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Reuben. Not the sandwich.

61 Fourth Avenue today.

61 Fourth Avenue today.

  The Reuben Gallery was a pioneering gallery of Happenings, events and new media art that ran from 1959 to 1961.

  Opened by Anita Reuben in the summer of 1959, at 61 Fourth Avenue, between 9th and 10th Sts., the first public event was Allan Kaprow’s 18 Happenings in 6 Parts (October 4–10, 1959), which inaugurated the term “Happenings.”

  Reuben’s husband, Max Baker, an advertising executive, saw potential in the word.

  The building - now likely to be converted to.... wait for it.... luxury loft condos, is part of the Artist's World tour. Come on the tour to hear more.