iowa - orthopedics

Proposed Outpatient Health Center - Coralville, Iowa

Iowa Orthopedics, in partnership with the University of Iowa Sports Medicine proposed an outpatient health center in the Iowa River Landing development. The site mandated a thin lobby laminated along the front of the 5-story building, creating unique challenges for the sports programs desire for prominent branding.

Visible from the first floor, the third level features the sports programs. Identified by their signature color, the space features a custom white frit pattern of Iowa’s historic athletes that wraps its programs wall and soffit below, resulting in a mural when viewed from the lobby below.

Used in its infancy in 2017, Virtual Reality headsets allowed the clients a more realistic experience of the narrow 3-story space; including a close-up experience of the branding component and its overall presence within the lobby.