{"id":11674,"date":"2018-03-22T10:56:16","date_gmt":"2018-03-22T10:56:16","guid":{"rendered":"http:\/\/www.staging.detergo.eu\/?p=11674"},"modified":"2018-04-10T13:48:28","modified_gmt":"2018-04-10T13:48:28","slug":"reportage-xxi-century-cleaning-a-multi-sensory-experience","status":"publish","type":"post","link":"https:\/\/www.staging.detergo.eu\/en\/reportage-xxi-century-cleaning-a-multi-sensory-experience\/","title":{"rendered":"REPORTAGE — XXI century cleaning, a multi-sensory experience"},"content":{"rendered":"

Sector operators agree: optical brighteners used in the past\u00a0are not enough anymore. Today, clients want to have their garments cleaned and sanitized with the perception of acomplete process including machines maintenance, all the work cycles management and the choice of solvents.
\nAnothercrucial factor concerns shops\u2019 internal environments: clean, well scented with the possibility of seeing the operators at work and receiving a friendly welcome at the counter<\/strong><\/p>\n

A laundry called Euro Lavanderia exists in Naples, in Prato and in Andria, too. Whereas Europa laundries can be found in Macerata, Mestre, Carpi, San Benedetto del Tronto, San Michele al Tagliamento, Chieti, Agrate Brianza, Bevazzana, Genova, Montecatini Terme, Aldeno and Piove di Sacco.
\nA country like Italy that, according to the latest results of political elections, is not really that fond of Europe as far as some Italian regions go, witnesses the increase in the choice of business names with the word Europe in it. The trend is already telling us something important about laundries of XXI century as it seems to be going towards the idea of conveying a new concept of cleaning from the very beginning, that is from the name of the shop itself. The new concept of cleaning reflected by other European countries seems to be expressed by a more continental feel to it and less local, a more\u00a0regulated and less improvised one, certified and not intuitive anymore.
\n\"\"Quoting one of the films by Vanzina brothers, there is nothing behind the sign \u2026 or perhaps there is a new concept of cleaning generated by our times instead?
\nPushed by the curiosity to learn more about it, we handed the question to the renowned sector operators
\nwho supplied numerous answers reported below.
\n\"\"\u201cThe times when optical brighteners were used are over. Once, the happy housewives would come home
\nfrom a laundry shop carrying extremely white shirts and perfectly well ironed pants with a crease\u201d starts Marco Boccola, the Sales Director at Ilsa, a producer of laundry machines based in San Vincenzo\u00a0<\/strong>di Galliera, Bologna area<\/strong>. He continues: \u201cToday, clients who enter a dry-cleaning shop do not just go towards the counter. Once entered, they look around, pay attention to the smell or give a quick look at the machines in the back. The reason why they do all this is because the place from which clean garments come out should be clean in its entire structure. It is expected\u00a0to be in order, tidy, welcoming and nice looking. Using words like surfactants or bacteriostatic in shops that look untidy or bed smelling can only highlight the illusionary effect of optical brighteners used last century.
\nThe words acquire much more sense if pronounced in shops equipped with highly professional machines
\nsubjected to continuous maintenance, clean inside and that produce clean garments coming out from the
\nmachines portholes\u201d.
\n\"\"\u201cThe equation clean equals hygiene is much stricter than it used to be\u201d confirms Gabriele Giotto, the<\/strong> Sales and Product Manager of Grandimpianti,<\/strong> a producer of laundry machines based in Sospirolo, Belluno. He makes his point: \u201cIn XXI century, just to take a solid example, washing does not mean making the stains disappear from our sight. The fact that they\u00a0are not visible anymore does not mean that the chemical effects are gone, e.g. mold or textile deterioration due to the soiled parts of the garment. We need to use efficient, strictly controlled and tested chemical products and machines that meet all the parameters followed by textile maintenance sector in order to make the most of them\u201d.
\n\u201cAt this point, \u2013 Giotto continues \u2013 solvent alone does not guarantee obtaining clean garments that a laundry needs to provide constantly, wash after wash through the use of professional machines and not imitations of domestic models. I am talking about machines that can also be used for wet cleaning. Machines acquired from supplying companies that guarantee remote assistance preventing and finding solutions for cases\u00a0ranging from goose down winter jackets cleaning to\u00a0washing garments worn by nursery home inpatients\u00a0subjected to particular health problems\u201d.
\n\"\"\u201cThe concept of cleaning has been subjected to quite\u00a0 an evolution in the name of quality over the last years\u201d\u00a0explains Corinna Mapelli, a co-owner of Trevil\u00a0that produces ironing machines in Pozzo d\u2019Adda,\u00a0<\/strong>Milan area.<\/strong> She continues: \u201cIroning sector definitely\u00a0has had to face some important challenges due to the\u00a0changes taking place in laundries nowadays. What we\u00a0witness today is more and more common, if not dominant\u00a0use of water in garments washing processes\u201d.
\n\u201cWithout doubt, \u2013 Corinna Mapelli continues \u2013 a drycleaned\u00a0garment passes through ironing lines without\u00a0having changed the shape almost at all, therefore it\u00a0represents fewer ironing difficulties than a wet cleaned\u00a0garment. Today, we have moved from ironing of a garment\u00a0as an extra value so to say, to an actual, incisive\u00a0and performing ironing. The technological breakthrough\u00a0is clearly visible by the more common use of tensioning\u00a0finishers and blowing and vacuuming ironing\u00a0boards. The latter ones reflect the idea of ergonomics\u00a0more and more often due to the type of work carried\u00a0out by the operators\u201d. \u201cWe can actually say that \u2013 Corinna\u00a0Mapelli concludes \u2013 clean linen and garments\u00a0produced by the laundries of XXI century are a result\u00a0of different, integral quality visible through both the washing\u00a0processes and ironing techniques\u201d.
\n\"\"According to Marco Niccolini, the Sales Director of\u00a0Renzacci,<\/strong> a producer of laundry machines based\u00a0in Citt\u00e0 di Castello, Umbria, the perspective extends\u00a0to the society: \u201cNowadays, it is actually social networks\u00a0– he says – that tell us all about current changes taking\u00a0place in our society where clean means wellness,\u00a0and where values such as biodegradability and hypoallergenic\u00a0have become crucial. It is true that natural\u00a0solvents, called this way due to their natural origins,\u00a0have doubled their action range in dry-cleaning laundries\u00a0becoming competitive to PERC. What is more,\u00a0their use requires the producers of laundry machines\u00a0to provide machines able to protect textile colours and\u00a0treat soft, delicate fabrics\u201d.
\n\u201cAll this is good for the health and wallets of those who\u00a0invest in the changes in progress \u2013 Niccolini concludes.<\/p>\n

