Historic Street Naming: Lubavitcher Rebbe Way

Preparations are underway for the unveiling of Lubavitcher Rebbe Way on President Street and Brooklyn Avenue, where the Rebbe and Rebbetzin resided for decades. The event, set for Sunday, Ches Nissen, will include the closure of the street for a grand celebration, just ahead of Yud Aleph Nissen.

The theme for the event, “Routine Acts of Kindness,” draws inspiration from the Rebbe’s message to CNN, urging every individual to add acts of goodness and kindness into their daily lives.

In 1966, upon hearing of the naming of Rebbe Way near Tel Aviv, the Rebbe emphasized the importance and significance of the honor: “There should be activities in these streets,” he wrote, “reflecting the spirit of those after whom they are named.”

Over a dozen city and state officials have confirmed they will honor the Rebbe’s message in conjunction with the street naming.

Proclamations will be issued to promote and reflect the Rebbe’s call for routine acts of kindness, and these will be on display during the street naming ceremony.

Geoffrey Davis, a longtime Crown Heights activist who lived near the Rebbe, shared his personal experience. “During the 1970s, the Rebbe instructed me to spread love,” said Davis, “which inspired me to establish an organization dedicated to combating violence.” He notes that the Rebbe’s message has had a profound impact on his life. “As I walk this street, I will be reminded of his legacy. I sincerely hope that it inspires others to contribute to a kinder world.”