{"id":11358,"date":"2017-12-17T18:55:23","date_gmt":"2017-12-17T18:55:23","guid":{"rendered":"http:\/\/www.staging.detergo.eu\/?p=11358"},"modified":"2020-02-27T11:47:09","modified_gmt":"2020-02-27T11:47:09","slug":"italian-talent-croissants-and-smiles-at-the-washing-cafe-between-one-drying-cycle-and-another","status":"publish","type":"post","link":"https:\/\/www.staging.detergo.eu\/en\/italian-talent-croissants-and-smiles-at-the-washing-cafe-between-one-drying-cycle-and-another\/","title":{"rendered":"ITALIAN TALENT — Croissants and smiles at the Washing Caf\u00e8 between one drying cycle and another"},"content":{"rendered":"

HOW IS THE\u00a0LAUNDRY\u00a0MARKET CHANGING\/1<\/h2>\n

During its first one and a\u00a0half year, this laundry-bar\u00a0based in Milan managed\u00a0to acquire many various\u00a0loyal clients: professional\u00a0freelance workers,\u00a0pensioners, five o\u2019clock\u00a0tea time group of friends,\u00a0employees, bed and\u00a0breakfast guests, Chinese\u00a0families, etc. Such are the\u00a0results of the happy intuition\u00a0of a husband and wife, who\u00a0<\/strong>decided to experiment a\u00a0new self-service laundry\u00a0model in Italy, extremely\u00a0successful abroad. Where\u00a0the time spent on waiting\u00a0for the clean linen becomes\u00a0<\/strong>an occasion for relaxation,\u00a0meetings and reading<\/strong><\/p>\n

 <\/p>\n

\"\"There is a self-service and a selfservice.
\nAnd there is a tumble dryer and a\u00a0tumble dryer.
\nWhile looking for signs of the laundry\u00a0market changing, we came\u00a0across two important lessons that\u00a0are linked one to another, and that\u00a0originate from the Washing Caf\u00e8\u00a0laundry in Lomazzo 29 Street, in\u00a0the very heart of Milan.
\nCome inside and you won\u2019t really\u00a0know whether it is a cafe, as the\u00a0bar and the tables in front of you\u00a0suggest, or a coin-op as you look\u00a0at the working washing machines\u00a0to your left. The presence of Caterina\u00a0supports the second hypothesis.
\nThe elderly woman comes here\u00a0every week to wash her bed sheets.
\nShe is enchanted by the beautiful\u00a0smell of the sheets when she takes\u00a0 them out from the dryer. There are\u00a0also young people reading a thriller\u00a0and sipping their cappuccinos, and\u00a0a group of employees who came\u00a0by during their morning break.
\nThe answer to our question comes\u00a0from a beautiful smile of Barbara\u00a0Antuoni, who just served another\u00a0coffee and is now telling us about\u00a0the beginning of this business. \u201cI\u00a0used to go to a coin-op in my small\u00a0hometown, Bollate. It was run by\u00a0an elderly lady. It was near my house\u00a0and allowed me to wash a great\u00a0load of linen within an hour. Yet, I\u00a0felt\u00a0that something was missing in\u00a0there. The place was great, painted\u00a0pink, always well taken care of so\u00a0that the clients could feel at home.
\nSo, when the moment of starting\u00a0the business came\u2026\u201d.
\nIn order to catch up with the decisive\u00a0passage of the story, it is\u00a0\u00a0necessary to introduce Barbara\u2019s\u00a0husband, Giampiero Tarullo, a creative\u00a0advert publisher, who was\u00a0away on business when we came\u00a0to visit the laundry. \u201cWhat happened\u00a0was that, when we got a small\u00a0capital to invest \u2013 continues the\u00a0laundry-bar owner \u2013 Giampiero,\u00a0remembering my hometown stories, had no doubts about opening a\u00a0small self-service laundry.<\/p>\n

\"\"<\/p>\n

We wanted\u00a0it to be different from any other\u00a0laundry. The place we had in mind\u00a0would be cosy, a small family run\u00a0\u00a0place where one can sit and drink\u00a0something, and talk to others for a\u00a0while \u2026 So here we are, a year and\u00a0half later running the place\u201d-.<\/p>\n

A great year and a half for the Washing\u00a0Caf\u00e8. It has been designed\u00a0\u00a0following northern European models.
\n\u201cImagine that, e.g. in London\u00a0there are washing machines placed\u00a0under the bar. We have seen other,\u00a0similar solutions in the Netherlands\u00a0\u2013 the owner says \u2013 so we thought it\u00a0would be right to try opening one of\u00a0 these also in Italy\u201d. The result translates\u00a0to an efficient and attractive\u00a0\u201chybrid\u201d model where the laundry,\u00a0with a separate entrance, is open\u00a0seven days per week with the opening hours from 7 a.m. to 10 p.m.,\u00a0while the bar is open from 7 a.m.\u00a0to 7 p.m. and the closing day is on
\nSunday.<\/p>\n

