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In Brooklyn USA, sisters Corinna and Theresa
Williams took up the challenge to make their local
laundromat a cool and engaged destination. A place
where you can look after your laundry and look
after the planet by using responsible products.
The laundromat sports the concept name Celsious
(Celsius and conscious?) and its pastel walls make
it very easy to post about on Instagram. Its low-
energy machines promise flawless washing and the
detergents available there are similar to cosmetics.
An (organic) coffee shop area with magazines and a
pop-up store promoting products by young brands
round out the offer. And every Friday night, a DJ
customer comes to play a two-hour set. Soooo cool.
To successfully embed new, more responsible
behaviours everything starts with the creation of
a community driven by shared values. Inside this
community, members identifying with other members
seems completely natural. This is what the Williams
sisters understood perfectly. Here, taking care of your
laundry and using eco-friendly detergent are the signs
you belong. And their laundromat is a venue for artistic
performances and events. In this case, the Gen Z and
Millennial obsession with image is managed on social
media, guaranteeing the laundromat’s profile. Already a
feature in series and used in stage design, laundromats
have everything they need to become a rallying point,
a place new generations can share. Sharing machines,
of course, but also lifestyles, aesthetics, values and
perhaps even a way of renewing the life of their clothes.