Montreal – Les Nettoyeurs is looking to revolutionise the dry cleaning market with the opening of its flagship launderette White’s.
Designed by local architects Ivy Studio, the space offers a monochrome colour palette and minimal brass fittings to replicate the look of a traditional Parisian apartment. White’s proudly displays its sustainability credentials via custom-built ‘library’ shelving – complete with sliding ladder – used to proudly exhibit all of its eco-friendly cleaning products.
As Ivy Studio architect Philip Staszewski explains, White’s is hoping to elevate the dry cleaning experience and bring a new level of transparency to the market. ‘We wanted people to feel comfortable asking questions about the products or about work done by the seamstress,’ he explains. ‘We see it as a hotel's lobby – although you often spend very little time there, you should feel comfortable.’ In a bid to address the widespread use of dated and damaging laundry habits, brands are looking to educate consumers around the concept of Conscious Aftercare.