What’s in a Name?

The Touraine.

The NYT Real Estate section has a nice piece about the renaissance of naming apartment buildings in New York City.  Urban land developers have rediscovered this age-old marketing tactic, and it’s a good tradition.  It has particular resonance in New York City, where the sheer stock of apartment houses can make it a struggle for any one to stand out, no matter how beautiful, luxurious, or well-located.  The article makes a passing mention of the Touraine, a stunning new building with compact, solid, symmetrical features and heavy echoes of the classic pre-war style, located on East 65th Street, at Lexington.