Healthcare · 2026 · Haskell, New Jersey

Amara opened
its doors. We made
the day worth
showing up for.

Lakeland is now Amara Rehab and Nursing. The name and the mark were set before we got there. The photography, the website, and the open house that introduced all of it to Haskell, that part is ours.

Scope Photography, Website, Event Production, Open House

Year 2026

Industry Healthcare · Skilled Nursing · Rehabilitation

Location 25 5th Avenue, Haskell, NJ

The building

Amara sits on 5th Avenue in Haskell, up against the Ramapo hills in Passaic County. Howard Rosenbaum and SMS Construction had just finished the renovation. New corridors, new resident rooms, a dining room that plates food like a restaurant.

It was ready in September. And the trouble with a finished building is that nobody outside it knows.

The work

Three jobs, in this order:

Photograph the whole place, so Amara owns a real picture library instead of renting one.
Design and build the website the new name points at.
Produce the open house that walks hospitals, families and referral partners through the front door.

The brand itself was already decided. We worked inside it.

The photography

A day inside,
before anyone was watching.

We shot Amara over a full day, two weeks ahead of the opening. Corridors, resident rooms, the dining room mid-service, therapy, the activity circle. And the shrine at the center of Amara's Indian Program, marigolds and all, which is the part of this building we most wanted people to see.

Every photograph on amarahc.com, on the easels in the hallway that night, and on this page came out of that day.

A renovated Amara corridor with a recessed ceiling of pinpoint lights running its full length

An Amara corridor lined with framed artwork and wood doors

An Amara resident room with a made bed, armchair and a window onto the treeline

Bedside detail in an Amara resident room: pillows, a clock, a plant and a stack of books

A resident sitting on her bed at Amara reading a book in afternoon light

A plated fish entrée and a drink on a linen-set table in the Amara dining room

The Amara dining room set with white linen, plated meals and a piano in the background

An Amara activities staff member leading a balloon game with residents seated in a circle

An Amara staff member and a resident laughing mid-game in the activity room

A clinician's hand resting on a resident's forearm at Amara

Residents reaching out to hold a staff member's hands during an Amara activity session

The Indian Program

The room no stock
library has.

Amara keeps a shrine inside the building, a vegetarian kitchen, and staff who speak Hindi and Gujarati. Residents pray there daily. We gave the program its own set in the shoot and its own page on the site, because a family searching for this in North Jersey has almost nowhere else to look.

The shrine at Amara, hung with marigold garlands and set with devotional figures

Residents at Amara standing in prayer before the shrine, garlands overhead

A staff member at Amara raising an offering tray before the shrine

Painted devotional figures and marigolds in close detail at the Amara shrine

Aerial view over Haskell, New Jersey, with the Amara building below and the Ramapo hills and reservoir on the horizon — Haskell, New Jersey. The building sits a mile from the reservoir.

The website

amarahc.com,
built on one line.

Comfort You Can Trust. Everything on the site answers to that: what a family sees first, how a referral coordinator finds the admissions number, how fast the page loads on a phone in a hospital hallway.

Five service areas, each with a real page rather than a bullet on a list. No stock photography anywhere in it.

Live site amarahc.com Amara Rehab and Nursing · Haskell, NJ

01

Planning & Care Coordination

One plan per resident, written with the family in the room.

02

Short-Term Rehabilitation

Physical, occupational and speech therapy on site, seven days.

03

Social Services

Discharge planning, benefits, and the paperwork nobody wants to face alone.

04

Dining & Nutrition

Cooked on site, plated to order, with dietary oversight behind every tray.

05

The Indian Program

Vegetarian kitchen, Hindi and Gujarati speakers, and a shrine inside the building.

The Amara portico and paver walk, photographed for the website homepage

The Amara dining room, empty and set, photographed for the dining page

Frosted glass at Amara etched with a flight of birds

Before the day

A grand opening
is a production.

Ribbon and scissors, run of show, signage, flowers, the gallery wall, catering, the photographer's shot list, who greets the mayor. Amara's team ran our Academy checklist for opening day in the weeks before, so by the 17th the building already knew its own choreography.

This is the method, filmed. It's the same one we ran at Amara.

0:00

0:00

September 17, 2026

The day itself.

Residents, families, staff, local officials, hospital partners. A red carpet ran the length of the main corridor, lined with framed prints from the shoot on easels, so every guest met the building twice before reaching the reception. A violinist played at the step and repeat. Produced with Yanky Katz and YK EVENTS.

The Amara entrance dressed for the open house with a balloon arch and florals at dusk

Blue and gold balloon columns flanking the marble entry wall at the Amara open house

The red carpet running down the Amara corridor past framed prints on easels

The full length of the red carpet corridor at the Amara open house, stanchions on both sides

A framed Life at Amara print displayed on an easel beside the red carpet

The Amara step and repeat backdrop framed by a blue and gold balloon garland

A violinist playing in front of the Amara Rehab and Nursing step and repeat

The branded reception and catering counter at the Amara open house

Guests gathered around the ribbon table at the Amara ribbon-cutting

The Amara team lined up together in front of the balloon backdrop

Amara staff celebrating together at the step and repeat

Guests talking beside a floral arrangement at the Amara open house

From the floor

Sixty-three seconds,
shot on the night.

No crew, no lighting setup. Just the room as it was, at the point in the evening when the corridor stopped emptying out.

0:00

0:00

This rebrand from Lakeland to Amara is more than a new name. It's a renewed commitment to the highest standard of care for our residents and their families in Haskell and beyond.

Tzvi (Motty) Waxler, LNHA Administrator, Amara Rehab and Nursing

Credits

Website design and build: MOZART&CO.
Facility photography: MOZART&CO.
Open house production: MOZART&CO. with YK EVENTS
Construction: SMS Construction
Administrator: Tzvi (Motty) Waxler, LNHA

The Amara name and mark were in place before we started. Our work began with the camera.

Opening a building
this year?

Photography, website and the day itself, run by one team. Tell us the date and we'll work backward from it.

Further reading

← Previous Prestige All projects All

Next → Vivo Healthcare