We had to create an experience that would change the behaviour and perception of Quebecers faced with emergencies—when, for them, “emergency” often goes hand-in-hand with worry, discouragement, and distrust.

We envisioned a pediatric unit that would truly reinvent the way we relate to emergencies. A reassuring space that encapsulates the idea that everything is being handled properly. A simplified process and a child-friendly environment designed to de-dramatize the way children cope with emergencies. An innovative and efficient experience that pushes the boundaries of the administrative procedures of traditional emergencies.

The overall creative direction for the clinic aims to present a welcoming yet sophisticated take on the pediatric setting—dispensing of conventional child-related imagery (no animals, no fluff, no rainbows, no puzzles with missing pieces), and instead presenting a futuristic look, with LED details and stainless steel finishes. We created a brand with a soft energy, using a peaceful colour palette with a vibrant touch. The use of wood, curvy geometries, and greenery adds warmth and playfulness to the interior design.

The main welcome area is a naturally lit and uncluttered open space, offering a calm setting for arriving patients. Unlike a common clinic, there is no traditional “reception counter”—a spot that commonly leads to a build-up of frustration, both in overstressed parents and overworked receptionists. Instead, parents and receptionist can discuss side-by-side on loung-y high-tables, while the kids explore books and quirky accessories filling a giant bookshelf.