Hundreds of community members, elected officials, and faith leaders gathered outside 1304 President Street in Crown Heights to unveil a new street sign honoring the Lubavitcher Rebbe.

The block where the Lubavitcher Rebbe and his wife, Rebbetzin Chaya Mushka, lived for decades, will now also bear the name Lubavitcher Rebbe Way.

The co-naming was spearheaded by Yaacov Behrman, a Crown Heights community leader and Director of the Jewish Future Alliance, who led a campaign to honor the Rebbe in a public way. The effort culminated in Sunday’s unveiling ceremony, hosted by City Council Member Crystal Hudson, who sponsored the renaming legislation.

“This street was home to the Rebbe and Rebbetzin, but his teachings and influence traveled far beyond,” said Behrman. “Now, this sign will serve as a daily reminder of the Rebbe’s vision, leadership, and love for all people.”

The event drew a broad and diverse coalition of New York City leadership, including Mayor Eric Adams, Attorney General Letitia James, Brooklyn District Attorney Eric Gonzalez, and City Council Speaker Adrienne Adams. State senators, assembly members, borough presidents, City Council members, and senior NYPD officials also attended.

The unveiling also drew representatives from community organizations, including Rabbi Chanina Sperlin and Rabbi Eli Cohen of the Crown Heights Jewish Community Council, Mrs. Ruchama Clapman of MASK, Rabbi Shea Hecht of the NCFJE, and numerous liaisons from City Hall and state offices.

“The Rebbe’s dedication to compassion and inclusion left an indelible mark not just on Brooklyn, but the entire world,” said Council Member Hudson. “In times of division and hardship, his legacy continues to be a source of light and unity.”

Brooklyn DA Eric Gonzalez echoed that message. “The Rebbe’s teachings of kindness, faith, and respect for all people are needed now more than ever. Honoring him in this way reaffirms our city’s commitment to those values.”

The program featured music and the traditional Lubavitcher recitation of the “12 Pesukim” led by Rabbi Shimon Hecht. Performances followed from Cantor Shloime Rabin, singer Boruch Shalom Blesofsky, and the Lubavitch Yeshiva Boys Choir, led by Rabbi Moishy Goldstein, with live accompaniment by musician Chony Milecki. An inspirational address was delivered by Rabbi Shalom M. Paltiel, Chabad shliach to Port Washington, NY.

Born in 1902, Rabbi Menachem Mendel Schneerson led the Chabad-Lubavitch movement from his base in Crown Heights, transforming it into a global Jewish outreach powerhouse. Under his leadership, thousands of shluchim were dispatched across the world to promote Jewish education, social service, and moral leadership. Even decades after his petirah in 1994, his teachings continue to inspire Jews and non-Jews alike.

“The Rebbe’s leadership brought people together,” said Brooklyn Borough President Antonio Reynoso. “People from around the globe come to Crown Heights because of his legacy. Co-naming this street is a fitting tribute to that lasting influence.”