On National Public Lands Day, Facebook invited Times Square visitors to plant a tree and support the #BigTreeSeekers community. More than 2,000 people engaged with the activation in one of the world’s busiest intersections.
The challange was to create a flow in one of the busiest intersections that felt natural and made buys New Yorkers engage rather than create a nuisance for them.
I approached the experience by studying pedestrian behavior within the intersection, shaping a layered layout that encouraged organic participation while preserving flow, openness, and the fast-moving rhythm of everyday city life.
I translated these insights into a spatial flow built around visibility, pause points, and interaction. Each vignette was positioned to naturally draw people in, creating an experience that felt open, intuitive, and socially driven.
The experience encouraged organic engagement through self-guided exploration of Facebook Groups, inviting guests to interact with installations, capture content, and participate in activities while discovering the platform’s community-driven features.
The experience felt open, welcoming, and socially energizing, encouraging curiosity and spontaneous interaction while bringing people together through shared interests and a sense of community.
Facebook transformed Times Square into a community-driven activation, inspiring thousands to connect, engage, and support National Public Lands Day.
