PNC Bank Rethinking Retail

Proposal for Schematic Design Services | October 12, 2012 2 | Gensler | PNC: Rethinking Retail | 10/12/2012

PNC LEED Silver Bank Branch

Contents Banking of the Future 05 Our History with PNC 07 Response to Questions 11 Teaming and Approach 21 Process Outline & Scope 26 Fees & Compensation 29 One Beacon Street Tel 617.619.5700 Third Floor Fax 617.619.5701 Boston MA 02108 USA

October 12 2012

Mike Gilmore Senior Vice President Director of Design & Construction Services The PNC Financial Services Group 620 Liberty Avenue, 19th Floor Pittsburgh, PA 15222

Dear Mike,

Thank you for allowing Gensler to submit our qualifications for the rethinking of PNC Financial Services’ retail branch. Our response to questions is the foundation of this document. In addition, we have put forward a process model that we believe will help PNC to achieve the thoughtful innovation your company is seeking.

Expertise. As a leader in research and innovative banking design solutions, Gensler works to stay a step ahead, anticipating and helping to create new ways to support how a bank attracts, maintains and supports its customers. We apply this expertise to shape our clients’ needs into built environments that are informed, purposeful and compelling.

Experience. Gensler has collaborated with a variety of retail financial institutions in our 46 years of operation. As noted in our responses, for many of these clients we’ve helped develop unique prototype designs that fully embrace their needs, brand and vision while providing a rich user experience. In addition, our shared history of working together with PNC gives us special insight into your culture, mission, and clientele, enhancing our ability to provide an innovative solution for this project.

Framework. We understand PNC is looking for something different by the very nature of your request. Beyond creating the next evolution in retail banking, PNC is looking to partner with a firm to be part of a retail banking revolution. In keeping with this, we propose a unique, three-step process that begins with a summit of experts internal to Gensler, and allows for the option of inviting other notable consultants to lend their expertise as well. Detailed information, including examples and sample fees are provided herein for you to make a fully informed decision on the direction this process takes.

PNC’s challenge for this project is exciting and we look forward to partnering with you toward a successful outcome. Again, thank you for the opportunity and if you have any questions, please don’t hesitate to contact us.

Sincerely,

Douglas C. Gensler, AIA Patrick Kirchberg, AIA Manging Director/Principal Senior Associate [email protected] [email protected] 617-619-5730 412-454-2195 4 | Gensler | PNC: Rethinking Retail | 10/12/2012

Confidential Bank Retail Branch 5 | Gensler | PNC: Rethinking Retail | 10/12/2012

Banking of the Future

In today’s competitive and rapidly changing environment of retail banking, a deep understanding of the customer has become more critical than ever. Businesses have to be highly innovative in how they develop, deliver and brand their products and services. Gensler’s team can help you consider diverse aspects of your business holistically, and help lead a retail banking transformation for both PNC and its customers.

Interaction, not transaction. Virtual / Reality. Like other retail environments, a successful banking Technology has enabled more real-time, all-the-time environment is based on interaction, not just a transaction. information, which is essential for customer convenience Whether that takes place in person, with the Internet, or over a and access. Even as banks revolutionize their virtual suite of cup of coffee at a new bank café, the consumer has to walk away services, their public interfaces must also evolve: not only to with a positive experience that encourages their loyalty. Fully become more personal and enrich the customer experience but leveraging multiple factors in your retail environment is the key also to make way for new, hands-on technologies that support to building experiences that you want people to have. overall efficiency.

A living, breathing brand. Hybridization. Multiple retailers have succeeded by making a personal Some of the most innovative companies today blur the lines of connection with their customers — why can’t a bank be a hospitality, retail, technology, education, and other industries. personal financial partner that gives people more than just Drawing inspiration from multiple business sectors can a statement each month? The emotional and informational help differentiate brands and can positively impact the user aspects of strong branding, delivered through print, digital and experience. Financial services has a strong history of customer employee channels, fulfill the customer’s need for meaningful engagement and the market is primed for a new, hybridized way experiences with retailers. of banking that supports changing lifestyles. 6 | Gensler | PNC: Rethinking Retail | 10/12/2012

PNC Harbor East Retail Branch 7 | Gensler | PNC: Rethinking Retail | 10/12/2012

Our History With PNC Bank

Gensler’s relationship began with PNC over a decade ago, and over the years Gensler has worked with PNC across numerous Practice Areas providing a variety of services. Working on hundreds of projects over the years, delivered from locations across the US, PNC and Gensler have forged a long lasting and trusted partnership.

