NEW YORK — Gain recently staged its “Laundromat Takeover” in six New York Laundromats as part of its #MusicToYourNose festival.
Partnering with non-profit organization Portraits of Hope, Gain transformed six Laundromats in the Bronx, Washington Heights and Spanish Harlem boroughs, creating art installations at the locations and hosting activities for the community.
Featured in Gain’s Laundromat takeover was Latin Grammy-nominated artist Leslie Grace, who performed at one of the six Laundromats in her hometown in the Bronx.
“This is my first time back in the Bronx since I was a kid, and I’m so excited to help Gain spread a bit of unexpected joy and celebration to the community,” says Grace, who debuted her newest single, Nadie Como Tu.
“It’s no secret that we all have to do laundry, and these vibrant community-created art projects have definitely turned ordinary Laundromats into something truly special,” she adds.
The event also included Gain’s #MusicToYourNose Instagram Sweepstakes at the art installations, where participants were encouraged to take selfies.
Gain was also handing out its single-use detergent packets, Gain Flings!, that the company says “provide a three-in-one benefit of Gain Detergent plus Oxi Boost and the malodor removal of Febreeze.”
Also at the event were Yahoo en Español and Sony Music Latin, which have created an eight-part video series featuring Grace and the makeover reveal of the Laundromat in her hometown. The video can be found on the Yahoo Mujer page “Se Feliz.”
The six New York Laundromats featuring Gain’s #MusicToYourNose art installations are located at 275 E. 163rd St.; 3825 3rd Ave.; 938 E. 163rd St.; and 1210 Webster Ave. in the Bronx; 1965 Amsterdam Ave., in Washington Heights; and 2037 3rd Ave., in the Spanish Harlem borough.
The art installations are available to the areas’ laundry customers through Aug. 31.
Have a question or comment? E-mail our editor Bruce Beggs at [email protected].