In New York, location is everything. Apparently, when the location is unavailable, piggybacking a name from another neighborhood will do:
~ The New York branch of London’s Soho House is not in Soho, as it is in the UK, but rather the Meatpacking District. One assumes Meatpacking House wouldn’t quite connote the right aura.
~ DT/UT, the “downtown uptown” coffeehouse on Second Avenue that brings the East Village to the East 80s, is opening a second branch—downtown.
~ Chelsea Paper is in fact in Midtown, on East 57th Street. There is a Chelsea Paper in Chelsea, but we won’t get into that here.
Let me know if I missed any. I assume many more exist.