We Hate Ironing

The interior of the premium dry cleaner We Hate Ironing branch in the passage of the multifunctional building Nová Brumlovka transforms a typical service into a cultivated experience with the atmosphere of a fashion boutique. The concept is based on the idea that picking up cleaned clothing can feel as exceptional as acquiring a new piece of clothing.

The minimalist space allows the clothing itself to stand out, gently floating on a stainless steel rack and becoming the main visual element of the interior. The use of noble materials, terrazzo flooring, and a solitary counter made of terrazzo and stainless steel emphasizes the premium character of the brand and the feeling of quality.

A screen made of perforated stainless steel, referencing the drum of a washing machine, partially offers a glimpse into the actual operation of the dry cleaner. Branding is applied sparingly and focuses on the atmosphere of the space. In it, we work with an accent of the brand's significant color. The orange PVC slat curtain brings an industrial and technical character to the interior, directly referencing the technological essence of the cleaning process. Its mobility, reacting to the passage of people, emphasizes the dynamics of the space and evokes the continuous cycle of clothing cleaning.