Rush’s Midwest Orthopaedics Uses Art as a Branding Tool & for Way-Finding
Thursday, September 9th, 2010When Midwest Orthopaedics at Rush (MOR) was planning its move to its sleek new quarters in the Perkins+Will-designed medical facility on the Rush Medical campus, a number of questions came to mind:
• How would patients find their way to the staggering number of specialists in the building?
• How could the slick space be rendered patient-friendly without compromising its contemporary, uncluttered feel?
• How would patients know they were in the right place altogether?
“Through art, we can address all these questions,” says H. Marion’s interior architect and designer Pam Rosenberg. “We can reinforce forward thinking and a cutting-edge image while softening some of the hard edges of the building.” Both Rosenberg and MOR’s Sports Medicine Head Dr. Bernie Bach emphasize the patient-centered approach they took in art selection. (more…)
