Interior design


A dog is for life….


flooring which is scratchproof. If water bowls are to be present, the floor


would also require a slip-proof finish, and the water bowls would need to contrast with the floor to prevent a trip hazard. Do you have acoustic separation between resident rooms, and could an acoustic intervention be required in the communal space? Next, operators should review furnishing considerations affected by a particular theme choice. A dog-sized copy of your communal lounge sofa would be a wonderful touch but only if it does not represent another trip hazard. Fortunately, most anti-microbial and waterproof fabrics would work with this example but again scratch-proofing would need to be reviewed. Regardless of what interior branding


theme you develop, it is essential that all aspects tie directly back to operational ease. You are primarily offering care, not artwork, dogs or plants. In our dog example, a key operational


aspect would be dog walking. If a resident owner were not up for walking on a particular day a provision would have to be in place without the need for use of a valuable member of staff. An exterior enclosed open run with sand base might serve the purpose here. In short, if you have an idea it is likely there will be a way to achieve it through good design.


Test the concept In any interior brand there will undoubtedly be other considerations as well. You should walk through all diagram steps to ensure your idea does not tread on the business of care. It should instead add interest and differentiation for all stakeholders including


February 2022 www.thecarehomeenvironment.com


Wilmslow restaurant


any talented staff who, at the present time, can pretty much choose their place of work. When you review your market, do you stand out in a positive way, or does your website just show images of smiling older people and staff? When you welcome visitors, is the first thing they see many old people smiling, or the environment in which they live?


It is possible to test an idea before spending any money at all. Look at your website and that of other homes in the area. Pick a concept that will work with your budget and preferably one which you find truly exciting.


Test the idea against the considerations


diagram and then in a small area on site to get feedback from residents, family members and staff. Alternatively, you can track a ‘proposed design’ on your website and check analytics to see how much of your traffic goes to that page. The proof of success is whether or not your occupancy rate, staff retention, and overall ambience improve. Here are a few things to keep in mind.


n Do something unique. n Tie your interior branding theme together will all other brand elements such as your website, logo, and business cards.


n Be brave in your choices as they can be trialled with minimal expenditure while anticipating significant returns.


Conclusion Interior branding differentiates one proposition from another as well as providing residents a unique place to call home. It saves time for operators by matching the financial and aesthetic aspirations of potential residents and family members


with actual environments, and it provides an interesting and uplifting place in which staff can work. It is the next step forward in care home interiors.


n


Lori Pinkerton-Rolet


Lori Pinkerton-Rolet PPBIID, Reg. ID, IIDA has been director of Park Grove Design since 1993, working to improving design criteria within the care home sector. She is the recipient of the 2012 British Institute of Interior Design (BIID) Award of Merit for outstanding achievement, and is a BIID Past President, and member of the International Interior Design Association (IIDA). Lori also sits on the British Standards Committee for flammability performance for furniture. Lori is a frequent speaker at global industry events and hosts the international www.thirdage.design podcast, sharing essential information on senior living environments worldwide.


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