What's in a name? The answer to that seemingly benign question has the potential to strike terror into the hearts of apartment owners in West Palm Beach, Fla., which is why developers of a posh new 16-story, 213-unit condominium project have changed the name to 3 Thirty Downtown. The old name? ISIS.
New York's Daily News reports that the Kolter Group and Ram, real estate developers, have swapped out the old name, which was intended somehow to evoke the structure's sleek design, for the new one, signifying the address at 333 Fern Street.
When the project first began, the name Isis (with an initial cap only) was associated primarily with the ancient Greek goddess and wife of Osiris. More recently, the name, this time in all caps, was co-opted by a fanatical and bloodthirsty Islamist group based in Iraq and Syria.
"It's scarily negative," Palm Beach realtor Tim Harris is quoted as having told the Palm Beach Post.
Two-bedroom digs at the condo ... start at $300,000, and the building also features a pool, spa and other luxury amenities.
The realtors reportedly made the decision to change the name discreetly several weeks ago, adding this image to their Facebook page.
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