The ancient art of bathing is getting a transcendental update courtesy of one of the people behind Meow Wolf.
Submersive, the company behind the self-described “first immersive art bathhouse,” announced its plans for a 20,000-square-foot flagship facility in Austin slated for Summer 2027. Helmed by Corvas Brinkerhoff, the cofounder of kitschy art experience Meow Wolf, the wellness venue updates traditional hydrotherapy with modern health technologies, infusing it with light installations and projection art.
Austin was chosen as the location for its “creative spirit, its love of the outdoors, and its appetite for experiences that push boundaries,” Submersive shared in a statement.
This facility is being constructed in a hub-and-spoke layout, where 12 unique rooms radiate off from a central gathering space. During the design process, Brinkerhoff took cues from Japan and Turkey’s historic bathing culture. Like a Meow Wolf location, each room will be different not just in its art offering, but also in temperature, steam, and water buoyancy.
Current renderings offer a glimpse into the dynamic array of experiences. One interior lights its ceiling like a starry cosmos. Its walls are fenced with mirrors, projecting the spa-goer into infinity. On the other side of the experience is more familiar with a poolside, cabana setting that exploits Austin’s subtropical climate.
Submersive is also developing an AI-powered quiz that will lead bathers through the ideal route based on their given state of mind. Brinkerhoff tapped Susan Magsamen, executive director of the International Arts + Mind Lab at Johns Hopkins University to advise their neuroaesthetic design ethos—a subdiscipline of cognitive neuroscience that explores the effects of sensory images and experiences on the brain.
Magsamen is a part of a larger team at Submersive consisting of technical and health advisors that will monitor patron’s health with wearable devices such as EEGs, heart monitors, HRV sensors, and more. The ensuing biometric data will not only offer insight into spa-goers’ health, but also allow the team to inspect which aspects of the experiences are effective.
“We’re not building a spa. We’re building a portal,” Brinkerhoff said. “The bathhouse has always been a place where people go to reset and reconnect. We’re taking that ancient impulse and giving it the full power of immersive art and modern neuroscience. Every traditional bathing modality, be it dry sauna, steam room, hot baths, or cold plunge, has been reimagined in how it can be profoundly enhanced with the power of immersive design.”
The summer 2027 launch will see part of the facility open, with the rest slated for operation in 2028. The team estimates it will attract 200,000 visitors a year, with single passes selling for $88 and annual passes reaching up to $500.
Submersive inserts itself in a wellness culture boom, alongside peptide stacking, the rise of AI for health advice, and trends toward alternative or fringe health sciences.