How do you get from “garden” to “bank”? It’s like one of those children’s word puzzles. “Garden” means “a magical place of aesthetic dreams.” And dreams can come true at a bank.
That was the theme taken by Agenzia Tu, a new brand of Unicredit Bank in the central north of Italy. When the first 10 branches of Agenzia Tu opened last year, the architectural concept and communications campaign revolved around the themes of gardens and flowers. Gerberas, poppies and tulips were associated with smiling, happy faces.
The concept was developed by Crea Intl. (Milan, Italy). “We concentrated on the ideas of welcome and reception,” says Crea Intl. managing partner Massimo Fabbro. “With this mood, the concept for ‘new Italiano’ has been born with a strong new capacity to transmit through the space the value of Unicredit: open, transparent, reception. Qand we have realized these values through coherence in language, too: logo, environmental branding, interior design and commercial communication.”
Bright and shining colors are used to create a relaxing and comfortable atmosphere, sending a message of respect and sincerity.
A simple glass entrance replaces the usual, formidable revolving door. Inside, traditional cash desks have been replaced by Automatic Teller Machines (ATMs) in the more-open front of the bank. There are also Internet points, where customers can visit the bank’s web site and administer their accounts.
A red elements snakes between and around the working island, containing the color of the Tu logo. Furniture is made of synthetic and natural materials, predominantly white sessile oak (use also in the parquet floor) and a smooth shiny red lacquer that covers not only the snaking sofa but also the rounded seat of the totem (designed by Crea to represent Pandora’x box).
The red seats and plush green carpet are meant to evoke “the petals of a flower in cultivation, in a garden of dreams not yet realized.”
Client: Agenzia Tu, Milan, Italy
Lauro Longarzo, general manager
Design: Crea Intl., Milan
Marco Rossi, design director
Viviana Rigolli, lead strategist
General Contractor: Cesare Roversi, Moglia, Italy
Fixtures, Furniture, Props and Decs, Signage and Graphics, Wallcoverings: Cesare Roversi, Moglia, Italy
Flooring: Gerflor, Milan
Photography: Giacomo Giannini, Milan