This is another example of how a service—hard to imagine evolving—can be rethought, while maintaining a strong historical and cultural significance in the country where it originated. All of this takes place within a competitive landscape shaped by changing consumer habits over time.
Sento, the traditional Japanese public bathhouses, are facing a crisis due to the widespread adoption of private bathrooms: today, 95% of Japanese households have their own bath, and many sento have closed. In this context, Koganeyu decided to innovate and remain open, entrusting a design team with the renovation of the public bath.
The renovation introduced new facilities, allowing for expanded bath areas, a sauna, an outdoor bathing area, and a community gathering space. The former laundromat was transformed into a beer bar, designed for young couples and friends to socialize.
The design preserved traditional elements, such as the partition wall between men’s and women’s areas, with an open top—a symbol of a time when baths were shared.
The project also incorporates innovative details: a long handrail running over the wall enables a symbolic connection between men and women, while the beer bar at the counter becomes a social hub under soft lighting, celebrating a modern community within a historic setting.
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