Celsious, the Concept Laundromat

June 01, 2020

Wash, dry, fold. A rather mundane routine we’ve all become accustomed to doing once every two weeks or so. And for most New Yorkers, it’s a task done offsite that no one looks forward to—at what seems to be a very ubiquitous type of business or establishment. However, one laundromat in Williamsburg, Brooklyn has worked to eradicate this monotonous chore and provide a new experience for the modern launderer.

Corinna + Theresa Williams of Celsious, the archetype for contemporary laundry, describe the laundromat as a ‘premium sustainable garment care provider’ which targets the organic infatuated and thrifty millennial who is immersed in a simple lifestyle and aesthetic—as well as a demographic who cares about a “clean and green” approach by utilizing energy sources efficiently. This concept laundromat is the first of its kind in the borough and in NYC. Located on North 7th Street, just a few blocks west of Bedford Ave, it is immediately recognized by its minimal yet bold square logo.

Interview by Tiffany Harrison
Lead image by Atelier Dore
Interior images by Pedro Beraldo
All other images courtesy of Celsious

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).

Culture

Mowalola x Miss Sixty Launch with H. Lorenzo

I swing my legs over the ropes that guard the VIP entrance. Always over (I’m 5’10), never under. I’m late to the H. Lorenzo x Mowalola event, and the line is wrapped around the block. I don’t want to be an asshole, but I hate waiting in lines; it just ruins everything.

“Hey, my friend is DJing right now. My name should be down,” I say.

The youngish security guard looks me up and down. I have made an adventurous choice for this type of crowd. Neon pink hoodie, bright orange vest, my Raimundo jeans, and Jeremy Scott animal print sneakers. I let him take me in and look over his shoulder. Hmmm… I will be swathed in darkness when he lets me in. Dark night, dark clothes, dark makeup, furs, hoods, leather accessories, and sunglasses. I don’t recognize anyone, but it’s hard to tell who anyone is because I can’t see after 8 pm without my glasses. Night blindness. I can still catch a vibe though.

“She’s in the bathroom,” Mr. Guard says, interrupting my squinting.

“Who?,” I ask.

“The woman in charge of the list.”

That’s a drag. I want to dance. Lately, I am going out in the name of music.

“So…can I go in?” I ask.

“Just wait for her to get back.”

That sounded fine. I wait. The outdoor smoking area is packed. I imagine the inside to be a mirror of this, hopefully with people dancing instead of blowing smoke in each other’s eyes.

“You got instagram?” The guard asks me after about ten minutes of flirting.

“Can I go in?” I said.

He laughs. He lets me in the event without a wristband.

Inside, I understand why the other guard was gone for so long. I made a mental note to not drink too much liquid, the bathroom line is almost as long as the line outside. The party is popping, far from a flop.

I push through the crowd solo, following the speakers to the DJ booth. The immersive visuals provided me with enough light to make out Mowalola in a gold bikini and her low rise denim. My pulse races like the horse printed on the front of her coochie. That’s the point of the collection, obviously.

My hips swing around before I head towards the open bar. I smile to myself, noting that it’s a mezcal forward menu. I see a drink that disgusts me so I order it without hesitation. It’s a mezcal coffee concoction. My heart ’s ran through already, why not go all in? I head back to dance when I hear Shigecki’s set start. I’m jumping around, sweating, and when I pause for a beat I let out a yelp. There are strippers working poles opposite and behind the DJ booth. Good. Events should be sexy.

I end the night smoking my friend’s Korean strawberry cigarettes taking in the air of cool- when a man comes up to me wild-eyed exclaiming that we look just like one another. I look at him- no, not at all. I turn slowly, remembering what I should be doing: listening to DJ G2G’s set. Back inside, she is playing reggaeton type beats with lasers beaming out of her headphones (I want these). A rave in it of herself.

Too bad all the events end at 2 am in LA.

Culture

Vans Pipe Masters 2024

On the first night, Steve Van Doren and the Vans team hosted the heat draw for the competitors at a casual backyard barbecue. The son of Vans’ co-founder Paul Van Doren, Steve has worked in the family business for decades, and is now known as the Ambassador of Fun. Wearing a Hawaiian shirt and a cowboy hat made out of old shoes, he was definitely dressed for the part. The surfers, along with family and friends gathered in a relaxed setting as 40 men’s and 20 women’s names were drawn from a shoebox. The competition would run in 3 rounds, the top 4 men and 4 women with the highest scores moving onto the finals. When asked about their strategies, most gave answers along the lines of “get waves.” Refreshingly simple.

After waiting a few days for favorable conditions, the first day of competition kicked off with Women’s Round 1. It was finally time to see Pipeline in action. Banzai Pipeline is known as one of the most dangerous places to surf due to the powerful waves breaking over shallow and sharp reefs. With the potential to crash into the rocky edges or have leashes caught in caves, it takes a ton of skill–-and even more courage–to surf here. No stranger to these risks, the first heat included favorites Caity Simmers and “Queen of Pipeline” Moana Jones Wong, who showed off exactly why they’d been successful here in the past. Midway through the heats, Mother Nature decided to throw in another element as a light drizzle turned into a proper downpour. Rain or shine, the athletes went out unfazed, focused on getting their first points on the board.

