The Bronx is turning: “Piano District” billboard defaced

Somerset, Chetrit Group ad touts "luxury waterfront living" in rebranded neighborhood

TRD New York /
Nov.November 10, 2015 03:45 PM

The Bronx isn’t having any of this “Piano District” business, apparently.

A billboard near the Third Avenue Bridge advertising “luxury waterfront living” and “world-class dining” in the rebranded South Bronx neighborhood has been defaced less than three weeks after going up.

The advertisement, now splashed with gold paint, bears the logo of developers Somerset Properties and the Chetrit Group; the firms partnered to purchase two Mott Haven sites for $58 million in the last year and are planning a sprawling residential complex on the properties. Thus far, the developers have filed plans for two towers holding a combined 1,200 units.

While the “Piano District” rebrand refers to the area’s piano-making history – the neighborhood was home to several piano factories in the 19th century – residents have criticized the name change as a harbinger of gentrification.

That criticism only intensified after Somerset and Chetrit threw an A-list warehouse party at the South Bronx development site that was attended by the likes of models Naomi Campbell, Gigi Hadid and Kendall Jenner and New York Knicks star Carmelo Anthony. [Welcome2TheBronx]Rey Mashayekhi


Related Articles

arrow_forward_ios
1065-1075 Gerard Avenue in the Bronx 

Prana pays Related $36M in Bronx multifamily play

Prana pays Related $36M in Bronx multifamily play
448 East 143rd Street in the Bronx (Credit: Google Maps)

Private developer’s NYCHA project in Mott Haven lands $79M in financing

Private developer’s NYCHA project in Mott Haven lands $79M in financing
1159 and 1184 River Avenue with Maddd Equities' Jorge Madruga (left) and Joy Construction's Eli Weiss (right) (Credit: Google Maps)

Maddd Equities, Joy Construction score $64M for massive Bronx project

Maddd Equities, Joy Construction score $64M for massive Bronx project
150 East 86th Street (Google Maps)

Barnes & Noble closing on Upper East Side

Barnes & Noble closing on Upper East Side
1323 Boston Road, Jeff Fox (Credit: Google Maps)

Foxy Management plans another Bronx senior housing project

Foxy Management plans another Bronx senior housing project
RXR Realty's Scott Rechler and 2413 Third Avenue in the Bronx (Credit: Getty Images; Google Maps)

RXR planning 200-unit South Bronx project

RXR planning 200-unit South Bronx project
From the top: 1600 Macombs Road, 625 Brook Avenue and 2082 Boston Road in the Bronx (Credit: Google Maps)

The top 10 biggest real estate projects coming to NYC

The top 10 biggest real estate projects coming to NYC
1073 Summit Avenue in the Bronx and Stagg Group CEO Mark Stagg (Credit: Google Maps)

Stagg Group to build 105-apartment complex in Highbridge

Stagg Group to build 105-apartment complex in Highbridge
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...