Bank At The Park.
Crafting an inviting bank foyer inspired by Bryant Park in New York City.
Client: TD Bank N.A.
Industry: Financial Services
Services: Product & Service Design, Experiential and Visual Design, Sourcing and Manufacturing
Design Brief.
When the TD Bank store at 43rd and 6Th Avenue in New York City was slated for renovation, TD and their architects wanted to make a creative statement in the foyer. The location’s proximity to Bryant Park and a shared drive to reimagine how their branches operate was the catalyst for a visually impactful experience for TD customers and pedestrians.
Outcome.
FutureTogether reimagined TD’s foyer, delivering an immersive visual story that aligns with the TD brand and values. We designed a ceiling feature and collaborated with TD teams and the store architects to implement the design. Bank at the Park playfully references Bryant Park to encourage visits and discovery.
Social Impact.
We believe inviting and safe places on sidewalks have the power to transform the city. Our goal with this installation was to elevate the space into an artistic experience—one that would emotionally impact customers just as much as it compelled them to learn more about TD Bank.
Environmental Impact.
Environmental highlights:
· Installation paneling made from laser cut, powder-coated aluminum
· All materials sourced domestically with high recycled content
· Manufacturers selected for their environmental and social practices as well as for their proximity to the final installation site
“The beautifully designed, socially responsible MIO for Target collection makes ‘going green’ accessible to all Target guests.”
Gina Sprenger - Senior Vice President Merchandising
During this engagement, we developed concepts that pushed the functional, social, and aesthetic boundaries we considered as bank-friendly today. We explored the space as performance, entertainment, education, and as a communal space. Many of these ideas served as conversations for innovation—foundational for future work with TD Bank.
Location, Location, Location.
Proximity to numerous competitors and amenities revealed the need to reference the park rather than emulate it. We visited these competing sites to then identify the details that made them effective and iconic—from the flora and fauna of the park to the layouts and furniture of competitors.
Art As Architecture.
In collaboration with TD Bank’s teams, we designed a floating panel and wall cladding system. The hanging panels and cladding proposals worked as branding, architecture, and as art— defining the foyer as a more playful and visually dynamic place. Our concepts strived to balance the operational, communication, and visual requirements which ultimately transformed art into part of the architecture.
A Trellis Of Discovery.
Taking a cue from Bryant Park, we proposed ceiling panel trellises with intricately laser-cut animals and plants that are local to the area. This design element spanned from floor to ceilings, projecting beautiful shadows—immersing visitors in a detail-rich space that revealed something new with every visit. The chosen direction used light, color, and shadow to attract the attention of pedestrians, inviting them to enter the store.
Vivid Storytelling.
Aside from the paneling which created a visual story, we encouraged the TD marketing team to install a motion activated, sound-directional speaker that told stories about TD Bank customers and the location. To deepen the experience, we positioned a set of chairs and a table—like the iconic ones used at Bryant Park—for patrons to sit and enjoy the installation.
Practical Matters.
Sprinklers, exit signs, cameras, lights, and other functional considerations informed the design of the installation. The foyer is open 24-7, so the installation was built around a foyer enclosure. Cleanability, durability, and safety of foyer visitors was paramount. The paneling system was designed around existing lighting, electrical, and HVAC systems that had already been approved. Our designers worked closely with our vendors to coordinate everything from fabrication down to mounting hardware selection through installation oversight.
A Starting Point.
Bank at the Park delivered a new kind of immersive space and sparked interest in developing bank typologies for a future where stores serve a range of financial and social needs.
Links & Press.