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7 World Trade Center's Shiny New Name

The WSJ's Alex Frangos reports, in a good overview of the WTC mess, that Larry Silverstein is cooking up a prefab address for the new 7 World Trade Center:

To woo tenants, Silverstein Properties is trying to distance the building from the image of the Trade Center, though it literally sits on the site's edge. Instead of 7 World Trade Center, the building will be marketed under a newly created street address, 250 Greenwich St. The idea, according to someone familiar with the matter is to emphasize the building's proximity to TriBeCa, the trendy neighborhood to the north. It's also a tacit admission, according to real-estate executives, that the World Trade Center name scares prospective tenants.Guess 1 Gaping Pit was taken.
· Showdown at Ground Zero [Wall Street Journal]