The Swedish Laundry Room - An immersive art and music experiment

A new way to tell stories

Visual Arena invites you to step into "tvättstugan", The Swedish Laundry Room, an immersive art and music experiment that transforms the most familiar of spaces—the laundry room—into a portal for memory, identity, and unexpected reflection.

This is the first public experiment in a larger exploration of new forms of storytelling through immersive media. We believe immersive spaces can unlock stories that are often unheard, unspoken, or unseen—and we want more of them to be told, experienced, and shared.

The Swedish Laundry Room

For some, it’s a place of routine. For others, a rare moment of pause.

This installation invites you into a reinterpretation of the laundry room—layered with personal memories, cultural meanings, and sensory cues.

“Our experiences of the laundry room can be different—seen from an individual perspective, a collective one, through the lens of sustainability, critique, or the banality of everyday life,” says the Artistic Director, Gorki Glaser-Müller.

“I personally have a thing for real stories—what people do, think and reflect on while doing laundry.”

Take part in the experiment

This is a free experience that is part of a research and innovation project. We’re exploring how people engage with this kind of experience. By entering this experience, you accept that we will document you with photos and videos.

• You may be asked a few reflective questions after your visit
• The experiment takes one hour, book your free ticket below.
• You can come between the times 16:00 - 20:00.
• The experiment closes at 21:00. 

Created by a collective of visionaries

The Swedish Laundry Room is a collaborative project between Visual Arena, Gothenburg Film Studios and Informationsteknik, brought to life by a group of artists, filmmakers, designers, and technologists.

Contributors include:
Gorki Glaser-Muller, Akshay Sarode, Alicia Lázaro Arteaga, Simon Olsson, Frida Gottwald, Martin Högenberg, Isabelle Tancred, Julia Bockert, Alva Cecilia Qi Sundqvist, Susanne Hansson, Daniel D Lägersten, Peter Svärd, Ylva Olsson, Peter Andersson and Carl-Fredrik Hansson

A vision for immersive storytelling in Gothenburg

The Swedish Laundry Room is part of a larger mission: To explore how immersive formats can deepen public engagement with art, tech, and social issues—and position Gothenburg as a city for intimate and creative immersive installations.

We want Gothenburg to become the kind of place where intimate stories can be told through immersive installations. We’re building a home for immersive stories, more or less. 

Experience it. Reflect on it. Shape what comes next.
Come see the installation. Take part in the conversation. Be part of shaping what immersive storytelling can become.