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Hell's Kitchen Rebranding Update: Meet Mid-West

This here is a rendering for 505 Clinton, a new 109-unit condo development that broke ground at 505 West 47th Street earlier this year. Given the development's name, one might think the developer was cleverly embracing the ongoing rebranding of the Hell's Kitchen region south of Clinton as, er, Clinton. But a press release just in to the Curbed inbox reveals the developer is thinking much bigger than that:

"We are proud to be creating a premiere full-service building in the heart of Manhattan's thriving Mid-West neighborhood," commented LEV Group’s Chairman and CEO Eddie Shapiro. "The project will offer new designer residences, including many 'entry level' units to accommodate first time home buyers."Mid-West, eh? We could see this appealing to a very particular demographic indeed.
· LEV Development Group []
· The Hell's Kitchen Brand: Gritty, But Not Too Gritty [Curbed]