Signs of the Times: Naming New Buildings
In 2008 New York City, newly-minted steel and glass structures curve, float and soar as far as the eye can see. Developers, architects and designers attempt to outdo one another in style and substance as they extend invitations to an enviable, well-deserved lifestyle rather than merely square feet and a doorman. To secure a spot for their buildings on a map that bristles with competition, their creators understand that there is something, after all, in a name.

Many new buildings are simply named by their street addresses. Not all developers feel compelled to reference constellations, rock-star spawn and nonexistent exotic provinces. Perhaps they feel the residences themselves are dazzling enough, and they want to make sure you can find them.

Some developers get a bit more creative. They aim to conjure an image to associate with the unique living experience promised for their new residence. Jade Jagger—daughter of rock legend Mick—was the "concept designer" behind the living spaces at Jade. Kalahari Harlem is named for its evocation of the "striking indigenous motif of Sub-Saharan Africa and its people." And Atelier references ateliers, which is what artists' lofts are called in France.

Other addresses are named to create a sense of history and place. Pearline Lofts rose on the former spot of the Pearline soap factory and The Clement Clarke was christened for the Columbia University professor and poet who wrote "Twas the Night Before Christmas," which speaks to the building's classic 19th century façade.

Whatever the origin, the creators of these unique names will continue to keep us guessing—the question is whether a building by any other name is enough to entice us to buy into the fantasy?