Let there be LED light in the Northwest East Village!

[Photo via EVG reader Katja]

Several readers have pointed out the lights adorning the Jefferson, the incoming condos at 211 E. 13th St. near Third Avenue … aka, the Northwest East Village …


[Photo via EVG reader Uncle Pete]

Maybe it's some sort of lighting to bring this back home to the former Mystery Lot, where the Jefferson stands now?

Previously on EV Grieve:
About the 'Northwest East Village'

About the 'Northwest East Village'

[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