Madison Plastic Surgery engaged Iconica to design and build its new practice in Madison, Wisconsin, bringing cosmetic surgery, aesthetic treatments, consultation, recovery, and support spaces together within one environment. The design addresses hospitality, privacy, and clinical function, with spaces becoming progressively quieter and more restrained as patients move through the practice.

At the entry, a full-height glass storefront creates a visual connection to reception while graduated privacy film screens the adjacent waiting areas. The film becomes transparent at the center of the entrance, framing the custom quartz-front reception desk and illuminated branding beyond. This creates a clear point of arrival while maintaining privacy for patients in the waiting areas.

Curved forms and layered materials define the public spaces. Wood tambour paneling wraps curved walls around reception, while glazed blue tile, brass accents, and decorative lighting introduce warmth and texture. A self-service hospitality station provides refreshments alongside suspended brass shelving for merchandise display.

The same palette continues into a dedicated waiting room for surgery patients and their families, where the smaller scale and wallcovering create a more intimate setting. Consultation rooms maintain a softer character, while recovery and clinical spaces transition to a neutral, restrained palette.

Natural light extends into the clinical areas, including treatment rooms and the surgical suite. Large windows create bright, open spaces, while blackout curtains provide light control where required.

Throughout the practice, the design shifts in scale, material, and intensity in response to privacy, comfort, and clinical needs, creating a consistent experience from arrival through treatment and recovery.

Design: Iconica
Photography: C+N Photography