On November 22, 2024, the first project of the Social Space Rebranding Campaign, “Safe Bathhouse,” held its opening ceremony. After operating for 27 years without any remodeling, Iljuk Bathhouse was stylishly transformed into a safe bathing space designed especially for the elderly through this renovation.

Could disappearing yet essential spaces for the socially vulnerable be transformed?
This question was the starting point for Innocean’s “Social Space Rebranding” program—an effort to reimagine spaces that are familiar but draw little social attention, places often regarded as inconvenient yet still vital to local residents. To identify the right candidates, an internal CSR contest open to all employees was held in 2023. After careful review, the first space selected was the bathhouse.

In the past, public bathhouses were so common that every neighborhood had at least one or two. However, with the rise of shower culture and advances in home heating technology, bathing at home became the norm. At the same time, new types of facilities such as jjimjilbang (Korean saunas) emerged, leading to the gradual disappearance of traditional public bathhouses.

In fact, according to the Ministry of the Interior and Safety’s “Bathhouse Industry Status Report (2022),” nearly 10,000 bathhouses were in operation nationwide in 2003. However, starting in 2004, the number of closures began to exceed new permits, and as a result, around 40% have disappeared, leaving only about 3,000 still in operation.

As public bathhouses declined, it was the socially vulnerable who suffered the most. Many lacked shower facilities at home or access to hot water, making bathhouses an essential service. Beyond hygiene and affordable health management, bathhouses also served as vital community hubs within neighborhoods. For these reasons, consensus grew around the need to rebrand them.

More than 80 bathhouses across 24 local governments were reviewed, taking into account factors such as regional suitability, structural feasibility, and sustainability, to determine the most optimal location. The final site selected was Iljuk Bathhouse in Anseong, Gyeonggi Province.

A simple example can be seen in the tiles—none of which were chosen lightly. Guided by the belief that even a single tile must embody safety, countless tests and studies were conducted before making the final tile selection. To ensure that accidents such as fainting in the bath could be quickly noticed by others, the team focused on finding a tile color that contrasted most strongly with East Asian skin tones. After comparing hundreds of tiles against East Asian skin tones and conducting friction tests, the final choice was the green tiles now in place.

From the bell signaling the recommended 10-minute bathing time, to SOS call buttons installed inside the baths, rounded structures without sharp corners, and low partitions that preserve visibility in case of an accident—every detail was designed with safety in mind.

Whistles were attached to locker keys so users could signal for help in emergencies, and four-step safe-bathing guide leaflets were placed in clearly visible locations. For durability, the safety handbook was printed on waterproof mineral paper, ensuring it remained easy to read even during bathing and helping to enhance bather safety.

Innocean decided to openly share the insights gained through this process, along with the trial and error experienced during the bathhouse’s design and construction. With the hope that bathhouses everywhere might become safer, the entire journey—from the inception of the Safe Bathhouse to its opening—has been made available for anyone to download through the “Iljuk Bathhouse Open Source.”

As a result, Innocean’s efforts attracted significant attention and were recognized with awards at 14 major domestic and international competitions in the fields of design and public service, including the Red Dot Design Award and the CSR Film Festival. In particular, the project was highly praised for presenting creative work that benefited the local community and enriched social culture, as well as for its contributions and achievements in promoting a culture of safe bathing.

The Iljuk Bathhouse holds special significance as it represents a collaborative effort among experts from diverse fields, including medical professionals, architects, and designers. The project, in particular, demonstrated new possibilities by establishing a multi-sector partnership that brought together Innocean—from the private sector (funding support, project planning, production management, and leadership of the Social Space Rebranding program)—Hyundai Motor Group (funding support), public organizations such as the City of Anseong and the Iljuk-myeon Administrative Welfare Center, and the nonprofit sector represented by World Vision. Grounded in the Collective Impact model, the project has been recorded as an exemplary case in which each party contributed its expertise and collaborated seamlessly.

Today, the Safe Bathhouse is owned by the city of Anseong and stably managed by Iljuk-myeon. The Anseong Medical Welfare Social Cooperative has also launched a local volunteer group, “Iljukdongchin” (Iljuk Neighborhood Friends), to assist elderly residents with mobility challenges in using the bathhouse and to provide guidance on safe bathing practices. Warmly embraced by the community, the Safe Bathhouse is gradually reclaiming its original role as a vital social space.

Innocean intends to continue its Social Space Rebranding campaign in other regions—this time extending beyond bathhouses to other meaningful community spaces. Its heartwarming journey of bringing profound change not only to places, but also to people and communities, will carry on.

Based on the Collective Impact (CI) performance framework, a three-stage change process was identified, beginning with the creation of safe social spaces, followed by the formation of community networks, and ultimately leading to the integration of care into everyday community life and culture.The outcomes of each stage are structured as a progression of “structural change,” “relational change,” and “transformational change.” Key indicators and data are visualized to clearly present the progress and outcomes of each phase in an accessible and easy-to-understand format.