\"\"We witness it during our Academy Days organized for entrepreneurs and sector operators. A huge
\nnumber of applications come from all over Italy. It means\u00a0that the demand for the new cleaning concept in\u00a0and out of the dry-cleaning shop is rising also in places\u00a0like Vipiteno or Punta Raisi\u201d.
\nAt this point, a comment by a laundry owner becomes\u00a0relevant. It comes from Legnano where Federico\u00a0\u00a0<\/strong>Cimini owns Quadrato Verde, a business composed\u00a0of four \u201cLavanderie del Centro<\/strong>\u201d laundry\u00a0shops. \u201cIn XXI century, cleaning makes part of clients\u2019\u00a0fundamental needs but it cannot be isolated anymore\u00a0\u2013 Cimini reveals. \u2013 It means flexible opening hours\u00a0and clean, tidy and scented internal environment of the\u00a0shop where clients can actually see the operators at\u00a0work. This could constitute the basis of trust for shop\u00a0owners and employees to establish a crucial dialogue\u00a0with clients who leave their garments at the counter\u00a0together with their story made of fibers, textile, stains
\nand previous washing cycles. Good washing starts\u00a0with the dialogue with clients\u201d.
\n\"\"Alessandro Rolli, the Managing Director at Kannegiesser\u00a0Italia, a producer of industrial laundry\u00a0<\/strong>machines and plants expresses<\/strong> his views that contribute\u00a0to our mind broadening as far as the topic goes.
\n\u201cQuality has become a fundamental value for any laundry\u00a0industry and linen rental businesses – Rolli writes.
\nBesides, on the contrary to what is sometimes\u00a0claimed, quality can be scientifically measured through
\nvarious factors:
\n– Process conductivity
\n– Percentage of re-washed linen
\n– Fibers deterioration (mechanical or chemical)
\n– Ash content
\n– The level of white reached
\n– PH
\n– Result reproducibility
\nWhat is more, washing quality has a significant influence\u00a0on further processes in a laundry. When it comes\u00a0to the ironing stage, the ironers could have problems\u00a0like frequent breaking of belts, yellowing, chest scaling,\u00a0coating worn out untimely, etc. The quality of washing\u00a0is therefore, a synonym of well-functioning businesses\u00a0together with their entire production chain\u201d.
\n\"\"Let us conclude the view points on what the XXI century\u00a0cleaning means by quoting Mirco Mongillo, the Sales\u00a0Director of Firbimatic, a producer of washing\u00a0machines for laundries based in Sala Bolognese<\/strong>.
\n\u201cHigh quality of cleaning has become obligatory for laundries\u00a0willing to handle competition of today – Mongillo\u00a0explains \u2013 and the reasons for it depend also on human\u00a0factor. Many clients leave their garments at the shopping\u00a0mall dry-cleaner\u2019s where they used to chat on weather\u00a0conditions with the friendly Mrs. Maria at the counter.
\nShe won\u2019t be there anymore, as today, we interact with\u00a0more anonymous and hectic structures by necessity.
\nShops will need to replace that missing human factor\u00a0with integral and excellent quality of cleaning\u201d. \u2022<\/p>\n

by Stefano Ferrio<\/p>\n

Detergo Magazine March 2018<\/p>\n","protected":false},"excerpt":{"rendered":"

Sector operators agree: optical brighteners used in the past\u00a0are not enough anymore. Today, clients want to have their garments cleaned and sanitized with the perception of acomplete process including machines maintenance, all the work cycles management and the choice of solvents. Anothercrucial factor concerns shops\u2019 internal environments: clean, well scented with the possibility of seeing […]<\/p>\n","protected":false},"author":3,"featured_media":11666,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[458],"tags":[947,948],"class_list":{"0":"post-11674","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-topnews-en","8":"tag-federico-cimini-owns-quadrato-verde","9":"tag-producer-of-industrial-laundry-machines-and-plants-expresses"},"_links":{"self":[{"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/posts\/11674","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=11674"}],"version-history":[{"count":2,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/posts\/11674\/revisions"}],"predecessor-version":[{"id":11677,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/posts\/11674\/revisions\/11677"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/media\/11666"}],"wp:attachment":[{"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/media?parent=11674"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/categories?post=11674"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.staging.detergo.eu\/en\/wp-json\/wp\/v2\/tags?post=11674"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}