Gensler has extensive experience working with PNC, below is a lisiting of some of our notable projects:

• Sustainable Branch Prototype and Site Roll-Out, Various US locations

• Net-Zero Branch Prototype

• The Tower at PNC Plaza, Pittsburgh PA

• 3 PNC, Pittsburgh PA

• PNC Place, Washington DC

• PNC Workplace Transformation Guidelines

• 1 PNC (interior renovations), Pittsburgh PA

• Workplace Interiors, Various US locations

Our goal is to exceed your expectations with a focus on ensuring that as a “partner” we are listening, responsive, and ultimately adding exceptional value to PNC as a provider to its clients and to the overall PNC Financial Services’ organization. 8 | Gensler | PNC: Rethinking Retail | 10/12/2012

Abu Dhabi Commercial Bank 9 | Gensler | PNC: Rethinking Retail | 10/12/2012

Selected Financial & Banking Clients

Abu Dhabi Commercial Bank Dime Bancorp, Inc. PNC Bank

Adage Capital Management Dow Jones PricewaterhouseCoopers

AIM Management Group, Inc. Dubai Mercantile Exchange Prudential Securities Incorporated

AllianceBernstein Fannie Mae Royal Bank of Scotland

Allianz Fidelity Investments RBC

American Express First Union Bank Salomon Smith Barney

Banco do Brasil Goldman, Sachs & Co. Shanghai Pudong Development Bank

Bank of America HSBC Shanghai Stock Exchange

Bank One ING Direct Shearson Lehman Brothers, Inc.

Bank United J.P. Morgan & Co., Incorporated Sovereign/Santandar

BlackRock KeyCorp Swiss Re Financial Services

The Capital Group, Inc. Lazard Frères & Co. T. Rowe Price Associates

Cathay Bank Legg Mason Tudor Proprietary Trading L.L.C.

Charles Schwab London Stock Exchange UBS

Chase Bank Marsh and McLennan Companies Umpqua

Citicorp MasterCard International USAA

Citifinancial Mellon Bank Wachovia Corporation

Citigroup Merrill Lynch Warburg Pincus

CS First Boston Morgan Stanley Webster Bank

Credit Suisse NASDAQ Wells Fargo Bank

Deloitte & Touche NationsBank Western Asset Management

Deutsche Bank Paine Webbera Zurich Direct 10 | Gensler | PNC: Rethinking Retail | 10/12/2012

First Federal Bank 11 | Gensler | PNC: Rethinking Retail | 10/12/2012

Response to Questions

1 Provide a brief overview of your company focusing on those areas that you believe to be most relevant to PNC.

Integrated Approach Gensler’s Reach Creating a world-class retail experience requires a broad Gensler has the breadth of resources to meet all of spectrum of capabilities. At Gensler, we work with you to PNC’s retail objectives. We have over 3,400 experienced merge brand, design, and architecture to create meaningful professionals and 42 locations in the Americas, Asia, Europe relationships between you and your customers. and the Middle East. Our locations around the globe enable us to leverage our vast international experience and to offer We have a strong history of working with PNC, other financial substantial cost savings to our international clients. services organizations, and a variety of clients from different industries to create thoughtful, responsive branding and We have built an invaluable depth of knowledge network and design solutions. We have designed user experience solutions, capacity to deliver at any scale and region. We have expanded global design guidelines and branding programs for multiple over the years because of our core values: a total dedication to organizations ranging in both size and complexity. Our fully being where our clients are and a passionate commitment to integrated multidisciplinary approach and our experience being a fixture in the communities where we do business. provides us with the knowledge and perspective to facilitate an efficient process and create a holistic, forward-thinking Dedicated Teams branded environment that will provide a unique “user We believe that great design results from great teams and experience” for both the PNC Financial Services as well as we know how to leverage our experience to provide the customers/visitors. consistent quality of service and delivery that is necessary for global retail projects. A dedicated core team retains brand Sustainable Design knowledge and project consistency, while the Gensler network Embedding sustainability into the prototyping and roll-out allows for effective and efficient implementation at the local process is crucial for multiple reasons: saving on utility cost; level. For our clients this means lower costs and projects that reducing the bank’s carbon footprint; providing clear return on authentically reflect your brand. investments; creating environments yielding highly satisfied and productive employees; and fulfilling the bank’s social responsibility philosophy. Most importantly, your customers care. Our research shows that they demand their banks be committed to the environment. 12 | Gensler | PNC: Rethinking Retail | 10/12/2012

Response to Questions

2 What retail financial institutions have you worked with in the past? What was the nature of those projects?

Gensler has collaborated with a variety of retail financial Interior Design, FF&E, Environmental Graphic Design & institutions in our 46 years of operation. From local banks Branding, Real Estate Portfolio Strategy, Building Analysis, to global enterprises, we have provided a range of services Feasibility Studies to help them achieve the best return on their design investment. Some of our recent notable clients include the Fidelity Investments following: Workplace guidelines, Workplace Programming, Branch Prototype Design, Building Evaluation, Architectural Design, American Express Travel Services Workplace Interior Design, FF&E, Environmental Graphic Vision & Strategy, Interior Design, Environmental Graphic Design, Site Roll-Out Design, Design Guidelines ING Direct Banco do Brasil Café Branch Prototype Design, Site Roll-Out Branch Prototype Design, Interior Design, Branding/Signage, Environmental Graphic Design Sovereign Site Roll-Out, Interior Design, Architectural Design, Bank of America Environmental Graphic Design & Branding Workplace guidelines, Workplace Programming, Branch Prototype Design, Architectural Design, Interior Design, Umpqua FF&E, Environmental Graphic Design, Site Roll-Out Vision & Strategy, Branch Prototype Design

