A project which define those banking processes not having a clear spatial configuration yet, by utilizing Architecture as system of communication for the functioning of the institute.
By occupying generic spaces, banks lost their recognizability in the city and their typological specificity which distinguished them from other buildings. In recent years everything can be done online, but yet we keep going to branches for important matters: clients need a tangible trust when you deal with their own money. Financial institutions responded to the economic crisis and to digital innovations with deep organizational revisions and staff reductions. Yet they have to rethink themselves in architectural and representative terms in order to regain the customer’s Trust. The issue of Trust becomes fundamental in the institute’s storytelling, proper corporate branding.
With the increase of consultancy activities and the reduction of the administrative personnel, the use of the Palazzo building type symbolically links the bank to its archetype, creating a new and traditional physical interface for a global financial network.
Research project | The Berlage Center for Advanced Studies in Architecture and Urban Design