The skincare company The Ordinary recently introduced a complimentary bus connecting Domino Park on the Williamsburg waterfront with Prospect Park. The short-lived service began early in the week but was suspended after just a few days, with the brand posting that it hopes to restart the route soon.
Officials in the mayor’s office confirmed they are advising the company about the required permit processes and registrations. While The Ordinary has framed the shuttle as an experiment to address gaps in the city’s transportation network, the exact reason for the pause has not been publicly specified and company spokespeople did not respond to requests for further comment.
How the shuttle was positioned
When announcing the initiative, The Ordinary described the route as a convenience for New Yorkers who otherwise need to take multiple transfers to travel between the two parks. Jesper Rasmussen, the brand’s global president, told media outlets that the service was intended to lean into transportation issues in the city and provide a straightforward link between two popular recreational destinations.
The company scheduled the buses to operate hourly through June 9, with weekend hours from 8 a.m. to 7 p.m. and weekday runs from noon to 7 p.m. Rasmussen estimated the shuttle could carry approximately 1,000 riders per day, presenting the service as both a promotional tool and a practical solution for park-to-park travel.
Permits, city guidance and the political backdrop
City officials say they are working with The Ordinary to navigate the necessary administrative steps to operate at-city stops, including applying for a New York City Bus Stop Permit. A spokesperson for City Hall noted the administration’s public stance on improving bus service, tying the incident to broader municipal priorities.
Mayor Zohran Mamdani campaigned on promises to expand fast and free bus services across the city. While those policy goals remain in discussion, a City Hall representative praised outside efforts that draw attention to the need for reliable transit, saying the mayor is committed to permanent solutions that make NYC transit accessible and affordable.
Permitting as a common hurdle
Organizations offering temporary transit options often face regulatory requirements that can interrupt operations. Applying for permits, registering vehicles, and coordinating with municipal traffic and parks departments are frequent prerequisites. City guidance aims to ensure public safety and orderly use of curb space, and officials emphasized they were providing support to help the brand comply.
Public reaction and operational details
The pop-up service drew attention from riders who appreciated the direct link between waterfront and park, but the short service window limited broader public engagement. Hours were designed around anticipated weekend demand and afternoon-to-evening weekday traffic, reflecting a plan to serve leisure and commuter flows.
Communication from The Ordinary to the public was brief. The brand posted that it had suspended operations and said it was “working hard to get our bus up and running again soon, fingers crossed.” No timeline was offered for when the shuttle might resume, and requests for additional explanation to company representatives went unanswered.
Marketing, mobility and municipal roles
Companies sometimes test transportation concepts as part of brand promotion; this initiative combined a marketing element with a public-service framing. City officials suggested collaboration can be constructive if it follows regulatory frameworks. They also framed the episode within the mayor’s broader transit agenda, which includes efforts to make buses both faster and free for riders.
Jeremy Edwards, a City Hall spokesperson, emphasized that municipal leaders welcome private-sector attention to transit shortfalls while continuing to work on lasting policy changes. The interaction between a corporate pilot and the city’s permitting apparatus underscores how temporary projects can illuminate systemic needs but must still meet formal requirements.
What to watch next
Observers will be tracking whether The Ordinary secures the required permits and restarts the shuttle as promised. The brand’s claim of potentially serving hundreds or even thousands daily raises questions about demand, curbside capacity, and coordination with public transit alternatives. Continued dialogue between the company and city agencies will determine whether the service becomes a recurring offering or remains a brief experiment.
For now, the route remains paused while both sides work through the administrative steps and seek clarity on next steps. The episode highlights broader conversations about how private initiatives can complement municipal transit planning while operating within the city’s regulatory framework.
