Space in movement: The pluri-temporal (re)production of saunascapes

In this study, we theorise the pluri-temporality of market-mediated spaces. By taking the Finnish sauna as an empirical context, we analyse the sauna as a pluri-temporal space whose momentary existences are actualised by slow and fast spatio-temporal movements flowing simultaneously at different speeds. In so doing, we advance the concept of the saunascape as a tool to grasp the temporal and spatial dynamics that continuously reproduce the space. The empirical data include interviews conducted in sauna departments at five different hotels, focus group discussions generated at a commercial sauna restaurant, and online articles published in the Finnish Sauna-Magazine between 2018 and 2021. The findings show that slow spatio-temporal flows produce saunascapes that are characterised by rituals and authentic spirit. Fast spatio-temporal flows create saunascapes characterised by meaningful experiences and future envisioning. The momentary actualisation of a saunascape is always unique and ephemeral, varying according to whether the slow or fast flows are more pronounced. The study ends with a conceptual discussion of the potential of the concept of (sauna)scape to illustrate the pluri-temporal and multifaceted space.