Interior Design
Showroom
Year of completion: 2025

The interior of the premium dry-cleaning branch We Hate Ironing, located in the arcade of the multifunctional Nová Brumlovka building, transforms an everyday service into a refined experience with the atmosphere of a fashion boutique. The concept is based on the idea that picking up freshly cleaned garments can feel just as exceptional as purchasing a new piece of clothing.

The minimalist space allows the garments themselves to stand out. Suspended lightly on a stainless-steel rack, they become the main visual element of the interior. Noble materials—terrazzo flooring and a sculptural counter made of terrazzo and stainless steel—emphasize the brand’s premium character and sense of quality.

A screen made of perforated stainless steel, inspired by the drum of a washing machine, offers a partial glimpse into the cleaning process. Branding is applied sparingly, focusing instead on the overall atmosphere of the space. A signature accent color of the brand is introduced through an orange PVC strip curtain, which brings an industrial, technical character to the interior and directly references the technological nature of the cleaning process. Its movement, responding to the passage of people, highlights the dynamic quality of the space and evokes the continuous cycle of garment care.