Located in the City of Westminster, northwest London, Maida Smiles Dental Clinic offers world class cosmetic dentistry and facial aesthetics services.

Nowadays, the largely residential area is a dynamic and appealing commercial district, with some architectural richness, such as the multi-family buildings from the Victorian and Edwardian era.

It was famously home to the BBC Maida Vale Studios which broadcast radio news services during World War II. Due to the setting and nature of the business this project demanded a unique and memorable brand and design concept. It needed to be visually engaging while promoting the personality of the clinic with a progressive feel, aligned with the innovative cosmetic services it offers.

It also required sophistication to mirror the affluent surroundings dubbed ‘Little Venice’ - defined by its Regency style with white Stucco buildings.

The clinic was converted from a high-street store with the floorspace restructured to a simple layout funnelling off from the reception, which occupies the whole main façade. A single corridor connects all support spaces - including the staff and sterilization areas as well as toilets, technical and storage spaces, x-ray room - plus three surgery rooms located along the rear facade, taking advantage of natural light.

In total, 500 of these discs were used to cover the walls of the space, set out in a honeycomb-style cluster. This personalized and customized element, developed by our team, defined the project, creating a disruptive and distinctive visual impact.

Still in the reception area, the main goal was to communicate with the outside walkway and flow into the public space. The ‘wrap-around’ ceramic wall design with curving corners helps bring movement and provides connection and continuity to the outside realm. The design also features a hidden curvilinear door leading to the main clinical area which effectively disappears when shut blending back into the wall.

There are many factors which must be carefully considered in these live working environments, including careful management of space and the free-flowing movement of surgical teams and patients. Practical and ergonomic solutions for technical equipment, instruments and waste disposal are also fundamental and must work seamlessly with any design concept.

Working in tandem with client consultants and suppliers we were able to ensure compatibility with all equipment and client working practices. From an aesthetic viewpoint, bright, white materials were also applied to clinical areas with easily cleanable and highly resistant qualities, such is the demand for these spaces.