NY Mag recently talked about the unexpectedness of the High Line brand. Of course venues are rebranding more and more, but the High Line is taking it to a new level - as it is, and started out as, much more than just a venue. With a festival curated by David Bowie, a neighborhood with proposed condos that allow residents to park their car on an elevator right next to their living space, and of course the park - 20 years ago no one would have dreamed all of this.

"There are three central ironies to the story of the High Line. The first is that, for twenty years, local property owners were the main opponents to the park-conversion plan. At the height of his battle with Friends of the High Line, Edison’s Gottesman launched a propaganda campaign. 'They had one flyer that said, Money doesn’t grow on trees, and last we checked, it isn’t growing in the weeds of the High Line, says Hammond. 'Now the irony is, money is growing in the weeds of the High Line—for them, and they’re picking it.'"

The High Line Ballroom officially opened its doors last night with a sold out show starring Lou Reed and Okkervil River.

Some first glimpses of the space, and Mr. Reed:




Photos by Gaetano Salvadore.