Laundromat Reimagined
A laundromat speakeasy reveals a transformative journey for the senses.
Client
Partners
- The Community
- Fabrication
- Event
- Retail
- Design
- Interactive Installation
Project Overview
The Brief
For the launch of their new line of laundry products, Bath & Body Works wanted to ignite imaginations and celebrate laundry through a series of immersive and interactive experiences.
Simply engaging scent wasn't enough: the unique smells of everything from Sundrenched Linen to Mahogany Teakwood demanded guests engage all of their senses, including touch, taste and sound to fully absorb them into the world of Laundry Reimagined.
A Masterclass in Art Direction
Visitors didn't just experience Laundry Reimagined, they participated in it, including countless Instagrammable photo opportunities and crafted moments around every corner.
From a custom laundromat facade, through a scented garden, including a meadow full of real grass, a speakeasy tunnel and an interactive flower wall driven by computer-vision technology, everything was drawn out in detail and crafted carefully by hand. Bright colors and soft fabric textures dominated the event, an ode to the tactile nature of the vision and keeping in the spirit of hand-washed laundry.
The Drinks
As a multi-sensory experience, visitors not only needed to see and smell the event, but also taste it.
Mixologist Gia St. George joined us from top Las Vegas cocktail programs, using the product scents as a foundation for three distinct mocktails: Cactus Blossom, a prickly pair and jalapeno blend with a kick, the vanilla lemonade Lavender Bloom, and a sparkling blood orange "champagne." Needless to say, tasting these mocktails was one of the highlights of this scent-focused event.
The Party
You're greeted by a swarm of bubbles as you walk through the doors of a vintage laundromat. Clothes folded on the counter, gumball machine shining idly in the corner. And a door opens...
You're surrounded by suds as you step through a colorful and breezy corridor. You turn a corner and you're standing in a sunlit garden, soft silk and corduroy flowers reaching high above you. A right turn then a left, and the spaces opens into a full-blown party: music, mocktails, your senses are bombarded by sights, sounds and smells. Here's your chance to step away with laundry...reimagined.
The After Party
We hosted nearly 1000 hand-picked guests over the course of the 2 day event, with over 1700 products sampled (Mahogany Teakwood detergent was especially popular), well over 1300 mocktails served and 0 danger driving home.
- Total Guests0
- Mocktails Served0
- Products Sampled0+
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