Faces+
La Jolla, California
Healthcare
A hospitality-inspired plastic surgery practice designed to reflect artistic identity, elevate patient experience, and reinforce elite brand positioning.
Faces+ is the plastic surgery practice of Dr. Steven Cohen, an internationally recognized surgeon known not only for clinical excellence, but also for his work as a modern artist.
The goal of this project was to transform an outdated clinical office into a refined, hospitality-driven environment that reflects the elite status of the brand, the artistic identity of the physician, and the premium level of care provided to patients.
Irwin Raymond provided brand strategy, space programming, interior architecture and design, millwork design, and project management to reposition the practice as a fully aligned expression of Dr. Cohen’s reputation, artistry, and patient experience philosophy.
The Challenge
The existing office no longer reflected the stature of the practice or the physician’s internationally recognized reputation.
Key challenges included:
A closed-off reception area that felt unwelcoming and disconnected
Poor circulation and inefficient patient flow
No dedicated private waiting lounge for patients seeking discretion and comfort
Outdated finishes and design that failed to communicate premium positioning
No dedicated checkout experience for MedSpa patients
A dark, damaged nurses station that undermined staff experience and operational clarity
A lack of brand identity or connection to the physician’s artistic personality
The space needed to evolve into an environment that felt elevated, personal, and worthy of both the physician and his patients.
Our Strategy
We approached the project through our experience-driven healthcare and hospitality framework, aligning brand identity, emotional comfort, and operational performance from the earliest planning phases.
Our strategy focused on:
transforming the reception and waiting experience into a boutique hospitality environment
improving circulation and spatial clarity for both patients and staff
creating private, comfortable waiting areas that support dignity and discretion
integrating the physician’s artistic identity into the physical environment
designing custom mill-work and architectural elements that elevate quality and brand expression
The goal was not simply to renovate the office—but to create a fully immersive brand experience.
The Design Solution
The redesigned environment blends hospitality warmth with gallery-like refinement.
The redesigned environment blends hospitality warmth with gallery-like refinement.
The reception and waiting areas were reimagined as a boutique hotel-inspired arrival experience, creating a calm and welcoming atmosphere that immediately communicates quality and care. Circulation paths were clarified and reorganized to improve both operational efficiency and patient comfort.
Custom mill-work and architectural elements introduce a level of craftsmanship and permanence that reinforces brand credibility, while carefully curated lighting and material selections create warmth and emotional comfort throughout the space.
A defining feature of the project is the integration of the physician’s own artwork—transforming portions of the practice into a gallery-like setting that reflects his identity not only as a surgeon, but as an artist.
The result is an environment that feels deeply personal, refined, and entirely aligned with the brand.
Reception Area | Before & After
Med Spa check-out area with retail display
Nurses Station | Before & After
Waiting Lounge | Before & After
The Result
A fully repositioned plastic surgery practice aligned with the physician’s elite reputation
A hospitality-driven arrival and waiting experience that elevates patient trust and comfort
A space that now functions as both a clinical environment and a curated brand experience
Consistently positive patient feedback regarding the elevated experience
An environment now used for private events and gatherings outside of clinical hours
Most importantly, the redesigned space now feels like a true reflection of the physician’s identity, artistry, and level of care.
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Brand strategy and environmental brand integration
Space programming and planning
Interior architecture and interior design
Custom mill-work design
Project management
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This project repositioned the practice as a fully aligned physical expression of the physician’s reputation and artistic identity—strengthening brand differentiation, patient experience, and long-term practice value.
The environment now serves as both a clinical setting and a powerful brand asset.