Branding Buildings in NYC

What's in a name? For some of New York City's buildings, a brand that reflects history, mood, and even geography. Joanne Kaufman takes us through the naming process for some of the city's newest buildings, and what they might mean to buyers.

"A name can also - perhaps - paper over a less-than-fabulous address; or give would-be residents a sense of a building's salient features, like proximity to water (Northside Piers, a development in Williamsburg) or its values (the ecologically correct Tribeca Green). A name can appeal to an aspirational purchaser (the Georgica, a glass curtain-wall building on the Upper East Side, invites association with the ultra-exclusive Hamptons enclave).

Or the name can refer to an aspect of the building's design, as is the case with the Metal Shutter Houses on West 19th Street, a condominium designed by Shigeru Ban and Dean Maltz."

Full Story: Using a Building's Name as Bait for Buyers

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