It's always amusing to see branding gone awry. So we were certainly amused when we discovered the above map, prepared by the architects at ShoP as part of a South Street Seaport proposal for General Growth Properties, breaking New York's many diverse neighborhoods into overly simplified groupings. The East Village is now Hipsters, the Lower East Side/Chinatown is now Cheap Dumplings (ouch) and so on and so forth. The FiDi, where the Seaport is located, is re-branded Opportunity, which ties together nicely with the pending Water Taxi Beach on Pier 17.
What do you think about your new neighborhood?