Bank United USAA Branch Prototype Design Vision & Strategy, Branch Prototype Design

Chase Wachovia (now Wells Fargo) Branch Prototype Design, Interior Design, FF&E, Branding/ Vision & Strategy, Branch Prototype Design, Interior Design, Signage, Environmental Graphic Design Branding/Signage, Environmental Graphic Design, Design Guidelines Citi Banking Kiosk Prototype Design, Workplace Programming, Webster Bank Branch Prototype Design, Building Evaluation, Architectural Branch Prototype Design, Building Evaluation, Architectural Design, Workplace Interior Design, FF&E, Environmental Design, Interior Design, FF&E, Branding/Signage, Graphic Design, Site Roll-Out Environmental Graphic Design, Site Roll-Out

Deutsche Bank Workplace Programming, Architectural Design, Workplace 13 | Gensler | PNC: Rethinking Retail | 10/12/2012

Response to Questions

3 Where do you draw insights from when developing 4 How do you test and refine design ideas that you a new design for a customer? How do you test those develop to ensure they align with your customer’s brand insights? Do you do any analytical research to support and deliver value to customer? the design decisions you make?

Drawing from Gensler’s global reach and breadth of design Beginning with extensive strategic discussions with the Client, expertise, we first learn as much as we can about what we work closely to define the desired end user experience drives our Client’s success. Whether it be retail, hospitality, and choreography. Any retail experience, especially one as or workplace projects we work with the Client to fully personal as financial services rests on the look and feel of the understand their needs and create a unique solution that entire experience. Integration of the bricks and mortar design conveys the end user the type of experience that supports the with the other channels of delivery and the desired brand Client’s Brand and vision. perception is essential. Further to this, consistency of the brand experience between the various channels is paramount. For the initial kickoff, Gensler will delve into various aspects of the Client’s brand, including, but not limited Once defined, we prefer to create a prototype or better, a test to: their place in the competitive landscape, current & “lab” where all the proposed experiences can be tested in as past advertising campaigns, brand tone of voice / point of realistic a setting as possible. This lab also would necessarily view, current and target customer profiles, “sweet spot” of include working with the Client’s Associates to help re-define engagement, expectations for product offering and customer the choreographic “scripts” to be used in engaging the end service, customer feedback on latest iterations of the built user and responding to their needs and desires for choice in environment, and latest advancements effecting operational their financial services and type of delivery. This is critical to requirements. the overall process, as we can assist the retailer to develop a new format, but if the staff is not re-trained to use these new These insights may be tested in many ways depending on tools, it will only partially succeed, or worse, fail. the goals and defined metrics of the new design. In retail we can perform pre and post-conversion customer surveys. “MYSTERY SHOPPING” prior to conversion and before and after sales per square foot or increase in average sale can also be easily collected. In a financial service store, we can work with the Client to define their KPI goals prior to conversion to verify the success of our design.

Gensler always recommends testing the new environment some time between 60-90’s post occupancy. This typically entails the Gensler design team walking the site with the client’s design, visual merchandising, construction, operations, and marketing teams to evaluate the environment, its fixtures & furnishings, from the respective view points of each group. This can be further expanded to involve focus group interviews to get direct consumer responses to the new environment. 14 | Gensler | PNC: Rethinking Retail | 10/12/2012

Response to Questions

5 Based on your knowledge of the designs/formats that 6 How successful have those innovations been with their exist in the world today, what banks do you feel have customers? What are the strengths and weaknesses of been the most innovative? those innovations they have tried.

Many banks are in the process of trying to incorporate as Without true insider information it becomes somewhat of a much innovation as possible into their branch design. Some forensic exercise to determine how successful innovations such as Unpqua, ING or Ally are going beyond the four walls have been for other Banks. Based on the market acceptance of their branches to a distant secondary role through online and integration into the banks internal systems, as mentioned channels of delivery. Perhaps the better question would above, any innovation that can be well received by the end be to ask which of the multiple “kit of parts” that can be users and help support the banks brand strategy could be enfolded into a traditional bricks and mortar branch are most labeled as successful. Some innovations such as the smart- successful. Success being a balance of end user delight & table also depend heavily on the careful definition and satisfaction, operational efficiencies derived from functional execution of the digital content as choreographed within the integration into the bank’s back of house, and a perceptible interactive navigation to be successful. Be forewarned: The increase of the return on investment. development and maintenance of compelling and meaningful content is usually where these technology installations fall Several banks designed by Gensler play this balancing down. Unless the client is prepared to constantly refresh the act in different ways. For one confidential Client in Texas content and evolve the user experience, its best not to go that the emphasis was away from products and transactions route, as it tends to become a dust collector once the glow to a “relationship center”. The innovation was driven by wears off. the underlying omnichannel strategy of how to provide meaningful relationship-type services in a small yet fully functional footprint.

