Extell's Lower East Side luxury tower at 250 South Street has managed to find some time, in between possibly making the street sink and infuriating the neighbors, to brand itself One Manhattan Square, which is a nonsense name. To be fair, the tower will be located in Manhattan, and there will be one of it. Its relationship to squares, or to one specific square, remains unclear. Manhattan Square is not a thing. Marketing materials drawn up by designer Geoffrey Dahl encourage potential buyers to "Discover," which also doesn't mean anything. If Extell decides not go with One Manhattan Square after all, we have some alternate names to suggest, such as Big Good Tower, Opulent Windows Luxury, or Platinum New York Street.
· Extell's 250 South Street is Re-branded 'One Manhattan Square' [Bowery Boogie]
· One Manhattan Square [Geoffrey Dahl]
· 250 South Street coverage [Curbed]
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