In 1966, a humble storefront at 26 2nd Avenue in New York City became the birthplace of a global spiritual movement. It was here that His Divine Grace A.C. Bhaktivedanta Swami Prabhupada established the International Society for Krishna Consciousness (ISKCON), introducing the timeless practice of bhakti-yoga to the Western world. Known as Matchless Gifts, this unassuming space became the epicenter of a spiritual revolution, where the chanting of the Hare Krishna mantra first echoed in America. 

Today, more than five decades later, dedicated devotees are striving to preserve and transform this historic site into an immersive museum — a place where visitors can step back in time and experience the beginnings of ISKCON firsthand. In this interview, we speak with key organizers who share their vision for Matchless Gifts, the challenges of preserving the space, and how devotees worldwide can participate in restoring and honoring this monumental piece of ISKCON’s history.

Srila Prabhupada teaching at 26 2nd Avenue, circa 1967.

ISKCON News (IN): Can you explain the significance of Matchless Gifts in our movement’s early history?

Matchless Gifts at 26 2nd Avenue was rented for Prabhupada by a couple of his students early on when he needed a teaching base and a place to live. They converted the storefront into a temple and rented an apartment across the courtyard where Prabhupada would live. The worldwide Hare Krishna movement, the spreading of bhakti-yoga, and the chanting of the Hare Krishna mantra (which became a household phrase around the world) started in this quite humble-looking storefront. Prabhupada incorporated The International Society for Krishna Consciousness (the ISKCON of “ISKCON News” fame!) at that very place. And that name was a very bold move on Prabhupada’s part, considering that at the time, virtually no one in America had ever even heard of Krishna, and the only temple they had was the one they were in at that moment. For more details, readers can visit our website. 

To honor Prabhupada and his pivotal history in this place, we’ve started a GoFundMe campaign so devotees can be a part of the project.

IN: Devotees have been leasing the space for decades. How are you able to do these extensive renovations? Were you finally able to purchase this historic property?

These are great questions because many devotees I come across assume that we own the building. We do not. Let me emphasize that important point: we do not own the building. We have been renting the storefront for the past three and a half decades. We are surviving primarily by the generosity of devotees who have committed to contributing recurring, monthly donations. Our rent increases literally every year, and the owners are not currently interested in selling the property, which is another reason for our GoFundMe campaign.

IN: How has the space been used lately? When fully completed, will it be a museum exclusively, or will gatherings still happen here?

Programs and special events are still going on. The idea is to turn it into a museum while still allowing for those programs and events to continue.

IN: What’s your grand vision for Matchless Gifts?

The whole project is the vision of HH Radhanath Swami. This was something he’d always wanted to see happen. Maharaja contends that, unlike most temples, where devotees visit to see the deities, other devotees, or the restaurant, when pilgrims come to Matchless Gifts at 26 2nd Avenue, they want to experience Srila Prabhupada. They want to pay respects to the place where Prabhupada launched the movement that changed their lives forever. Here is a beautiful video message of encouragement from Radhanath Swami.

Stepping inside the tirtha, you will see the museum part. For example, there will be videos, photos, articles, and collectibles, all to set the mood. There will be a curtain about halfway across the room, and when you step through it, you will enter 1966. What you’ve read about and seen in pictures and videos from that time will come to life, from the floors to the walls to the ceiling. And there will be a murti of Srila Prabhupada for the first time ever at 2nd Avenue.

Right now, the temple is closed more often than it’s open. We don’t have the resources to staff it right now, but the full vision includes having a receptionist there to receive guests on a daily basis. We could have walking tours to hit all the Prabhupada hot spots in the area. For example, Tompkins Square Park, 94 Bowery, and other significant sites. It will be primarily for devotees at first, but we hope it will grow to become an attraction for anyone interested in the mind-boggling accomplishments of this most amazing person whom they’ve never heard of.

IN: What are some of the things you’ve already done?

There have been small things like re-exposing a pipe that had been plastered over and moving the air conditioner to a less conspicuous place, but also bigger things like painting the interior and exterior and replacing the dropdown ceiling with tin tiles that were popular in the 50s and 60s. The floors were covered with rugs back then. Our team has found rugs with a design that is extremely close to what they had. Plus, we’ve been able to recreate – again, pretty closely – the dais that “Swamiji’s” students built for him back then.

IN: Please describe what the interpretive exhibit will be like for guests. 

This will be an exciting exhibit that will allow visitors and pilgrims to interact with the displays at their own pace and according to their own interests. One could approach a particular area of curiosity and hear a recorded explanation of it. The particulars are not yet determined but you might come to the murti of Prabhupada and hear clips of classes he gave or kirtans he led in that space in 1966. Perhaps not quite the Hall of Presidents at Disney World but something cool along those lines, nonetheless.

IN: In addition to financial support, what are some other ways devotees can help? Are you looking for memorabilia, for example?

Financial support is necessary to accomplish all this, which is why we’ve launched the GoFundMe campaign. Still, we are also looking for memorabilia – any items that devotees may be willing to part with. On the one hand, we understand that devotees might not want to part with Prabhupada’s prasadam if something special is in their possession, but on the other hand, what could be more satisfying than to donate it to the place where it all began, for other devotees to marvel at and enjoy, so it can live on for generations after they themselves have gone back home to see and be with him?

A few examples are any instruments used by Prabhupada like kartalas, or objects such as a pen or ring, any clothing worn by him (sweaters, shirts, chaddars, shoes, a hat) – anything from the period (1966-67) that would look right for our setting. It would be amazing if someone would contribute Prabhupada’s cell phone. Wait. Scratch that last one.

IN: Where can devotees go to follow the progress? Do you have a grand opening date?

The grand opening is June 11, 2025, the Wednesday before the New York Ratha-Yatra. We wanted to give devotees the best chance possible to be there for the celebration, so since many come to NY for the Rath anyway, we thought this might make it more convenient for them.

This restoration project is being executed by a team of dedicated devotees led by Prabhupada disciples Adideva Das and Vamanadeva Das. Devotees can make donations and follow the progress of the renovation of ISKCON’s first temple, the historic 26 Second Avenue in NYC, by visiting their GoFundMe page and the official Linktree for Matchless Gifts. You can also keep up with our progress on Instagram and our website.