Little Island

Background

Little Island is one of New York City’s newest Public Parks. It took five years to build and opened to the public May 21st, 2021. It serves as a green space for connection to nature, art and community.


With Little Island opening during the pandemic, how many New Yorkers truly discovered the full range of experiences it offers?

Team Members: Cecilia Gamo Castellanos & Michelle Krishnanand

Research

Research

Form with intention

It was designed by Thomas Heatherwick of Heatherwick Studio, who also designed the Vessel in Hudson Yards.

The result was a sprawling layout intended to evoke a “leaf floating on water.” 

2 hour reset

Studies in Ecopsychology (or the study of humans and nature) have revealed that spending exactly 2 hours in nature can leave people feeling healthy and with a stronger overall wellbeing.

(Yale Research, 2023)

The city that never relaxes

In 2022 health insurance provider William Russell ranked New York City 

#1 stressed in the US

New York needs to touch grass

Avg. minutes spend outdoors

3 Big Buts

  • We’ve been the most stressed out city in America

    BUT

    Today’s outdoor excursions feel like tourist traps

  • We know we need to get out more

    BUT

    Breaks don’t win badges of honor

  • Little Island is nothing like that

    BUT

    We have no awareness

Insight: When you’re stressed everything feels like a ‘to-do’ and everything is  due now

What we delivered

What we delivered

Venture With Caution

Let’s exaggerate Little Island benefits  by telling people it could change who they so they should VENTURE WITH CAUTION

PRINT Showing hard working women leaving their facilities

PRINT Showing hard working women leaving their facilities

TIME BASED Where we show schools, businesses and even government now empty because these hard working people are now at Little Island

TIME BASED Where we show schools, businesses and even government now empty because these hard working people are now at Little Island

INTERACTIVE Inviting finance bros to Wall Street to visit Little Island

INTERACTIVE Inviting finance bros to Wall Street to visit Little Island

INTERACTIVE We will create a fake linked in account with known business entities showing how they have been affected by Little Island.

INTERACTIVE We will create a fake linked in account with known business entities showing how they have been affected by Little Island.

PR CRISIS: Climate Protest Spins: Little Island Takes Credit (PR) & Mock Protester Signs

PR CRISIS: Climate Protest Spins: Little Island Takes Credit (PR) & Mock Protester Signs

2D STATIC We launch Warning Signs to prevent people from coming

2D STATIC We launch Warning Signs to prevent people from coming

Measuring Success

Increased foot traffic to Little Island during the work week

Lowering NYC finance bros' cortisol

New Yorkers get 15 min. more outside

Natural Vitality Calm

ABIn Bev