Umpqua's innovation lab showcases the branch's future.

• Position: Marketing News - Umpqua Holdings Corp.

A financial institution noted for its innovative marketing practices, Umpqua Bank, Roseburg, Ore., has opened a new branch in Portland, Ore., that it hopes to use as a "laboratory" for experimenting with the look and feel of the branch of the future.

The 3,000-square-foot branch (Umpqua calls its branches "stores") will be in the South Waterfront neighborhood.

The branch will showcase emerging and existing technologies that "foster community and redefine what consumers can expect from a banking experience," according to Umpqua. The bank says that the lab will change regularly to feature new technology, products, services and community events.

One key aspect of the South Waterfront branch is that it is designed to serve the community as a "hub of activity, information and resources, including available meeting space," the bank says.

At its recent opening, the Innovation Lab featured:

* Product wall: A 25-foot, interactive, seamless plasma wall that features touch-screen technology, pod casts and community search functionality.

* Community wall: An interactive display that serves as the store's official community center. It provides information on volunteer opportunities and community events, supports fundraising for community organizations and includes a survey option for users to tell the bank which topics they...