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The New Museum. Prompting tourists on the Bowery to look up and ask 'What the hell is that?' since 2002. The eye-catching eight-story building is the work of Japanese architects Kazuyo Sejima and Ryue Nishizawa/SANAA, but the museum itself has been curating cutting-edge contemporary art since 1977. The whimsical, labyrinthan structure hosts rotating exhibitions as well as concerts and events. It serves as a grand matron to the liter of nascent galleries in surrounding Noho/Soho. Once a rather shady area indeed, this section of the Bowery is now affluent and visitor friendly thanks to NYU and a bevy of close by boutiques and cafes.