Contract - October 2013 - (Page 78)

pHotograpHy: cHris leonard/gensler HealtHcare environment awards Horizon Blue Cross Blue Shield of New Jersey health and fitness winner Designer gensler Client Horizon Blue cross Blue shield of new Jersey Where moorestown, new Jersey Health insurance provider Horizon Blue Cross Blue Shield of New Jersey engaged Gensler to design a 4,500-square-foot, single-story retail space to build brand recognition and attract new customers, as well as to provide support, improved service, and wellness education for current clients. Customers choose from different types of service areas, depending on their needs. Those with quick questions can step up to the front work bar. A lounge area offers a place to wait for appointments, and tables and booths in the cafe are an ideal spot to fill out paperwork. The cafe area can fit groups of up to 40 for health and wellness-related seminars. Finally, for those who need to have confidential conversations, enclosed meeting rooms and booths provide privacy. The design draws influence from hospitality and residential typologies rather than traditional healthcare models. Glass partitions 78 maintain openness and transparency, contrasting with the texture of reclaimed wood used for both wall surfaces and furnishings, which creates a welcoming feeling in the spaces. Gensler developed environmental graphics, custom wallpapers, and signage based on Horizon’s cross and shield logo to emphasize the brand and also to help orient customers. Historic photographs of Moorestown are featured within the cafe booths, reflecting the company’s history in the area. The jury found this prototype store, which could serve as a model for future stores in other locations, to be innovative, and one juror said the project provided “a great blend of designed spaces for interaction and conversation, and yet privacy and open space.” Another remarked that it was “a similar concept to an Apple store, but for your health— what a great idea!” —MURRYE BERNARD October 2013

Table of Contents for the Digital Edition of Contract - October 2013

Contract - October 2013
Industry News
Columnist: Winning Work at the Interview: It’s All About Chemistry—Part II
Product Focus: New Classics
Product Briefs: Health and Wellness
Cedars-Sinai Medical Center Advanced Health Sciences Pavilion
Banaji Pediatric Dental Specialists
Seattle Kids Dentistry
Healthcare Environment Awards
Spaulding Rehabilitation Hospital
Olivia Newton-John Cancer and Wellness Centre at Austin Hospital
Seattle Children’s Building Hope: Cancer, Critical and Emergency Care Expansion
Dale & Frances Hughes Cancer Center
Kent Campus Expansion, Phase 2 Pavilion
Horizon Blue Cross Blue Shield of New Jersey
Camp Southern Ground
Poetic Living
FOUND: An Adolescent and Young Adult Cultural and Wellness Center
The Impact of the Affordable Care Act on Healthcare Design
Book Review: Sustainable Healthcare Architecture, Second Edition
Designers Select: Healthcare
Ad Index

Contract - October 2013