Business Goals & Challenge

A dream opportunity arose for Dr. Dan Grossman, a third generation Chiropractor, who had been looking for space to expand his integrated practice in the North Shore area of New Jersey. About 20 minutes from his current location in Middletown, a unique building was undergoing a transformation and he wanted to be part of it. 

As described on their website, “Bell Works is the reimagination of the historic former Bell Labs building in Holmdel, N.J.  Today the building is a one-of-a-kind destination for business and culture… Originally designed in 1958 by renowned modern architect Eero Saarinen, Bell Works signature [design]-which spans a quarter mile – has built its reputation as N.J.’s most iconic building.” Found on the National Register of Historic places, this two-million square foot building and surrounding campus has a history rooted in innovation. Dr. Dan knew that this prime location, and what it represents, would be the most ideal site to expand his cutting-edge integrated practice. 

The problem – the spaces available were limited to the smallest being almost five times the square footage needed.  With so much extra space,  he went on a mission to fulfill his vision to create a multi-disciplinary health care facility.  Over the next year, Dr. Dan worked with CrossFields developing the key design idea, then multiple space plans and square footage proposals to present to the property owners as various players considered the joint venture.  When the lease was finally signed, Bell Wellness would occupy 3,600 square feet of the 17,000 assigned with the balance occupied by urgent care, pharmacy and med-spa / plastic surgeon. 


The space was raw and accommodated Dr. Dan’s needs beautifully with amazing exterior exposure inside a true mid-century modern building.

CrossFields focused on laying out the space to best utilize the expansive exterior windows. All offices are set on the non-windowed interior with the open Physical Therapy Bay and corridor flanking the floor-to-ceiling storefront glass. With this floor plan, healing sunlight is able to flood the entire space. The treatment rooms were all sized the same, with a sink area in each to allow for flexibility of use in the future.  The overall design incorporated radial details in the front desk, ceiling soffits and wall corners to encourage a flow and sense of community. 

Classic mid-century modern was the driving design inspiration. Inspired by the building’s famous architect, true period elements such as the Eero Saarinen’s Tulip chairs were added for waiting and office guest  The space has a white foundation with high contrast deep blue accents which create impact and drama.  The high contrast colors with the unique building supports the sense that Bell Wellness is an exceptional and innovative health care leader providing world class, cutting edge, multi-specialty medical care. Bell Wellness is a fully integrated practice offering Regenerative Medicine, Physical Therapy, Occupational Therapy, Chiropractic, Acupuncture, Pain Management, Vascular Surgery, and Naturopathy.    


  • Developed vision and multiple joint venture plans and 3D’s to support doctor’s business proposal.
  • Created floor plan and design direction
  • Produced architectural drawings and worked with NJ architect, MEP and contractor through permit and construction to assure vision was realized.
  • Completed interior design and selections, including furniture procurement.


[CrossFields] made it possible to see the whole picture and pull everything together. The designer has been [the expertise] to see things that the typical integrative care provider is likely to miss.”

“We get compliments all the time, especially from new patients coming in. When they walk in, there’s that ‘wow’ factor. [The new space] is also impacting staff members. They find it easier to be more productive and because they enjoy their surroundings, they are able to provide uplifting services.”

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