For bibliography and additional source material see following youtube videos: http://www.youtube.com/watch?v=oYPtBhkn_ HU&feature=related

What if Apple designed an ATM? http://www.youtube. com/watch?v=DMlaCJlpT8c&feature=related

And Gensler’s own: http://web.gensler.com/app/projects/profile/id/25998 15 | Gensler | PNC: Rethinking Retail | 10/12/2012

Response to Questions

7 What do you think are the core elements of bank 8 What retailers, outside of the banking industry, are format design of the future? currently displaying layouts/formats that you think could be inspirational when selecting the right design for PNC?

The core elements of any Bank of the Future design must From a retail perspective, the current favorite is obviously incorporate an ease of Customer experience. Other Apple and how they have successfully taken their product and experience based retailers such as Disney and AMC have evolved both their products and stores into a cult-like user begun to shift their point of view by referring to their experience. What Apple has done so successfully is to build customers as “guests”. In your introduction to this RFP, several a culture to which people want to belong. People want more. key attributes were mentioned, such as easily-accessible, Customers want to know that the brand understands them, efficient, enjoyable, and emotionally engaging. How these and that the brand cares about them. Purely transactional are achieved becomes the key design and implementation relationships are the thing of the past. Perhaps more solution. The answer will be derived through pushing the inspirational would be to examine certain hospitality venues limits of the current available technology with the eye toward such as hotels and restaurants create an entire branded making the customer’s life easier while enhancing the end experience around their service delivery. user’s comfort level with the entire branch experience. Let’s face it; bank transactions for most individuals is an If, as technology, as predicted, will continue to diminish the extremely personal experience—something that should be need for customers to access the branch, then the branch conducted with a degree of security and trust. What seems needs to evolve to emphasize itself as a destination for that to be lacking from all the “Bank of the Future” conversations experience or as a “4th place” similar to how cafés and now is the acknowledgment of the fundamental difference from hotel lobbies have become the current points of destination generation to generation, coupled with the psychological for social interaction. A huge trend in retail right now is drivers of each of these groups toward transactions. customization: having it uniquely my way. Cole Haan has been highly successful in selling colored shoe laces, and At the heart of the issue is something far less tangible than Puma & Adidas have both moved into the create-your-own that which effects typical retail: What is the customer’s sneaker arena. How can banks key in on this trend and create level of trust in the brand, in the environment, in the person customizable banking solutions to meet consumer needs? (or device) with which the user is interacting? To truly get How can the environment lend itself to expressing that the to the heart of the future manifestations of these types brand welcomes the customer’s individuality and cares about of transactions, a deeper dive is required. To that end we their financial wellness? These and others are new questions propose partnering with consumer behavior specialists, that need to be addressed. sociologists, and technology innovators to bring this vision to life. We propose to invite their participation at the initial brainstorming Worksession, as well as continuing their participation through the design process by including them in interim design reviews to drive the design to its highest possible level. 16 | Gensler | PNC: Rethinking Retail | 10/12/2012

Response to Questions

9 What do you think of the role of technology in banking format designs?

In short, extremely transformational. As technology evolves to support internet and mobile banking through devices such as smart phones and tablets, this continues to radically change the rationale for bricks and mortar branches. If we agree with the premise that the branch is still required from an acquisition standpoint, and from a service-as-personal- relationship builder, then we can craft an evolving platform that can change as the role of technology diminishes the need for certain types of functions to be performed within the branch itself.

The key here, again, is evolutionary. As technology and its impact on the banking industry is under constant evolution, a successful bank design must build in that flexibility to incorporate the latest technology without being wedded to it. If we look to other industries, as the previous question asked, the one that leaps to mind is the airline industry. Online flight check-in, self-navigated check-in kiosks, and baggage check as a drop-off option has greatly impacted airport terminal environment. Passengers have been re-trained in the process of check-in and security procedures, and have become empowered to assist with or totally control the process. The new security “EZPass” procedures continue to alter the terminal landscape and the passenger experience. American Airlines has encountered great success with inflight WiFi—everyone wants to be connected 24/7, even at 30,000 feet. Banks, like hotels and airports, need to become more of a home base where zones can transition based on time of day, traffic flow, local needs, and level of personal engagement required. 17 | Gensler | PNC: Rethinking Retail | 10/12/2012

Response to Questions

10 What technologies/capabilities are core to the banking format design of the future and how “ready” do you think the customer is to accept those?

