MiMA (Middle of Manhattan)

MiMA (450 West 42nd Street in Manhattan) is a residential building from The Related Companies, trademarked from November 3, 2010. “MiMA” means “middle of Manhattan” and has been taken by some to be a new neighborhood moniker.
   
The “MiMA” nickname met with some opposition; State Assemblyman Hakeem Jeffries announced in April 2011 that he would introduce a bill to prevent real estate brokers from using made-up monikers like “MiMA” without approval of local community boards, the City Council and the mayor.
 
 
Curbed NY
Meet MiMA, the Luxury Funhouse Set to Test the Manhattan Market
Monday, March 21, 2011, by Joey Arak
The Related Companies can go on pretending that MiMA stands for “Middle of Manhattan,” but to us, the 63-story tower’s nickname is an acronym for “Magical Island of Many Amenities.” Magical because this ginormous mixed-use building (which includes 500 rentals, 151 condos, a Yotel cabin-style hotel and off-Broadway theaters designed by Frank Gehry) was built in about two seconds; island due to the somewhat isolated far West 42nd Street location; many amenities because, well, we’ve been over this. Not only will MiMA staff sort out your life, but they’ll also pamper your pooch. The Hell’s Kitchen of West Side Story, this is not.
 
Wall Street Journal
NY REAL ESTATE RESIDENTIAL
MARCH 28, 2011.
In Manhattan, a ‘Rubik’s Cube’.
By ROBBIE WHELAN
The exterior of Related Cos.’ new Middle of Manhattan, or MiMA, project falls short of the building’s ambition.

Rising from a single block along 42nd Street between 10th and Dyer avenues, MiMA’s 63-story, glass-walled residential tower stands in stark contrast to both the cheap-looking brick- and stone- apartment towers nearby and the adjacent mishmash of traffic and chaotic transportation infrastructure near the entrance to the Lincoln Tunnel and the Port Authority’s bus station.
 
Curbed NY
Gotham West to Add 1,240 New Rental Apartments to the West Side
Tuesday, April 12, 2011, by Joey Arak
After the success of Upper West Side luxury rental building The Corner, the Gotham Organization announced it was shifting its attention to a somewhat mysterious plan for a four-tower complex between West 44th & 45th Streets and Tenth & Eleventh Avenues. Now the developer is ready to pull back the curtain. The big parking lot on the site has just been relocated, and all the details of Gotham West, as the huge project is being called, are out in the open and waiting to be dissected.
 
Call it Hell’s Kitchen, the Garment District, the Far West Wide—heck, call it MiMA. Just don’t call it another bland collection of luxury rental towers.
 
am New York
4/19/11
By Graham Wood
Pol says no mo’ ProCro, SoBro
Realtors may be calling places like ProCro and MiMA the next hot neighborhoods, but a Brooklyn assemblyman thinks the neighborhood-rebranding trend needs to go out of fashion.
 
Democrat Hakeem Jeffries plans to introduce a bill next week that would stop brokers from marketing these new monikers without official approval from the community board, the City Council and even the mayor.
 
NY1.com
04/19/2011 09:10 PM
Assemblyman Wants To Prevent Realtors From Renaming City Neighborhoods
By: NY1 News
Brooklyn Assemblyman Hakeem Jeffries is trying to prevent realtors from making up new names for neighborhoods.
 
Jeffries says there have been several recent efforts to change names, including calling a part of Sunset Park “Greenwood Heights,” and a part of Crown Heights “ProCro.”
 
Another example is a billboard advertising a luxury building on West 42nd Street between Ninth and 10th Avenues. The ad says it is in “MiMa,” which stands for “Middle of Manhattan.”
 
Jeffries says his bill, called the “Neighborhood Integrity Act,” would force realtors to get city approval for name changes.
 
(Trademark)
Word Mark MIMA
Goods and Services IC 036. US 100 101 102. G & S: Leasing of real estate; Real estate brokerage; Real estate management services
IC 037. US 100 103 106. G & S: Real estate development
IC 045. US 100 101. G & S: Concierge services for others comprising making requested personal arrangements and reservations and providing customer-specific information to meet individual needs rendered togetherin a apartment complex
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Serial Number 85168327
Filing Date November 3, 2010
Current Filing Basis 1B
Original Filing Basis 1B
Owner (APPLICANT) The Related Companies, L.P. The Related Realty Group, Inc., a Delaware Corporation LIMITED PARTNERSHIP NEW YORK 60 Columbus Circle New York NEW YORK 10023
Attorney of Record Susan J. Kohlmann
Type of Mark SERVICE MARK
Register PRINCIPAL
Live/Dead Indicator LIVE