What’s in a name? Quite a lot, if the buzz surrounding Heron Tower’s new name is anything to go by.
Last week, global cloud software company Salesforce took London by surprise with the announcement that Heron Tower has been renamed in its honour.
In full, Heron Tower will be “Salesforce Tower London”; a title which came into immediate effect when it was revealed last Thursday. The name change is part of a rebrand to mark Salesforce becoming the tower’s largest tenant, after it signed for an additional 50,000 sq ft of space. The company now occupies floors 26-31 of the skyscraper.
The reaction to the name change so far has been equal parts admiration and bemusement.
CityAM wasn’t amused, penning its piece on the name change under the title “London’s Heron Tower just got a really boring new name. Thank you, Salesforce.”
However, the following day, the website’s editor, Allister Heath, took a different view, highlighting the significance of the change as a move which “represents a milestone in London’s and the City’s diversification into the tech business.” He also described it as a further sign that the UK tech cluster has come of age.
Opinion was similarly divided across social media, with Twitter users describing it as everything from a sign that Salesforce is taking the UK market seriously, to the less impressed who expressed reservations about the new name’s catchiness and cultural appeal.
There was also the inevitable speculation about which tech firm could be next to brand a London landmark.
According to Salesforce COO George Hu, the building rebrand is part of an endeavour to signal the seriousness of the company’s commitment to the UK.
Judging by the buzz across social media in the twenty-four hours following Hu’s announcement, the rebranding of Heron Tower has certainly helped to raise the company’s UK profile.
Of course, it remains to be seen whether the new name will stick. As several commentators have already pointed out, Londoners tend to have a habit of choosing their own names for landmark buildings – whether that be the unflattering “Stump” or the affectionately chosen “Gherkin”.
Will we take Salesforce Tower to our hearts in the same way?