Step Into Central Perk: FRIENDS Pop-Up Takes Tel Aviv by Storm

Warner Bros. launched an immersive FRIENDS pop-up experience at Tel Aviv’s Azrieli Sarona Mall, allowing fans to step into the world of the beloved sitcom. Spanning 510 square meters, the attraction, crafted by GSS Productions in collaboration with Azrieli Malls, was masterminded by Israeli foodie and FRIENDS superfan Nadav Bornstein, who aimed to make every element interactive. “I wanted everything to feel alive, not just a museum,” Bornstein said, emphasizing the hands-on design.

Visitors can recreate iconic scenes, lounging on Central Perk’s orange couch, posing with a Joey mannequin dressed in all of Chandler’s clothes from “The One Where No One’s Ready,” or navigating Ross’s “Pivot!” hallway linking Monica and Joey’s apartments. Monica’s kitchen invites fans to unleash their inner chef, while a replica of the show’s opening credits fountain offers a nostalgic photo op. The fully kosher café, operated by Biscotti under Badatz Beit Yosef certification, serves show-inspired treats like Rachel’s edible holiday trifle, Chandler’s New York cheesecake, and Phoebe’s grandmother’s chocolate chip cookies. Vegan options abound, including a unique chocolate-chip drink exclusive to the venue. Joey’s brownies, Ross’s white chocolate blueberry muffins, and rugelach tied to Joey’s jam obsession round out the menu.

An exclusive merchandise store offers FRIENDS-branded mugs, clothing, puzzles, and collectibles imported for Israel. Admission is free but requires advance online registration, with no walk-ins allowed due to one-hour time slots. The pop-up, located on the mall’s first floor at 121 Derech Menachem Begin, operates Sunday to Thursday from 9:30 a.m. to 9:30 p.m. and Friday from 9:00 a.m. to 3:00 p.m. Expected to run for two to three months, the experience has drawn crowds, with social media on X buzzing, one user posting, “Central Perk in Tel Aviv feels like stepping into the show!” The collaboration between Azrieli Group, LDI (Warner Bros. Discovery’s Israeli representative), Kapaim Productions, and Tnuva’s Alternative brand underscores its cultural significance.