Developer’s neighborhood naming ploy appears to be working

June 14, 2013 04:00PM

Ever heard of the “Northwest East Village”? This is the name the developers of the Jefferson condominium, in what the rest of us call simply the East Village, have half-jokingly applied to the area where their project lies. The region, between Avenue A and Third Avenue and East 11th to East 14th streets, is referred to with the multisyllabic moniker perhaps to draw more attention to the project and breathe fresh life into the gentrification-shy area, the New York Times reported.

And maybe it worked. Sales began at the Jefferson in late April and currently 56 of the 82 units are in contract. The Marketing Directors is the exclusive sales and marketing agent for the building.

“We were being a little funny, because we know it’s never going to catch on,” Michael Barry, president of the Ironstate Development Company, which is working alongside SK Development and CB Developers on the condo, told the Times.

The site, located at 211 East 13th Street, used to be home to a vaudeville theater, which later turned into an adult film theater [].

Units range in size from studio to three-bedroom; from 550 to 1,650 square feet. Units start at $1,600 per square foot, the Times said, and offer oak flooring and nine-foot-high ceilings. [NYT]Zachary Kussin