HAUS OF SUDS
Exploring Generational Laundry Rituals Through Experience Design
Scope
Creative Direction • Experience Design • Environmental Graphics • Community Touchpoints • Motion Content
The Insight
Laundry is one of the few household rituals shared across every generation, yet each generation approaches it differently. While older consumers often prioritize reliability and performance, younger audiences increasingly view laundry as an extension of personal expression through fragrance, care routines, and lifestyle.
Haus of Suds was created to explore these evolving behaviors through an immersive laundromat-inspired experience that transformed consumer research into a cultural conversation.
Overview
Haus of Suds transformed the familiar laundromat into an immersive storytelling experience centered around generational laundry habits, fragrance preferences, and care routines.
By combining environmental graphics, branded collateral, and motion content, the experience invited visitors to explore how laundry behaviors have evolved across generations while creating new opportunities for brand engagement.
Environmental Graphics
Illuminating Consumer Insights
A series of custom lightboxes served as the primary storytelling devices within the space, translating research findings into bold, highly visible moments throughout the environment.
Community Touchpoints
To reinforce the laundromat's role as a modern third space, the experience extended beyond environmental graphics into a collection of branded touchpoints designed to encourage gathering, discovery, and conversation.
Through editorial storytelling, hospitality moments, and take-home artifacts, House of Suds transformed everyday amenities into opportunities for connection.
Newspaper
Editorial storytelling that translated consumer insights into a tactile take-home format.
Coffee Bar
A branded refreshment experience that encouraged visitors to linger, gather, and engage with the installation.
Tote Bag
A functional takeaway that extended the visual identity beyond the event space while reinforcing the campaign's playful laundromat narrative.
Motion Content
Building Anticipation & Engagement
Motion assets were created to generate excitement before the event and capture the experience once it was live.
Outcome
Haus of Suds brought together environmental storytelling, branded content, and experiential design to reimagine the laundromat as a modern third space. By transforming everyday laundry rituals into a shared cultural experience, the installation generated meaningful client engagement, resulting in 20+ prospective client leads and multiple new project briefs.
Key Contributions
Developed the overall creative direction and visual identity system
Designed environmental graphics and immersive lightbox experiences
Created a suite of community touchpoints, including a newspaper, coffee bar, and branded tote bag
Produced promotional motion assets and event content
Translated consumer research and generational insights into a cohesive physical brand experience
