I loved it when we were researching EyesOpen New York, and I love it again. That’s because Grand Opening is always the same, but different. Grand Opening is a small business with a big storefront. The people working there have given themselves a minimum amount of workspace to allow for a maximum amount of play space.

When we were writing the book, “Pong" was in play, an ongoing asynchronous ping pong competition between visitors that ended with a play-off that crowned a lower east side ping pong champ. The current event is a drive-in movie complete with convertible mustang that you can book for up to 6 people to see the screening of the moment (as I write its all “high school" themed movies.)

Part gallery gone pop, part retail gone arty, Grand Opening creates new experiences for its storefront every couple of months. While the installations are always ingenious and exciting, the space avoids being too avant garde through community connection and the fact that you can rent it by the hour.

Community involvement and pure fun aside, Grand Opening is especially good at generating attention. It’s the fundamental truth behind “beginnings": Everyone is interested in something when it’s new; books and brands launch, galleries and movies open, and for a moment, everyone pays attention. The real genius is in the timing. Grand Opening builds opening week-end anticipation and interest as often as the team behind it can manage—about every three months. Just enough time to fall in love with something and hate to see it go, yet just enough time to get excited about a new beginning.

For more on Grand Opening, check out their manifesto on their web page: www.139norfolk.com (Behind every great experience there’s a great manifesto.)