Celsious, the Concept Laundromat
Possessing natural light, high ceilings, and a spacious spa-like atmosphere, the ambience of the laundromat’s interior also complements its soft, neutral-hued visual branding which consists of buttery yellows, creamy oranges, and warm taupes. In the pre-pandemic age, you’d be waiting for those organic cotton basics to prepare for the rinse cycle while Celsious occupied you with plenty of ways to keep busy. You could grab an organic coffee and nibble on some appetizing (and equally clean) locally sourced baked goods, or cool out in the mezzanine lounge area which also provided a quiet environment to get studying done. Times have radically changed since then, and Celsious now turns to its website and social media platforms to provide more engagement with customers.
The Celsious website, formerly welcoming visitors with oddly satisfying visuals of linens swaying delicately across the screen, has upgraded to a platform that provides more products, content, and information that coincide with the current times. The site’s focus is on e-commerce—offering assorted products from their in-house line that feature 100% biodegradable materials that do not contain any corrosive or acidic elements. Inclusive to this assortment is laundry soap crafted from environmentally friendly ingredients like baking soda, washing soda, and vegetable soap. Sweater pill remover, microfiber laundry balls, and fabric softener can also be purchased from the website. Celsious is immensely dedicated to tidiness, cleanliness, and good sanitation practices, although the laundromat was engaged in these practices long before it became mandatory to be.
Laundry is also considered essential during these uncertain times and in coordination with the strict guidelines of social distancing, Celsious has chosen not to be open to the public and self-service isn’t currently available. However, the laundromat does offer two drop-off services that include Wash-Dry-Fold and Wash-Dry-Bag. Celsious also caters to essential workers such as medical professionals and those with weaker immune systems for special accommodations as well as priority booking for drop-off services.
What are your career backgrounds and how did they influence and inspire the conceptualization of Celsious?
Theresa studied Product Design at Central St. Martin’s in London and worked as an eyewear designer before moving to NYC to help me bring Celsious to life. I pursued a career in journalism and worked as a fashion editor at Elle Germany, followed by a move to NYC to be Editor-at-Large for Harper’s Bazaar Germany. Living in New York for the first time, I was surprised at how unpleasant the laundromat experience was. The places in my neighborhood were dark, had a musty smell, no AC, and hardly any seating. I was also disappointed that my clothes would not come out of the wash very clean. In a city with top-of-the-line amenities, I couldn’t believe that nobody had thought to improve the laundromat experience. So I decided to create it!
What are some challenges that you’ve had to overcome during the early stages of this start-up?
Permitting and licensing was a huge undertaking—there is so much bureaucracy and runaround involved when starting a business in New York. The buildout was also incredibly challenging. Instead of choosing a previous laundromat location to renovate, we went with a location with high ceilings to allow for tall storefronts and lots of natural light. It ended up being a complete gut renovation and was one of the hardest things we have ever had to do.
Are you looking at future expansion of Celsious? When and where?
We would love to see Celsious in all boroughs of NYC! Living in New York is such a unique experience; it’s not easy, but at the same time there’s so much about it that is charming and unlike any other place in the world. Laundromat life should definitely move over to the enjoyable and convenient side. We had started to look at new locations but due to the current COVID-19 situation, we’ve had to put that on the backburner.
Do you have competition as a concept laundromat or is Celsious more of a monopoly?
We’re not the first ones to open a concept laundromat—there are a handful of successful examples, in different forms, around the world. Some of our favorites include our friends at Spin Laundry Lounge and Laundré in SF. In NYC, we haven’t seen anybody offer a space or experience that is as welcoming, beautiful and relaxing as ours (yet!).
How was the overall execution relating to logistics and sourcing materials for the laundromat?
We sourced most of our building materials second-hand because eco-consciousness runs through every aspect of the business. Theresa loves scouring Craigslist for deals; she was able to find some beautiful marble scraps there. We found much of what we needed from The Big Reuse, which is a non-profit that has a massive amount of donated building materials, furniture, and industrial equipment. Our bright yellow bench that everyone loves was from a sample sale. And we saved and repurposed materials while renovating the space: for example, the wall behind the plant accent above the dryers was actually the floor we had torn out. The materials we collected then dictated the design. Theresa actually found the challenge of designing within these constraints exciting.
What enticed you to take on this business venture despite having degrees, credentials, and experience in more creative professions?
Even though we had very different career paths, we always dreamed of eventually doing something for ourselves – together. Initially, Theresa was only going to advise on the design, but Corinna managed to rope her in to stay and see the whole thing through. After Theresa moved to New York, our parents came to help out for 2-3 months, but that also quickly evolved into bigger roles. It’s now a full-blown family affair! We all decided to take on this venture because we truly believe that there is a need for a more pleasant laundromat experience, as well as more education on eco-friendly garment care. If you see a need for something in the world, you have to build it! It’s the only way to move forward.
How has your business adapted to the economical and logistical changes as well as health regulations that the world is currently facing?
We’ve suspended self-service for as long as social distancing guidelines are still in place. We've been working hard to create a new workflow and careful in-store processes. We store unlaundered loads in sealed bags on a different floor than our clean loads. We vigilantly disinfect surfaces and knobs, and we sanitize carts and machines in between washes. Our team is always covered and protected (masks, gloves and coveralls), with additional gear for processing days (goggles and respirators).
