ArchShowcase 
Sumit Singhal
Sumit Singhal loves modern architecture. He comes from a family of builders who have built more than 20 projects in the last ten years near Delhi in India. He has recently started writing about the architectural projects that catch his imagination. Athletica Physio by Martha FrancoFebruary 5th, 2012 by Sumit Singhal
Article source: Martha Franco Athletica Physio, by Martha Franco Architecture & Design, has been announced as a winner in the 2011 Grand Prix Du Design Awards. The private physiotherapist’s office is just 1100 square feet in size but Martha Franco Architecture & Design’s role was a big one: to create a unique new brand for Athletica Physio, an all encompassing aesthetic that includes the design of all architectural interventions and interior design, plus furniture and all graphic elements from a logo and signage to business cards and stationary.  Athletica Physio
 Athletica Physio Martha Franco says: “The client has a fresh attitude to design. She is young and open minded and her intention was very clear: she wanted to create a unique brand and space; a new vision for physiotherapy changing the standard approach. Our work fulfilled that wish, bringing a truly coherent design ideal to all aspects of Athletica Physio. Franco’s studio has offered a full suite of architectural, interior and graphic design services to its clients for over 15 years. This one-stop approach is the key to designing and developing environments that truly inspire those that use them. “It is this integrated approach that achieves the best results, whether we are working in the retail, commercial or residential sectors,” says Franco.  Athletica Physio The Athletica Physio office, on Montreal’s fashionable Rue Notre Dame, is located within an existing architecturally significant building. Franco has retained the traditional front façade while creating an entirely new interior, which includes a reception and waiting lounge, exercise space and five treatment rooms.  Athletica Physio The interior is dominated by contrasts – black and white, soft and hard, smooth and textured. “These contrasts reflect the contrary nature of the physiotherapist’s working medium; that of muscle and bone,” says Franco. “As we talked with the client I saw the similarities between the body and the built environment – hard and soft, rigidity and elasticity – and the way in which these contrasting elements could be brought to the fore to create a unique and powerful brand.”  Athletica Physio Franco cites the ‘sharp’ chrome of the Athletica Physio logo, which is mounted on the ‘soft’ background of the white-painted exposed brick wall. Similarly, the smooth black reception desk contrasts with the textured organic nature of the light fixture hanging above it.  Athletica Physio “The treatment cabins add to this aesthetic, also,” says Franco. “The client did not want the usual ‘curtains with flowers’ of other physiotherapists’ offices but she needed flexible treatment space. The five cabins contained within translucent glazed walls offer privacy but allow in light: they are also rigid in nature but soft, visually; complimenting our overall design concept.”  Athletica Physio Martha Franco has taken what the 2011 Grand Prix Du Design Awards panel calls ‘a global approach’ to create a powerful new brand that distinguishes Athletica Physio from other physiotherapists. “It is a small project,” she says, “but one in which we went all the way to develop a totally coherent identity. The client loves it and we are very proud of the way our one-stop approach has generated such a cohesive whole for Athletica Physio.”  Athletica Physio  Model  Plan
Contact Martha Franco
Categories: Media Centre, Studio |
|
|
|||||
|
|
|||||
|
|||||
email
Facebook
Twitter
RSS Feed
