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While Williamsburg has been indelibly branded with the hipster label for the last decade or so, luckily the marketing campaigns of developers in the area have cast a much wider demographic net. To wit: When Steven Leeds and Rachel Hott, empty nesters from Montclair, started looking for a place to move in the big city, they fell in love with a three-bedroom pad at The Aurora overlooking McCarren Park. (The 1,400-square-foot apartment was originally listed for $1,200,000, but the fifty-somethings snagged it for $999,000.) Before signing the contract, however, the couple insisted on timing the walk from the new development to the L train station. Luckily for them (and the developer), it clocked in at a commuter-friendly six minutes. They moved in last month, and can’t get enough of their new neighborhood, especially McCarren Park. I have never seen so much activity, Dr. Hott said. There is break dancing and tai chi and soccer. In case they need any tips, The Times also has a close-up this weekend on the neighborhood to the north: Greenpoint.
The Hunt: The Six-Minute Test [NY Times]
Living In: Greenpoint, Brooklyn [NY Times]


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  1. DH: It’s true, they do tend to trickle in from Williamsburg/Manhattan/Jersey on the weekends. But they’re not as noticeable in the context of an established neighborhood. They just look like idiot-tourists.

  2. “but deep down inside I’m glad that all the most annoying people in the world are flocking to one tiny area code, making it easier for me to avoid them.”

    Well i see you’re from Fort Greene – sure glad there’s no one annoying there! 😉

  3. Lets face it – rich empty nesters from Montclair having a midlife crisis of sorts. Montclair -> Manhattan/Park Slope is more of a lateral move, so they move to the “hip” neighborhood they hear about on MTV/Gossip Girl.

    Why can’t they just buy a Porsche to feel young again like old people used to?

  4. I kinda agree with all the negative comments too. Maybe I was just trying to be nice, but deep down inside I’m glad that all the most annoying people in the world are flocking to one tiny area code, making it easier for me to avoid them.

    But the positive little voice in me, that just can’t be squelched no matter how much time I spend on the internet, says: Hold up. Where’s the rule book that says what “acting your age” is? If yuo have one, go die already. I’m sure it’s in the rule book too, just do everyone else a favor and skip to the last chapter. Cause it’s those kinds of vomit-eager rule sensitive morons who have nothing to contribute but spite.

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