Name Change a Success for Luxury Apartments

Real estate firm Alliance Residential has rebranded its luxury building Alta Hollywood as rubix hollywood to invoke the feel of a high-energy, urban lifestyle.

Hollywood, Calif.—“What’s in a name? That which we call a rose/ By any other name would still smell as sweet.” That might be the case for roses, or Montagues, but Juliet certainly wasn’t talking about apartment communities. At least, that’s the hope of real estate firm Alliance Residential, which has recently rebranded its luxury building Alta Hollywood as rubix hollywood.

The 218-unit building, which was opened in December 2010, is located in Hollywood, Calif., and the new name is meant to embody feel of a high-energy, urban lifestyle.

“We are taking this opportunity to rename the property, plan additional upgrades and add all remaining units to our inventory at a very opportune time,” Stefanie Chapman, Alliance Residential, says in a press statement. “We see this as the perfect moment to enhance the investment as the economy continues its recovery, the rental market improves as buyers remain wary of committing to mortgages, and residents love the convenient and green urban-resort lifestyle.”

rubix hollywood includes studios, one- and two-bedroom apartments and penthouses that include two bedrooms and a loft. Unit sizes range from 585 to 1,705 square feet, and rents range from $1,795 to $6,026 a month. Apartments all include in-unit washers and dryers, stainless steel appliances and designer lighting.

Amenities for the building include a pool, bar and lounge, fitness center, and business center. And, with the addition of the new name comes the addition of new features, such as poolside cabanas.

So far, the building’s name change appears to be a success. Currently, more than 70 percent of the apartments have been leased. And that, unlike Romeo and Juliet, is no tragedy.