East Boston Savings Bank opened up the walls to create a truly unique banking environment in its headquarters in Peabody, Mass. The new, customer-friendly layout represents a design departure for East Boston and banks in general.

Designed within an existing circular space, the open retail environment features "boutiques" and zones around a circular "town square," explains designer Brian Judd of Willey Brothers. Fixtures serve as architectural space dividers, with curves to direct traffic flow. With few walls, the fixtures built and installed by custom manufacturer Carlson Co. of Madison define the merchandising areas.

A curved cherry and maple laminated meeter/greeter fixture with identity backdrop storage wall welcomes customers. Architectural millwork details on offices add the appearance of storefronts. Completed in June 2002, the facility attracted substantial business, with deposits of $23 million in the first eight months-more than double expectations.

The Freedom to Create
EBSB wanted fixtures that would allow for easy change-out of graphics and brochures, provide visual privacy for customers, and incorporate waste disposal, technology, and wire raceways. Judd says that involving Carlson early on in the process made everything easier. "They're great at providing options on how to execute our ideas, so we don't have to really think about that," Judd says. For instance, EBSB wanted to be able to move the fixtures around but did not want casters to show. No problem. "We recessed the bottom diewall plate so the casters could be tucked underneath," explains Dan Mickelson of Carlson Co.

Silent Marketers
EBSB decided to move product and service information away from the walls, where banks typically display their signage, to be closer to customers. So Carlson built signage systems into the fixtures. Both freestanding and perimeter fixtures incorporate aluminum tubing, stabilized by threaded rods running from the top of the tube down through the millwork, to hold signage. Signs can easily be changed to promote different services or be replaced with translucent acrylic for privacy. In lieu of an intimidating traditional teller wall, Carlson created a bookstore feel by using 55-in.-high maple and cherry towers. The towers sport yet more subtle merchandising: 8-1/2-by-11-inch posters placed into aluminum signholders on the towers. Brochures also are placed within reach.

Signs for Privacy
Sign systems integrated into the fixtures also play an important privacy function. In the bank's curved self-service banking kiosk, the intent was to keep an open, friendly environment, while protecting transactions from prying eyes. Integrated signage provide both an unobtrusive screen and helpful usage instructions to the customer seated at the desk.

East Boston Savings Bank
Financial Mall Concept, Peabody, Mass.

Dimensions: ,200 sq. ft., including a self-service kiosk 55-5/8 in. long, 33-1/2 in. deep, and 53 in. high and a meeter/greeter 108-1/4 in. wide, 49-in. deep, and 43-1/2 in. high
Materials: cherry and maple laminates, solid surfacing, brushed aluminum tubing, vinyl base, black vinyl "t-molded" edge
Project type: New store
Designer: Willey Brothers Inc., Rochester, N.H.
Fixtures: Carlson Co. Inc. of Madison, Madison, Wis.
Installation: Carlson Co. Inc. of Madison, Madison, Wis.
Retailer: East Boston Savings Bank, Peabody, Mass.
Photographer: Mark Miller, Willey Brothers, Rochester, N.H.

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NASFM is made of up over 450 store fixture manufacturers with corporate headquarters across the world, and over 800 plants worldwide. Combined, NASFM members produce about 85% of the store fixtures manufactured through the U.S. and Canada. When you bid out your jobs, make sure your suppliers are NASFM members.

The National Association of Store Fixture Manufacturers
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954-893-7300, fax 954-893-7500, nasfm@nasfm.org