Part 5/12:
Similarly, the marketing of new office developments, like the efforts around the former Twitter building at 1355 Market Street, have touted the property as being located in "Lower Hayes Valley"—a neighborhood that doesn’t technically exist but aims to capitalize on Hayes Valley’s reputation as a trendy, upscale district. The use of geographic ambiguity and marketing spin highlights how branding is being weaponized to attract buyers and tenants.