The answer to this question is two-fold and depends on both All that said, in the medium and short term future, the core the timeframe of the discussion and the level of technical banking technologies will be supporting ease of customer “acceptance” of the Bank’s target market. First, in the long service and experience. If the density of branch distribution run, we will be in a cashless economy. Money as we know it diminishes, the technology of video conferencing, for will disappear into electronic transfers, though it may take example, can step in and connect the customer with a center decades to filter down to the street vendor level. In that of expertise hundreds of miles away. The inherent danger, on world, drive-ups and ATMs will become obsolete and one less the flip side, is that with the socialization of the internet, we reason to visit a branch. need to keep re-inventing reasons why the user would not just interact from home instead of the branch. Which takes One of the newest technologies we’ve seen that will have us back to the branch as a social destination; learning from far reaching effects as soon as early 2013 is NFC (Near Field the hospitality experience, or as an opportunity for learning, Communication). We just received an introduction to this borrowing from Apple. But it also reinforces the need for while developing a new prototype for a wireless provider. New a consistent omnichannel brand experience that invites smartphones will automatically have NFC chips imbedded the customer to engage with the brand, become part of its within, and these personal devices will become your virtual community, and receive the benefits of belonging. wallet: no longer requiring physical credit cards, drivers license, proof of insurance, etc. These devices communicate with other devices that also have an NFC chip via physical contact. With a slight tap, people will be able to pay for purchases, trade data ranging from contact information to favorite songs, obtain product information or user testimonials, and tap into live social networking. NFC will also allow users to communicate across intermediary devices, such as LCD screens, tablets or smart tables. Technology such as this will allow users to perform a myriad of tasks anywhere, in any environment, all of which can be triggered by either the sales associate or the customer. This frees the environment of the need for dedicated zones (within reason – back of house support spaces may always exist to some degree), obtrusive and bulky furnishings, and allows for a more hospitality-like setting without over stimulation from technology overload.

Offsetting this eventuality is human’s natural adversity to change. For banks to nurture their relationship with their customer’s we need to keep these hard currency delivery mechanisms in place and thus the major rationale for the branch distribution system. But as noted above, customers are re-trainable with time, and as Pavlov discovered, creating incentives works magic in this regard. 18 | Gensler | PNC: Rethinking Retail | 10/12/2012

Response to Questions

11 Are there technology Firms that you have partnered with in the past to re-create innovation for your clients? If so which firms?

Patina Confidential Telecommunications Company, Workshop Technology is the cornerstone of the store’s design. Incubator Interactive displays, with touch-screen technology, allow Workspace is meant to look, feel, and evoke flexibility, high customers to control and explore options at their leisure. energy, and inventiveness. The use of technology, the layout Gensler partnered with WireStone to create a world of of workstations and amenities, and the choice in colors and displays that let customers scan hundreds of room scenes finishes communicate the dynamism of the activities taking for inspiration and learn more about specific products. The place on site. Various communication tools and technologies Floor Creator table allows the viewer to electronically see tile are integrated into the space. Architectural components are selections with different setting patterns and grout colors. A fluid and transparent, including movable glass panels, and all- separate kitchen vignette contains the Backsplash Gallery movable furniture, ranging from informal couches and sofas to which displays over fifty different backsplash design ideas and adjustable tables and task chairs. The space also utilizes highly inspirational design boards. innovative sustainable strategies and is registered for LEED Platinum certification. Deloitte University One of the main goals in the development of this state of Nextel Central the art facility for Deloitte was to design an experience The program includes the Entry Lobby & Welcome Desk, which leverages technology to engage visitors and creates the Center of Excellence (Brand & Product Showcase) and an interactive learning environment. Gensler partnered with VIP Lounge, the Concierge & Business Solutions Center, Downstream to design the interaction and content for a large the Flexible Exhibition Space with exterior balcony and a interactive video wall and wayfinding kiosks throughout the flagship Retail Store. The Ribbon, an iconic architectural campus. element, integrates these five distinct program areas into a singular visitor experience. The Ribbon snakes through the Intuit / FourWinds expansive open space represented in the shell and core of the Working with FourWinds and SpinetiX to create a digital station, with a swooping ceiling that gestures to the speed of interactive strategy for the Intuit headquarters, Gensler transportation. ISP/VM+SD Store Design Award designed the experience as well as all of the content for the screens. The strategy leveraged their messaging to create a Nokia series of digital touch points across the campus that is truly Nokia came to Gensler to envision a future R&D workplace innovative and communicates the Intuit’s core values and that responds to their new ways of working. Our goal was to brand messaging. create an R&D Handbook to set new standards and guidelines for designers in all of Nokia’s future R&D sites. The handbook Confidential Consumer Technology Product Client presents a framework for thinking which encapsulates a Longtime client with multiple workplace and retail branch global perspective, while maintaining flexibility for local projects. Developed a unique architectural glass system to diversification. Due to the success of the R&D Handbook, define their retail brand. Integrated technology throughout Gensler was hired to create the new Silicon Valley offices for retail spaces to attract, entertain and inform customers. Nokia. The site is to be the first prototype to implement and Organized around activity zones like music, photos and utilize the guidelines. movies, the stores teach as well as sell. A support area bar provides customers with answers to every question while a satellite-fed high-resolution screen gets them the latest word on company innovations. 19 | Gensler | PNC: Rethinking Retail | 10/12/2012

Response to Questions

11 Are there technology Firms that you have partnered with in the past to re-create innovation for your clients? If so which firms? (continued)

Confidential Software Technology Client To facilitate collaborations and innovation, two plan concepts where developed in direct response to the user needs, one planning concept is heavily populated with small private offices with a shared pod collaboration area and the second planning concept is based on a collaborative neighborhood plans with shared resources.

