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This Brooklyn family’s Hanukkah celebration is all over New York’s subway

(New York Jewish Week) — For photographer and Instagram blogger Mordechai Rubinstein, seeing his face plastered all over the subway this holiday season has been an unexpected delight.

Rubinstein is decidedly not a dermatologist (a la subway-famous Dr. Zizmor), nor is he hawking subscription meds or beauty products. Rather, Rubinstein is featured in Nordstrom’s prominent “Make Merry” holiday campaign, where he’s seen celebrating Hanukkah alongside his wife Sara Brown-Rubinstein and their 5-year-old daughter, Isabella.

The ads have been prominently displayed in subway and bus lines across the city. “We first saw it in the wild — we didn’t even know until people started sending us pictures,” said Rubinstein, who assumed the family photo shoot, which happened over the summer in their Greenpoint, Brooklyn home, would be used exclusively on social media. “It was a huge surprise, I don’t know how else to say it.”

The ads spotlight the family of three eating latkes and lighting the menorah together. Rubinstein — who’s known to his 127,000 Instagram followers as @mistermort and describes himself in his bio as “SHMUCK AT LARGE, GARMENTOLOGIST, ANTHROPOLOGIST, photographer, photojournalist and author” — wears a bright pink sweater over a floral shirt and mustard pants, completing the look with a green knit kippah. Meanwhile, Sara and Isabella keep it more simple, wearing a black sweater and white maxi skirt, and a blue and white dress, respectively.

Each member of the family lights their own menorah on Hanukkah, the couple said. (Courtesy of Nordstrom)

The campaign features other notable New Yorkers celebrating the holidays, including actress Christina Ricci and her hairdresser husband, Mark Hampton, and actor and singer Leslie Odom, Jr., his wife Nicolette Robinson and their two kids. (Actress Robinson is Jewish, and though the Nordstrom ads mostly focus on their family’s Christmas situation, there is also a menorah in the photos.)

“When they came to us for the project, we actually didn’t realize how public facing it was going to be,” Brown-Rubinstein, an interior designer for Ralph Lauren stores, told the New York Jewish Week. “But we love Nordstrom and everything they stand for, and we feel like we’re just a great team of people. They are always featuring such great people from different communities and we love working with them.”

For the shoot, the couple said they had nearly complete creative control — they picked out the decor, food, prayer books and outfits they would be wearing for their pretend Hanukkah party.

“Everything was kosher, obviously. It’s pretty sick to have our yarmulkes and latkes in a Hanukkah ad and not some wack pajamas,” said Rubinstein. “They [Nordstrom] let it be authentic to us.”

Even the latkes — which one observer likened to a hockey puck — are legit: they brought them in from Russ and Daughters, Brown-Rubinstein said.

“Inclusivity is important to us as a company, and we know it is something our customers value too,” Red Godfrey, vice president of creative at Nordstrom, told the New York Jewish Week via email. “Our campaign spreads cheer by showing the real human connection through warm and intimate moments shared amongst loved ones in their most personal settings.

“We aimed to capture the authenticity of real families making merry together and giving us a glimpse of what the holidays look like in their homes,” Godfrey added.

Rubinstein is part of the Lubavitch community and was raised in Rhode Island, Maryland and Brooklyn — his parents now live in Crown Heights. Brown-Rubinstein, who grew up in Connecticut, attended Modern Orthodox synagogues as a child, but now considers herself more culturally Jewish. The couple is dedicated to raising their daughter with a strong Jewish identity.

“I’m Lubavitch — I live for mivtzoim,” Rubinstein said, referring to Chabad’s outreach to less observant Jews, such as the practice of Chabad emissaries asking New Yorkers on the street if they are Jewish during Sukkot and inviting them to shake the lulav. 

Rubinstein said the experience of representing and reaching out to other Jewish New Yorkers via the Nordstrom campaign felt very similar. “It’s an honor,” he said. 

Alongside the ads, Rubinstein collaborated with Nordstrom to design two handmade, luxury menorahs in the shape of a car and a truck that can be purchased on Nordstrom’s website for a cool $585 and $800 each.

Mordechai Rubinstein and Sara Brown-Rubinstein live in Greenpoint with their daughter Isabella and are committed to creating a Jewish life for her. (Courtesy of Nordstrom)

The couple also curated their ideal holiday entertaining items on Nordstrom’s website, including menorahs, cutlery, dishes, and other gifts and shared their Hanukkah traditions with Nordstrom, which include making a latke recipe courtesy of Rubinstein’s sister, Chani.

