[Insta Walk] Londri Project - Came to Do Laundry and Made a Friend

Decided to Operate While Chatting with Friends
Dreaming of a Comfortable Space to Build Camaraderie
Utilizing Experience from Studying Abroad in France
Now Active Interaction Among Customers

Exterior view of 'Laundry Project' located in Haebangchon, Yongsan-gu, Seoul. Photo by Heo Midam damdam@asiae.co.kr

[Asia Economy Reporter Heo Midam] The word ‘iut-sachon’ (neighbor) is filled with warmth and affection. It refers to neighbors who feel closer than family, frequently visiting each other so often that they even know how many spoons their neighbors have, freely coming and going over low fences. Sharing delicious food was natural, and it was common to refill empty bowls with other dishes and bring them back. We often mentioned ‘iut-sachon’ in those times. However, nowadays, it is rarely heard in reality. In the era of single-person households, individualistic lifestyles have become dominant, and it is common not even to know who lives next door, let alone talk with neighbors. The bleakness of the city is even more severe than in rural areas. Even a brief greeting while waiting for the elevator seems like a luxury, with people often avoiding eye contact. The affection of ‘iut-sachon’ has long become a thing of the past. In such circumstances, what if there were a place where you could meet warm neighborhood neighbors? It becomes so intriguing that one might even feel an urgent desire to find it quickly. This place, a ‘collaboration’ between a cafe and a laundromat, is popular among Instagrammers looking for unique cafes. It is a place where those longing for human connection come, called ‘Laundrie Project,’ located in Yongsan-gu, Seoul.

Climbing the hill road toward Haebangchon Five-way Intersection, you will notice a shop with white-painted exterior walls standing out among old buildings. Opening the door out of curiosity, you can encounter customers in various scenes. Some chat quietly over coffee, while others are busy taking laundry out of washing machines. A few read books by the sunny window. At first glance, it looks like a cafe, but it is actually a laundromat frequently visited by Haebangchon residents. This place, where you can spend a leisurely time while the washing machines run, gained word-of-mouth fame after appearing in the 2017 MBC variety show ‘Infinite Challenge’ YOLO special.

This unique space combining a ‘laundromat’ and a ‘cafe’ was created by CEO Lee Hyundeok (36), inspired by an idea that came up while talking with a friend in 2015. He learned that an acquaintance living in a shared house in Haebangchon was inconvenienced by the lack of a nearby laundromat. “I thought there would naturally be a laundromat since many foreigners live nearby, but there wasn’t, which surprised me,” he said. This conversation led him to decide to open the business. However, he anticipated no future vision in operating just a laundromat, thinking that competitors would inevitably emerge someday. While pondering, the idea of ‘coffee’ suddenly came to him. A coffee lover by nature, he said, “I thought of incorporating a cafe for differentiation. From then on, I was obsessed with preparing a ‘laundry cafe.’ I was so excited after the idea came to me that I couldn’t sleep,” he joked.

Interior view of the 'Londri Project.' A long table is provided where customers can sit and talk. Photo by Heo Midam damdam@asiae.co.kr

When preparing for the opening in earnest, his experience studying in France was helpful. He said, “France has many old buildings without washing machines inside, so I often used laundromats there and felt comforted by the subtle scent of laundry. I thought that if I could utilize this peaceful atmosphere well, even strangers could build friendships inside a laundromat.” The place he created recalling those memories is the current ‘Laundrie Project.’

He introduced this place as “a space proposing leisure, healing, and new encounters to city dwellers through the everyday act of laundry.” Wanting to make the store a kind of community space, he focused on interactions among people. He lamented, “When living alone away from hometown, there are days when you don’t say a single word all day. In a strange environment, there’s no chance to meet neighborhood friends.” He added, “I wanted to create a space where people could naturally make neighborhood friends.” He wanted to provide a place where people could casually chat with neighbors over coffee while washing machines diligently run.

Laundry room inside the 'Rontree Project.' The cafe area and laundry room are separated by a door, allowing those who dislike the noise of washing machines to enjoy a quiet time. Photo by Heo Midam damdam@asiae.co.kr

Although conversations with strangers might feel somewhat awkward, this place is an exception. Customers naturally ask about each other’s well-being and communicate. He attributes this to a ‘loose sense of solidarity.’ He said, “Though not family or friends, when you keep meeting in the same space, you eventually open your heart. Also, many recognize this place as comfortable while doing the personal task of laundry. It has become like a neighborhood living room.” In fact, interesting exchanges among customers have occurred here. For example, some designers have helped musicians they met here by creating album jackets or shooting music videos.

This communication space is very popular in the neighborhood. Since you can build friendships while doing laundry, it offers a twofold benefit. He said, “Some regular customers say, ‘I’m proud to have such a place in our neighborhood,’ or ‘My quality of life has improved.’ I feel proud and fulfilled every time I hear that.”

His wish that “no matter how bleak the city is, it becomes a community where life is worth living” has come true. He said, “Many people living alone in the city feel depressed or struggle. I was like that too. Even if it’s not a laundromat, I want to create spaces that provide essential elements of life and help people build good relationships and interact.” His dream of reviving the fading word ‘iut-sachon’ by fostering healthy relationships among those bearing the heavy burdens of life alone could be a significant comfort to all of us.