Brand experience agency Innocean is embarking on a mission to revitalize public spaces in South Korea. Despite serving essential functions for local communities, many have fallen into neglect due to decreased usage or an aging population. The first public facility to be revamped was Iljuk Mogyoktang, a 27-year-old bathhouse in Gyeonggi Province. First constructed in 1997, the bathhouse now serves a local community comprised mostly of elderly citizens. It was remodeled with the needs of those patrons in mind and equipped with features that reduce the risk of heat shock, drowning and falls.
Bathhouses are a tentpole of Korean culture. Traditional mogyoktangs (목욕탕) started as a necessary public good in the 1960s, when most houses did not yet have access to heated bathrooms or hot running water. Today, in urban South Korea, bathhouses have given way to modern public saunas (jjimjilbang, 찜질방), which have become popular recreational complexes for families, friends and couples. In addition to bathing facilities, jjimjilbangs also offer restaurants, movie rooms, karaoke, massages, nap spaces and more.
Much attention is paid to reinventing traditions to fit modern lifestyles and appeal to younger generations, as with the evolution of mogyoktangs into jjimjilbangs. However, it’s equally important to adapt age-old ways of life so an aging population can hold on to familiar practices. As the silver generation continues to grow in population size and spending power, it will be more important than ever to (re)design public spaces, experiences and services for older consumers.
