Barclays has launched what it calls the first "brand concept" bank branch in the UK. This is the .

Barclays has opened a state-of-the-art flagship branch at Piccadilly Circus in London's West End, a first of its kind project using digital technology at Piccadilly Circus in London's West End..

The site at Piccadilly Circus was acquired by Barclays earlier this year and has been developed with 8,000 square feet of retail space spread over three floors.

Making extensive use of new technology and design, the branch had its soft launch last week and will be officially launched at the end of January.

Barclays becomes the first bank in Europe to pilot Microsoft Surface technology, which will allow users to "grab" digital content with their hands and navigate for information about Premier banking with simple gestures and touches.

A major attraction that greets visitors when they enter the premises is "Being London", an interactive and evolving installation representing London and it's people that graphically represent the city on a large video wall using content from blogs, showcasing Londoners' interests, ideas and concerns.

Personal consoles will allow people to contribute to the installation and explore relevant information from Time Out.

After office hours, the front of the branch will be transformed into the 'Night Life' installation screen.

It will pick up the image of passers by using face recognition technology and cameras, creating moving silhouettes on the screen with thought bubbles containing random messages.

Mike Amato, chief distribution and product officer for Barclays, said: "This is the first time that a bank has opened a store such as this.

"We have taken inspiration from retailers such as Apple and Nike and developed a space that attracts and engages individuals while conveying what the Barclays brand represents.

"Our plan for Piccadilly has been to build not only a branch of the future but a branch befitting the iconic setting.

"We have embraced innovative technology and design to attract the interest of the Piccadilly community in an innovative and generous way."