After another short day’s break, the competition continued with the women’s second round and the men’s first. The beach was filled with spectators, locals and tourists alike, as the competition was free for all to attend. While fans rooted equally for the women and men, the most popular were the local Hawaiian athletes, which made up about half the competition. The women started off the day again, hyping up the crowd with incredible rides. One ride by Bettylou Sakura Johnson earned the first Bag of Cash of the day– a cash prize (of undisclosed amount) awarded in a brown paper bag to any surfer that pulls off a wow moment, excites the crowd, and pulls off something spectacular regardless of what the conditions might look like.

Winds picked up as the men’s competition began and two strategies quickly emerged: an aggressive approach, targeting any decent waves to build small scores; and a patient approach, waiting for the perfect wave to chase a high single score. Even the waves that were unrideable were a spectacle in itself. The sheer size, illustrated by the length of surfboards riding up and over, and the following crash of white water spray was hypnotizing. Then imagining having to experience it out on the water, duck diving under or being lifted over, brought a renewed respect for the surfers.

After watching these early rounds, it was time for office to head back to the cold. With the competition officially spanning from December 8-20, it seemed the forecast was gearing up for some massive waves— and it didn’t disappoint. Following from afar through Vans’ Instagram and live updates, we saw the full extent of what it means to surf at Pipeline. After a series of electrifying and daring surfs, the 2024 winners were crowned: Erin Brooks and Nathan Florence.

The thrill of watching top athletes compete at the highest level of their sport, even remotely, never fails to inspire. Few sports surrender so completely to the forces of nature as surfing does. And at its core, surfing is all about having a deep respect for the ocean—its unpredictable whims, its immense power, and its ever-changing moods.

Culture

The Cost of Queendom

December 17, 2024

One summer afternoon in New York, a few days after their New York premiere of the acclaimed documentary Queendom, office met up with documentary filmmaker Agniia Galdanova and producer Igor Myakotin at a tattoo parlor on the west side of Manhattan. While Agniia received a tattoo of the portmanteau “DOCU CUNT” across her fists, she — unfazed by the needle on her knuckles — answered our questions alongside Igor about the making of the stirring story that has traveled around the world.

One of the opening scenes of Queendom depicts a ritual many of us are all too familiar with in the 21st century. Jenna Marvin, the documentary film’s central subject, takes her friend along with her to take photos for Instagram. When she finds a suitable backdrop, she poses, poses, poses, and then reviews the photos. Dissatisfied, she gives her notes, and then returns to pose, pose, pose again.

By Brook Aster
Photos by Liv Solomon

The ritual may be familiar, but nothing else about the scene — from its setting to its stakes — is ordinary. The backdrop behind Jenna is a sweeping expanse of ice and snow in a small Russian port town called Magadan. Jenna is dressed in drag, but not drag of the Rupaul’s Drag Race variety; her drag has been referred to as “creature drag.” Her signature white face paint, platform heels and surrealist costumes, with their exaggerated sculptural proportions and use of duct tape and repurposed items, catches the ire of her neighbors and the love of online admirers alike. Jenna eventually accrued a following on social media for her public and technically illegal drag performances, which often involved little more than her walking or being in public spaces but nevertheless were often met with abuse and threats of imprisonment.

But when Agniia first encountered Jenna, she hadn’t yet reached the level of virality that would eventually come in the years to follow. The filmmaker was researching different drag performers in Russia for her sophomore project, which she thought would be a docuseries, when she heard from a friend about a young drag queen from Magadan. “I was like, this is impossible. I have to meet this person,” Agniia remembers. “And I could not actually go meet her because I was in Moscow and she was in Saint Petersburg, so I sent a friend of mine with whom I’d been studying with in film school, and she went and filmed the sample.” The simple video, showing Jenna and her friend getting dressed up for a party, struck something in Agniia. The drag was an earlier, more prototypical version of the style Jenna is now known for; less duct tape and ornamentation, but still that signature striking makeup. “Something sparked. I knew I just had to stick to this feeling,” Agniia says. She decided to turn the docuseries into a documentary solely focused on Jenna.

Around that time, the entire world came to a grinding halt: the onset of COVID-19 pandemic had just led to lockdowns around the globe. With only a couple thousand followers on social media at that point in time, Jenna had tried to branch out and connect with other drag artists in Moscow and Saint Petersburg, but faced rejection; her drag was extremely unconventional, and not even other drag artists quite understood it. “I think we found each other at the right moment, because nobody knew what to do, how to cope with all this,” Agniia says. “Jenna was saying that she was lost, and she also didn't know how to develop her art next.”

Unlike some of the other artists Agniia had initially researched, Jenna didn’t need much convincing to allow the camera into her life. “[Especially] after COVID came, there wasn't really [any] drag in my life,” Jenna recounts when I speak to her later over Zoom. “I realized that what drag is for me is not just a costume, a dress, something that you leave, that you take off and then in the dead of the night you put back on. Later, I understood that this is who I am, that I am art and I am drag, and that this is way bigger and more important than just clothing or costume.”

