INNOCEAN is spearheading a community initiative to enhance the quality of life by creating The World’s Safest Public Bathhouse, a secure and comfortable bathing space for the elderly.
As part of this effort, INNOCEAN will renovate Iljuk Mokyoktang, a long-standing public bathhouse in Anseong-si, Gyeonggi-do, that has served the community for 27 years without significant updates since its construction in 1997. The revamped facility will offer a safer and more welcoming environment for residents, particularly seniors while promoting a healthier bathing culture.
Starting with the Safe Bath project, INNOCEAN said it “aims to deliver public benefits and social value by rebranding old social spaces using the company’s ‘creative’ capabilities as a marketing and communications company.”
The first project in the Social Space Rebranding campaign, Iljuk Mokyoktang Renewal, is characterized by the full renovation of an old public bathhouse, from the entrance to the changing rooms to the bathing area. In particular, the bathhouse will be thoroughly redesigned to prevent accidents common among the elderly, such as heat shock (the number one mortality accident in hot baths), burns, drowning, and falls, which are the leading causes of death in bathhouses. Iljuk Mokyoktang is set to open with a completion ceremony on November 22 officially.
“We focused on ‘spaces’ that are familiar but have low social interest and are therefore perceived as old and uncomfortable,” said an official from INNOCEAN.
“We decided to apply our creative technology to renew these places, which are essential to local communities but have been neglected due to decreased usage and the aging population.”
In fact, according to the “Current Status of the Public Bathing Industry (2022),” a report by the Ministry of the Interior and Safety, there were nearly 10,000 bathhouses in operation nationwide in 2003, but the number of bathhouse closures outpaced the number of new business registrations since 2004, and only about 3,000, are currently in operation, a decrease of about 40%.
“As a company that specializes in bringing new experiences to our customers, we are very proud to be able to leverage our experience and know-how to improve the quality of life for the local community,” said INNOCEAN.
After the Iljuk Mokyoktang completion ceremony, INNOCEAN will continue various activities to spread a culture of safe bathing, including conducting health education for the local community to promote health care, distributing guidebooks on how to bathe properly, and broadcasting documentaries on Safe Bath.
With the Safe Bath campaign as the starting line, INNOCEAN will continue to expand its Social Space Rebranding project with different concepts every year.
“This project was a special challenge for INNOCEAN, as we wanted to breathe new life into a disappearing space and spread good influence in society through rebranding,” added William Lee, Global CEO of INNOCEAN.
“We will continue to take the lead in realizing social value with ‘creative’ that only INNOCEAN can do.”
