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.

1 minute read

December 27, 2011, 1:00 PM PST

By Judy Chang

"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

Friday, December 23, 2011 in The New York Times

Urban Development New York New York City Buildings Branding

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