BY SUMAN BHATTACHARYYA, TEARSHEET

PurePoint Financial’s 2,300-square-foot flagship New York City location at Park Avenue and 53rd Street looks more like a museum than a bank branch.

Once customers walk in, they are greeted with comfy chairs and free refreshments, and they can take in the 15 pieces of art on the walls from local dance photographer Rachel Neville. It was a concept launched in August, and the bank will take it to its other branches, starting with Chicago, early next year. It’s another example of the way physical branches are transforming beyond the traditional bank layout to more of a lounge where customers can talk to real people in a relaxed, fun environment.

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