3 ms·It isn't truly a real estate rebrand unless there is some stomach churning cutesy name, like "LoNo"!by zwkrt 8y agoIt isn't truly a real estate rebrand unless there is some stomach churning cutesy name, like "LoNo"!jonlucc 8y agoIn case you are as yet unaware, there is a specific 99 Percent Invisible episode about this very thing. https://99percentinvisible.org/episode/the-soho-effect/ https://99percentinvisible.org/episode/the-soho-effect/mc32 8y agoI love it, Acrohoods!