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NEWS
Submersive's psychedelic bathhouse concept fusing wellness, art and tech to arrive in 2026
POSTED 28 Jun 2024 . BY Megan Whitby
AI tech, lighting, video and sound effects will amplify the traditional spa experience Credit: Lua Brice courtesy of Submersive

Credit: Kate Russell
Each room will have each have a distinct and powerful combination of multisensory elements
– Corvas Brinkerhoff
Plans have been unveiled for a futuristic new spa concept looking to reinterpret traditional bathhouse culture with a modern twist
Submersive creator Corvas Brinkerhoff shares the vision behind the 'world's first immersive bathouse concept' in the latest issue of Spa Business
"Submersive is an immersive art creation that can heal you", says Brinkerhoff
The first location will launch in Austin, Texas, with 11 more properties to follow by 2034
In 2026, the traditional bathhouse experience will get a futuristic twist with the arrival of Submersive – an innovative concept combining classical spa therapies with art, AI technology and multimedia effects.

Described as the world’s first immersive art bathhouse concept, Submersive is the brainchild of Corvas Brinkerhoff, co-founder of Meow Wolf, the company behind mind-bending interactive art and entertainment installations.

In the latest issue of Spa Business, Brinkerhoff explains his vision behind the concept and shares his ambitions to realise a portfolio of 12 Submersive properties by 2034.

Using AI, neuroaesthetics, lighting, video and sound effects, locations will be scientifically developed to transport guests into an elevated state of consciousness.

The bathhouses will be anchored by a main communal area and feature traditional spa elements such as thermal pools, steamrooms, saunas, waterfalls, grottos, flotation and cooler options for contrast bathing.

Every destination will feature 12 immersive rooms, each designed to induce a different heightened emotion – including awe, wonder, euphoria, inspiration, connection or transcendence.

"Submersive is essentially a massive state-change machine, an immersive art creation that can heal you," Brinkerhoff says.

Wearables and biofeedback
One of the most significant aspects of the proposition is that Submersive’s environments will be experiments in themselves.

Spearheaded by lead scientific advisor Beau Lotto, Submersive will periodically test the impact of its rooms on volunteers using wearables such as mobile EEG headsets and heart rate sensors.

These findings will give valuable biofeedback data that Submersive will then integrate into its audiovisual systems and the design process as development continues.

“Our goal is to amass the world’s deepest understanding of how multisensory experiences affect us on a physiological level,” says Brinkerhoff. “Each environment is designed to get you into a different state so there’s an inherent hypothesis we’re testing to see how the efficacy of that room compares with our intended outcome.”

International debut
The flagship Submersive facility will span 25,000sq ft and open in Austin, Texas, in 2026. After proof of concept, Brinkerhoff plans to double the size of the facility in 2028, adding more immersive environments and other amenities.

Initially, Submersive will be able to accommodate 80 people at a time, with capacity going up to 180 once fully complete.

There will be a timed entry and a choice of three-hour, five-hour or full-day experiences. Price points will start at US$60 (€55, £47) and the average ticket cost will sit at US$88 (€81, £69). The goal is to attract up to 200,000 visitors a year.

“We plan to start working on our second location soon after opening the first and have ambitions to grow quickly,” Brinkerhoff says, stating that beyond the US, western Europe and Japan will be a priority.

Want to learn more? Head to the latest issue of Spa Business for the full interview with Brinkerhoff.
Credit: Lua Brice courtesy of Submersive
Credit: Lua Brice courtesy of Submersive
Credit: Lua Brice courtesy of Submersive
Credit: Lua Brice courtesy of Submersive
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  FEATURE: Spa People: Corvas Brinkerhoff


The attractions expert unveils an otherworldly, immersive bathhouse concept
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Texas welcomes WorldSprings: a new 46-pool social bathing hot spot and spa
A large new mineral springs destination has launched in Texas, inspired by some of the world’s most famous hot springs – such as Jordan’s Dead Sea, Iceland’s Blue Lagoon and Mexico’s Grutas Tolantongo.
New study uncovers hidden wellness market segments
A thought-provoking, US national probability study, The WELLSurvey™, has revealed that the majority of Americans now include several health and wellness practices in their everyday lives. They also view the concepts of 'wellness' and 'wellbeing' differently.
The Well appoints Ariella Willoughby as VP of operations to drive global growth
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28-29 Jul 2024

Les Nouvelles Esthetiques Spa Conference 2024

Southern Sun Rosebank, Johannesburg, South Africa
03-05 Sep 2024

ASEAN Patio Pool Spa Expo

IMPACT Exhibition Center, Bangkok, Thailand
+ More diary  
 
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©Cybertrek 2024
Uniting the world of spa & wellness
Get Spa Business and Spa Business insider digital magazines FREE
Sign up here ▸
News   Products   Magazine   Subscribe
NEWS
Submersive's psychedelic bathhouse concept fusing wellness, art and tech to arrive in 2026
POSTED 28 Jun 2024 . BY Megan Whitby
AI tech, lighting, video and sound effects will amplify the traditional spa experience Credit: Lua Brice courtesy of Submersive
Credit: Kate Russell
Each room will have each have a distinct and powerful combination of multisensory elements
– Corvas Brinkerhoff
Plans have been unveiled for a futuristic new spa concept looking to reinterpret traditional bathhouse culture with a modern twist
Submersive creator Corvas Brinkerhoff shares the vision behind the 'world's first immersive bathouse concept' in the latest issue of Spa Business
"Submersive is an immersive art creation that can heal you", says Brinkerhoff
The first location will launch in Austin, Texas, with 11 more properties to follow by 2034
In 2026, the traditional bathhouse experience will get a futuristic twist with the arrival of Submersive – an innovative concept combining classical spa therapies with art, AI technology and multimedia effects.

