I build rooms worth being in.
I grew up in Lower Manhattan making things. Music, painting, art, always something going. Then years of theater: directing, lighting, sound, set design, production. None of that was a detour on the way to this. It is the toolkit I still use every week.
Then six years testing it on sidewalks in 35 countries, with an upright piano, a van, and a dog named Brando. Nobody on a street corner claps to be polite. Your inner critic tells you stories. The crowd tells you facts. So I build in public before it is ready, and I change the plan when reality argues back.
Every room comes down to a few hundred small decisions. Where the light falls. How loud the first song is. Who says hello at the door. People feel all of it in the first ten seconds, long before they could tell you why.
The long way here
Born Lower Manhattan. Israeli mother, Greek father. SoHo in the 90s.
BFA theater. National Theater Institute. Directing, lighting, sound, set design.
Left NYC with a piano in a van and a dog named Brando.
Recorded Pure Imagination with Prismatic Mantis. 500M+ streams.
Came home. Opened LUME at 393 Broadway.
SUBJECTIVE.art. Free weekly art shows, right through the pandemic.
1,600+ events later. Still building.
An immersive event venue and creative studio at 393 Broadway. Five floors of wraparound projection, spatial audio, and a basement lounge, in a building I have known my whole life.
Ten years of building rooms for Nike, Amazon, JetBlue, Adidas and Puma x Fenty. Plus nights with Billie Eilish, Doja Cat, Bad Bunny, and a Super Bowl party or two.
Floor-to-ceiling projection · 393 Broadway
Six years of street performance with an upright piano in a van. A $2 road trip that came home with $2,200. A robbery in Nicaragua that didn't end the story. A viral duet with a stranger's violin.
An injury started this journey in 2010. An injury ended it in 2017. I don't think that's a coincidence.
A weekly art show with one rule: you make it, you can show it here. No gatekeepers, no fees, no jury. It opened during the pandemic and ran for four years.
250+ artists hung work on our walls. Some sold their first piece. It ended in 2024 because it had done what it needed to do.
Pure Imagination, recorded with Prismatic Mantis, a friend I met on a street corner in Boulder. Casey Neistat put it in a vlog. It has been streamed more than 500 million times.
Six years of playing to strangers on the street, and the track that travelled furthest was one I recorded indoors with a friend.