Urban Niche is a technical description of the loft complex. Urban and Niche in their definition both reference economics of city life. I wanted to use terms that relate to market in which the complex lives, but also reaches out to the primitive need of humans to fit into their ecological niche. The living complex is community based within New York City and in a city is where you may find a struggle to fit in. These living complexes represent an emerging market and are in high demand. I wanted to create an edgy, but environmentally friendly brand with a suite of amenities that allows for a community built within a community.