ISMILES BRACES
CORONA, CALIFORNIA

Dr. Brandon Hoang’s bold, modern ortho practice isn’t only winning over patients. It was also recognized as the best new build in the 2024 ADA Design Innovation Awards.

CALIFORNIA HAS IT ALL, according to Dr. Brandon Hoang, including a first-rate quality of life and a diverse, easygoing population. It also has a notable shortage of commercial real estate, relentlessly rising housing costs and the most orthodontists of any state. Practices that are merely good enough are far more likely to struggle here. And Dr. Hoang—who prefers “Dr. Brandon”—is remarkably chill about all of it.

That’s probably because he has worked hard to carve out a space where he can afford to relax a little. His latest practice, iSmiles Braces in Corona—about 45 miles east of Los Angeles—is a genuine standout, born from the determined vision of Dr. Brandon and brought to life by a team that included his wife, Hang, and Benco Dental interior designer Angèle Hashoul.

Precious Real Estate
“It definitely took me longer to find a suitable location to start a new buildout and get proper funding for it,” Dr. Brandon says. He finally settled on a location at the north end of Corona’s main drag: a newly developed mix of apartments, condos and retail units where upscale mom-and-pop shops perch adjacent to national juggernauts like Cold Stone Creamery and America’s Best Eyeglasses. It’s the kind of place where an underdeveloped practice design or unsophisticated brand expression would look decidedly quaint in comparison.

But iSmiles Braces doesn’t just fit in—it stands out. It’s eye-catching, intriguing, friendly and inviting from the outside. So much so, in fact, that the practice attracts walk-in traffic—“and we welcome that very much,” Dr. Brandon says. Few practices have that kind of appeal, let alone at a level where it becomes a kind of built-in marketing.

Cool Collaboration
Getting to the finish line was “a lengthy process that took a whole team to plan and execute,” Dr. Brandon says. “Angèle and Hang would help tremendously with aesthetics while I added my two cents with function.” That’s not to say he was fuzzy about what he wanted. “Being able to provide an amazing experience for pediatric patients was very important to me. I wanted to make sure kids looked forward to visiting our office because they enjoy how it looks and, most importantly, enjoy the many amenities we have for them.”

While he delegated a lot of interior design duties, he took on the brand identity himself. “I didn’t hire a marketing firm. These decisions were my ideas, but I did ask for some opinions from friends and family members along the way.” As for the iSmiles Braces name, he “thought it was cool and modern. I asked my general dentist friend, who owns iSmiles Dentistry in [nearby] Westminster, if I could use a variation of her practice name, and she graciously said yes.”

Outside in: Daylight zoning promotes energy savings by using windows and reflective finishes to keep the office bright, reducing the need for artificial light.

Embracing Obstacles
Designer Hashoul faced two sets of challenges: creating an overall innovative design that would sit smartly alongside sophisticated retail neighbors, and figuring out how to bend the office around immovable obstacles in the raw space. The latter was a more practical matter. For example, a decidedly inconvenient beam and staircase in the reception area were reimagined as physical anchors for a “Kids Fun Zone.”

iSmiles Braces doesn’t just fit in—it stands out. It’s eye-catching, intriguing, friendly and inviting from
the outside.

Far more enjoyable was the creative process for creating an environment that Hashoul says “balances excitement and relaxation.” She cites her strategic use of vibrant colors and a cohesive thematic approach to “radiate positivity and comfort, ensuring every patient feels welcomed and at ease.” She meticulously considered functionality throughout to maintain the clean and cohesive look, with particular attention to integrating technology so it doesn’t stick out or appear tacked-on after the fact.

Let them eat sugar: Dr. Brandon’s “Braces Off Bar” offers patients a sweet reward at the conclusion of treatment.

Dr. Brandon Hoang’s Project Tips:

• Plan well. Choose your dental contractor wisely. Monitor the
  work weekly.
• Seek guidance from experts, colleagues and other professionals.
• Hire a qualified designer, ideally someone with a dental background.
• Be patient. Expect delays and hiccups.
• Add a penalty clause for construction delays.
• Stay positive. It will be worth it once you’re done.
• Optimize workflows. Use smart space planning to improve efficiency and patient comfort.
• Embrace modern design: Natural light and vibrant colors create an inviting atmosphere.
• Integrate technology to streamline procedures and reduce patient chair time, enhancing overall care.
• Add entertainment options such as interactive displays that can further engage and relax patients, making the visit more enjoyable.

Harmony and Happiness
Bold practice designs can sometimes be visually arresting at first but fatiguing over the long haul. Not this one. The balanced, airy, soothing yet engaging overall feel is like a breath of pure oxygen. Simultaneously invigorating, refreshing and relaxing, it sets an undeniably positive tone for the treatment experience. That’s important in a space shared by young visitors and full-time team members alike. In particular, there’s a sense of openness that belies the office’s relatively compact 2,500 square feet: an advantage in any busy and growing practice.

Uplifting spaces: “The design has boosted the morale and spirit of the team because they are so proud to work here,” Dr. Brandon says. The Design Team: Photography: SW Visual Media Interior Design: Angèle Hashoul, Benco Dental Online: ismilesBRACES.com

Dr. Brandon is quick to credit the team, particularly Hashoul. “Her expertise not only met but exceeded our objectives, resulting in an orthodontic office that embodies our passion for excellence and commitment to patient-centric care,” he says. “It sets a new standard in dental care environments. Even our local general dentist said it’s the most beautiful office he has ever seen.”

The ADA’s judges agreed, honoring it as the best new build in their 2024 ADA Design Innovation Awards. For those looking to create similar magic, the formula here seems clear: Combine one doctor’s strong and well-informed vision with an innovative designer’s expertise and creativity. Then brace yourself for something remarkable.