Edible Exhibit: Avenue A Gallery is Stuffed with Streit’s Matzo Ahead of Movie Premiere [PHOTOS]
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For the next three weeks, the Art on A gallery is an homage to Streit’s Matzo. And just in time for Passover.
Filmmaker Michael Levine organized the gallery show dedicated solely to Streit’s Matzo, its nine-decade history, and deep relationship to the Lower East Side as a whole. It’s especially poignant given the company’s exodus from Manhattan last year. The stunt is also meant to spur awareness (and ticket sales) of his seminal documentary about the factory – three years in the making – Streit’s: Matzo and the American Dream.
“Since Streit’s saved literally everything but the ovens from the old factory, we’re going to bring in pieces of machinery, such as the matzo cutting machines, wire matzo baskets, etc and have them on display,” Levine told us in a recent conversation.
He made good on that promise with “Matzo and the American Dream: The Exhibition,” which launched last night. Three 300-pound machine components were trucked to 24 Avenue A for the occasion. As were crates of matzo, macaroons, and other Streit’s sweets. Photography lines the walls, both archival imagery and more contemporary prints by photographer Joseph Holmes; all is for sale.
Also of note is the inclusion of artist Judi Harvest’s next series of “Edible Icons,” out-of-the-box matzo dipped in gold leafing and framed. The limited edition run includes eighteen handmade pieces.
And of course, it wouldn’t be a true Jewish function without some nosh for guests. Attendees were treated to snacks of both the leavened and unleavened variety – bagels and schmear, plus loose- and chocolate-covered Streit’s matzo.
Fourth-generation Streit’s owner Aaron Yagoda was even spotted in the crowd.
“Matzo and the American Dream: The Exhibition” runs through May 5, 24 Avenue A.