DDi - April/May 2011 - (Page 22)

22 | Design Snapshot H&R Block goes Times Square chic By Sarah Goddard here’s a new kid on the Times Square block—a new H&R Block, that is. The 55-year-old, Kansas City, Mo.-based tax services provider unveiled a brand new 2,635-sq.ft. space in January, aiming to improve the overall client experience. Situated at 555 Seventh Ave. in New York, H&R Block’s latest flagship seamlessly blends technology with the company’s rich heritage to create a dynamic, brand-centric experience that capitalizes on its high-traffic locale. “This space leverages the equity of the H&R Block brand and creates excitement around the tax experience, while driving awareness for the brand in an environment worthy of Times Square,” said Scott Jeffrey, chief creative officer for Dayton, Ohio-based Interbrand Design Forum, which collaborated on the design. Once flanked by stark white walls, the design team transformed the sterile atmosphere by incorporating the brand’s signature green color with subtle touches of orange. Also added were warm wood floors, rugs and residential-style lamps, as well as a concierge desk and a café area that T boasts a media center, coffee bar, laptop stations and free Wi-Fi. Among the various interactive technology elements in the space is the giant “smart wall” that guides clients through an interactive tax experience. Visible from the storefront windows, the smart wall serves a host of functions, including counting down the days until the pending tax deadline and highlighting brand messages. A revamped floorplan and fixture layout also help to improve the overall client experience. For instance, Interbrand created a more distinct separation between the front of the office and the work areas in order to establish privacy. The work areas also feature a shared desk—allowing the computer to be visible from both sides—so that the tax professional and client can interact easily. Translucent partitions offer privacy, while simultaneously allowing natural light to shine through, and interspersed pendant lights increase illumination. The resulting space transforms the typically dreaded tax preparation experience into a much more palatable interaction. www.ddionline.com | April/May 2011 Photos: Mark LaRosa, Mark LaRosa Photography, Brooklyn, N.Y. http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - April/May 2011

Ddi - April/may 2011
Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Greentailing
Editor's Choice
Design Snapshot
Channel Focus: Footwear
Multichannel Retail Section
Digital Engagement
Shopping for Kicks
Mobile Retailing
Right Light
Product Spotlight
Global Shop
Booth Winners
Speaker Sessions
Trends
Products
EuroShop Products
Calendar
Advertisers
Classifieds
Think Tank

DDi - April/May 2011