SoHa controversy In the 2010s some real estate professionals started rebranding south Harlem as "SoHa" (a name standing for "South Harlem" in the style of SoHo or NoHo) in an attempt to accelerate gentrification of the neighborhoods. "SoHa", applied to the area between West 110th and 125th Streets, has become a controversial name. Residents and other critics seeking to prevent this renaming of the area have labelled the SoHa brand as "insulting and another sign of gentrification run amok" and have said that "the rebranding not only places their neighborhood's rich history under erasure but also appears to be intent on attracting new tenants, including students from nearby Columbia University".
SoHa controversy In the 2010s some real estate professionals started rebranding south Harlem as "SoHa" (a name standing for "South Harlem" in the style of SoHo or NoHo) in an attempt to accelerate gentrification of the neighborhoods. "SoHa", applied to the area between West 110th and 125th Streets has become a controversial name. Residents a,nd other critics seeking to prevent this renaming of the area have labelled the SoHa brand as "insulting and another sign of gentrification run amok" and have said that "the rebranding not only places their neighborhood's rich history under erasure but also appears to be intent on attracting new tenants, including students from nearby Columbia University".