Maida Smiles

London, UK


Dr. Pedro Gutierres



Project date


Construction date


Construction area

92 m2 



Best Brand & Design (Highly Commended) – 2020 Private Dentistry Awards 
Finalist for the Surface Design Awards – Light + Surface Interior and Commercial Building Interior categories 
Winner of the Surface Design Awards - Public Building Interior category 

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.

The inspiration for the main concept of this project came from an interpretation of the dental implants used in restorative dentistry. The creation of a bespoke design adapted to the client's vision became the brand image of this space: a handmade ceramic disc that ended up contributing to the final contemporary ambience of Maida Clinics.

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.

The reception desk itself is finished with microcement, which joins this element to the floor, ceiling and walls behind the ceramic discs, creating a continuity between these surfaces, limiting the use of excessive materials and thus highlighting the ceramic elements.

The choice of furniture, also developed by our interior design team, follows the same line of thought, where we sought simple, refined, and elegant geometries. 

In some cases, it is complemented with equipment and decorative lighting.

Above the desk is one of our favourite suspended lights - designed by Finish architect Alvar Aalto in 1952 - called ‘hand grenade'. The corridor features the same concrete material as the reception desk making the transition less jarring as customers journey through the clinic.

Another key aspect involved the technical side of the design within the actual dental theatre. Over the years we have built up a deep understanding of workflow, equipment and procedures within surgical and operating areas. 

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. 

The overall result is a minimalist, free-flowing design which maximises the use of space. The custom-made ceramic wall and iconic furniture also work in tandem to create an interesting dynamic affecting surfaces, light and reflection.

The wide-ranging project also involved branding including the development of a client logo, graphic identity and business cards. Our team collaborated closely on this element to ensure the new branding not only complemented the architecture, but also helped promote ‘Maida Smiles’ character and ethos.