Air apparent
A new bank in Prague combines continuity and history in a hierarchy-busting concept
By Mark Faithfull
January 01, 2012
Photo courtesy of Roman Sejkot
In November, a new banking concept launched in the Czech capital of Prague, as a start-up financial company unveiled a highly unconventional banking branch that aims to build relationships with customers and become their “bank of choice.” The first branch of Air Bank resides in Prague’s city center in an L-shaped historical building, with a broad corridor opening into a very large square punctuated by big columns and a vaulted ceiling.
Milan-based design agency Crea Intl. was chosen by Air Bank owner, investor and financier PPF Group, with the brief to conceive a unique and distinctive concept that would work within the constraints of the historical building. Air Bank is predominantly an online bank, with the intent of this first branch to be a support point for customers. In 2012, the group is looking to open 35 branches across the Czech Republic.
Despite a highly competitive personal banking market, most banks in the CEE (Central Europe and Russia Fund) operate a traditional service model. As a start-up in the Czech market, Air Bank’s intention was to introduce some “fresh air,” says Massimo Fabbro, Crea’s CEO and founder. “The brief said Air Bank intends to create a new format that will be noticed, the most original bank in the market that customers will talk about with enthusiasm and passion,” he explains. “The word of mouth that Air Bank should generate is: ‘This is the first bank I like.’”
The uniqueness of the Air Bank design format originates through its innovative service model, which was driven by the Ancient Greek design idea of Agora—an open “place of assembly.” The idea was to create a bank where staff and customers can stay side-by-side, allowing open communication. “The highly iconic design and no-frills approach are the two features that create a customer experience capable of generating the perception of a new banking era, where the customer is really the owner of the process,” Fabbro says.
To marry the traditional environment with the modern approach, Viviana Rigolli, strategy director for the project, adds: “Our objective was to design a no-frills space, where the key was to facilitate dialogue and trust between Air Bank and its clients. An open service model provides no constraints. Here, people are invited to take a seat and are free to browse or get the bank attendees’ support if needed. The result is focused on the relationship, not the transaction.”
Because the transactional side of banking is limited in this space, the freestanding workstations, finished in a vibrant green, are not equipped with the traditional cash-in, cash-out devices. This flexible central area, without established functions and frills, is surrounded by an “amphitheater” with a tiered seating system looking towards the center. Here, customers can choose seating on different levels according to the activity required. Closed and private spaces have been minimized to avoid any connection with traditional bank offices.
The branch has been designed to be flexible, so that units can be moved around to serve specific needs. The central area has also been conceived as a “community space,” suitable and adaptable to host events. The central consulting space can be transformed into display tables for exhibitions, or buffet tables, or can even be used as part of a gallery space displaying art. The simplicity also is evident in the logo, which is clean and sharp in a mixture of green and black.
Fabbro reflects: “Air Bank represents a breakthrough within the European retail banking scenario: a fully peer-to-peer, simple and no-frills banking store that welcomes customers into an unexpected and friendly environment.”
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