The Tooth Co.: ADA Design Innovation Award finalist

By David Burger

When it comes to the traditional dental experience, Conor Perrin, D.D.S., can be blunt.

“I totally get that no one wants to go to the dentist,” he said.

He wants to change that.

“I’ve loved design, and at times thought about interior design or architecture,” said the alum of the Herman Ostrow School of Dentistry of USC. “I knew that when I created a space, I wanted it to feel unique and inviting, not cold or sterile, which you see in so many offices out there. I wanted patients to feel like they were walking into a hotel lounge, something that would match the types of cosmetic treatments I would be providing to my patients.”

Dr. Perrin’s practice The Tooth Co., in Irvine, California, is the runner up in the new build category of the 2023 ADA Design Innovation Awards competition.

The annual competition showcases the best dental practices in esthetic appeal, function and design. Initial entries are judged by the ADA Council on Dental Practice and the top three practices in each category are chosen. From Oct. 1-31, 2023, voting was open to the dental community.

Wow: The Tooth Co. reflects the owner’s vision of an ultra-modern office that eschews the drab colors of many dental offices.

Go: A hallway in The Tooth Co. enhances communication, efficiency while providing eye-popping aesthetics.

Inviting: The interior of The Tooth Co. boasts a modern, boutique design.

Look: An operatory room at The Tooth Co. offers a pleasant view for patients.

All over: The Tooth Co. features its owner’s eye for esthetics throughout, with an impressive attention to detail.

Otherworldly: A room at The Tooth Co. features med spa chairs instead of dental ones, to further have a patient remove themselves from feeling they are at a dental appointment.

Paradise: The Tooth Co. is located in sunny southern California.

The goal had always been to elevate the dental experience for his patients, Dr. Perrin said.

Part of that is keeping the front office separate from the back office, he said.

“The front office is like our showroom,” he said. “We wanted it to be sophisticated, yet comfortable, to immediately put a patient at ease when they walk in, especially if they have dental anxiety. Our consultation room even has a med spa chair instead of a dental one, a touch we thought about to further have a patient remove themselves from feeling they are at a dental appointment. I value a quiet space, one without constant calls and admin noise, so we specially designed a closed business center so it would not interfere with the patients waiting in the front office lounge. Many patients compliment the office on how relaxed it makes them feel.”

When planning the new build, Dr. Perrin chose design elements and colors from some of his favorite hotel brands, which include the Hoxton and Soho House.

“So many modern dental offices feature white marble in all aspects of their interiors, and we wished to avoid the cold and sterile feeling that these ‘white spaceships’ convey,” he said. “When it came to seating, I didn’t want rows of chairs that immediately make a patient think that this is another medical office.”

Part of that is making the entire front section of the office wow incoming patients.

“The floors feature a punchy black and white stone, and a row of LED lights on the ceiling guides a patient toward the new patient experience room,” he said. “As you walk toward this space, you see a beautiful glass enclosed lab that highlights the technology we have to offer. Many patients immediately remark on how it reminds them of an Apple Store, and they inquire about what the different pieces of equipment do.”

Dr. Perrin also wanted to have his personal office close to the patient experience room, with a sliding door allowing him to walk up to the patient in their line of sight.

“It is always awkward for both a patient and doctor when you have to greet them at first from behind,” Dr. Perrin said.

The last touch for the front office was hiding the business center.

“We elected to only have a small front desk for our patient concierge to sit and greet patients at,” Dr. Perrin said. “All calls are meant to be taken in this business center room to avoid noise and disturbance of our waiting patients. The back office is entered through a glass door adjacent to the lab. The door helps shield any noise from sterilization, handpieces, et cetera, from bleeding into the front office.”

He also chose to remove headlamps from the chairs to make the space airier.

“Most of us use loupes with lights today,” he said.

In addition, sterilization is the central hub of the back office, providing ease for his staff to transport instruments after treatments.

Dr. Perrin had some advice about dental design.

“Think differently,” he said “Some of the cosmetic dentists in New York or Beverly Hills have beautiful offices. But you don’t need to copy their style to make something special.”

The 2024 Design Innovation Awards are sponsored by ADA Member Advantage and Panacea Financial. The call for entries for the 2024 competition will open in June. Do you have a winning practice? Stay tuned for updates.