No place like home? Producing and consuming eldercare design

As the American eldercare industry prepares to attract and receive consumers from the “baby boomer” generation, facility designers and administrators are increasingly concerned with catering to the lifestyles and taste preferences of aging adults perceived to be more “active,” affluent, and accustomed to “choice” than previous generations. This article considers these trends in terms of their material, aesthetic, and discursive impacts on the socio-material construction of space in residential eldercare facilities. The study draws on discourse and visual analysis of winning entries in published design competitions sponsored by the architecture, interior design, and eldercare industries. Through this analysis, eldercare spaces emerge as sites of consumption where designers privilege both “household/home-like” and “commercial/hospitality” aesthetics and atmospheres. In recent years, placemaking strategies to create home-like environments increasingly overlap with social spaces inspired by the hospitality industry. Our discussion demonstrates how these strategies materialize in structures and interiors increasingly open to the non-resident public and integrated into their surrounding communities. As such, we argue that the negotiation of degrees and kinds of “publicness” and “privateness” in spaces of care reflect shifting views of the roles and characteristics of acts of consumption and consumers in these facilities and in the broader healthcare industry.