Rebranding and Redesigning Finnish Sauna

Description:

Sauna is the only Finnish word that has been internationally accepted in other languages and it is a nominator for Finland, its people and culture. There is growing global interest in the benefits that it offers. The New York Times recently reported that Finnish sauna is an essential place for cleansing and purifying our minds and bodies. Hot steam and ice-cold water promote not only one’s health but also mindfulness and creativity.
How to rebrand and update an ancient tradition globally to modern urbanites and their needs?
Could the sauna experience be simulated and enhanced in the future on a digital platform with VR? Or should the modern sauna remain a strictly offline environment, but with upgraded design, architecture and lifestyle elements along with ecological features?