Cactus recently reimagined the healthcare experience and the future of 'clinical' space for Ever/Body - a revolutionary new model in cosmetic dermatology. Cactus employed a holistic design approach cognizant of the relationship between brand and architecture to create a fresh and accessible look for the budding company.
Ever/Body's stunningly luxe and serene premiere location officially opened at 453 West Broadway in the SoHo neighborhood of New York City. Backed by $17 million in funding, Ever/Body is demystifying cosmetic dermatology through transparent, modern care rooted in high-quality medical operations and elevated patient experience. Cleverly designed by Cactus to address the brand's plans for national expansion, the signature flagship serves as a reproducible model for future locations - featuring a calming, modular zen pod concept for treatment rooms and an aesthetic that addresses the democratization of high-end skincare.
"For Ever/Body, so much of the company and brand is based in their physical locations," explained Cactus Head of Strategy, Noah Waxman. "We decided at the outset to focus on merging classic, natural elements with a distinct sense of futurism. Both the brand and the architecture rely on calming greens, plant life and natural wood tones in concert with glossy whites, inlaid metal and pops of bright light."
Cactus started with architectural concepts for the Ever/Body clinics, with a design that injects modernity into a relaxing haven of prana - soothing like a spa or traditional Japanese Onsen. Biophilic elements and chic, playful color palettes reinforce the welcoming, trustworthy environment that Ever/Body sought to build. The architectural concepts naturally formed the inspiration for the brand strategy, naming and graphical language of Ever/Body which strikes an inspirational, forward-looking tone.
Key to Ever/Body's innovation is its embrace of the concept of modular architecture. The treatment rooms are spacious and cloaked in warm wood, but there is more than meets the eye - every room is comprised of an individual 'pod' that can be dropped into any new location. Pods were meticulously envisioned to combine style and functionality, including their smart integration of sprinkler and HVAC systems. The units are sized so that the appropriate number of treatment rooms can be easily selected based on square footage, and then constructed off-site and installed. Laying the foundation for subsequent floor plans, pod door locations are strategically placed at a 45-degree angle to create visual interest from the hall and provide a better flow. Each treatment room is perfectly designed to enhance patient experience while also allowing for reduced construction costs and ultra-fast assembly for follow-on locations - a vital ingredient in the company's plans for rapid expansion.
"We took a radical, iterative approach to the architectural design for Ever/Body," added Marcelo Pontes, Cactus' Head of Architecture. "We wanted to dramatically reduce the time it takes to open a retail location while also creating a very special, private type of space for the treatment rooms."
Cactus' design allowed for incredibly fast construction of the new retail space in SoHo - just under eight weeks from gaining access to the space to open for business. However, the design team took care not to sacrifice the aesthetics, paying special attention to details like the oversized doors which were intentionally crafted with wood and steel to instill a sense of luxury, security and privacy. Lighting was also a critical component in the design, particularly in the multi-functional treatment rooms which are used for a range of procedures and consultations. Each room provides adjustable lighting to accommodate this adaptable requirement with multiple light sources ranging from direct to diffused. The result is a personalized, accurate, and effective experience for both the caregiver and patient.
Before and after indulging in treatment rooms, patients are welcomed by an oversized reception area. The inviting space neatly conceals impersonal tech elements, like monitors and phones, instead focusing on displaying procedure examples, products, and educational information. This enables guests to fully embrace the new, modern model of skincare destined to change the cosmetic dermatology landscape. The final result is a forward-thinking environment that aims to dissolve stigmas and misinformation, pushing cosmetic dermatology practices into the popular zeitgeist.
"Ever/Body is a leading example of what can happen when brand and architecture are created together in parallel," noted Cactus Head of Technology, Lucas Werthein, "Rather than the traditional sequence in which brand is created, and then architecture is an afterthought reacting to the brand. In this case, the architecture evolved first, and the Ever/Body brand ethos and voice really were inspired by the architectural palette and designs."
Photography: Nadav Havakook, Courtesy of Cactus