UPTOWNflavor

And if the 125th Street rezoning, a luxury boutique hotel chain, and Columbia’s expansion were not enough to seal upper Manhattan’s fate, brokers have coined a pretentiously trendy name to attract young people to the nabe: “SoCo.”

“South of Columbia University is Hot. SOCO,” reads a listing for a $349,000 studio on 103rd and Riverside Drive on Halstead Property’s Web site.

We did not think anything could be worse than the SoHa moniker condo developers are pushing on Harlem, but maybe college students will be more receptive to the rebranding campaign for Morningside Heights. -via NY Observer