A compelling brand strategy that becomes an icon in Tuscany. ChiantiBanca was facing a turning point in its history. It wanted to enhance the social and economic potentialities within the Tuscan territory, by blending the local heritage and a stronger customer experience.
A project about: Service Design, Interior & Architectural Design
Generally customer service in banks means standing in queues and waiting to be served. ChiantiBanca needed something more. A good cross between a shop and a meeting place.
Restaurant Experience Banking is a clear metaphor for the typical atmosphere of Chianti inns and their welcoming service. The new design concept marks the beginning of a new era for ChiantiBanca that has increased the distinctiveness of the Cooperative Credit. In addition to being a place for daily banking transactions, the new branches become an opportunity to promote local products.
Such innovative service design proves ChiantiBanca’s will to provide Florence’s downtown urban and financial fabric the alternative of a genuine bank that they can empathise with and come back to.
Andrea Bianchi, CEO at ChiantiBanca.
A Restaurant Experience Banking concept to integrate ChiantiBanca’s customer services with a familiar local environment, such as a bar or a restaurant. Welcome, territoriality, freedom and functionality are the keywords of the new ChiantiBanca service model.
Tradition and modernity are thus harmonized within a new banking service design model. The innovation is perceived since the entrance. Informal spaces at the front of the banking function as welcome zones, plus there are also play areas for children. The relational approach towards clients is more reassuring, informal and innovative.
Traditional cash desks are nowhere to be seen, replaced by groups of tables surrounded by bar stools, chairs and cushioned seating cubes. Brochures in the centre of the tables are arranged to look like restaurant menus.
Digital technologies include video teller machines (VTMs), which replace the standard ATMs, and a touch-screen wall displaying information and advertisements. In this way it is facilitated a multichannel strategy justified by the complete absence of cash desks, moved in an area accessible by the customer only with the operators.
It is the first example of restaurant experience banking that enhances the social and economic potential of the Tuscan territory, through an innovative service design for its branches.
Massimo Fabbro, Chairman at DINN!
The first two branches are located in Florence‘s Piazza Duomo and in Poggibonsi. Others branches have opened in Fontebecci and Monteriggioni. Each branch shares a similar colour and material palette, including timber, corten steel and earthy shades of brown and green.
The spaces are characterized by the use of natural and sustainable materials, such as wood and corten, and pastel colours, such as walnut and green. The soft lighting enhances the rough pavement creating a pure atmosphere which involves the client in the expression of Chianti.
A touch-screen communication video wall which enhances the identity of the bank. Through this new techonology, new branches are not only a place for daily banking transactions, but they become an opportunity to promote local products and events.
A restaurant landscape that has inspired us also in the choice of the colour palette. Walnut and green pastels recall the Tuscany territory and let clients to experience a relaxed atmosphere as they were at the restaurant. A refined and reserched imaginary photo gallery in order to recall the richness of Chianti.