Union Square Park turned into a sea of mostly white pillows for the International Pillow Fight Day. This is an annual event in many cities around the world as part of a non-commercial public event conceived by NEWMINDSPACE and URBAN PLAYGROUND MOVEMENT. One of the goals is to make these unique events in public spaces become part of a popular culture, in an effort to replace passive, non-social, branded consumption experiences. Newmindspace is interactive public art, creative cultural interventions and urban bliss dissemination based in New York and Toronto. Most of the photos were captured from Filene’s Basement.