Triggerhouse

Beastie Boys: Beastie Boys Square Unveiling

New York City, NY

Challenge

To commemorate the unveiling of Beastie Boys Square, Trigger(House was asked to help develop and execute an event celebrating the renaming of the city corner where the cover of the band’s iconic album Paul’s Boutique was shot, thus officially cementing Beastie Boys’ place in NYC history.

Approach

In less than one month, T(H helped organize a once-in-a-lifetime event, which took place at the corner of Ludlow and Rivington Streets. Beastie Boys members Mike D and Ad-Rock joined local government officials to celebrate the unveiling, which also included a DJ set by Eli Escobar, pop-up activations, live screen printing, photo ops, and exclusive merchandise sold out of neighborhood bar Pretty Ricky’s. T(H helped with permitting the street closure, event production, vendor and venue coordination, and project management.