[770 Broadway as seen in the reflection of the Death Star]
As various media outlets reported this week, Facebook is moving its NYC HQ to 770 Broadway at East Ninth Street.
And various media outlets noted that this was the latest tech company to move to Midtown South.
Sydney Brownstone at Runnin' Scared was as confused — and annoyed! — by this as anyone else around here.
When did the area immediately surrounding Astor Place (i.e. the Village) become Midtown South? Was it when 51 Astor birthed that terrifically lame office building? Did Midtown suddenly annex the rest of the world, turning Brooklyn into Midtown East and Canada into Midtown North?
We weren't the only ones surprised by the characterization of the 'hood.
"I am fairly certain that Astor and Broadway are not considered to be within our boundaries or even generically considered as Midtown South," wrote John Mudd, president of the Midtown South Community Council, in an email to the Village Voice.
And the Voice helpfully posted this map from Midtown South Community Council:
Meanwhile, some EVG reader reaction:
Richard Bensam said...
We have to fight this. No, I don't mean Facebook moving in -- we have to fight the "Midtown South" label. Slapping a classy-sounding new name on a neighborhood can be worth millions in real estate. This name is a big deal to them. Deny them this victory. Don't use it. Don't let the developers colonize and gentrify our very language and thoughts the way they do our streets and buildings.
Alex in NYC said...
What the fuck? They call it MIDTOWN because it's in the MIDDLE OF TOWN. Astor Place, meanwhile, is DOWNTOWN, because it, by its very geography, is SOUTH (i.e. DOWN) from the MIDDLE OF TOWN.
Previously on EV Grieve:
Facebook is moving into the neighborhood; Midtown South expands its boundaries, apparently