Fern Green open plan for dentist

Fern Green has designed the graphic identity and interiors for “unconventional” high street dental practice Dentistry 100, which will open in central London’s Barbican in August.

Freelance graphic designer Jane Alexander has created the identity. Both the marque and interiors are designed to establish Dentistry 100 as fresh, comfortable and sensual, says founder Dr Ed Bonner.

“We want to remove the fear and discomfort associated with visits to the dentist,” he says.

According to Fern Green partner David Fern, it will be achieved through the use of sound, light and colour. The reception area will be a “calm, comfortable environment, reminiscent of a contemporary hotel lounge”, with an Internet station, Fern adds.

The practice features “unconventional”, optionally open-plan treatment rooms intended to alleviate “intimidation or suspicion” in customers, which can arise if rooms are hidden away, says Fern. “It is a narrow site and we also wanted to prevent the ‘corridor effect’,” he adds. “We wanted a minimalist, clean style that was not clinical. We are creating an inviting environment that reassures people.”

The practice will be independent, but will be affiliated to the local Holmes Place Health Club. There will be discounts on dental care for Holmes Place members.

Fern Green won the work, worth between £30 000 and£40 000, after an informal three-way pitch against unnamed groups.

If the Dentistry 100 concept is successful, it will be rolled out across other sites.