A corporate-sponsored transit experiment in Brooklyn has hit a sudden roadblock. The Ordinary, a skin care brand that launched a free bus service connecting Domino Park in Williamsburg to Prospect Park earlier this week, announced on Friday that the operation has been suspended.
A Short-Lived Commuter Solution
The initiative, which began on Tuesday, was intended to run for two weeks as a promotional campaign for the brand’s products. The service aimed to provide a direct transit link between the two popular parks, a route that global brand president Jesper Rasmussen previously described as fragmented and requiring multiple bus or train transfers. The company had projected a daily ridership of 1,000 people, with a schedule offering hourly rides through June 9.
In a social media post on Friday, The Ordinary stated it was “working hard to get our bus up and running again soon, fingers crossed.” The company has not provided a specific reason for the sudden cessation of the service, and representatives did not return requests for comment.
Regulatory Hurdles and Transit Policy
The suspension highlights the complexities of operating private transit in New York City. City officials have confirmed they are currently working with the brand to navigate the necessary permitting process, specifically regarding the registration and application for a New York City Bus Stop Permit.
The service’s brief existence also underscored a persistent political discourse regarding the city’s public infrastructure. Mayor Zohran Mamdani, who campaigned on a promise to provide fast and free bus service, has yet to implement such a system. City Hall spokesperson Jeremy Edwards noted that the administration is “glad to see more people are catching onto the fact that New Yorkers need and deserve fast and free buses,” adding that the Mayor remains committed to finding permanent solutions for accessible and affordable transit.
What Comes Next
The future of the shuttle remains uncertain. Based on the current situation, the following outcomes are possible:
- Permitting Resolution: If The Ordinary successfully completes the city’s required permitting process, the service may be able to resume operations before the intended June 9 end date.
- Continued Suspension: Should the brand fail to secure the necessary authorizations or face further logistical challenges, the service could remain suspended indefinitely, effectively ending the two-week experiment prematurely.
- Policy Pressure: The public attention garnered by this private initiative may continue to serve as a catalyst for discussions regarding the Mamdani administration’s transit platform, potentially increasing pressure on the city to deliver on its own promises for free and efficient public bus routes.
Reporting contributed by Ryan Kost.
