THE VISION: The Vision of the INNOVATIVE DENTAL CENTER (IDC) program consists in a series of services, solutions, applications, new processes of interactive communication, information and prevention, available for the clients of the center and also concerns the society and its problems related to care and prevention. The IDC is conceived to become a real social laboratory integrating culture, information, medical practices and clients, with the aim of enhancing the interaction between the medical staff and the group of present and future clients. The Centre is strongly customer-oriented and combines an intense activity of prevention, information and support, a specialized technical/technological innovation and a painstaking design, so as to increase not only its value but also the value perceived and experienced by clients and the society, resulting in a strong a new attraction that becomes a mainstay compared with its Competitors. Ethical and social responsibility project. High professional and customer service standards. Prevention, information and training programs, consistent with new lifestyles "New Cultural Life & Healthy Program". Culture generating programs. Program aimed at different clusters of clients - parents, children, youth, elderly, pregnant women, disabled people. Entertainment program - movies, music, videogames, audio-visual materials aimed at reducing stress and fear. Design culture. The project is aimed at creating a strong and important change in the potential patients’ perception of a dental center and, in particular, the concepts of Fear, Wait, Wasted Time. The project perfectly combines the Design with the latest marketing tools to develop a new place where Wait is transformed into Integral Welcome. Waiting patients can use their time more constructively and perceive it in a new way. The Waiting Time, usually perceived as wasted time, is then transformed into “high-quality” time, for everybody’s comfort. "WELLNESS" is produced by a combination of different activities, while HOSPITALITY becomes an ACTIVE process. A relaxing sensory approach involving our 5 Senses generates comfort, "Total relaxing approach & innovative value comfort", through the creation of simple and comfortable environments stirring up emotions and stimulating cultural interest though information, ... "FEELING THROUGH FEELINGS". AN INTEGRAL WELCOME AND AN ACTIVE HOSPITALITY. Environment: Care of Design, Lighting, Colors, Scents, Noise, Cleanness and Beauty in general. Service:Information, services for children, disabled people, elderly, VIP and Special clients. Culture: Easy relations through the use of new technologies. Emotion/Empathy: Liking and cordiality. Relations: vailability and Courtesy, natural tendency to customer care. Communication: Spreading of information and new knowledge of Entertainment, through the use of interactive screens (touch-screen) and digital transparent boards. Cognitive/Didactic sphere: Diffusion of effective practices and correct/responsible behaviors. Educational/Social sphere: Patients greeter. For clients "Educating Hospitality". Multiple Health Education. Activation of Communities and exchange of cross-information through Blogs and special Social Networks.