"OH. MY. GOD!”
One can just imagine visitors blurting Janice’s iconic slogan as they walk into Israel’s first Friends pop-up cafe/store, which was unveiled on Monday at Tel Aviv’s Azrieli Sarona Mall.
Due to endless reruns, Israelis have a fanatical obsession with the classic sitcom that often took place at the Central Perk coffee shop, and the Tel Aviv venue that incorporates elements of both the cafe and the show’s set design won’t disappoint.
Show-inspired food
The guests, consisting of influencers, media, and insiders, were offered a selection of Central Perk-themed coffee drinks and kosher show-inspired baked creations, from Chandler’s Floor Cheesecake to Rachel’s “Meat” Trifle by chef Nadav Bernstein under the Biscotti Patisseri’s management. If tasted by Joey, you can bet he’d be screaming “JOEY DOESN’T SHARE FOOD,” as he pivots over to the iconic Central Perk orange couch set up with his tasty treats.
“We really enjoyed the food — it was very good!” said Tel Aviv influencer Daniella Nir. “My favorite was Monica’s chocolate cake. It was so creamy, and the brownies were great!”
Another attendee, Sivan Schor, agreed, adding: “My favorite was the little cheesecakes – like the one Chandler and Rachel ate on the floor.”
The pop-up creation was in partnership with Tnuva Alternative, GSS, Warner Bros, and the Azrieli Sarona team. They succeeded in transforming an open space in the mall to a walk-through of favorite Friends moments.
A tribute to the show
With props like the notable theme song fountain set and the colorful umbrellas placed just so for that golden photo, the space is designed for visitors to laugh, pose, and play alongside their favorite scenes.
In a tribute to Rachel Green’s bridal look and grand entrance in pilot episode –“The One Where It All began” – the pop-up opening featured a woman dressed in a wedding gown with a sweetheart neckline and adorned in sparkles; sending the melting pot of reporters, influencers, families, and all others in attendance into a buzz of excitement along with requests for a shared photo.
Singer Frida even sang a live rendition of Phoebe Buffay’s “Smelly Cat.”
Danna Azrieli, chairwoman of the Azrieli board of directors, explained that, despite being aired in the previous century, Friends has an appeal to people of all ages because it touches on a time when people were connected.
“With everything happening in the world today, everyone is looking for meaning. In the midst of our digital lives, that sense of connection between six people who show genuine love for one another resonates deeply. I think that it has both international and intergenerational appeal – it’s truly a phenomenon,” she said.
“We brought show props like the famous couch to the pop-up, where you can sit with friends and form meaningful memories. What more could you want than that opportunity for connection?”
Whether you’re choosing to come for coffee, treats, photos, a moment to pause getting lost in some fun, or to reenact a sarcastic comment, the Friends Tel Aviv Pop-up will “be there for you” until late October.
Hours are Sundays–Thursdays 9:30 a.m.–9:30 p.m. and Fridays 10 a.m.-3 p.m. Admission is free, but reservations are required due to limited access and can be made online at friends-pop-up.azrielimalls.co.il/