A surface supporting growth of cells in culture, the surface prepare to provide hydrophilic moieties exposed thereon for enhancing the attachment of biological materials. The surface contains the hydrophilic moiety as part of an amphipathic molecule also having a hydrophobic region that is anchored or embedded within a polymer substrate, and oriented such that the hydrophilic moieties are exposed on the outer surface of the substrate. In one embodiment the surface is customized to provide qualitative and quantitative moieties to enhance particular cell growth. In one embodiment, the surface is provided on a culture apparatus such as a dish or plate.