SoHa in Harlem? The Misguided Madness of Neighborhood Rebranding | NY Times

By GINIA BELLAFANTE

A demonstration outside a Keller Williams real estate office hoping to capitalize on a nickname for part of Harlem. (Photo: Maria Alejandra Cardona | NY Times)

A demonstration outside a Keller Williams real estate office hoping to capitalize on a nickname for part of Harlem. (Photo: Maria Alejandra Cardona | NY Times)

During any other summer, one in which the news didn’t ricochet from presidential wrestling videos to threats of nuclear annihilation at the hands of North Korea to the mysterious arrival of Mesopotamian cuneiform tablets into the treasure chests of people who make scrapbooking easier somewhere in Oklahoma, ordinary citizens might have produced a louder collective tirade over the attempts of real-estate interests to obscure the racial history of one of the most iconic urban neighborhoods in the world. Over the past several months, the industry has been working to designate a section of Harlem, roughly spanning West 110th Street to West 125th Street, as SoHa, an acronym that has been used more casually before. Imagine the creative manpower, the whiteboards and worn-out felt-tip markers it must have required to come up with that.

Read more: SoHa in Harlem? The Misguided Madness of Neighborhood Rebranding | NY Times

Related:

People’s Victory: Activists stop effort to rename Harlem south of 125th Street ‘SoHa’ | Amsterdam News

Gentrifiers Want To Rename Harlem Area ‘SoHa’ And Residents Are Pissed | Huffington Post

Residents: Don’t call southern Harlem ‘SoHa’ | Fox

Naming rights: Who decides what a neighborhood is called and where it starts and ends? | Crain’s New York Business

South Harlem, just above Central Park, is home to great food and rich history | am New York

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