Rebranding the Bronx

Nov. 11, 2015 — What’s a good way to predict that your modest co-op apartment may go up in price? Answer: when your neighborhood, previously nameless, has been christened with a new trendy name by developers who believe a branded neighborhood will (hopefully) be the next hot neighborhood.
With that in mind, Bronx residents may want to put their brokers on standby. That is, if recent reports are credible. According to The Real Deal, developer Keith Rubenstein’s Somerset Properties and the Chetrit Group plan to build up to six 25-story apartment towers on Third and Lincoln Avenues in the Bronx. The area once contained as many 60 piano factories, so the developers have erected a billboard calling the neighborhood – what else? – “The Piano District.” How many piano factories remain? Who knows? Who cares? They were there once, and that’s what counts. Or as Rubenstein puts it: “I’m not just calling it a made-up name for no reason whatsoever.”