Cafe-Laundromat Hybrid Offers Urbanites In-House Activities And Experiences

Cafe-Laundromat Hybrid Offers Urbanites In-House Activities And Experiences
Store Experience & Design

A specialty laundromat located in Williamsburg, Brooklyn gives customers a reason to go out to do laundry, offering curated events like mending workshops, art exhibitions, food, live entertainment, fashion and more

Elisa Lewittes
  • 5 july 2018

Customers count on brands to offer either convenience or a captivating, irresistible in-store experience. In the digital age, the outsourcing of mundane services is ubiquitous in urban areas, and many consumers do not choose to spend their time in laundromats when they could be working or socializing with friends—until now. Celsious, a chic coffee shop, lounge and laundromat in Williamsburg, Brooklyn, allows its customers to be productive while partaking in leisure activities.

The loft space was recently founded by German sisters, Corinna and Theresa Williams. Due to their career backgrounds in fashion and design, they understand that, for the urban, modern consumer, aesthetics are everything. This bi-level former hair salon now features a front desk with a welcoming space of washers and dryers as well as a loft area with a small coffee bar above. Plus, the trendy laundromat has already hosted local gatherings with a cappella sets and a big concert with Airbnb, and continues to feature rotating art exhibitions at the location. 

Globally, modern consumers increasingly desire to seek out picturesque physical retail locations over pure convenience, so while it may be simpler than ever for consumers to outsource mundane tasks and services, urbanites now seek refuge and entertainment in relaxing wellness-centric retail environments that cater to their desires.

That objective is further achieved with Celsious’ offers of ongoing yoga classes on weekends in the space’s backyard, concerts, workshops, mending workshops, and in-house pop-up shops, like one conducted with GRAMMAR. Many of the brands and services that the space features are eco-friendly and sustainable, like its use of ceremonial-grade matcha from natural and organic beauty and wellness brand CAP. To top it all off, the laundromat even collaborated with New Stand, an online bodega-blog that is half store, half app, and features rotating content.

Creating a community of activities around a previously boring or outsourced chore fits into consumers’ desire for an experience, not simply a product or service. Today’s customers visit IRL locations because they have something to offer that online services can’t, which Celsious is succeeding at providing.


+store experience & design

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