The president-elect's name will be stripped from three New York apartment buildings that bear his branding, following tenant complaints.

By Raisa Bruner
November 15, 2016
Trump Tower on Fifth Avenue, in New York City, will be keeping the name. But apartment buildings on the Upper West Side will not.
Getty Images

“Trump Place” will soon be a thing of the past.

Three Manhattan apartment buildings on the Upper West Side are removing the glittering gold titles that announce their association with the president-elect. The luxury high rises on Riverside Boulevard make up over a thousand apartment units—and residents are about to get an address change to make a distinct break between their homes and the real estate magnate who helped fund the complex.

At least 300 building tenants took part in a petition to get rid of the name starting in October, the New York Times reports.

The “Trump Place” moniker was a relic of the development's earlier stages: It has been owned and operated by Equity Residential since 2007. In October, doormen for the buildings were already being fitted for new uniforms to replace ones that included Trump-name branding, the Times reported. Doormats will also get an update. The building name change will go in effect this week.

“The purpose of this change is to assume a neutral building identity that appeals to current and future tenants,” Equity Residential’s senior regional manager Mary Pawlisa wrote in an email to building tenants.

These are not the first Trump-associated properties undergoing a rebranding even as the controversial businessman has ascended politically; new hotels from his brand are planning to operate under the name “Scion.”

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