Mathworks Gensler initiated the project working with MathWorks’ leadership to vision and define the possibilities with updating certain aspects of their workplace and amenities in addition to designing new expansion space. This includes re-organizing the campus to create community spaces much like a collegial environment. Core amenities such as the cafeteria/servery and fitness center are being relocated and expanded. Workplaces are being redesigned to accommodate new centralized ‘idea exchanges’ to support a collaborative culture and work process.

Client facing spaces such as the conference center are being re-configured and expanded to meet the needs of this growing organization and to provide an improved visitor experience. This sustainable work environment and headquarters facility will better support the company’s goals to attract and retain the best talent, improve the effectiveness and quality of the workplace, and create a better user experience and connectivity by both architectural and site improvements. 20 | Gensler | PNC: Rethinking Retail | 10/12/2012

ING Direct Café 21 | Gensler | PNC: Rethinking Retail | 10/12/2012

Teaming and Approach

Teaming and Approach, Core Team Our Core Team has a strong background in creating innovative solutions for retail banking clients. They will be with PNC at every step of the way from initial strategy to deliverable (and beyond if wanted). Along with global experts in branding, consumer products, financial services, consulting and technology, they will help you develop a forward-thinking prototype that speaks to PNC’s expansive, global network of clientele.

Gensler Core Team

BOSTON | Doug Gensler, AIA, Managing Director/Principal

With over 20 years of experience in the building industry, Doug possesses both design expertise and a diversity of project experience. As a Principal and Managing Director at Gensler Boston, Doug has grown the Boston office to over 75 talented professionals since opening in 1993. He is committed to Gensler’s efforts on sustainable design, building consultation, and global client relationships.

NEW YORK | Kathleen Jordan, AIA, LEED AP CID, Principal

Kathleen is the New York office Retail Studio Director and leader of our retail practice with over 24 years of experience across the United States and internationally. Kathleen has led a broad range of retail design projects as both an outside consultant and as an in-house designer.

PITTSBURGH | Patrick Kirchberg, AIA, Senior Associate

Patrick brings a strong background in interior Architecture, specializing in design and implementation for the financial services industry. Leveraging his 20+ year background in design, construction and process management, allows him to work with clients to define and craft a custom framework in which Gensler can successfully deliver a consistent and quality global brand experience. 22 | Gensler | PNC: Rethinking Retail | 10/12/2012

Teaming and Approach

Additional Gensler expertise NEW YORK | Tom Vecchione, Principal CHICAGO | Tom Mulhern, Principal

Tom Vecchione, Director of Workplace Tom is a strategist who helps Gensler Strategy for Gensler Design and Planning, clients and teams navigate front-end has over two decades of experience complexity and as they seek to create advising major corporations on the evolving better workplaces, better stores, better role of the work environment and its schools and better communities. Tom uses impact on people and business. Through his his training as a writer and communication visioning process, Tom works directly with planner to organize and communicate clients to facilitate a greater understanding dense information and to deliver high- of the power of design through consensus, energy facilitated sessions that bring teams buy-in, and mutual agreement. from confusion to clarity.

SHANGHAI | Tim Etherington NEW YORK | Patrick Gegen

As the Director of Gensler Shanghai’s As part of the New York Retail Studio Interior Design Studio, Tim Etherington Patrick has worked on a range of projects brings to every project, his diversified including retail, professional services, and exposure to global markets across cultural institutions. He is skilled at working the world. Tim has lived and worked with clients in order to create designs that internationally designing interior and brand best serve both their current needs and projects for many global brands across a their long term goals. variety of industries.

NEW YORK | John Bricker, Principal SAN FRANCISCO | Andrew Bornand

As Creative Director, John Bricker leads Andrew’s forward focus and dynamic Gensler’s Brand Design studio, an vision brings originality to every project integrated group of multidisciplinary he is involved with. His insights and team designers and strategists whose award- oriented strategies creatively guide the winning work is based on a deep platform construction and execution of all digital of synthesizing strategy and design. projects. Passionate about technology and problem solving, he effectively brings people and business together. LONDON | John Tollit, ARB, MCSD, FRSA

Jon is Principal of Gensler’s Retail and Branding studio. He has wide ranging experience working on high profile projects including new build, refurbishments and interior fit outs, many of which have been published widely in the design press and received a number of awards. 23 | Gensler | PNC: Rethinking Retail | 10/12/2012

