Dirty Laundry gives you the chance to air your confessions and wash away all your Dirty Laundry with our enigmatic host Signorina Bubbles.
The hit of June 2015, in partnership with global lifestyle electronics brand Whirlpool.
Attracting millennials to engage with the brand’s latest products, and increase market share.
Dirty Laundry was one of many immersive created and produced for Whirlpool.
‘Dirty Laundry’ was a week-long, immersive pop-up bar, styled as an all-American 1950’s launderette.
Dirty Laundry achieved global media recognition, social engagement and sealed John Lewis as a new retail partner.
And instrumental in achieving ambitions for increased market share.
The Creative Challenge
Whirlpool came to the Meredith Collective ready to redefine what their brand meant to millennial homemakers. A notoriously difficult target market to woo with white goods, we set about creating a series of events that redefined Whirlpool and delivered sparkling results.
With the launch of new lines in washing machines and kitchenware, Whirlpool had ambitions of increasing market share from 2% to 6% in two years.
Cutting to the clean with Dirty Laundry
Inspired by the idea of the unheard, we designed ‘Dirty Laundry’, a week-long immersive pop-up bar, styled as an all-American 1950’s launderette in the heart of London’s Fitzrovia
Add edible liquitabs, washing-machine inspired cocktails spun inside re-purposed Whirlpool washing machines, and drinks served in specially designed detergent bottles. A DJ booth made out of washing machines and Polaroid photo booths with washing machine props and Whirlpool branded speech bubbles.
Built around the idea of silently washing away confessions, we invited consumers and trade to a bespoke-launderette, with a difference.
The space was filled with working machines, perfectly demonstrating its silent selling point.