| The owner's goal, to consider the needs of their patients and their families in the planning of the Birthplace at Gaston Memorial, a new women's center in Gastonia, North Carolina, was also extended into developing the hospital's art program. Complementing the building's architecture and using evidence-based principles to promote wellness and to create a feeling of comfort and hope, the art collection invites the extended family to celebrate the birth experience.
In addition, a goal of the art program was to play a significant role in enhancing the hospital's wayfinding. Many major pieces from sculptures to mobiles to paintings are positioned as wayfinding landmarks to help patients and visitors navigate their way through the hospital with each.
The art also plays a major role in the branding and marketing efforts of the new center, which, because of its location in suburban Charlotte, seeks to lure clients that might normally drive into the city. Likewise, the center also seeks to attract members of the nearby rural community. To that end, the art program represents the best that the greater community of Charlotte and its surrounding areas have to offer.
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