Dental Beauty Boutique

Project Brief
I was approached with an intriguing challenge to transform the interior of a private clinic located in central Moscow. The clinic has been operating for over 20 years and is closely connected to the local Jewish community. Many long-standing clients appreciate the unique cultural character of the space. At the same time, there was a growing need to enhance the overall client experience by improving comfort and incorporating subtle marketing elements. A key constraint was that the clinic occupies a historic building under lease, which meant dealing with numerous exposed utility lines on the walls, a chaotic mix of materials, the necessity to preserve certain architectural features such as the original floor tiles, and working within a modest budget.

Design Concept
The stylistic solution was inspired by an unexpected element: Mediterranean tiles. Initially seeming out of place, these tiles reminded me of the large Jewish ghetto in Venice, whose aesthetic became the foundation for the clinic’s interior styling.
The overall design language was defined by three core elements: architecture, ceramics (tiles, colors, textures), and classic wooden furniture as accent details.
Functional components such as display cases and the cloakroom were custom-designed to harmonize with the architecture and wall colors, enhanced with decorative moldings. This approach not only enriched the visual composition but also cleverly concealed unsightly utility lines.
The reception desk, cabinets, and side tables were crafted in a style reminiscent of traditional Italian pharmacies.
The preserved floor tiles were thoughtfully coordinated with the soft furnishings and textiles. The space is enlivened with greenery and decorative accents, while the lighting fixtures evoke traditional Jewish shawls, subtly referencing the clinic’s cultural heritage.

Client Experience
A primary goal in designing the client experience was to maintain the clinic’s familial atmosphere while ensuring privacy. The space needed to be welcoming for clients with children as well.
We divided the waiting area into a lounge zone and a welcome zone, effectively separating adults and children. Additionally, a dedicated room was created for signing documents.
On either side of the cloakroom, two discreet niches were designed where clients can freshen up away from prying eyes.
All promotional materials were removed from the walls and instead presented digitally on a small tablet at the reception desk, ensuring they receive focused attention during interactions with the concierge.

The project successfully combines diverse elements to create the feel of a boutique with a rich history, a personalized approach, and a warm, family-oriented atmosphere.