The Neuroaesthetic Experience

Whether we are conscious of them or not, aesthetic experiences are happening to us all the time. Our brains react to the beauty of our environments, and these reactions can impact our behavior, attitudes, and mood. A branch of cognitive neuroscience, neuroaesthetics, explores the brain’s responses to aesthetic experiences – particularly those that evoke feelings of reward and pleasure. We designed 36 North Moore as the first medical clinic rooted in the pillars of this discipline.

While a physician, Dr. Rieder understood the foundational principles of neuroaesthetics, it was really his experience as a patient and as a human that opened his eyes to its transformative properties. Having spent much of his adult life as an employee and a patient of healthcare systems and medical practices, he has seen firsthand the negative effects of cold and sterile clinical spaces on human well-being. Conversely, he has spent a substantial portion of his free time exploring the worlds of art and nature, and understands their positive effects.

Though the quintessential neuroaesthetic experience occurs in nature, most people spend their lives in man-made structures like houses and places of work. These environments can have profound impacts on our sense of well-being. Purposefully designed environments can positively contribute to wellness; less thoughtfully designed environments can feel unwelcoming and uncomfortable, with negative effects on our lived experience.

36 North Moore was created to positively impact the way we feel, an element that is frequently overlooked in clinical spaces. This means that every detail was considered with an eye toward maximizing wellness. From the art that hangs on the walls to the music selection, to the temperature, textures, and colors of the environment, every detail was chosen with intention, and as importantly, a scientific understanding of neuroarts – how the arts and the aesthetic experience change the brain, body, and behavior. Living in a space that straddles contemporary healthcare and the worlds of art and design, 36 North Moore aims to be a place rooted in the proven elements of neuroaesthetics; a medical space in which you will want to spend time: a center for comfort, serenity, and calm.