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New York

Can developers rebrand the Bronx?

Borough boosters play the name game

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)
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.

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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]

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The Bronx