Buildings Matter: Theme of Children's Hospital is carried throughout

By Derrick Van Mell

EDITOR'S NOTE: This is the second of a two-part series about American Family Children's Hospital, located at 1675 Highland Ave. in Madison. It is affiliated with UW Hospital and Clinics.

The first phase of American Family Children’s Hospital, which opened in August 2007, cost $78 million and was funded in part by a $15 million gift of American Family Insurance and its agents. Built by J.H. Findorff and designed by HDR, it is 252,000 square feet on six floors.

Last month’s column discussed how the specialized features of the hospital helped put it two years ahead of its business plan. But another lesson can be learned from how its strong design theme also contributes to its success.

The young patient’s state of mind is of paramount importance, says Vice President Jeff Poltawsky. It’s scary to be in the hospital, and having a playful theme throughout helps children and their parents get in and stay in a positive frame of mind. The hospital chose the theme “All things Wisconsin” to provide a rich palette of familiar ideas.

The theme carries through all stages of the tour that patients and their families get when they first arrive, creating that all-important good first impression.

Approaching the hospital, patients can see through the large glass wall a huge, colorful mural of the Wisconsin countryside, a theater marquee and a train trestle. The curved walls and bright colors in the entry assure families this isn’t going to be an institutional experience.

Each floor is given a strong identity that fits within the “All things Wisconsin” theme: the names, signs, colors and art are identified as Prairies, Lakes, Farms and Woods. The waiting and registration areas on each patient floor have the best views, to help people waiting nervously to meet the doctor or nurse, or to get important information. Distraction and comfort are important design achievements.

The “All things Wisconsin” extends beyond the hospital’s walls; their community outreach programs include training in the proper use of car seats, training in the care of asthma, teen and alcohol education, and community rooms to help bring people together.

Many business owners concentrate on the floor plans or exterior elevations. But real impact on “customers” and recruits alike is made by what they see on not just the walls but on the floors and ceilings, too. A careless interior design or “design by committee” results in a generic “beige world,” but not at American Family Children’s Hospital.

Hospital patients are at their most vulnerable when on their backs, being wheeled in or out of surgery. The hospital has colors and artwork inserted into the ceiling and makes sure the lights are not shining into the eyes of frightened patients.

Floors have patterns of wood, tile and terrazzo in playful insets of animals or plants that fit that floor’s Wisconsin theme. The hospital walls have a variety of bold colors and carefully chosen artwork that’s on theme, attention-getting and uplifting. Outside the entry to the surgery suite is a “distraction mural,” to help young patient put their minds elsewhere as they enter the OR. These powerful effects don’t necessarily cost more money, but they do take a little more thought.

The strong theme — carried out on the ceilings, floors and walls — helps patients and their caregivers stay oriented, which makes them feel safe. And safety and the feeling of safety are keys to effective care.

The proof of a successful regional theme is strong regional support. Actress Cindy Crawford, whose brother was treated at the UW Hospital, has been a donor and supporter; a group called The Linus Project knits a blanket for each patient; there are no nursing vacancies (in a country with 300,000 open nursing jobs); Sub-Zero donated all of the refrigerators, among many other community members who have given their money, time and goodwill to help the hospital be the success we need it to be.
 

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