The Brake Room

The food delivery industry has skyrocketed in recent years, but its main ingredient has been left behind. There are over 65,000 food delivery workers in New York City. They can be seen riding on every street yet they don’t feel seen at all — denied access to bathrooms, water and even warmth during the cold months. So we created The Brake Room, a first-of-its-kind rest station for all food delivery workers to ride up, warm up and charge up during the Winter. For the first time, they felt seen and cared for. More importantly, the space sparked a citywide movement with Mayor Adams, Senator Schumer and even Grubhub now taking steps to create additional food delivery rest hubs.

The Exterior

The Interior

Portraits of real NYC food delivery workers, photographed by Kareem Black, were featured throughout the interior and exterior to give the delivery community the warm welcome they deserve.

The space opened in February 2023 and garnered over 1.8 billion media impressions. This dude even talked about it.

ECDs: Larry Platt, Danny Rodriguez

GCDs: Natalie Rose, Jason McKean

EVP Design: Matt van Leeuwen

ACD Design: Zac Collopy

AD: Kendall Werra

CW: Sam Altman

Awards: Cannes Lions / Clios / Andys / Webbys / The One Show / ADC / Ad Age Creativity Awards / Epica Awards / Campaign BIG Awards / Adweek Experiential Awards