The trendy elusiveness of a pop-up and the grungy walls of a dive bar have combined to make The Boneyard, a spot in the East Village that’ll stay alive until October 6.
Unlike current pop-ups in the city, like Rihanna’s SAVAGE X FENTY lingerie brand, or Supreme’s exclusive day-only spots, The Boneyard is brought to you by a media outlet. Whalebone Magazine— a Montauk-based “publisher of fine prints,” according to its website– is behind the project. On the heels of its dive-bar issue, the outlet, which has an “about” section comprised of a few sentences and a “Nicholas Cage Losing His Shit” video, teamed up with Seagram’s 7 to really celebrate the grunge and grease of America’s favorite hole-in-the-walls.
The inspiration came from the many bars Whalebone staff visited throughout their journey to find some of America’s best dives, said the magazine’s publisher, Eddie Berrang. This might be the reason its schedule for the next two weeks is a hodgepodge of everything nightlife. On the agenda are comedy nights, football viewings, karaoke and tequila tastings.
Berrang said the stint is more than just a marketing stunt. Dive bars are “palaces of greatness and wonder,” he said, and the goal is to bring in as much foot traffic as possible to create a fun and inclusive atmosphere; essentially the same as Whalebone’s purpose.
If you look hard, you’ll likely miss it. The Boneyard is crammed between a taco stop and a dry cleaner at 25 Avenue B, near East 2nd Street. The entire blacked-out front-of-house is basically the width of two regular-sized doors.
Inside are the makings of a true dive bar masterpiece: Christmas lights, a small stage, stools that look as if your rear won’t last more than 10 minutes on them, walls of whiskey bottles, and a pinball machine. The only signs that the bar is part of a media group are the magazines sporadically found throughout the space, and the underground radio station playing staff playlists through the speakers.
The pinball is free, Berrang said, the bar is full, and the whiskey, because of the Seagram’s 7 collaboration, is cheap. There’s also a custom beer created by Montauk Brew Co. for the occasion.
You might be wondering if a bar put together by a magazine is fun. Friends and family of the staff took the space for a spin Tuesday night to test just that, Berrang said.
“We’ve got a slow-moving staff today,” he joked Wednesday.
The bar is open from 4 p.m. to 2 a.m. daily. On opening day, however, it was still locked at 4:30 p.m.
Slow moving indeed.