Blue Cross and Blue Shield of Florida "Insurance Store" Wins Design Award

Jacksonville, Fla. - Blue Cross and Blue Shield of Florida (BCBSF) and Jacksonville architectural engineering consultant RS&H have won a major interior design award for the envelope-pushing retail Ă’insurance store,Ă“ Florida Blue. The Florida Blue store is the only retail outlet for health insurance of its type in the state.

The Florida Blue Store located in the St. Johns Town Center mall in Jacksonville was named Best Retail Project in the 10th Annual International Interior Design Association (IIDA) Florida Chapter Forum Awards. A recent awards ceremony in Orlando honored the BCBSF facilities planning and brand teams, along with their design consultants.

The store design features a concierge and welcome area, self-service kiosks, demonstration bar, children's zone, event lounge, custom media display, storage wall cabinets and private offices all within a 2,100 square-foot space. More importantly, it conveys a unique and creative design solution that emphasizes a more personal experience for customers.

BCBSF partnered with Jacksonville infrastructure consulting firm RS&H and New York brand consultant Infinia to create its first venture into retail. "Our priority was that the store reflect our brand promise by delivering products and services to customers in an extremely personal setting," said BCBSF sales vice president Jon Urbanek. "At the same time, though, Florida Blue needed to reflect our position as an innovation leader in our industry."

Following a customer experience concept workshop facilitated by Infinia, and a series of strategic planning sessions with the BCBSF store work team, the RS&H design team and the BCBSF facilities planning group developed a prototype design that met all of BCBSF's programming needs and incorporated them into documents for contractor bidding, permitting and construction. Meanwhile, the BCBSF brand team and Infinia developed the store identity, interior graphic elements, color scheme and language approach.

Blue Cross and Blue Shield of Florida is a leader in Florida's health industry. BCBSF and its subsidiaries serve more than 8.8 million people. Since 1944, the company has been dedicated to meeting the diverse needs of all those it serves by offering an array of choices. BCBSF is a not-for-profit, policyholder-owned, tax-paying mutual company. Headquartered in Jacksonville, Fla., BCBSF is an independent licensee of the Blue Cross and Blue Shield Association, an association of independent Blue Cross and Blue Shield companies. For more information concerning BCBSF, please see its Web site at