American Family Insurance, a Fortune 500 company that has been in business for the better part of a century, wanted to build a showcase for the American Family Insurance brand that demonstrates their belief that a consumer’s pursuit of their dreams is a part of what makes life rich and meaningful.
Located on downtown Madison’s Capitol Square, the new DreamBank embodies their “Dreams Protected” positioning and brings it to life by providing an opportunity for customers to experience the brand in new ways. The store features interactive displays designed to assist visitors in discovering and imagining their dreams.
A Dream Curator welcomes visitors and explains the journey ahead. The Discovery Dream Den has a large touch-screen monitor, allowing visitors a fun way to explore different topics to help them develop their dreams. An authentic bank vault that remains in the historic building has been transformed into a Dream Vault. Visitors are encouraged to deposit their written dream in the vault and to access interactive, step-by-step instructions on how to achieve their dream.
Intended as a place for dreamers to come together to build successful and sustainable communities, DreamBank includes the Gathering Space. People gravitate to this centrally-located meeting area to join social and educational events that are presented regularly. Regularly changing exhibits demonstrate how American Family Insurance thinks about insurance differently than its competitors and provides a distinctly unique, modern and revolutionary way to interact with consumers.
Designed by Chute Gerdeman
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