Now that the eight-day holiday is officially here, the family, just like in year’s past, will light their own menorahs; eat latkes, sufganiyot and gelt; and spend time with family and friends at Hanukkah parties.

Though they have worked with Nordstrom before on a Father’s Day campaign, this is the first time the Rubinsteins have showcased their Jewish identity in such a public, outward-facing way.  

“I’m like, very Jewy — I’m the most Jewish,” Rubinstein said. “I love sharing when I’m in Crown Heights with my family, or on Jewish holidays and stuff, I try to share as much as I can. But it’s not often that I get to incorporate it into work — like, never.”

“A big part of my work is documenting and capturing how people wear their clothes, so I’ll put up pictures [on Instagram] if I’m in Crown Heights or Hasidic Brooklyn. I’ll definitely photograph and post from there. But as far as modeling in a campaign like this, it’s something I’ve never really done. To be able to wear a yarmulke [in a campaign] is brand new,” he added. 

Interestingly, unlike many American department stores — Macy’s, Neiman-Marcus, Bloomingdales and Bergdorf Goodman, to name a few — Nordstrom does not have Jewish roots. Founded in Seattle 1901 by Swedish immigrants who made their first fortune during the Alaskan gold rush, Nordstrom has been expanding ever since. They opened a seven-story flagship store on 57th and Broadway at the end of 2019. 

“We’re proud to be a part of the community,” Godfrey said. “We’re particularly excited about the way this campaign is showing up in New York City and have received positive feedback from customers and local New Yorkers who are seeing the images on billboards, in the subway and on buses.” 

For the couple, who met at a concert at now-closed Hiro Ballroom in 2007, the reactions to the ad from friends, family and strangers have also been their favorite part of the experience — a teacher at Isabella’s school called with excitement after seeing the family’s photos on the subway. Even strangers have taken to posting and tagging Rubinstein on Instagram when they see spot the ad.

“It’s really been very heartwarming, so many we haven’t spoken to in a long time have reached out,” Brown-Rubinstein said.  

The family hasn’t seen the ad all together yet — Brown-Rubinstein and Isabella rarely take the subway — but Rubinstein said he travels on the train specifically so he can see it. “All I want is to get my family in front of the picture of ourselves on a city bus framed,” he said.


The post This Brooklyn family’s Hanukkah celebration is all over New York’s subway appeared first on Jewish Telegraphic Agency.

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After 9/11, Jewish volunteers kept watch over the dead. 25 years later, the grief remains.

In the aftermath of 9/11, New Yorkers found countless ways to help. They lined up in record numbers to donate blood, delivered meals and medical supplies to first responders, and opened their homes to strangers with nowhere else to go.

And then there were the people who sat with the dead.

Starting on Sept. 20, 2001, Jewish volunteers took four-hour shifts at the city medical examiner’s temporary morgue in lower Manhattan, reciting psalms and keeping watch over the remains.

Without fail, a member of the Jewish community was there — 24/7, for more than seven months.

They were sitting shmira, fulfilling the Jewish tradition of staying with the dead from the moment of passing until burial. The volunteers — some of them college students — sat with and prayed for each of the victims, whether or not they were Jewish.

“Right after 9/11, all the way down till the next May, it was never a missed moment,” Rabbi Allen Schwartz of Congregation Ohab Zedek, which organized the shmira, told the Forward. “We never had a problem filling a spot.”

A congregation responds

Like many houses of worship, Congregation Ohab Zedek, an Orthodox synagogue on the Upper West Side, mobilized after 9/11. Congregants collected masks, filled boxes with clothing, and set up an assembly line to make sandwiches for those in need.

Schwartz also recognized the importance of shmira — determined that the horror of 9/11 would not interrupt the tradition that brings dignity to the dead. He asked a congregant, recently retired shoe salesman Armin Osgood, to coordinate.

“When Rabbi Schwartz asked you to do something, you did it,” Osgood, now 91, told the Forward. “There was not a question at that point.”

Osgood sketched out a schedule on a big yellow legal pad and began filling it in with names. Many Ohab Zedek congregants signed up. Others heard about the effort through word of mouth, sometimes from friends of friends. Some traveled from out of state.

The group included people with different levels of religious observance. All that mattered to Osgood was that they were willing to help.

“People called, and they said, ‘I don’t speak Hebrew. I can’t read Hebrew.’ I said, ‘So read the Psalms in English.’ ‘Well, I’m in a congregation where women wear pants.’ I said, ‘So wear pants,’” Osgood said. “Nobody gets excluded. If they want to do it, I’ll find a way.”

Ely Razin, 35 at the time, was among the Ohab Zedek congregants who volunteered. He took a shmira night shift, reciting tehillim next to the remains and trying to concentrate on the meaning of the ancient words.

“It helped me feel like I was doing something,” Razin told the Forward. “The act of shmira, in and of itself, somewhat gives you a sense of personal peace.”

Rabbi Schwartz took a weekly Friday morning shift, where he found himself providing spiritual comfort to people of all faiths. He befriended a Protestant minister who was often there to pray with bereaved families. Once, a Catholic family, unable to find a priest, asked Schwartz to say the last rites.

Unfamiliar with the Catholic tradition, Schwartz recited the Jewish memorial prayer kel maleh rachamim in English.

“I don’t know what their last rites look like, but I said the [Jewish] prayer we say at the funeral,” Schwartz said. “So it was a kiddush Hashem. That was a very meaningful moment.”

Keeping the chain

Keeping the morgue staffed 24/7 was no easy task. It was even more difficult on Shabbat — partly because Ohab Zedek, on the Upper West Side, was too far from the morgue in lower Manhattan to walk.

An Ohab Zedek congregant reached out to Jessica Russak-Hoffman, then a senior studying English at Stern College, Yeshiva University’s women’s college. Its dormitories were within a few blocks of the morgue.

“My dad always said, ‘If a mitzvah lands on your lap, you’ve got to pick it up,’” Russak-Hoffman said. “So I grabbed a clipboard, and I went outside and started recruiting.”

She ended up enlisting more than a dozen women. One was Judith Kaplan, then a junior at Stern, who often took the midnight-to-4 a.m. shift — spending many Friday nights as a college student at the morgue.

Kaplan’s nearby apartment became a home base for the volunteers. She cooked lunch and dinner for those sitting shmira, many of whom were missing communal Shabbat meals to take their shifts.

“It’s not everybody’s cup of tea to do this kind of thing, so you have to find someone who has the stomach for it, and the emotional capacity for it,” Kaplan said. “This is not an easy mitzvah.”

As the months went on, the group had fewer volunteers. Kaplan began taking eight-hour shifts, sometimes in the dead of winter and in the middle of the night. Stern College security guards accompanied her on the walk to the morgue.

“I felt a very big responsibility,” Kaplan said. “I felt very strongly that if we can’t find someone to sit, then I have to do it. I didn’t want to break the chain.”

Russak-Hoffman also took night shifts. She recalled how, whenever a first responder’s remains were identified, everyone would pause, stand and pay their respects.

For Kaplan, those moments underscored how the Jewish volunteers had become part of the broader recovery effort. Shmira, she emphasized, was never about distinguishing Jewish victims from others.

“They could have told me that every single Jewish body was identified, and I still would have sat there,” Kaplan said. “It did not matter what your faith was or what your culture was — we were all there for the same reason.”

Looking back

There would never be a moment when all the victims’ remains were identified. But at some point, identifications slowed. Schwartz decided to end the shmira on Lag B’Omer — a Jewish holiday that marks the end of a mourning period.

But for so many of the volunteers, the shmira’s conclusion was not the end of mourning.

“I definitely spent the next 20 years looking at open sky and expecting planes to go by and hit things,” said Russak-Hoffman, who now lives in Seattle. “Every time a proper commercial plane went by without context, it flashed me back.”

Razin, who now lives in Israel, said similar emotions resurfaced for him after the Oct. 7 attacks. Sitting shmira is considered chesed shel emet, the highest level of mitzvah because it is truly selfless, as the dead cannot repay the act. But Razin came to understand that the ritual also serves the living.

“They’re there to help not only the person who’s departed, but the people who are left behind,” Razin said. “It put a frame around something that otherwise was incomprehensible and monstrous.”

For Kaplan, who now lives in Jerusalem, the experience was formative. The tehillim — its pages now held together with a hairband — became a keepsake of that time. She has since brought the prayer book to her wedding and to the birth of her child.

“That’s how meaningful the experience was for me,” she said.

Schwartz plans to reflect on 9/11 and its aftermath in his Rosh Hashanah sermon this year, which falls on Sept. 11. Twenty-five years later, he said, the volunteers’ mitzvot offer a reason for hope.

“This was barbaric evil on the part of some people, but it really brought out the most incredible goodness in many more people,” Schwartz said. “We shouldn’t give up hope in mankind.”

The post After 9/11, Jewish volunteers kept watch over the dead. 25 years later, the grief remains. appeared first on The Forward.

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The Disappearance of the “Reel”: Why Online Slots No Longer Look Like Slot Machines

For more than a century, a slot machine was easy to recognize. Three reels. A lever. A row of fruit, bells or lucky sevens. Pull, spin, stop. Even someone who had never played one knew exactly what the machine was supposed to do.

Open a modern online slot today and things can look rather different. Symbols fall from the sky. Winning icons explode. Grids change size. Multipliers appear from nowhere. Sometimes there is barely anything that looks like a reel at all.

So, when exactly did slots stop behaving like slot machines?

The reel survived its own disappearance

The change did not happen overnight. Mechanical reels began losing their practical importance decades ago.

In 1976, Fortune Coin Company developed an early video slot using a modified 19-inch Sony television. Instead of watching actual wheels rotate behind glass, players watched electronic representations of reels. The physical reel was gone, but designers kept its visual language. It made sense. Players already understood it.

Digital technology eventually made that imitation unnecessary. A screen does not have to obey the laws of a spinning cylinder. Once developers embraced that fairly obvious fact, slot design became much stranger — and more creative.

A good milestone is NetEnt’s **Gonzo’s Quest**, released in 2010. Its Avalanche mechanic made winning symbols disappear before new ones dropped into their places. One wager could therefore produce a sequence of cascading results rather than the familiar spin-stop-spin rhythm. The game still had a 5×3 layout, but the screen was beginning to behave more like a dynamic puzzle board.

Then the grid started fighting back

The next step was to make the reels themselves unstable. Big Time Gaming’s Megaways feature was a big sample. The launch of Bonanza in 2016 helped to build a system with the number of symbols on the reels being variable, creating up to 117,649 winning combinations. It was then licensed to many other developers, and Megaways was the result.

It’s a significant design change. With the old machines, players would need to watch the set paylines. Current games can have them grasp clusters, varying reel heights, tumbling sequences or symbols wherever on a grid. The similarity, but the old machine is a distant cousin.

One such sweet bonanza is Sweet Bonanza 1000. In Pragmatic Play’s 2024 title, players earn prizes for getting 8 or more matching fruit or candy symbols with a 6×5 grid. Symbols are removed and other symbols drop and when you get a multiplier in the bonus round they can be worth 1000x. It remains a slot game, but in terms of graphics, it has much more in common with a cascading mobile puzzle game than a traditional three-reel game. The reel has not exactly died. It has been chopped up, covered in candy and taught new tricks.

Why designers abandoned the old machine

There is a simple reason: screens offer freedom.

A mechanical reel has physical limits. A digital grid does not. Developers can make symbols disappear, expand, split or trigger another sequence without asking players to press spin again. Themes can also become part of the mechanics rather than decoration pasted around three rotating wheels.

Recent releases show how normal this language has become. Pragmatic Play now openly describes games using terms such as “cluster-pays,” “tumbling reels” and “multiplier spots.” Big Time Gaming continues producing Megaways titles built around changing symbol configurations and cascades.

And perhaps that answers the original question. A slot stops *looking* like a traditional slot when the reel is no longer the main visual event.

But it does not necessarily stop being one.

The reel has become less a piece of machinery than a design ancestor. You can still see its DNA in columns, symbols and randomized outcomes. What changed is the canvas around it.

The funny part is that the slot machine escaped its physical cabinet only to discover it never really needed the reel in the first place.

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With Jewish New Yorkers on edge, Julie Menin says new protections will help keep them safe over High Holidays

As Jewish New Yorkers prepare for the High Holidays amid continued worries about rising antisemitism, City Council Speaker Julie Menin says her historic role as the chamber’s first Jewish leader has become even more important than she expected when elected in January.

In an exclusive interview with the Forward earlier this week, Menin pointed to her synagogue-protection law and successful fight against the Met’s John Galliano exhibition as proof that having a Jewish leader with a powerful bully pulpit matters.

“It’s incredibly important at this pivotal time,” Menin said. “We need to be standing up loudly, clearly, unequivocally in the fight against antisemitism.”

Many Jewish leaders see Menin, 58, as a check on Mayor Zohran Mamdani, whose rhetoric on Israel and handling of antisemitism have strained relations with parts of the Jewish community.

Mamdani has met in recent weeks with Jewish leaders and visited the Orthodox-populated neighborhood of Borough Park. The administration was expected to release a comprehensive citywide strategy to combat antisemitism before the High Holidays. Mamdani’s spokesperson did not respond to an inquiry about the rollout timetable. Menin said that City Hall has not briefed her on its plan.

Services at synagogues across the city this year come against a backdrop of rising antisemitism. Synagogues already spend millions of dollars a year on security, a reality her children have noticed, Menin said. Recent NYPD statistics showed that in the first seven months of 2026, anti-Jewish incidents rose 8.5%, and 57% of the reported hate crimes in the city involved Jewish victims. “This has now become the new normal,” she said. “It’s terrible. It is just shameful that we have entered this new era.”

Menin is scheduled to speak at Central Synagogue, the site of an antisemitic attack last month, at its evening services before heading to a friend’s home, where she and her eight-year-old daughter will bring an apple pie they bake together as an annual tradition.

A High Holidays test

Menin said she hopes the Council’s recent efforts to combat antisemitism will help Jewish New Yorkers feel safer and more protected as they head to synagogues for the High Holidays.

One of Menin’s first legislative priorities after taking over the Council was a package of bills that included protest protections for houses of worship, a hate-crime reporting hotline, Holocaust education initiatives and additional security assistance. “I do see that we have made some real progress,” Menin said.

The most controversial part of Menin’s agenda focused on limiting protests outside synagogues. The Council ultimately passed legislation requiring the NYPD to develop a plan for establishing a buffer zone when demonstrations involve harassment, intimidation or physical threats. Mamdani, who had raised concerns about restricting protests, allowed the synagogue measure to become law without his signature.

The law now faces its first big test. The High Holidays coincide with the annual United Nations General Assembly, which is expected to draw protests against Israeli Prime Minister Benjamin Netanyahu, encouraged by Mamdani.

Menin said the new law should help protect people entering and leaving synagogues if tensions rise around Netanyahu’s visit, and demonstrations cross the line into intimidation. “I think that bill is really important in terms of making a difference to assure congregants of their safety and security as they enter and leave,” she said.

Asked directly what she would say to Jewish New Yorkers who remain worried about Mamdani, Menin avoided criticizing the mayor by name. But she also offered a pointed message about the political climate. “It is incumbent to ensure that the rhetoric is turned down,” Menin said, because there remains a “heightened sense of fear within the Jewish community.”

On Wednesday, Mamdani and Police Commissioner Jessica Tisch, a lifelong member of Central Synagogue who spoke at services after the attack, announced increased NYPD security outside synagogues and other Jewish institutions for the High Holidays. Mamdani acknowledged that some Jews are “understandably afraid to come together and celebrate openly,” and said their safety “during these sacred days is of the utmost importance to our administration.”

The power to speak out

Menin has also used her position to speak out beyond the Council chamber, pointing to her recent fight over a Metropolitan Museum of Art planned exhibition as an example of the power of her bully pulpit.

Menin scored a significant victory as fashion designer John Galliano — who has a history of antisemitic remarks — bowed out following mounting criticism. Menin said she privately warned museum officials before the exhibition was announced that she would oppose it. She later went public after realizing that others who objected were reluctant to speak out.

“They might have been upset by the decision, but they weren’t comfortable speaking out,” Menin said. “We can’t shy away from speaking out. We have to be loud.” Menin called the development “a huge victory in the fight against antisemitism.”

A wish for unity

When Menin became speaker in January, she told the Forward that she hoped to use the position to help bridge some of the deep divisions in the city. Nearly a year later, she said that mission has only become more urgent.

Menin traced her own path into public service to the aftermath of the Sept. 11 attacks, when her Lower Manhattan business was devastated. She later chaired Community Board 1 and became involved in efforts to rebuild the neighborhood. What she remembers most from that period, she said, was a sense of unity that she believes New York has lost.

“Right now, it just feels very divided and very divisive,” Menin said.

As she approaches her first Rosh Hashanah as speaker, her wish for the new year is for some of those divisions to ease.

“As we really focus on the issue of atonement, we need to figure out how we can ensure the safety and security of the Jewish community at this very, very difficult time,” Menin said. “It’s my fervent hope and wish that we can try to galvanize the community together, and that we can bring along many of our allies who are not Jewish as well.”

The post With Jewish New Yorkers on edge, Julie Menin says new protections will help keep them safe over High Holidays appeared first on The Forward.

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