Teaming and Approach

The external experts

Envirosell — Paco Underhill, Founder & President Brand Keys—Robert Passikoff, Ph. D, Founder & President Tom Moseman, Sr. Vice President Brand Keys specializes in brand equity and engagement metrics Over the course of more than 25 years, Envirosell has pioneered that serve as the most accurate benchmark available for brand what it means to be a market research firm. Environsell architecture, tracking and strategic communications studies. specializes in finding opportunities in the places where products Their metrics are predictive of future in-market behavior and and services come together. From all sizes and scopes of retail correlate highly with positive behavior, sales, and profitability. and other commercial spaces, to alternative environments, Brand Keys utilize metrics grounded in psychology, allowing including health care, transportation, municipal facilities, them to understand both the emotional and rational factors stadiums, showrooms and online environments, Envirosell which bond consumers to brands. remains the leading global testing agent for innovation. www.brandkeys.com www.envirosell.com

CASE STUDY Technology

Some of Brand Keys Clients

© Brand Keys, Inc. 2010 4

907 Broadway New York, NY 10010 212.673.9100 envirosell.com ENVIROSELL 24 | Gensler | PNC: Rethinking Retail | 10/12/2012

Teaming and Approach

INFUSION CASE STUDY The external experts CHASE US OPEN iPAD APPLICATION ENGAGING US OPEN ATTENDEES WITH AN ALL-ENCOMPASSING iPAD APPLICATION

CLIENT JPMorgan Chase is one of the oldest financial institutions in the United States. With a history dating back over 200 years, JPMorgan Chase is a leading global financial services firm with assets of $2.2 trillion. Operating in more than 60 countries, the firm is a leader in investment banking, financial The MEME —Carols Cardenas, Vice President servicesInFusion—Greg for consumers, Brill, small CEO business and commercial banking, financial transaction processing, asset management, and private equity. The MEME works with their client to build their brands As a global leader in the field of emerging technology, Infusion and generate growth by developing innovative consumer PROBLEMsolutions defy convention, exceed expectation, and provide a experiences that make meaningfulVertical emotional connections Asdemonstrated a major sponsor return of the onUS investment.Open, Chase wantedInfusion to solves draw more business attention to their media tent and increase interaction with their brand during the with their customers. TheFinancial MEME Services identifies opportunities for problems by combining expert software engineering with event. They wanted to offer something unique that would attract event innovation that align their brand’s essential values, business customersappealing and user while experiences also adding andto the design. event, providingThrough usefula unique information strategies and performanceTechnology goals with emerging industry and aboutcombination the US Open. of enterprise development, innovative design, technology trends. Objective C and a commitment to emerging technologies, Infusion offers a SQL Server C# SOLUTIONfull suite of information technology services including: custom www.thememedesign.com Chasearchitecture, engaged trainingInfusion toand develop mentoring, an iPad hosting application and support,to showcase and in their media tent at the US Open. Infusion’s development team successfully user experience and design solutions. Additional Media delivered the application in less than six weeks. Video demo: tinyurl.com/JPMCiPadDemo www.infusion.com

Lounge branch. paths of interaction.

7

6 1 2 3 4 5

Direct to greeter stand Direct to personal computing Directed to computing bar for light 1 4 Increased independence7 Adjusted formality Relaxed eciency assistance and personal work Formal Stationary Casual Roaming Direct to computing bar Direct to ATM 2 5 Computer Asst.

One-on-one

Direct to living room to explore Guided by staff to private advising Formal Causal Ecient 3 6 Self Service Unassisted interactive tool or interactive wall meeting Gradual assistance Empowering the teller Veiled privacy

Unassisted 34 One-on-one Roaming

Self, assisted

Self service

Stationary Unassisted Private Semi-private Assisted

Hosted journey Traditional Zones

Follow through Desk Services

Lobby

Assessment Self Service Teller 25 | Gensler | PNC: Rethinking Retail | 10/12/2012

Aetrex Retail Store 26 | Gensler | PNC: Rethinking Retail | 10/12/2012

PNC Bank of the Future —Project Approach

Gensler is advocating we bring together a team of retail experts as a first step in our process. Gensler will bring to the table our team of in-house experts at no fee. In addition, we have put out invitations to gather other well-known experts in the fields of branding, retail experience, technology and customer psychology. If in agreement with this approach, the degree of involvement by this team of world- class consultants can be adjusted based on your budget and retain their services through step II. these experts could act as a senior advisory council to provide continued input and critique the resulting design brief and the resulting design Ideation that is produced from this exercise.

