Barclays is in the midst of major UK and international design overhaul, Design Week can reveal.
Barclays is set to roll out a retail concept for its Premier Banking division across European and emerging markets, following the launch of a ‘landmark’ branch in Milan last week.
This news follows the launch earlier this month of a new UK retail branch concept in Manchester, with plans to roll out the design across what would be new properties, yet to be secured.
At the same time, the finance giant is understood to be reviewing its brand architecture, with the help of Interbrand.
Interpublic-owned FutureBrand has created the retail interior concept, as well as customer welcome packs, collateral and digital touchpoints for Barclays Premier Banking, aimed at the multi-billion-pound mass affluent market.
The concept will be rolled out to various degrees around a tiered structure – landmark, flagship, centre and branch-inbranch – across the Middle East, Europe and Africa. The next landmark – Lisbon – is expected to open in September.
The design blueprint, emanating from a marketing campaign created by fellow Interpublic advertising agency McCann-Erickson and expected to feature a number of design icons including Marc Newson, implements the positioning ‘well-designed banking’ into all aspects of the retail interior.
The level of luxury inside Barclays Premier Banking branches has been raised – the use of iconic design brands such as Apple give both customers and staff access to the latest Macs, while the Milan landmark branch features lighting by Iguzzini and furniture by B&B Italia and Vitra. The idea is to use iconic designers indigenous to each location to give a unique feel, says Barclays Global head of Premier Federico Bunge.
Plans to roll out the Premier concept across the UK are still in development. ‘We need to look at local needs and include these when and where we put the design, but it will be consistent with what we have [outside of the UK],’ says Bunge.
Barclays is thought to be reviewing its brand architecture in a bid to consolidate its visual language across its all of its divisions, including Retail, Commercial, Premier and Capital. Interbrand declined to comment on its relationship with Barclays.
BARCLAYS PREMIER BANKING CONCEPT
• Outlets are prestigious and luxurious
• Each outlet built around a hub, incorporating different zones depending on customer needs such as picking up e-mails, arranging meetings and making restaurant bookings
• Quality of furniture and styling is high, with iconic pieces from local renowned designers