people can gather in the Exchange—a large, multi-functional space inside the Forum.
Due to the collaborative nature of the large design team, project scope and design ideas were constantly evolving. Despite this, the team remained united and committed to the project vision. The result is a cohesive space that fulfills each and every design driver.
Previously, the campus layout was unintuitive and unclear; people did not know where to go and there was no recognizable entrance. Now, there is a central front door with clear exterior branding to define the building. Upon entering, a welcome desk is central to the lobby, enhancing security and providing people a prompt and warm greeting.
The atrium is a simple glass volume tailored to complement the minimalist architecture of the existing building. The primary feature is the glass curtain wall intent on improving daylight and maximizing sightlines into and out of the lobby space, reinforcing transparency between Fifth Third Bank and Fountain Square.
Tied to Community
The building is now literally—and figuratively—an outreach to the community. Customers who use the branch are also invited to enjoy the atrium, and the Forum is used for bank-sponsored community events. Community is also expressed through several graphic features—including an acrylic sculpture in the atrium that represents the community’s online activity.
Reinvented User Experience
A dedicated employee entrance welcomes team members into the space and greatly improves the entry experience for personnel. As employees walk toward the elevator bank, they see subtle hints of the Fifth Third brand, including greenery displayed on the wall in an angled fashion to represent the slash in their logo.
This project was about legibility, unity, and connection. The best thing about it is that it's fulfilling everything we set out to do and more.