That’s wack! On renaming an icon again
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Aon PLC remains mum on plans to rename the Willis Tower after it announced plans to purchase Willis Towers Watson PLC and to incorporate all the brokerage services under its own brand.
Nobody knows, but Chicago Magazine on Monday took a stab at it, listing a few contenders for the 110-story skyscraper tower Willis renamed 11 years ago after it was called the Sears Tower for decades. It’s actually what some people still call it today, as the magazine points out: “Oh, you mean the Sears Tower?”
Up first: “Aon Tower.” There’s already one of those towering over the iconic Chicago skyline. Then there’s “233 South Wacker.” The address. (Yawn.) “United Tower?” Perhaps, but United Airlines already had the option to do so last year and passed, the magazine points out. “Sears Tower?” That bankrupt chain store? No “long-term global strategy” outside of the name giving a nostalgic gift to the city, according to the article. And finally, there’s “Two Three Three” or “The Wacker.”
“These days, it’s all the rage to name new buildings after tedious references to their address or street names,” the article explains. Yet, “could anyone with a straight face really risk the once-proud Sears Tower being nicknamed “The Wack?”
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