We worked with New York‑based Kindbody to re‑envision their IVF and egg‑freezing facilities in the FlatIron district. As a woman‑run business, we knew the importance of placing the woman at the center of her own experience, especially one that could be otherwise uncomfortable or anxiety‑inducing.
Eschewing the cold and sterile environment of a traditional doctor’s, we revitalized the space with curved lines, warm lighting, abstract art and organic shapes, mirroring the female form and providing a softer, supportive environment that functioned as an extension of one’s self.
We created spaces that fostered conversation and socializing, so women don’t ever have to feel alone. With our development of art and identity, we introduced a sense of humor and a lightness, removing the stigma of a woman’s experience at the doctor, even going so far as to re‑design the interpersonal interactions between staff and patient, removing hierarchy and limiting time spent waiting.
We replaced all hard and cold touches with materials that feel tender and intuitive, exchanging cold metals for soft woods, crinkly paper on tables for organic cotton benches. Overall, we wanted this space to reflect the woman who moves through the space — bold and candid who’s taking control of her own destiny.