#Japan #Chiba #Sauna Tokyo #Everday Sauna #Design AM

Everyday Sauna Tokyo: The Next Generation of Spa Experience

The new facility, Everyday Sauna Tokyo, represents the culmination of two highly popular sauna brands in the Kanto area: Sauna Tokyo and Everyday Sauna. Slated to open in May 2026 in the Makuhari area of Chiba Prefecture, this innovative sauna space aims to elevate the sauna experience by seamlessly merging the unique attributes of both brands.

The project is spearheaded by Design AM, a branding design firm based in Shibuya, Tokyo, which has crafted the logo for this groundbreaking initiative. Understanding and respecting the passionate followings of both brands, Design AM focused on creating a strategic design that encapsulates the extraordinary vision for the facility.

Innovations in the Sauna Experience

The Formation of a New Sauna Brand

Everyday Sauna Tokyo is envisioned as a next-generation brand that will advance not just sauna culture in Japan but also the broader realm of wellness and bathing. The collective wisdom of both brands positions this facility at the highest point of sauna experience, offering an extraordinary blend of Sauna Tokyo's amusement park-like offerings and the everyday familiarity of Everyday Sauna.

The concept is to provide a “Tokyo you can visit daily,” bringing a unique spa experience to everyone at an affordable price point. The facility will feature five updated sauna rooms: Steam Dance of Joy, Kero, Cabinet Steam Bath, Meditation, and Far Infrared, further enhanced by the renowned wood-fired sauna, a staple of Everyday Sauna.

The facility aims to become a habitual part of visitors' lives, where they can engage in health and relaxation activities throughout the year. The first location will cater primarily to men, with occasional Ladies' Days planned.

New Beginnings and Comprehensive Wellness

Everyday Sauna Tokyo will deliver a comprehensive spa experience that incorporates not only saunas but also spaces for water, rest, and rejuvenation. This design intends to shift the perception of spas from luxury outings to routine wellness habits integrated into daily life.

The Design Challenge

The primary mission of the project lies in how to update and elevate the values of both brands into a next-generation spa facility. The ambition is to transcend mere brand amalgamation, creating unique experiential values that have never been seen before. Four key aspects were highlighted:
1. Expression of Overwhelming Evolution: Updating the strengths of both entities and illustrating how the facility transcends existing norms.
2. Appealing to a Broad Target Demographic: Ensuring accessibility and relatability for people aged 10 to 60, including both locals and tourists.
3. Non-Restrictive Brand Building: Developing a brand value that extends beyond the sauna industry in the long term.
4. High Adaptability: Creating a design that has synergy with merchandise and apparel initiatives.

Crafting a Brand Beyond Saunas

Design AM delves into understanding the aspirations of both management and staff through extensive interviews to solidify the vision of surpassing the milestones set by both brands. The focus of the design reflects the identity of Sauna Tokyo, enhanced with the essence of Everyday Sauna, emerging from ongoing dialogues with stakeholders. This approach aimed to build a versatile brand framework that resonates not just immediately but will continue to function as a visual asset for 5 to 10 years into the future.

The Symbol of Heat and Steam

The logo's concept encapsulates the delicate flicker of flames produced by the firewood and the comforting steam and vapor that fills the space. Symbolically represented by the letter 'S' to denote both Sauna and Spa, the logo harmonizes strength and sophistication. The use of a deep black color signifies a bond with Sauna Tokyo while embodying the dignity and grandeur of a newly evolved facility. By merging the charm of both establishments, the aim is to create an unparalleled bathing experience whose excellence will redefine wellness.

About Design AM

Design AM challenges itself to deliver not temporary designs but lasting value—designs that will yield greater returns in the coming years. Their vision of “Journey together towards a bright future” drives their creativity in crafting logos, branding, and web designs.