What do you think these names are for?
Ashley
Olivia
Archstone
Mima
Atelier
Loft
Aire
WYYZ
SOS
Edge
Do those all sound like tacky restaurants to you? That would make too much sense to warrant this post. Nope, they're apartment buildings. Apparently it's no longer good enough to overpay for a cookie cutter condo in tomorrow's hottest location, today! Now we all have to live in individually branded condos so the whole world knows we chose this particular condo for its ambiguous one-word title beginning in A*. What's with that anyway? Some marketing genius must have decided A is a dominant letter or something. It's that kind of subtle confidence that convinces people that the building that looks exactly like the one down the street (inside and out) is somehow Jesus reincarnated as a condominium. Get in on the ground floor now before this neighborhood goes out of fashion!
I've been inside enough of these "luxury condos" to affirmatively state that the only identity they're selling is permission to advertise your specific income range to other people whose only means of telling people apart is how much money they make. The only identity on sale is an inflated sense of self worth. I'm not omniscient - I'm barely even presentable - but even I know if you're the only person who cares about the name of your building, it's not worth bringing up in conversation. Here's a fun game you can play: the next time somebody name drops their cookie cutter condo, make up one of your own and watch them wither up in shame of having lost the superficial status game.
Just watch, I'll end up living in one of these places. I can't really complain if I do. ***SHAMELESS GLOATING ALERT*** My boss is going to pay for my apartment, after all. ***PATHETIC BRAGGING COMPLETE***
*Unless you count "The" at the beginning, which every single one of these has. Since when were buildings rock bands?
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