Miele to launch pop-up launderette for Jeans for Genes day

Miele is opening a four-day launderette in central London on Friday (11 September) to demonstrate its support for annual fundraising event, Jeans for Genes day.

The pop-up will offer free manicures, braiding and styling workshops (jeansforgenesday.org)
The pop-up will offer free manicures, braiding and styling workshops (jeansforgenesday.org)

The pop-up will offer a special denim washing service – Miele machines are said to have a unique denim cycle function, along with a number of free services, including manicures, hair braiding and style workshops. 

On opening day Jeans for Genes and Miele ambassador, Gemma Sheppard will host a one-hour styling workshop from 11am, which will focus in on the latest trends as well as tips for wearing denim.

The Mavala Denim nail bar will be in service from 11am to 5pm, where customers will be able to choose from over 150 different colours to create a denim-themed manicure.

Saturday (12 September) will see representatives from jewellery brand Orelia on hand to apply henna-inspired tattoos between 11am and 2pm, meanwhile up-and-coming designer Timur Kim will host a denim customisation class from 2-5pm. Denim brand La Redoute will be offering free jeans for Kim to customise. 

Hairstylist Joel Benjamin will offer free hair braiding from 11am to 5pm on both Sunday (13 September) and Monday (14 September). He has worked with brands including Nike, Adidas and Harvey Nichols.

The pop-up's event schedule will end with a talk by Lauretta Roberts, the director of brand and propositions at trend forecaster WGSN, who will discuss the latest in fashion from 6-6.30pm.

All events are free, however bookings are required for some. 

In June appliance company Whirpool similarly activated a pop-up launderette, where washing machines were specially created to tumble and mix cocktails. 

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