Surface MedSpa & Skincare
Charlotte, North Carolina
Health & Wellness
A fully integrated brand and hospitality-driven MedSpa environment designed to establish a new identity at the intersection of retail and medical credibility.
Surface MedSpa & Skincare was conceived by a leading plastic surgeon to offer advanced non-surgical aesthetic treatments and a proprietary line of skincare products in the Charlotte, North Carolina market.
From the earliest stages, Irwin Raymond was engaged to develop both the brand itself and the physical environment—creating a fully integrated identity capable of standing confidently in both retail and medical contexts.
Our role included naming the brand, developing its visual and experiential identity, and designing an environment that expresses calm, refinement, and emotional warmth while reinforcing clinical credibility.
The Challenge
The project required balancing brand creation, experiential design, and financial discipline.
Key challenges included:
Developing a new brand identity capable of standing independently in both retail and medical markets
Translating brand strategy into a cohesive physical environment
Creating a design concept that feels calm, welcoming, and visually distinctive
Managing cost per square foot while implementing a highly customized design concept
Supporting both clinical treatments and retail skincare sales within one unified environment
The space needed to function equally as a medical destination and a retail skincare brand experience.
Our Strategy
We approached the project through our integrated brand, experience, and healthcare design framework—aligning brand identity, spatial design, and business strategy from the outset.
Our strategy focused on:
developing a distinctive brand name and visual identity aligned with the doctor’s vision
creating a prototype concept capable of supporting future growth and expansion
designing a hospitality-inspired environment that encourages comfort and trust
integrating retail skincare displays seamlessly within the clinical environment
balancing experiential design with operational and budget requirements
Brand and environment were developed simultaneously to ensure complete alignment.
The Design Solution
The final environment blends hospitality warmth with clinical clarity, creating a MedSpa experience that feels refined, calm, and emotionally supportive.
Soft lighting, layered materials, and carefully crafted architectural details create a sense of comfort and approachability, while retail skincare displays introduce a boutique-like retail experience.
The space reflects both the medical expertise of its founder and the lifestyle-driven identity of the brand—allowing patients and customers to experience Surface as both a clinical destination and a skincare brand.
The result is an environment that feels distinctive, memorable, and strategically aligned with the brand’s long-term growth.
The Result
A fully realized brand identity expressed through both graphic and physical environments.
A hospitality-driven MedSpa environment that builds trust and emotional comfort
A prototype concept capable of supporting future growth and expansion
A cohesive integration of clinical treatments and proprietary retail skincare products
The completed project establishes Surface MedSpa & Skincare as both a medical destination and a distinctive lifestyle-driven skincare brand.
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Brand strategy, naming, and visual identity development
Space planning and programming
Prototype concept development
Interior architecture and interior design
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This project demonstrates how integrated brand strategy and experience-driven design can transform a new concept into a fully realized healthcare and retail brand.
Surface MedSpa & Skincare now operates as both a clinical destination and a scalable brand platform.