Cleaning up: Launderette becomes a social space

For the project, Pinkeye worked with brands such as L’Oréal, Electrolux and Douwe Egberts to renovate a former bookshop with the aim of creating a cosy yet stylish meeting place for locals.

Pinkeye used a colour palette of toned-down salmon pink, pistachio, cornflower and royal blue used for the branding and interior. The design plays on the theme of a grandmother’s launderette, with the washing machines named after grandmothers and tumble dryers given the names of grandfathers, all crowdsurfed via Facebook.

The concept is expected to open across Belgium in the coming year and a calendar of events including concerts and DIY evenings is also planned.

For more on the movement to rediscover our sense of community, read our Conviviality Culture macrotrend.