Les Nettoyeurs White's is a neighborhood dry cleaning shop that boasts high-design touches, courtesy of Ivy Studio

Going to the dry cleaners is purely a functional experience—drop off, pick up, repeat. But a Montreal storefront called Les Nettoyeurs White's is reinventing this dynamic with a newly renovated space modeled after a Parisian apartment.

Designed and executed by the Montreal-based Ivy Studio, which is run by architects Gabrielle Rousseau and Philip Staszewski, White's is a far cry from the cramped, stressful dry cleaners city residents might be used to. The 800-square-foot shop features soaring ceilings, herringbone tile floors and all-white walls, making the space feel more like a European getaway than a dry cleaners.

Annie Fafard

“The idea was not to get people to stay there longer, but to feel welcome, as if in a friend's home,” said Rousseau in an email to PSFK. “Though you often spend very little time there, you should feel comfortable. It represents the entire brand in one quick visit.”

Like other recent experiential activations, Les Nettoyeurs White's is intended to make customers look forward to the trip and form genuine connections with the brand. Located in the city's residential Boucherville neighborhood, the space is meant to be an antidote to other metropolitan experiences.

“Most dry cleaners in the city are not enjoyable places, often too crowded, messy, with average service,” Rousseau said. “Our client's idea is to offer something completely different than the customers are used to. Making the experience more enjoyable should definitely increase the customer satisfaction and therefore make them want to go more often.”

Annie Fafard

Les Nettoyeurs White's | Ivy Studio


Lead image: Annie Fafard

Going to the dry cleaners is purely a functional experience—drop off, pick up, repeat. But a Montreal storefront called Les Nettoyeurs White's is reinventing this dynamic with a newly renovated space modeled after a Parisian apartment.

Designed and executed by the Montreal-based Ivy Studio, which is run by architects Gabrielle Rousseau and Philip Staszewski, White's is a far cry from the cramped, stressful dry cleaners city residents might be used to. The 800-square-foot shop features soaring ceilings, herringbone tile floors and all-white walls, making the space feel more like a European getaway than a dry cleaners.