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Branding Buildings in NYC
"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."