“We see it as a hotel lobby,” says IVYSTUDIO cofounder Gabrielle Rousseau of Les Nettoyeurs White’s, an upscale dry-cleaning flagship location in Montréal. Modeled after a Parisian apartment, the elegant space features crisp white walls with intricate molding, hanging globe lights, and handmade terracotta floor tiles arranged in a herringbone pattern. The brand’s eco-friendly products are displayed on 14-foot-tall built-in shelving accessed by a custom ladder.

“Given the name, it was fairly obvious there would be a large presence of white,” says cofounder Philip Staszewski, adding that the brand’s visual identity also included touches of gold and black. To that end, upon entering the fully glazed façade, customers are greeted by a solid black marble service counter. The white-stained millwork conceals hidden doors, while an integrated window houses the seamstresses’ counter. A frosted-glass panel behind the desk offers patrons a glimpse of clothing moving on a conveyer. The cleaner’s operations themselves are handled at another site, designed by the owners, which mimics the storefront’s minimal black and white aesthetic. “The idea is to become the go-to brand for dry cleaning around Montréal,” says Rousseau, “and the only way to do so is to raise the bar and distinguish oneself.”