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Laundry, a new model of social innovation

by
ALESSANDRO MARTEMUCCI
Lean Marketing Manager

Until a few years ago, traditional laundries were not just places where people were bringing their clothes to be washed but also spaces for socialization, similar to a confessional or a barbershop, where people exchanged stories and opinions. As consumer habits changed, the laundry model evolved, leading to the arrival of coin-operated laundries and 24-hour self-service laundromats. At first, these new spaces seemed cold and impersonal, serving only the purpose of washing and drying clothes. But who said that a self-service laundry has to be just a service location?

Waiting

In recent years, self-service laundries have evolved, becoming not just places for doing laundry but also real social hubs. Open seven days a week, twenty-four hours a day, and present in almost every neighbourhood, they represent one of the places where, especially in large cities, strangers meet most frequently. Waiting, an essential part of this experience, can transform into an opportunity for socialization and even an innovative business model.

Thanks to their accessibility, often located at the ground floor and easily accessible for people with disabilities, laundromats have the potential to become multifunctional spaces, offering events, entertainment, and sharing opportunities.

“LaundroMatch” an example of social innovation between laundry, sport and entertainment
A concrete example of this transformation comes from South Korea, where Heineken launched the "LaundroMatch" project in collaboration with one of the country's major self-service laundry franchises, WashEnjoy. The idea stemmed from the fact that Asia is the homeland of some of the most passionate football fans, so much dedicated that they often wake up at 3 or 4 a.m. to watch live UEFA Champions League matches. The project also aimed to provide an alternative to homes, bars, and pubs as gathering spots to watch the games, since in Korea, matches are played in the early morning hours when traditional venues are closed, and also because home might not be the ideal place to cheer for a team with friends at 4 a.m.

The solution?

Turning self-service laundries into metropolitan lounges, where football fans can gather to watch the matches. Each washing machine features a QR code that grants access to legal live streams of the football games, avoiding pirate websites. To make the experience even more engaging, fans can enjoy a Heineken beer with friends but also with strangers.

The initiative proved to be a great success, enabling fans to meet and share their passion for football in an unexpected environment. The "LaundroMatch" campaign was launched last year with two late-night events, and it saw a wave of fans flock to the WashEnjoy laundromat in Seoul to watch the matches. All they had to do was to simply scan the QR codes in the laundromats to access free live streaming of the match, along with a complimentary 30-day subscription to SPOTV, the exclusive broadcaster of the UEFA Champions League in the country. The only request made to the fans was to be punctual, as access was time-limited and available only during the matches. The project is more than just a marketing stunt; it's a social innovation experiment that demonstrates how an apparently anonymous space can be reinvented to foster interactions among people. Through “LaundroMatch”, Heineken has captured the essence of sports passion, offering a new meeting point for true hardcore fans and strengthening its connection with the world of football.

Social innovation in laundromats is gaining ground worldwide. One example is Washbar in Belgium, that has combined the concepts of a bar and a laundromat, creating a young and dynamic environment that attracts students and professionals. The laundry is transformed into a food court area featuring a café and artisanal pastry shop, while also hosting cultural events such as readings, live music, and themed evenings (e.g., speed dating, board game nights).

Speed Queen Laundry

Another example is the Speed Queen Laundry chain, which has incorporated smart working areas within its laundries, allowing customers to work while waiting for their laundry. This digital laundry model features an app for payment and laundry status tracking, free Wi-Fi, power plugs, and seating for smart working. Additionally, it offers eco-friendly detergents, laundry accessories, and extra services like ironing and steam sanitization. Following the increase of remote working after Covid, some laundromats have even transformed into co-working spaces. This business model maximizes space with comfortable tables and seating, power plugs, fast internet connection, printing, and small secretarial services.

Bubbles & Beans

In London, Bubbles & Beans is a self-service Laundry with a Café and Bookstore that has transformed the concept of "waiting" into quality time. While doing their laundry, customers can enjoy artisanal coffee and local pastries, read books and magazines, shop for second-hand items, or attend cultural events and social evenings. It has become a vibrant meeting point for the London community. In Italy, the USA, and Japan, pet-friendly laundromats are growing in popularity, offering dedicated areas for pet items. These innovative services include the possibility of washing pet beds and blankets with hypoallergenic detergents and natural deodorizers. Some locations have even introduced self-service dog wash stations, providing pet owners with a complete grooming experience.

Finally, some laundries in France and Germany have introduced vending machines selling ties, socks, and underwear, along with eco-friendly detergents, stain-removing wipes, and prepaid laundry cards. This not only creates an additional revenue stream but also enhances customer experience!

Are they replicable models?
The success of these new formats opens the door to new opportunities for self-service laundries worldwide. Why not transform them into multifunctional spaces tailored to local needs? Beyond sports, they could host cultural events, book clubs, temporary coworking spaces, or game nights. The key is to capitalize on waiting time, turning it into an opportunity for human connection. One idea would be to convert the classic token system into monthly subscriptions, which include additional services and transform the laundromat into a community experience. After all, we live in the age of the “subscription economy”, where you can subscribe to almost anything. •

DETERGO MAGAZINE # APRIL 2025

Are they replicable models?

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