bar accommodates both.

AIT 12.2021 • 123