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New York City real estate agents have given us one more reason to despise them; they’re trying to rebrand Midtown West as MiMa, which is short for “The Middle of Manhattan,” because the word “Midtown” doesn’t make that clear enough. This new name is the work of Related, the company that just built the MiMa luxury tower on 42nd Street. Judging from the map on its website, this “new” neighborhood encompasses everything west of 5th Avenue between 32nd and 58th streets, also known as Hell’s Kitchen.
On its site, Related pitches MiMa as “the beating heart pulsing at the core of New York City.” We couldn’t help but laugh at the site’s description of Times Square as a nearby cultural attraction.
This isn’t the first time that real estate agents have tried to rebrand a neighborhood to make it sound more exciting or safer. Just last summer, we told you about Cloister Park, a gentrified area of Harlem that was renamed to attract yuppies. Cut it out, real estate agents! SoBro, SPAHA, ProCro, now MiMa: we’re not falling for your lies.