‘Iljuk Bathhouse’ in Anseong-si, Gyeonggi-do, remodeled by INNOCEAN. This bathhouse was built in 1997 and has been in operation for 27 years. Provided by INNOCEAN Comprehensive advertising agency INNOCEAN promoted a large-scale project that utilized its creative capabilities to realize public value. It is a safe bathing space for the elderly, ‘the safest bathhouse in the world (safety bathhouse).’
Innocean completely remodeled ‘Iljuk Bathhouse’ in Anseong-si, Gyeonggi-do, which was built in 1997 and has been operated without remodeling for 27 years, and introduced it as a new space. Through this, we plan to provide a safe bathing environment for local residents consisting of elderly people and contribute to the spread of a healthy bathing culture. Starting with this safety bath project, the company plans to actively use its unique ‘creative’ capabilities as a marketing communication company to rebrand underdeveloped spaces to realize public interest and social value.
Through this Iljuk Bathhouse renewal, which was carried out as the first project of INNOCEAN’s social space rebranding campaign, the old public bathhouse was completely renovated, from the entrance to the changing room and the bathing area with the bathtub. In particular, the remodeling focused on preventing safety accidents that older people tend to experience, such as heat shock, burns, drowning, and falls. All spaces within the bathhouse are carefully designed in accordance with safety accident prevention standards to provide an optimal and safe bathing experience. Innocean explained that its core competency, ‘customer experience design’, was applied to this project.
First, in order to prevent heat shock, which is the number one cause of death in bathrooms among the elderly, the movement route was designed to slowly raise body temperature starting from the locker room. At the entrance to the safety bathhouse, you can check your heart rate and low blood pressure through a vital tracker. ‘10.10.10 Bathing Habits’ was introduced within the bathhouse. Before bathing, warm up your body in the shower for 10 minutes, enter the bath, bathe for only 10 minutes, and then come out again to cool down for 10 minutes. A notification bell rings every 10 minutes to help you maintain your body temperature at a constant temperature. A water fountain where you can drink warm water to warm your body from the inside before entering the bath is also noticeable. It is easy to drink water every 30 minutes even while bathing to prevent dehydration.
This campaign is significant in that INNOCEAN has created a ‘safe space’ by combining creative and professional technology.
An INNOCEAN official said, “We decided to apply INNOCEAN’s creative technology to renew places that are essential for local residents but have been neglected in management and supervision due to a decrease in the number of users.” According to the Ministry of Public Administration and Security’s bathhouse business status data (2022), the number of bathhouses nationwide in 2003 was approximately 10,000, but only 3,000 are currently in operation, a decrease of approximately 40%. However, the elderly still need public bathhouses as hygiene management and social networking spaces.
Lee Yong-woo, CEO of INNOCEAN, said, “This project, which sought to spread positive influence in society through rebranding work that breathes new life into disappearing spaces, is a special challenge for INNOCEAN,” and added, “We will continue to pursue ‘creative activities’ that only INNOCEAN can do.” “We will take the lead in realizing social value.”
Reporter Ra Hyun-jin [email protected]
**What are the potential benefits of adapting existing public spaces, like bathhouses, to better serve the needs of an aging population, both in terms of accessibility and community engagement?**
## World Today News: An Interview on the ‘Safest Bathhouse in the World’
**Welcome back to World Today News. Today, we’re diving deep into a fascinating project by INNOCEAN, a comprehensive advertising agency, that’s going beyond typical marketing campaigns. They’ve spearheaded the transformation of a traditional bathhouse into a safe and accessible space for the elderly. To discuss this innovative project, we’re joined by two esteemed guests:**
* **Mr. Kim Jae-hyun,** Senior Project Manager at INNOCEAN, who played a key role in the Iljuk Bathhouse revitalization.
* **Dr. Park Min-seo,** a Gerontologist specializing in elder care and community accessibility.
Thank you both for joining us today.
**Section 1: Redefining Public Spaces**
**Interviewer:** Mr. Kim, can you tell us more about how INNOCEAN approached this project? What inspired you to focus on a public bathhouse, a space often seen as outdated or declining?
**Mr. Kim:**
**(Open-ended question to encourage discussion about INNOCEAN’s motivations and goals for this project.)**
**Interviewer:** Dr. Park, how do you see public spaces like bathhouses evolving to meet the needs of an aging population? What makes this project particularly unique and impactful for seniors?
**Dr. Park:**
**(Open-ended question to encourage discussion about the role of public spaces in elder care and community well-being.)**
**Section 2: Safety First: Innovating for Seniors**
**Interviewer:** Mr. Kim, the Iljuk Bathhouse is dubbed the ‘safest bathhouse in the world’. What specific features were incorporated to address the safety concerns often faced by elderly users?
**Mr. Kim:**
**(Open-ended question to encourage discussion about the practical safety measures implemented in the renovation.)**
**Interviewer:** Dr. Park, from a gerontological perspective, how important are these safety features in promoting both physical and mental well-being for elderly individuals? Could you elaborate on the benefits of such a designed space?
**Dr. Park:**
**(Open-ended question to encourage discussion about the importance of safety and accessibility for seniors and the broader implications for their quality of life.)**
**Section 3: Beyond Profit: Social Responsibility in Design**
**Interviewer:** Mr. Kim, INNOCEAN is primarily known for advertising and marketing. What led the company to take on a project with such a strong social focus?
**Mr. Kim:**
**(Open-ended question to encourage discussion about the company’s motives behind engaging in this social initiative and their commitment to corporate social responsibility.)**
**Interviewer:** Dr. Park, do you believe this model of rebranding and revitalizing underutilized public spaces could be replicated in other communities to address specific needs of their aging populations? What are the challenges and opportunities you foresee?
**Dr. Park:**
**(Open-ended question to encourage discussion about the potential scalability of this project and its impact on wider social issues related to aging populations.)**
**Section 4: The Future of Public Spaces
**Interviewer:** Both of you have offered valuable insights into the Iljuk Bathhouse project. Looking ahead, what do you envision as the future of public spaces, especially when considering the growing demographic of seniors in our society?
**Mr. Kim and Dr. Park:**
**(Open-ended question to encourage a final discussion on future trends and potential collaborations between businesses, communities, and experts in creating age-friendly public spaces.)**
**We want to thank Mr. Kim Jae-hyun and Dr. Park Min-seo for their insightful contributions. This conversation highlights the remarkable potential of creative thinking and innovative design to not only revitalize forgotten spaces but also to build more inclusive and age-friendly communities. We encourage all our viewers to consider how their communities can benefit from such forward-thinking initiatives.**
