In 1966, a modest storefront at 26 Second Avenue in New York City became the birthplace of a global spiritual movement. It was here that His Divine Grace A.C. Bhaktivedanta Swami Prabhupāda established the International Society for Krishna Consciousness (ISKCON), introducing the timeless tradition of bhakti-yoga to the Western world. Known as Matchless Gifts, this unassuming space became the epicentre of a spiritual revolution, where the chanting of the Hare Krishna mantra first echoed on American soil.
Today, nearly six decades later, devoted followers are striving to preserve and transform this sacred site into an immersive museum—a place where visitors can journey back in time to experience the early days of ISKCON firsthand. In this interview, we speak with key organisers who share their vision for Matchless Gifts, the challenges of conserving the space, and how devotees across the globe can support the restoration of this monumental piece of ISKCON’s history.
What is the historical significance of Matchless Gifts in the movement’s early years?
MG Team:
Matchless Gifts at 26 Second Avenue was initially rented for Srila Prabhupāda by a couple of his early students when he was in need of a teaching space and somewhere to live. They converted the storefront into a temple and secured a nearby apartment for him to reside in.
It was from this humble shopfront that the worldwide Hare Krishna movement began. The teachings of bhakti-yoga, the chanting of the Hare Krishna mantra (which would later become a household phrase), and the incorporation of ISKCON all took place here. Naming it “The International Society for Krishna Consciousness” was a remarkably bold move, especially considering that at the time, Krishna consciousness was virtually unknown in America, and this tiny storefront was their only “temple”.
To honour Srila Prabhupāda’s immense contribution and to preserve the sanctity of this location, we’ve launched a GoFundMe campaign so that devotees everywhere can help support this historic effort.
How have you managed to undertake such extensive renovations? Has the property finally been purchased?
MG Team:
That’s a very common question, and it’s important to clarify: we do not own the building. For over 35 years, we’ve been leasing the space. We rely almost entirely on the generosity of devotees who contribute regular monthly donations to cover the rent—which increases yearly. At this time, the owners are not interested in selling the property, which is another key reason behind our fundraising campaign.
How is the space being used currently? Will it be solely a museum once complete?
MG Team:
We still hold programmes and special events there. The plan is to transform it into a museum, but not at the expense of its use as a sacred space. We intend to continue hosting gatherings and kīrtans while providing a historically immersive experience.
What is your long-term vision for Matchless Gifts?
MG Team:
This project is inspired by the vision of His Holiness Radhanath Swami, who has long desired to see this site properly preserved. He often explains that while people typically visit temples to see the deities, other devotees, or to enjoy prasadam, those who come to 26 Second Avenue do so because they want to connect with Srila Prabhupāda—to pay homage to the very place where the movement that changed their lives was born.
We envision a space where guests step into 1966 New York. The first half of the room will serve as an informative museum with videos, photographs, articles, and original artefacts to help set the mood. Then, as you pass through a curtain midway, you’ll enter a full period recreation—floors, walls, furnishings—everything as it was when “Swāmījī” taught here. We’re also planning to install, for the first time ever, a murti of Srila Prabhupāda at 26 Second Avenue.
At present, the temple is often closed due to limited resources. Our goal is to eventually employ staff, provide guided walking tours of key local sites—like Tompkins Square Park and 94 Bowery—and make the space accessible not just for devotees, but also for the general public curious about Srila Prabhupāda and the extraordinary impact he had on the world.
What has already been done to restore the site?
MG Team:
We’ve undertaken several key improvements. Smaller touches include re-exposing original features like a pipe that had been plastered over, and relocating the air conditioner to make the space more authentic. Larger works involve repainting the interior and exterior, removing the suspended ceiling, and installing tin tiles reminiscent of the 1950s and 60s.
We’ve sourced rugs closely resembling those used back then, and we’ve faithfully recreated the original dais built by Srila Prabhupāda’s early disciples. Each of these details helps us bring the atmosphere of 1966 to life for future visitors.
If you’d like to support this effort to preserve the spiritual birthplace of ISKCON, please visit GoFundMe page or contact through the official Matchless Gifts website. Every contribution, large or small, helps protect this sacred legacy for generations to come.
Orignally published by iskconnews, used with permission