steP I — Summit 1 dAy steP II — SyntheSiS 2 wks steP III — iDeAtiOn 4 wks 27 | Gensler | PNC: Rethinking Retail | 10/12/2012 PNC Bank of the Future —Proposed scope of services

steP I — Summit 1 dAy steP II — SyntheSiS 2 wks steP III — iDeAtiOn 4 wks

OBjeCtIves OBjeCtIves OBjeCtIves

to bring together Gensler’s global experts in the fields of: • Identify any additional research required based on the summit • Based on the foundational work developed in steps 1 & 2, empower • Current Retail trends meeting the core Gensler design team to ideate “Bank of the Future” solutions that incorporate the “big idea” concepts discussed in step 1. • Current Financial services trends • distill all pertinent information into critical path items for future • Integration strategies of the latest technology to enhance the User design efforts • hold interim design review worksessions with key PNC stakeholders, experience reuniting the Gensler thought leadership team that participated in • Brand strategists • Create a framework for future creative efforts the step 1 summit, to continue to shape the design efforts of the core design team • Retail Planning & Merchandising • If desired, invite back in the outside experts from the step 1 summit If desired, bring in experts from outside Gensler who are thought-leaders to review and provide comment on the continuing design efforts of in their respective fields, including: the core team. we suggest this happen twice during the process, to • Psychology of consumer behavior help push the design effort to its highest potential. • Impact of current Retail trends on consumer behavior. • Latest Financial service delivery trends worldwide • Upcoming technologies and potential applications • Brand strategists that understand the drivers of Brand Loyalty • Metrics to predict customer purchasing habits and trends

firmS feeS firmS feeS firmS feeS

GeNLseR (LUMP sUM) N/A GeNLseR (LUMP sUM) $15,000 GeNLseR (LUMP sUM) $35,000

eNvIROseLL (LUMP sUM) $8,000 eNvIROseLL (hOURLy As Needed) $400/hR eNvIROseLL tBd

BRANd keys (LUMP sUM) $2,500 BRANd keys (hOURLy As Needed) $250 - $350/hR BRANd keys tBd

the MeMe (LUMP sUM) $1,500 the MeMe (hOURLy As Needed) $200/hR the MeMe tBd

INFUsION (LUMP sUM) $1,500 INFUsION (hOURLy As Needed) $250/hR INFUsION tBd 28 | Gensler | PNC: Rethinking Retail | 10/12/2012

Chase Bank 29 | Gensler | PNC: Rethinking Retail | 10/12/2012

Bid Form

IV. BID FORM Date:______October 12, 2012

Professional Schematic Design Services for Rethinking the PNC Branch Bank

SUBMITTED BY: Company Name: ______Gensler Address: One______Beacon Street Boston,______MA 02108 Contact Name: ______Douglas Gensler Telephone Number ______617-619-5730

Bids will be received electronically. Bidders are to forward their response along with this bid form to Mike Gilmore at michael. [email protected] on or before 11AM (US) EDST on October 12, 2012.

Schematic Design Services US$______$50,000* (Lump Sum Fixed Fee)

Date: ______October 12, 2012 Signed: ______

By: ______Title:Douglas Gensler ______Managing Director

Is your firm a PNC CUSTOMER? : YES / NO______YES

If yes, please provide the name and phone of your PNC financial relationship manager

Name: ______Wesley Blair Phone: ______510-633-2857

*Gensler ONLY lump sum NTE fee. If PNC wishes to engage any of the external experts provided in this proposal, the outlined process on page 27 gives a breakdown of their fees, which would be at an additional cost. 30 | Gensler | PNC: Rethinking Retail | 10/12/2012

Reimbursables & Additional Services

Reimbursable Expenses Supplemental or Additional Services Reimbursable items include travel, and travel time for the For any services that Gensler may provide (outside of the basic external experts that may be engaged. In addition, travel, travel scope of services) Gensler will be compensated on an hourly time, models, additional renderings, photography, printing, billing rate basis. The hourly rate ranges for each staff function reproduction, reproducibles, delivery and messenger services, are as follows. permit fees, sales taxes, and CAD plots, and translations will be Category of staff function Hourly rate reimbursable per the terms of our Master Agreement. Gensler will invoice PNC Bank for the actual cost of the reimbursable Principals $ 190.00 – $ 275.00 items with no mark-up. Project Managers $ 100.00 – $ 200.00 Senior Designers $ 120.00 – $ 200.00 Intermediate Designers $ 100.00 – $ 120.00 Junior Designers $ 75.00 – $ 100.00 Project Architects $ 95.00 – $ 150.00 Job Captain $ 90.00 – $ 150.00 Draftsperson $ 55.00 – $ 95.00 Facility Consultants $ 90.00 – $ 175.00 Facility Programmers $ 80.00 – $ 140.00

Our billing rates are published and apply to all of our projects. Our rates are reviewed annually based upon an assessment of the market value of the position/function. Abu Dhabi Minneapolis Atlanta Morristown Austin New York Baltimore Newport Beach Bangalore Pittsburgh Bangkok Phoenix Beijing Raleigh Boston San Diego Charlotte San Francisco Chicago San Jose Dallas San José, CR Denver São Paulo Detroit San Ramon Dubai Seattle Houston Seoul Hong Kong Shanghai La Crosse Singapore Las Vegas Tampa London Tokyo Los Angeles Toronto Miami Washington DC

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