The Joinery is your typical character-free cube condo development going up in an "emerging neighborhood," which is to say the rendering for it is meh; it's going to have a gym, bike storage and a rooftop garden; and it will be expensive. Oh, and it's got some super tone-deaf advertising, specifically a giant banner promising the apartments are Making the Bronx Great Again. Ha...ha?
Welcome2TheBronx first spotted the banner hanging in front of the apartments under construction in Mott Haven, and they were understandably pissed. Especially since, according to the site, the condos in the building are going to be sold for about $750 per square foot, way higher than the average of $173 per square foot the south of 161st Street market was getting last year.
— Welcome2theBronx™ (@Welcome2theBX) October 3, 2017
John DeSio, a spokesperson for Bronx Borough President Ruben Diaz, Jr. told Gothamist the banner's Trump-esque slogan was "factually inaccurate. The Bronx has always been great."
Robin Levine, a spokesperson for City Council Speaker Melissa Mark-Viverito, a public Trump foe and the council member who represents the district where the building is going up, echoed Diaz's comments: "Despite what this tone deaf attempt at advertising would have some believe, real New Yorkers know the Bronx has always been great."
Someone who answered the phone at Tahoe Development, the developer behind the project, said that a person who could comment on the banner wouldn't be reachable for the entire day.
This isn't the first time that developers trying to market the South Bronx have stepped on a bunch of rakes, but I'll leave it up to the calm and rational people of the internet to decide whether this is as bad as the time the people marketing luxury condos in the borough threw a "Bronx is Burning" party on the waterfront.