IDEAS FOR THE BRAVE:WHAT HOSPITALS CAN LEARN

FROM THE HOSPITALITY INDUSTRY

ICRAVE IS ANINNOVATION STUDIO.

WHO WE ARE

We develop concepts, build environments, and curate experiences.

HOSPITALITY

ENTERTAINMENT EVENTS, NIGHTLIFE, CASINOS

MARKETS, RESTAURANTS, BARS

HIGHER EDUCATION, STADIUMS, RESIDENTIAL

HOTELS, CRUISE SHIPS

WORKSPACE, RETAIL

TREATMENT + RECOVERY CENTERS

FOOD + BEVERAGE, DINING, MARKETS, GATE HOLDS

COMMERCIAL

HEALTHCAREDEVELOPMENT

DINING

AIRPORTS

THE SECTORS WE CHANGE

CONCEPTUALIZING THE HEALTHCARE EXPERIENCE

MEMORIAL SLOAN-KETTERING

SURGERY CENTERJOSIE ROBERTSON

MSKCC/JRASC HOSPITALITY

PROJECT PURPOSE

“LEVERAGE WHAT WE’VE LEARNED AND LEAP BEYOND IT.”Our goal is to craft a transformational experience at JRASC that is innovative, inspirational, and relevant to all of its stakeholders.

PHYSICAL

OPERATIONAL

DIGITAL

EXPERIENCE IS MORE THAN DESIGN

Describe physical design concepts

Identify ways to integrate digital

technologies, both onsite and

off.

Suggest operational models that

shift the current healthcare paradigm

"Historically clinics were designed for the doctors not the patients. This model needs to change."

“We want MSK to be an international beacon.”

“We want the Apple model - completely new and changes the way people do things.”

“The patient should leave feeling that it was about me.”

“How can we push ourselves forward.”

“Give patients control.”

“Let the building come to the patient.”

ROADMAP TO A PATIENT-CENTRIC TREATMENT CENTER

Our mission for MSK will be realized through the use of digital, physical, and operational ideas filtered through the lens of MSK’s key brand pillars. These ideas taken in conjunction with stakeholder relationships and current programmatic requirements begin to inform the physical realization of the space. These ideas will be fleshed out and memorialized in Books 2, 3, and 4 to be implemented at 74th Street and beyond.

A ENTRY & PUBLIC CONCEPTS

B NON-WAITING CONCEPTS

C CLINICAL CONCEPTS

D STAFF AMENITIES

E LOUNGE & CONFERENCE CONCEPTS

A ENTRY & PUBLIC CONCEPTS

B NON-WAITING CONCEPTS

C CLINICAL CONCEPTS

D STAFF AMENITIES

E LOUNGE & CONFERENCE CONCEPTS

A ENTRY & PUBLIC CONCEPTS

B NON-WAITING CONCEPTS

C CLINICAL CONCEPTS

D STAFF AMENITIES

E LOUNGE & CONFERENCE CONCEPTS

RITUALIZE THE EXPERIENCE

A place of strength

Everywhere I am

A moment for you

A STORY TO TELLGive me the tools

Give me the platform

Give me the types

SHOW THE SCIENCEMake transparent

Connect me

De-mystify

I CARPE THE DIEM

Where can I....?

Tell my story

Take a class

SOUL FOOD

Gather in the kitchen

Food, simplified

Dinner is on us tonight

BUILD AN ARMOR

Suit up!

Fill my digital backpack

Feed my fire

THE MSK PLAYBOOK

This part should be easy

Give me a map

Pass on the Know-how

MSK MOTIVATION

I want to try that!

Participate anywhere

Help me & recognize me

MAIN STREET MSK

Give me the place

Give me the power

Give me the opportunity

A PERSON, NOT JUST A PATIENT

Leave my mark

Let me help you, help me

Go the extra mile

BOOK 1 BOOK 2 BOOK 3 BOOK 4

WE CARE

WE UNDERSTAND

WE EMPOWER

WE INSPIRE

WE HEAL

SHERPA takes care of everything non-medical about MSK. SHERPA cares, understands, empowers, and allows for inspiration to happen

Tomorrow’s care today

Relentless Service Provides the Best Care

The Accumulation of Knowl-edge and Experience Allows Us to See You

Providing you the means to Seize the Day

Crafting Moments for Transformation

Identify the primary values of the brand.

Set the primary goal and objective for the project.

Establish new sub brand within MSK that supports the pillars.

Create digital, physical, and operational solutions through the lens of the new MSK sub-brand.

Mapping the patient, caregiver, and staff experience to discover opportunities.

A solution set by zones and programmatic functions.

A solution set by zones and programmatic functions.

A curated set of non-architectural solutions that enhance the patient, caregiver, and staff experience at MSK.

DEFINING SHERPAESTABLISHING A MISSION1 DEFINING THE MSK BRAND

THROUGH FIVE PILLARS2 3 POSSIBLE SOLUTIONS4 STAKEHOLDER RELATIONSHIP MAPS

5 CONCEPTUAL SET6 DEVELOPMENT

SET7 NON-ARCHITECTURAL DEVELOPMENT SET

8

CHALLENGES & OPPORTUNITIESA WARM WELCOME

PRE-VISIT CONFERENCE CALL

RFID BRACELET

NAVIGATOR “HOST”

CONCIERGE

CURBSIDE VALET

The reception experience begins at a patient’s home and continues to the curbside, through the lobby, and at check-in. How can we ensure that this is seamless?

