When a group of entrepreneurs in a secluded village of Iceland called upon us to help craft a sustainable travel destination in the country’s highlands, the key focus was to underscore the local lake’s geothermal springs—a source of lore and legend. With this, our multidisciplinary team set out to elevate the customer experience between floating pools in the lake, steam baths, saunas, a restaurant and pool bar, developing a multi-pronged project on the water. Embracing an integrated approach spanning from interiors to strategy and branding, we channeled territory and tradition into a sustainable experience.

The customer journey of Vök Baths features different bathing experiences. Our service design team also explored the local heritage, culture, and habits to design natural and culinary experiences beyond the pool.
The custom-made tea bar at the entrance hall features a statement copper pipe that carries hot water directly from the hot water spring below the lake. The concrete counter gives a natural, tactile feel.