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Figure · The playgroundOne job, one place, many players: laundry in New York
PlaceNew YorkIn small European villages, families do their laundry at home. Another place, other rules.
The job“My laundry has to be clean”
Players · every way the job gets done
Washing by hand
Washing machine at home
Dry cleaner
Housekeeper
LaundromatWhere Launderette plays
Ways that involve no product count too: washing by hand and the housekeeper compete with the laundromat.
Rules, norms and habits of this place
37%of homes across New York State have no clothes washer
  • Apartments have historically been cramped, and many come without a washing machine
  • There is a real culture of taking your clothes to the laundromat
  • The usual laundromat: bright white light, bags piled on the machines, an hour of waiting
New player · Launderette, Williamsburg, early 2025A laundromat in Brooklyn where the hour of waiting becomes time you’d want to spend there.Takes the form the city already uses, a laundromat, and removes what the others accept: bag storage moved to a basement, a front area for working and gathering, a power outlet at every seat, a coffee bar.
Figure · What sits inside whatShelf, market, category and niche all sit inside one playground
PlaygroundEvery way people in New York get “my laundry has to be clean” done
Other markets, same job
Washing machines
Dry cleaning
Home services
Washing by hand · no product, no market
LaundromatsMarket: the money spent on them. Category: laundromats compared with each other.
Niche: a laundromat for students
Shelf: the laundromats you choose between
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