Instant Neighborhood Rebranding


For fans of 160over90’s branding of B3 in Philadelphia and our work for Berkeley Investments in Fort Point (that’s right, we were the masterminds of FP3 and Barbara Lynch’s growing restaurant empire there!), read the excellent article in this month’s New York Magazine about the rapid rebranding of that weird stretch of Broadway between Madison and Herald Squares (26th and 34th Streets). What I knew as the neighborhood of wholesale costume jewelry retailers, Christopher Isherwood (the Times’ theater critic) cleverly named the “Brown Zone” since it is the only part of lower Manhattan on the taxi maps without a neighborhood label (instead it is only designated with a brown tone).   

Evidently, a well-curated Ace Hotel landed there; and almost immediately, the neighborhood became a hipster destination– and with a name that might stick.



One thought on “Instant Neighborhood Rebranding

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s