NEMA hadn't even opened before the luxury apartment complex became the recipient of San Francisco's collective scorn. The complex, which is conveniently nuzzled between the headquarters of Twitter, Square, and Uber, attempted to rename the poverty-stricken Mid-Market neighborhood "New Market"—ostensibly to help its posh residents forget they were paying $3,388/month for a one bedroom outside of homeless camps. Now NEMA is erecting an art piece entitled "Promised Land" along Market Street.