The Condo Formerly Known as ISIS Dumps Its Name

rendering of 3 Thirty Three Downtown
Courtesy of 3 Thirty Three DowntownAn artist's rendering of West Palm Beach's 3 Thirty Three Downtown building -- formerly called ISIS Downtown.
ISIS Downtown, the first major condo development in tony West Palm Beach, Florida, since the real estate meltdown, has changed its name to put distance between its $300,000-plus apartments and the Islamic extremists who are warring, kidnapping, beheading and generally wreaking havoc in the Middle East.

logo of 3 thirty three downtown
Courtesy of 3 Thirty Three DowntownThe new logo for the condo development previously called ISIS Downtown.
The development's new name is 3 Thirty Three Downtown.

"We felt we had a nice name; now we think we have a better name," says Edwin Jahn, vice president of The Kolter Group, which develops real estate in the southern region of the U.S. "I guess everything happens for a reason."

Isis, in Egyptian mythology, is the patron goddess of childbirth and motherhood. However, the name also is the acronym for the Islamic State of Iraq and Syria, an al-Qaeda splinter group that recently beheaded journalist James Foley.

Jahn says the company named its new condo project Isis in March. Then, about two months ago, Jahn was watching "Good Morning America" report on the militant group and quickly realized that he had a problem.

"We didn't have to change the name, but it was the right thing to do," Jahn told AOL Real Estate. "We didn't want anything negative associated with our company."

In fact, the change may have helped publicize the new building, which is set to begin construction early next year, and is taking reservations now. In the last week, national news organizations have reported on the name change, essentially providing free advertising for the project. Calls from potential buyers have increased 30 percent since the condo formerly known as Isis hit the news, Jahn says.

The Florida condo project isn't the only group changing its name from Isis. A mobile payment system of that name also plans to "rebrand" its company.

"However coincidental, we have no interest in sharing a name with a group whose name has become synonymous with violence and our hearts go out to those who are suffering," says CEO Michael Abbott on the company's Facebook page. "As a company, we have made the decision to rebrand."
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