LONDON - Barclays has launched what it is calling the first "brand concept" bank branch in the UK, piloting digital technology underneath the iconic Piccadilly Circus lights in London's West End.
The site at Piccadilly Circus was acquired by Barclays earlier this year and has been developed into a site covering 8,000 square feet of retail space over three floors.
Making extensive use of new technology and design, the branch opened its doors yesterday and will be officially launched at the end of January.
With the opening of the branch, Barclays becomes the first bank in Europe to pilot Microsoft Surface technology, which will allow users to grab digital content with their hands and navigate information about Premier banking with simple gestures and touches.
The techniques are reminiscent of the Tom Cruise film 'Minority Report'.
A major feature of the branch and the first aspect visitors will see is 'Being:London', an interactive and evolving installation representing London and it's people.
It will graphically represent the city on a large video wall using content from blogs, showcasing Londoners' interests, ideas and concerns. Personal consoles will allow people to contribute to the installation and explore relevant information from Time Out.
Outside of opening hours, the front of the branch will be transformed into the 'Night Life' installation screen.
It will pick up the image of passers by using face recognition technology and cameras, creating moving silhouettes on the screen with thought bubbles containing random messages.
The Piccadilly branch has full banking functionality for all types of personal and business customers with extensive customer space and dedicated private rooms.
Cashier counters are kept open with no glass screens while an innovative curved queue rail softens the waiting area.
Mike Amato, chief distribution and product officer for Barclays, said: "This is the first time that a bank has opened a store such as this.
"We have taken inspiration from retailers such as Apple and Nike and developed a space that attracts and engages individuals while conveying what the Barclays brand represents.
"Our plan for Piccadilly has been to build not only a branch of the future but a branch befitting the iconic setting.
"We have embraced innovative technology and design to attract the interest of the Piccadilly community in an innovative and generous way."
Customers waiting will also be met by floor-walking staff equipped with handheld PCs to answer queries without the need to wait in line.
A large self-service area includes a foreign ATM dispensing dollars and Euros, and deposit machines for cash, cheques and coins.
The branch will be open seven days a week, 9am to 7pm Monday to Friday, 9am to 5pm on Saturdays and 12pm to 5pm on Sundays.
Barclays is undergoing an ongoing refurbishment of the entire branch network in the UK, which currently stands at 1733 branches, after extensive staff and customer consultation.
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