Described as the world’s first immersive art bathhouse concept, Submersive is the brainchild of Corvas Brinkerhoff, co-founder of Meow Wolf, the company behind mind-bending interactive art and entertainment installations.

In the latest issue of Spa Business, Brinkerhoff explains his vision behind the concept and shares his ambitions to realise a portfolio of 12 Submersive properties by 2034.

Using AI, neuroaesthetics, lighting, video and sound effects, locations will be scientifically developed to transport guests into an elevated state of consciousness.

The bathhouses will be anchored by a main communal area and feature traditional spa elements such as thermal pools, steamrooms, saunas, waterfalls, grottos, flotation and cooler options for contrast bathing.

Every destination will feature 12 immersive rooms, each designed to induce a different heightened emotion – including awe, wonder, euphoria, inspiration, connection or transcendence.

"Submersive is essentially a massive state-change machine, an immersive art creation that can heal you," Brinkerhoff says.

Wearables and biofeedback
One of the most significant aspects of the proposition is that Submersive’s environments will be experiments in themselves.

Spearheaded by lead scientific advisor Beau Lotto, Submersive will periodically test the impact of its rooms on volunteers using wearables such as mobile EEG headsets and heart rate sensors.

These findings will give valuable biofeedback data that Submersive will then integrate into its audiovisual systems and the design process as development continues.

“Our goal is to amass the world’s deepest understanding of how multisensory experiences affect us on a physiological level,” says Brinkerhoff. “Each environment is designed to get you into a different state so there’s an inherent hypothesis we’re testing to see how the efficacy of that room compares with our intended outcome.”

International debut
The flagship Submersive facility will span 25,000sq ft and open in Austin, Texas, in 2026. After proof of concept, Brinkerhoff plans to double the size of the facility in 2028, adding more immersive environments and other amenities.

Initially, Submersive will be able to accommodate 80 people at a time, with capacity going up to 180 once fully complete.

There will be a timed entry and a choice of three-hour, five-hour or full-day experiences. Price points will start at US$60 (€55, £47) and the average ticket cost will sit at US$88 (€81, £69). The goal is to attract up to 200,000 visitors a year.

“We plan to start working on our second location soon after opening the first and have ambitions to grow quickly,” Brinkerhoff says, stating that beyond the US, western Europe and Japan will be a priority.

Want to learn more? Head to the latest issue of Spa Business for the full interview with Brinkerhoff.
Credit: Lua Brice courtesy of Submersive
Credit: Lua Brice courtesy of Submersive
Credit: Lua Brice courtesy of Submersive
Credit: Lua Brice courtesy of Submersive
RELATED STORIES
FEATURE: Spa People: Corvas Brinkerhoff


The attractions expert unveils an otherworldly, immersive bathhouse concept
FEATURE: Menu engineering: At your service


A multisensory Amazon experience at Therme Euskirchen and Equinox’s US$40k membership
MORE NEWS
Auberge Resorts to land in London in 2025 with two-floor spa inspired by Roman bathing
Auberge Resorts Collection will launch its first UK property and destination spa in Mayfair, London, in 2025, following a deal with UK-based global private investment group Reuben Brothers.
Texas welcomes WorldSprings: a new 46-pool social bathing hot spot and spa
A large new mineral springs destination has launched in Texas, inspired by some of the world’s most famous hot springs – such as Jordan’s Dead Sea, Iceland’s Blue Lagoon and Mexico’s Grutas Tolantongo.
New study uncovers hidden wellness market segments
A thought-provoking, US national probability study, The WELLSurvey™, has revealed that the majority of Americans now include several health and wellness practices in their everyday lives. They also view the concepts of 'wellness' and 'wellbeing' differently.
The Well appoints Ariella Willoughby as VP of operations to drive global growth
US integrative wellness brand The Well has named Ariella Willoughby as its new VP of operations, aiming to drive significant growth and operational success across its current and future locations worldwide.
Light Centre secures £1.6 million to launch 10 new wellbeing centres across London
Middleton Enterprises, a UK-based family investment office, has committed £1.6 million (US$2.1 million, €1.9 million) in funding to the Light Centre – a network of medical, therapeutic and wellbeing centres with four locations in London.
Rianna Riego joins Seed to Skin as director of global business development
Rianna Riego, a seasoned professional in the wellness and spa industry, has been appointed director of global business development at Seed to Skin Tuscany, a premier Italian botanical skincare and spa brand.
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FEATURED SUPPLIERS

Snow’s holistic cool-down: Embracing inclusivity in post-sauna rituals
In the world of wellness, the age-old tradition of sauna bathing is synonymous with relaxation, detoxification and rejuvenation. But, a crucial and sometimes overlooked part of the journey is the all-important cooldown. [more...]

IDEA® Health & Fitness Association partners with CoverMe Fitness to deliver real-world solutions for fitness professionals across the globe
IDEA® Health & Fitness Association and CoverMe Fitness are proud to announce a strategic partnership to address some of the biggest challenges facing fitness professionals and the industry at large, which will launch at IDEA® World Convention in the US this week. [more...]
+ More featured suppliers  
COMPANY PROFILES
Spa Bureau

The company Spa Bureau was established in 2009 by Inna Sidorova. The team has over 15 years’ experie [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

28-29 Jul 2024

Les Nouvelles Esthetiques Spa Conference 2024

Southern Sun Rosebank, Johannesburg, South Africa
03-05 Sep 2024

ASEAN Patio Pool Spa Expo

IMPACT Exhibition Center, Bangkok, Thailand
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2024

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS