'Rockers' was originally presented in 2007 at the FAAP University Museum in Sao Paulo, Brazil, where it drew over 40,000 visitors. The Morrison has commissioned acclaimed architect Tito Ficarelli, who designed the 'Rockers' exhibit in Brazil, to transform the new 313 Bowery space as well.

Bob Gruen's work has shaped the iconography of rock & roll. A native New Yorker, he served as John Lennon and Yoko Ono's personal photographer in the 1970s, a position that would yield two of his best known, and best loved, images - of John Lennon wearing a New York City t-shirt, and flashing apeace sign while standing in front of the Statue of Liberty.

During that time Gruen was also chief photographer for Rock Scene Magazine, where he specialized in candid, behind the scenes photo features. He toured extensively with emerging punk and new wave bands including The New York Dolls, Sex Pistols, The Clash, Ramones, Patti Smith Group and Blondie, while also photographing the biggest artists of the era, including Led Zeppelin, The Who, David Bowie, KISS, Elton John and Alice Cooper. Gruen still carries a camera wherever he goes, and continues to add to a body of work that spans over forty years.