The Friendship Corner

Brick building exterior with "The Friendship Corner" written on a black awning, surrounded by greenery and windows.

Come as strangers, leave as friends.

In response to the growing loneliness epidemic in New York City, where over two-thirds (67%) of residents report feeling socially isolated, Flash Pack introduced "The Friendship Corner" - a pioneering initiative designed to create meaningful connections among strangers.

Key Features:

  • Month-long activation in New York’s bustling West Village, hosted in an intimate 27-square-foot space that went viral on TikTok as “America’s tiniest retail space”.

  • Deliberately free from Wi-Fi, screens, and other distractions, featuring just two chairs and a set of bespoke conversation starter cards to facilitate deep conversations with strangers. 

  • The Friendship Corner connected over 150,000 strangers, highlighting a significant community engagement.

  • Hosted a series of friendship-building events in collaboration with local community groups.

Two people sitting and talking in a small space labeled "The Friendship Corner," with yellow and black decor. The text indicates it's a viral 27 square foot area meant for connecting people. A QR code is visible on the wall.
Yellow abstract shape with dark speckles on a black background.

My work:

🔥 Concept Development

→ Transformed the initial idea into a concept and design brief

→ Partnered with a NY-based design agency to develop the visual and experiential makeover of the space

🎨 Experience Design

→ Crafted the user experience by developing assets such as:

→ Conversation cards, card dispenser, signage, and décor

💻 Production Oversight

→ Sourced local printers and producers to bring the design elements to fruition, ensuring quality and cohesion in all components

🗓 Event Programming

→ Organised weekly event schedule in partnership with NYC groups including run clubs, guided tours, laughter yoga session and more

→ Coordinated a special open day during the New York Pride parade

✨ Onsite Leadership

→ Supervised the inaugural weekend of events in New York

→ Recruited, trained, and coordinated teams to maintain the project's momentum in subsequent weeks

💰 Budget Management

→ Managed the project's budget

→ Negotiated rates with vendors and partners to ensure cost-effectiveness without compromising quality

A brick building corner features a sign for "Flash Pack" and an entrance labeled "The Friendship Corner." The text overlay reads "The Friendship Corner turns strangers into friends." There are potted plants by the entrance.
A yellow zigzag line on a black background.

Impact:

The Friendship Corner emerged as a ground-breaking social experiment, effectively addressing the pervasive issue of urban loneliness. By facilitating over 150,000 connections and reaching a global audience of more than 100 million, the initiative demonstrated the profound impact of creating dedicated spaces for human interaction. The project's success not only garnered extensive media attention but also reinforced Flash Pack's commitment to fostering meaningful friendships, setting a precedent for future community-driven activations such as The Friendship Bus.

Person holding a card with text "How are you really doing?" by Flash Pack, background shows a building with Flash Pack sign.
Yellow zigzag shape on black background

  • "I had the absolute pleasure of working with Amy as she took on the role of project manager for two of Flash Pack's first US-based brand campaigns. Both projects were complex, fast-moving, and high-stakes, yet Amy navigated them with unparalleled expertise and grace. From managing tight timelines to ensuring key decisions were made efficiently, Amy’s project management skills stood out in every phase.

    She impressively balanced the unique challenges of leading detail-heavy US-based campaigns from London - across time zones and permitting nuances - and her leadership ensured that both projects not only met but exceeded expectations. Amy truly operates as a dedicated member of the team, and any organization would be lucky to have her talent and tenacity driving their initiatives forward."

    - Emma Green, Head of PR, Flash Pack

  • “Proactive, well connected, ambitious, creative, and non-stop — Amy is a relentless, reliable source of getting shit done for any activation or campaign need”

    - Lee Price, Director, Global Communications, All Birds

Two fashionable people sitting on yellow chairs in a small space with a yellow and white background. One is wearing a green outfit with a pink purse, the other is in a pink outfit with matching boots and sunglasses. A sign above them asks, 'How many new strangers will you meet?' A small numbered board is visible in the background.

Client:

Flash Pack

A grayscale globe with a yellow accent

Locations:

New York City, USA