SOHO CREATED A “PLAY TO PAY” LAUNDROMAT WHERE FOR THREE DAYS, A STANDARD WASH-AND-DRY ESTABLISHMENT WAS TRANSFORMED INTO A BRANDED GOOGLE PLAY SPACE. IN RETURN FOR DOWNLOADING AND PLAYING GAMES FROM THE GOOGLE STORE, GUESTS COULD IMMERSE THEMSELVES IN THE BRANDED WALL ART AND THE CUT-OUTS OF THEIR FAVORITE CHARACTERS. PLUS, LAUNDRY SERVICE WAS FREE!