Real Estate Company Renames Midtown 'MiMa'

By Willis Plummer Tue., Aug. 9 2011 at 12:48 PM

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.

[via reddit]

[@willisplummer]

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New York City Regional Center

That seems like a new makeover for the real estate firm. Some interesting details are there about the New York based real estate firm.

Becker Thijs

Great blog, thank you!

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This isn't the aboriginal time that absolute acreage agents accept approved to rebrand a adjacency to accomplish it complete added agitative or safer.

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This isn't the aboriginal time that absolute acreage agents accept approved to rebrand a adjacency to accomplish it complete added agitative or safer.

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Sunshine Diva

Why not call it NOPA.....North Of Port Authority. The smell of buss fumes must be lovely this time of year!

Harveyiteju

This isn't the aboriginal time that absolute acreage agents accept approved to rebrand a adjacency to accomplish it complete added agitative or safer. Just endure summer, we told you about Cloister Park, a gentrified breadth of Harlem that was renamed to allure yuppies.

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Majoritain

MiMa is a very nice company of the the real estate. This is a very good company of the new yourk this company company make a very nice real estate area as compare to the other company.

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Natali

Related really is overrated. I would know, my current apartment was in a Related building until they jumped ship, told the tenants at the last minute and a little known company from Maryland took over.