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The building rising at 111 Kent Avenue in Williamsburg, just across the street from East River State Park and near The Edge, has been bannered and it has a name. It's not River Edge or The Spot or Park View or anything like that. It's...drum roll...111 Kent, aka North of Duane Reede. (This is the building with the rooftop pool that underwent the dramatic design change from an early rendering.) There's also a place holder website with a short flash animation and shopping center elevator jazz that indicates prices are starting at $400K-$600K, presumably for studios and 1BRs and working their way up to $1M+. It's not too late for a name change, though.
· 111 Kent [111kent.com]
· Rendering v. Rending: New Burg Building v 2.0 [Curbed]