Schtick’s Pop-Up Event Series for Seder Celebrates Jewish Culture
Why was this Seder different from all other Seders?
Start with the setup: a glittering table set for 100, running the length of a drafty warehouse in the Bushwick section of Brooklyn. And it was not just any old warehouse; this is where Joyva, the stalwart kosher candy company, stores its stacks of halvah, a fudgelike sesame confection.
Then there were the guests: not your typical Passover assortment of Tisches, Kaplans and Rubensteins. Sitting elbow to elbow at the table, waiting to snap matzo, were dozens of New York influencers, artists, designers, creative directors, chefs and fashionistas. If the prophet Elijah showed up midway through the meal, his seatmates would have surely asked for his Instagram handle.
Also unlike most seders, this one, on Thursday night (before the start of the holiday), featured a D.J. with face tattoos who blasted a Hot 97-style air horn at intervals throughout the evening.
It was all the doing of Shtick, a pop-up dinner party series around the city that celebrates Jewish culture. The events are mostly invite-only. Guests at the Seder and past parties have included Brett Gelman, the actor; Samantha Ronson, the D.J.; Richard Kind, the actor; Chi Ossé, the Brooklyn city councilman; and the actor David Schwimmer.
Shtick is more or less a one-woman project, run by Jacqueline Lobel, a freelance television producer and director whose aim, she said, is to organize “Jewish communal dining experiences that are sexy.”