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LOTUS :
LOTUS ROOTS
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ENTRANT COMPANY :
INNOCEAN, SEOUL
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TITLE :
THE LIFE-SAVING BATHHOUSE
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BRAND :
WORLD VISION
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ADVERTISER :
WORLD VISION
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AGENCY :
INNOCEAN, SEOUL
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CHIEF CREATIVE OFFICER :
JUNG A KIM
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CREATIVE DIRECTOR :
NARI MOON
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ART DIRECTOR :
SEONG-JE KIM/ EUN-HA OH/BYUNG GEUK KIM/YOONA LIM
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COPYWRITER :
DOYU YANG/SEUNG-HA RHEE
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CREATIVE TEAM :
HYUN CHEOL LEE/SOO HYUN SON/CHOA KIM/
HYUN WOOK BANG
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CREATIVE PLANNER :
JINA SHIN
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CREATIVE TECHNOLOGIST :
HYE-DONG ROH
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AGENCY PRODUCER :
BAE-SEONG KIM
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SPACE DESIGNER :
SUMIN JUNG
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STRATEGIC PLANNING DIRECTOR :
JIN PARK
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STRATEGIC PLANNING MANAGER :
CHANG YONG SONG
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STRATEGIC PLANNER :
SE WON KIM
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SPACE PLANNER :
SHINYOUNG PARK
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FILM PRODUCTION COMPANY :
ASSEMBLE IN, SEOUL
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EXECUTIVE PRODUCER :
SANGHYUK HWANG
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FILM PRODUCER :
JIYOON SEOK
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PRINT PRODUCTION COMPANY :
STUDIO DELYTE, SEOUL
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PHOTOGRAPHER :
HYUN JONG CHOI
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FIRST ASSISTANT :
HYE KYUNG RYU
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CULTURAL CONTEXT EXPLANATION :
Korea has a highly developed bath culture, with more bathhouses than Starbucks. A unique aspect of this culture is that public bathhouses in Korea serve not only as places for cleanliness but also as spaces for health care, promoting hygiene and well-being.
Two cultural contexts have brought this culture to our attention.
►Elderly Bathing Habits that Increase Heat Shock Risk
Elderly visitors make up 80% of public bathhouse patrons. One unique bathing habit is that they visit bathhouses before going to the hospital when feeling unwell. This misguided belief that saunas and hot baths can cure ailments significantly raises the risk of heat shock.
In response, the ‘Life-Saving Bathhouse’ installed a kiosk that checks visitors' health, preventing heat shock incidents by monitoring blood pressure and advising those with abnormal results against bathing.
►Korean Climate Conditions
In Korea, winters can drop to -18°C, and this severe coldness makes public bathhouses especially busy as people seek the warmth of hot baths. However, the temperature difference between the cold outside and the hot baths increases the risk of heat shock.
In response, the ‘Life-Saving Bathhouse’ implemented a spatial solution that gradually raises the body temperature, counteracting the effects of the cold exterior.
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BACKGROUND OVERVIEW :
Korea has a highly developed bath culture. A unique aspect of this culture is that many elderly visiting bathhouses before seeking hospital care when unwell.
To address frequent bathing fatalities, the global NGO ‘World Vision’ built the Life-Saving Bathhouse—the world’s first senior-friendly bathhouse designed to prevent heat shock, the leading cause of bath-related fatalities among the elderly.
The project collaborated with medical professionals, architects, and designers to redesign an outdated bathhouse into a safe bathing environment that prevents frequent fatalities caused by heat shock. Key spatial solutions include a Tea Bar to help raise body temperature before bathing, a Warm-Up Zone to maintain stable body temperature, and a Rest Reminder Bell that rings every 10 minutes to prevent prolonged bathing. Elder-focused design significantly reduced the number of accidents. These include senior-friendly tile colors, optimized wall heights for quick emergency response, and edgeless designs for improved safety.
The project not only reimagined the physical space but also redesigned the bathing experience to cater to the physical needs and bathing habits of seniors. Since its reopening, the Life-saving Bathhouse has achieved zero fatalities and has been recognized by government institutions as the standard for public bath design for seniors.
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