If on-the-rise gayborhood Hell's Kitchen is getting a gay hotel, then obviously the old guard has to step its game up. Voila! Check out the new signage up on 303 Tenth Avenue, the under-construction rental building at West 28th Street near the High Line. The project is now going by the name Port 10, but that's not what caught our tipster's eye. "First gay marketed apartment building in NYC," he writes, somehow resisting the urge to make a closet space joke. There's a teaser website up right now, but you won't find any clues about the building's sexual orientation unless there's something we don't know about sheriff badges. (Oh.) Interesting strategy or lame gimmickry?
· Port 10 [port10.com]
· High Line Frenzy Continues: 303 Tenth Avenue Revealed [Curbed]