Living Gatsby Style

For decades now, real estate mavens and others in the game of marketing valuable property have (appropriately) seized upon the ritzy cache of seminal New York novel The Great Gatsby. With the new film adaptation out this Friday, the Times takes a look at buildings and streets named after the book, from The Gatsby condos at 65 East 96th Street to The Fitzgerald, an Upper West Side condo building at 201 West 74th. And a company that bought a group of tenements on Second Avenue and East 76th called itself East Egg, the affluent part of Long Island's North Shore where much of the book is set. (Alas, the apartment complex East Egg hoped to build never went up.) No downtown namesakes are mentioned. Are we surprised? [NYT]