[LEFT TO RIGHT: Agniia Galdanova, Jenna Marvin, Igor Myakotin]

When it came time to move into production stages, Agniia sent a clip to Igor, who had been referred to her by a past colleague. When Igor saw the footage, he was similarly struck by Jenna — and even more struck to find out she shared his small hometown of Magadan. “It was just so fateful to know that I also come from this town, and I've never seen it through this cinematic lens, through the vision that Agniia has,” he says. “I was mesmerized by the footage, mesmerized by Jenna. I thought to myself, I have to do everything I can [for us] to work together, whatever the collaboration is gonna be.”

The two followed Jenna for over three years; Agniia first relocated to St. Petersburg, where Jenna had taken up residence after leaving her grandparents’ home in Magadan, and later Jenna moved in with Agniia in her home in Moscow. All the while, Igor and his team worked remotely from the United States to meet Agniia’s production needs. Inevitably, with all their time spent together, Agniia and Jenna became close.

“There is an unspoken rule in documentary filmmaking that you have to keep this line, and you can’t overcome certain boundaries,” Agniia explains. “In my first film, it was not an easy subject [to do this with] as well. I was following a family for seven months, and [we became] close, but I always was trying to keep my distance, and was constantly thinking about it. How much should I say? How much should I give?” But as she got to know Jenna, it became clear that this time, that distance wouldn’t be possible. “With Jenna almost from the very beginning, I was like, fuck it. That’s not going to work with this one. I'm going to break this rule 100%. I never regretted it, because that's actually what built up the trust that is there.”

As Jenna's public performances continued and began to garner more public attention, her online audience multiplied. Among her virtual admirers was French fashion maven Michèle Lamy, who would eventually sign onto Queendom as an executive producer. Lamy's discovery of Jenna led to an invitation to walk in the Rick Owens show in Paris — her first time modeling, and her first time leaving Russia in her life. Of course, Agniia and her camera followed. But most of their excursions were not so glamorous; many of Jenna's performances shown in the documentary were undertaken at a real risk to her physical safety, and by extension, to the safety of Agniia. But neither of them were daunted.

I remember who I am. And this is what carries me through this life.

After all, Jenna was used to both taking risks and documenting them well before she was the subject of a film; she and her friends long filmed the often impassioned, sometimes violent reactions of strangers and policemen to their mere existence in public spaces in drag. And after a protest performance in which she wrapped herself in the Russian flag, Jenna was kicked out of beauty school, her last attempt at a practical route before pursuing her drag as a full time venture.

The only time Agniia tried to dissuade her was on Paratrooper’s Day, a Russian military holiday often characterized by the drunk soldiers roaming the streets. The risk for violence was especially high. “On Paratroopers Day, people say you can't come out in skinny jeans or with nail polish,” Jenna describes. “[I think] you should do the opposite. You should really make a statement and come out wearing what you want to wear. I think that clothes, what we wear, is really at some point beyond our psyche, our mind, our understanding. It is as if it's a certain kind of spice that is enticing you and you follow the scent of that spice and you don't see anything else except that scent and you follow it. That's how I see it.”

“I was like, ‘girl, maybe we should not do that,’” Agniia says. “Igor was stressing out and she told us, ‘well, you don't need to follow me. I'm gonna go and do it. I don't care if you're coming or not.’” In the end, Jenna ventured out for her performance anyway, protesting the then-recent invasion of Ukraine. Agniia followed. Not shown in the film is that the two were arrested, and managed to talk the police out of their arrest.

Not too long after, she would have to leave Russia again, this time moving for Paris for good; the film follows her struggles to get a visa in time to leave the country after the onset of the war. “It's already been three years that I've been in France, and it is important for me to understand and remember who I am, and to remember that pain, those moments when we were back in Russia doing drag, fighting with the police and law enforcement,” Jenna says. “It is important that this resistance continues and that those voices are not being silenced. Yes, here there’s much more freedom, there are pride parades and queer people can get married, but this is an illusion because there are also places where you cannot get married and you cannot enjoy the same freedoms. I cling to who I am, who I was from the very beginning. I remember who I am. And this is what carries me through this life.”

“Meeting Jenna gave me hope for the future of the country, because governments come and go, people in power come and go, but the generations change at the same time,” Igor says. “So it warms my heart to see that someone like her came from somewhere like that. If I saw her back then at a similar age, it would be even more personal. I think I would’ve accepted myself as gay quicker, and I wouldn't be nervous or closed and not open to the world or myself… Working with this project also meant that we were amplifying the voices of many, many people who couldn't speak like Jenna could.”

For Agniia, the honor of telling Jenna's story is only paralleled by the honor of having her in her life. “We found each other,” Agniia says. “And what I learned from Jenna is so precious; about life, about art, about surviving. And I appreciate it a lot. This film grew so much larger than just a documentary, because I have a family now, a working family.”

Queendom is now available to stream on Apple TV.