The branches of ING Direct are much more similar to a concept store as opposed to the classic bank branch, innovative not only for its visual asset, but also for the functionality and experience it provides their clients.
The dynamic yet delicate internal architecture is characterised by clear surfaces and basic linear furniture, the banking service areas denominated by orange and blue colours, placed against a neutral oak base, used also for the woodwork details and parquet floor, that wrap around the interior shell of the store, creating the ‘pumpkin’ effect, the fulcrum of visual communication. With this little artifice the pumpkin logo for the brand is transformed into an iconic and figurative place, guarding the imaginative and dream-like values that only a young business, flexible and innovative, could possess.
Contributed by: Michele Rossi
Complete Article and Images are available in Building Giants February 2015 Issue