IORA Dental Health & Harmony

Mr Harpinder Dhamu, experienced dental practitioner, trainer and owner of several dental health practices in north London, asked Mystery to help him realise his plans to create a refreshing new approach to dental well-being in Romford’s Liberty shopping centre.

Dhamu’s philosophy for his dental practices is about providing the best customer service and care, focusing on an individual approach and a positive experience. He wanted to create somewhere that provided dental health and harmony in a more holistic, approachable and stress-free environment, unlike any other dental experience.

Dhamu believed that Mystery’s experience in hospitality, with a focus on customer experience would help him create a new kind of dental practice in an environment that would give his patients the most positive and stress-free experience possible.

Mystery was tasked with creating the name, brand identity and interiors for two new sites in the Liberty Shopping Centre – one being the main dental practice, the other a secondary space focusing on tooth whitening and dental hygiene.

Naming and brand identity

Following a naming workshop, the name IORA was chosen due to its meaning of purity in ancient Greek. Focusing the emphasis on the “o” providing the ‘enso’ symbol or ‘zen circle’ that symbolizes enlightenment and strength through harmony, wholeness and completion.

We made further use of the enso as a brand mark in the interior design scheme, by integrating a subtly glowing enso into the reception desk.

Interior design

Mystery presented three mood boards with different ideas for a new kind of dental clinic. The chosen scheme is very calm, relaxed and chilled – the antithesis to the clinical environment usually found in dental practices.

The aim was to create a relaxing environment that would challenge the preconceptions, providing a space that is more ‘spa’ than ‘dental’, with the aim of instilling calm in the patient from the minute they walk into the room.

The light was designed to be low level and calm and the back illuminated pebble troughs within the floor and reception desk help to deliver that spa feel. All of the signage is carefully considered to glow within the lower lit environment and further provide a feeling of calm.

The waiting room sets the patient at ease, with a calming café style entrance gives clients the chance to sit and relax with the paper or and herbal tea from the tea bar.

In a hygienic environment like a dental practice, there are regulatory requirements to ensure that no surfaces gather dust. To maintain our point of difference, carefully chosen finishes ensure everywhere is easy to clean, without being sterile and clinical.

We used an Armourcoat plaster finish on the walls, which is easy to clean, while silky to touch and introduces a premium feel.

The calming natural colour scheme uses soft natural tones of timber effect tiles, natural soft leather fabrics and tactile pebble borders. These mix well with the warmer, yet soft yellow, mandarin and blue tones of feature walls and dentists’ chairs.

Low-level lighting replaces the typical blindingly bright strip lighting usually found in dentists’ clinics to give a much warmer and less intimidating environment.

The overall effect is one of a welcoming, colourful and relaxing environment to put patients at ease from the minute they walk in the door. The rest is down to the superb skills and customer service-focused dental team!

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