[Rendering on East 13th Street in the Northwest East Village]
The real estate section of the Times had a piece yesterday on the Jefferson, the incoming condoplex that replaced the Mystery Lot along East Thirteen Street near Third Avenue... in particular, the Times explores the Jefferson's claim that the building is in the "Northwest East Village."
With the new name, the team building the Jefferson may be trying to freshen the image of the area, which is lined with aged brick tenements and has been more gentrification-proof than other East Village enclaves.
Or, like other marketing tactics, the renaming could serve no more serious purpose than to draw attention to the building.
“We were being a little funny, because we know it’s never going to catch on,” said Michael Barry, the president of the Ironstate Development Company in Hoboken, N.J., which is working with SK Development and CB Developers on the project.
Anyway, everybody knows that this is Midtown South.
Previously on EV Grieve:
City approves new building for Mystery Lot
The last days of the Mystery Lot
Before it was the Mystery Lot
The Mystery Lot developers using famous dead comedians to sell condos at The Jefferson
The Jefferson reveals what '21st Century living in the heart of Olde New York' costs