\"\"The facts proved that the creators\u00a0of this unusual place were\u00a0right. There also have been some\u00a0positive effects on their family life.
\nBarbara left her previous job. She\u00a0used to work as a shop assistant\u00a0at a big shopping mall where she\u00a0worked every day. The couple can\u00a0now spend more time with their\u00a0 children, Mirko and Noemi, who are\u00a09 and 7 years old. They gave their\u00a0children traditional names, not copied\u00a0from popular tabloids, which\u00a0shows their sensibility and curiosity\u00a0for the new that combines with the\u00a0idea of proper roots: a crucial combination\u00a0in Italy of year 2017, where\u00a0we witness the craze for TV reality\u00a0shows and smart phones. However,\u00a0on the other hand, the widespread\u00a0interest in sharing spaces\u00a0and smiling to people face to face\u00a0remembers us how it used to be in\u00a0Milan cafes, e.g. in the artistic Brera\u00a0district or along the Naviglio, in the\u00a0area of cafes with a slight north European\u00a0look.
\n\"\"It all proves that there is a self-service\u00a0and a self-service, as we wrote\u00a0in the beginning of this article. Consequently,\u00a0there is a tumble dryer\u00a0and a tumble dryer. The first name\u00a0goes for the way a machine works,\u00a0the second to fruit-vegetable freshly\u00a0squeezed juice. They obviously\u00a0co-exist here. The latter one helps\u00a0us introduce Fabio, who comes\u00a0here to have his fresh ginger and\u00a0fennel juice that, as he said it \u201cqualifies\u00a0the healthy line of the cafe\u201d.
\n\"\"Fabio, who runs ad advert agency\u00a0in the area, is one of the many loyal\u00a0clients of the Washing Caf\u00e8. Just\u00a0like Mrs. Caterina that we met before,\u00a0happy to take her clean and\u00a0scented bed sheets home. \u201cAnd\u00a0many others who, while waiting\u00a0for their shirts to be washed, have\u00a0lunch during a break at work \u2013 Barbara\u00a0adds\u2013 or a group of women\u00a0who, between one and another\u00a0glass of fresh juice, have become\u00a0friends to the point that they fix\u00a0their weekly appointments here at\u00a0the tea time. Many foreigners come\u00a0here too. The B&B they are staying\u00a0at directs them to us should they\u00a0need to wash anything. Finally, also\u00a0\u00a0the Chinese community of the area
\nrely on us every now and then in\u00a0case they need to wash a jumper\u00a0or two\u201d.
\n\"\"The word of mouth has undoubtedly\u00a0 helped the number of clients\u00a0grow steadily and continuously. It\u00a0actually proves that in our technological\u00a0and hectic world of today,\u00a0the main \u201cdemand\u201d is all about human\u00a0 relationships and warmth. It\u00a0seems to be so urgent that even\u00a0a self-service laundry can satisfy it\u00a0impeccably. With smiles and sips of\u00a0 coffee while the juice extractor produces\u00a0another glass of juice. \u2022<\/p>\n

Detergo Magazine – Dicembre 2017<\/p>\n","protected":false},"excerpt":{"rendered":"

HOW IS THE\u00a0LAUNDRY\u00a0MARKET CHANGING\/1 During its first one and a\u00a0half year, this laundry-bar\u00a0based in Milan managed\u00a0to acquire many various\u00a0loyal clients: professional\u00a0freelance workers,\u00a0pensioners, five o\u2019clock\u00a0tea time group of friends,\u00a0employees, bed and\u00a0breakfast guests, Chinese\u00a0families, etc. Such are the\u00a0results of the happy intuition\u00a0of a husband and wife, who\u00a0decided to experiment a\u00a0new self-service laundry\u00a0model in Italy, extremely\u00a0successful abroad. Where\u00a0the […]<\/p>\n","protected":false},"author":3,"featured_media":11346,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[1451],"tags":[],"class_list":{"0":"post-11358","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-italian-talent-1"},"_links":{"self":[{"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/posts\/11358","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/comments?post=11358"}],"version-history":[{"count":7,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/posts\/11358\/revisions"}],"predecessor-version":[{"id":11366,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/posts\/11358\/revisions\/11366"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/media\/11346"}],"wp:attachment":[{"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/media?parent=11358"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/categories?post=11358"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/tags?post=11358"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}