naming rights

East Village Bar Suffers Identity Crisis

Will the third name be the charm?

Will the third name be the charm?Photo: Daniel Maurer

Last weekend, we cruised by what used to be 2 x 4 and noticed its name change to Ambience isn't sticking. (You’ll remember the owners are converting it into an upscale lounge). Rather, it’ll be called E4volution. Or maybe that’s 4Evolution, or E4olution — it’s not clear. Anyway! The bar will only be open Thursdays through Saturdays during renovations (it already has a huge flat-screen TV). Strap yourselves in; this promises to be even more of a fiasco than Kurve’s opening nearby.

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