Real rockers never retire. Today’s sophisticated, style-conscious seniors want to enhance and extend their quality of life through community, creativity and curiosity. Inspired by members’ clubs and holiday resorts, JOI-Design envisioned LIVELY Weiße Dame Gronau as a thriving ‘life/style living’ hub that encourages seniors’ wellbeing through multigenerational interaction. The listed 1910 former cotton-spinning factory is the heartbeat of a new mixed-use urban district with a restaurant, café, event spaces and hotel guestrooms available for public use. This innovative development exemplifies how style-savvy design is an important healthcare tool for fuelling seniors’ wellbeing, longevity and never-ending thirst for knowledge and adventures.