On December 18th, Barclays introduced it newest version of the “the bank of the future” (overused term, IMHO), located in Piccadilly Circus in London’s West End. In doing so, they’ve become the first bank I’ve heard of to implement the new Microsoft Surface technology to create a branded branch experience. As they say in their announcement, “the technology will allow users to grab digital content with their hands and navigate information about Premier banking with simple gestures and touches.”

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The branch admittedly takes cues from design-centric companies like Nike and Apple. And one also has to wonder if the branch is at all informed by Umpqua Bank’s Innovation Lab here in Portland.

A few of the features of the branch highlighted in the official news release include:

• Being:London; an interactive and evolving installation representing London and what people in the capital are doing, talking about and interested in.
• ‘Night Life’ screen, which picks up the image of passers using face recognition technology and cameras and creates moving silhouettes on the screen together with thought bubbles containing random messages.


• Totally open cashier counters with no glass screens
• Handheld PCs will allow floor-walking staff to help customers
• Open 7 days per week

The big question in my mind is: “how will Barclays use the new branch and the Microsoft Surface technology to create a more brand-relevant and distinct brand experience?” Without a doubt, the branch will dazzle with its techno-bling. But will the bank be able to effectively cross the line from “this branch has gratuitous whiz-bang technology” to “we’ve created a remarkable experience one can only find at Barclays”?

I don’t know the answer to that question. I don’t know the Barclays brand that well, and unfortunately I haven’t experienced it myself yet. But whether this story were about Barclays or Microscopic Federal Credit Union, the question would be the same: how can we really use this technology to create a more brand-relevant experience?