The Real Deal New York

Can developers rebrand the Bronx?

Borough boosters play the name game

November 13, 2015 09:31AM

A warehouse for Beethoven Pianos is a vestige of the Bronx’s past, when it was home to as many as 60 piano factories. (Credit: Michael McWeeney)

From the November issue: With real estate heating up in the Bronx, it’s no surprise that some developers have started playing the name game.

New developments tends to open the acronym floodgates in New York City: Neighborhood names are shortened to sing-song geography lessons or completely recreated. The phenomenon is one that has played out time and time again, giving rise to a litany of Frankenstein portmanteaus: ProCro (a merging of Prospect Heights and Crown Heights), NoMa (North of Manhattan), GoCaGa (Gowanus and Carroll Gardens) and SoHa (South of Harlem), just to name a few. [more]