• Nothing beats a familiar face• Simplicity and clarity reduce confusion and

anxiety• A sense of arrival facilitates the transition of

role and context• Time is precious. Expedited check-in allows

more time to mentally prepare for the day

FIRST IMPRESSIONS ARE IMPORTANT

TRANSITIONAL SPACE

SELF CHECK IN

CHALLENGES & OPPORTUNITIESSUITING UP

Pre-op preparation is a dehumanizing moment for patients and generally stressful for everyone.

• The dignity of the individual is paramount• Reducing chaos and clutter promotes

relaxation and focus• Control over the environment eases tension

REDUCE ANXIETY AND INSTILL FOCUS

PATIENT CONTROLS

RED VALUE LIGHT

A BETTER SUIT

INTEGRATED BLINDS

A RESIDENTIAL FEEL

CHALLENGES & OPPORTUNITIESEDUCATION

60 SECOND EDUCATIONAL COMMERCIALS

GRADUATION CHECKLIST

GROUP LEARNING AREAS

INFORMATIONAL LIBRARY

Patient and caregiver education is often delivered when they are least prepared to retain it. How can we re-imagine the education process and make it resonant, reciprocal, and portable?

RE-IMAGINING THE EDUCATION PROCESS

PRE-LOADED TABLET

SMART PHONE APP

HEARTH/CAMPSITES

COZY CORNERS

ACTIVITY TABLE WORK STATIONS

COMMUNAL TABLE

INDOOR WATERFALL

CHALLENGES & OPPORTUNITIESWAITING SPACES

Idle time is spent differently, from person to person, from hour to hour, but most waiting rooms look the same. How can we create a space that is intuitive, caters to a variety of activities, and ceases to be described as a waiting room at all?

• Active and Passive engagement allow for choice

• Setting up a temporary base of operations is critical

• Privacy without walls allows for transition over time

• Groups and individuals have different needs

WAITING, NOT WAITING

“SOAP” BOX

COMMUNITY GARDEN

COMMUNAL ART WALLHAMMOCKS

COMMUNAL KITCHEN

STEAL TIME - DAY OFF PERKS

CURATED MOMENTS

Clinics often feel – well – clinical, not only to the guests but to people who work there. How can we create a space that people are excited to be in and proud to work in? How can we turn the clinic into an inspiring social hub?

• The Workplace is a Third Place• Pride in place cultivates community• If you need a time out – take a time out.

Resting acceptable• Inspire the mind and the body and the spirit

will follow.• The people make the place.

FROM CLINIC TO INSPIRING SOCIAL HUB

CHALLENGES & OPPORTUNITIESTHIRD PLACE

BESPOKE CATERING

POWERED BY SEAMLESS

TASTING EVENTS

DINE IN MARKET

JUICE BAR

STAFF MENU PICKS

Food is more than feeding. It’s a source of comfort, a source of joy and adventure. How can we create a food offering that reflects how people want to eat, and promotes wellness by educating them on how they should eat?

• Modern quick service concepts have raised the bar

• We care where our food comes from • Gourmet is a given• Meals are communal events.

WELLNESS THROUGH FOOD

CHALLENGES & OPPORTUNITIESSOUL FOOD

TRANSITIONAL LIGHT

DIGITAL TOUCHES OF HOME GUEST COMFORT

INSPIRED TRANQUILITY

INTERACTIVE WALL FOR INCENTIVIZED AMBULATION

The recovery process in PACU is disorienting, impersonal, and hard as hell. How can we create an experience that is comforting, tailored to the guest, and encouraging through engagement?

PATIENT ENGAGEMENT

CHALLENGES & OPPORTUNITIESRECOVERY

ANALOG PHYSICAL THERA-

POWERED BY UBER

POWERED BY FRESH DIRECTMSK TOKEN

SHARE YOUR STORY

CONCIERGE

PREMIUM TAKEAWAY

CHALLENGES & OPPORTUNITIESTHOUGHTFUL SEND-OFF

Facing the world is sometimes as difficult as stepping through the door. How can we close the loop on the clinic experience and minimize obstacles to ensure guests are leaving prepared, encouraged, and confident?

• Use technology to facilitate the transition to home care.

• Enable patients to leave their mark. • a kit of essentials allows guests to take MSK

Hospitality home• An emblem can be a source of strength.

PREPARED & ENCOURAGED

A FAMILIAR FACE

Hospitality is not an aesthetic; it’s a mind-set that befits a welcoming host.

Through an attitude and expression of hospitality we can position MSKCC into the role of compassionate host, so that we can provide support and care for patients, caregivers, and staff.

DESIGN THE MSKCC HOSPITALITY EXPERIENCE THROUGH MATERIAL AND FURNITURE SELECTION

MESSAGING THROUGH DESIGN

UNDERSTANDINGOPTIMISM STRENGTH

OPTIMISMAN EXPRESSION OF HOPE

Color and variety

Pendants as wayfinding

Community appeal

Inspired moments

A welcomed distraction Choices & surprises

Familiar SturdyAuthentically crafted

Holds everything

STRENGTHWE’RE THERE TO PROVIDE SUPPORT

Made with care

A place to work

Me time!To plug and recharge

Thoughtful suggestion

UNDERSTANDINGLETS GUESTS FEEL CARED FOR

Nesting Furniture

To put my stuff

B

B

A

A

C

C

D

D

E

E

F

F

Arrival and reception

Campsites zone

Lunch & Learn, Tablet Table

Lunch & Learn, Kitchen

Recreation

Consultation Rooms

CONCEPT SKETCH3RD FLOOR

3RD FLOOR CONCEPT SKETCH

3RD FLOOR CONCEPT SKETCH