The Real Deal New York

Two Trees: Rename Eleventh Ave. ‘West End Ave.’

August 09, 2012 12:00PM

Apartments at the second phase of Two Trees’ Mercedes House are in hot demand. Almost half of the apartments at the 384-unit Rental Building On Eleventh Avenue And 54th Street have already leased since launching two months ago, the developer told the the New York Observer.

But Asher Abehsera, managing director at Two Trees, has a plan to further augment the building’s success: Rename Eleventh Avenue, a street name that evokes strip clubs, not luxury residential development.

“If you got to 58th and 11th Avenue, there’s no such thing, it’s 58th and West End Avenue,” Abeshsera told the Observer. “If this was called 53rd, 54th and West End, you’re talking about a very different building.” [NYO]