The latest infill development in Midtown will officially expand the boundaries of Loeb Properties Inc.'s Overton Square redevelopment — or the use of its trademarked brand at least.
A three-story, infill apartment building, planned for a vacant lot at the corner of Diana Street and Monroe Avenue, will be the first new development to use the official Overton Square brand.
A conceptual rendering of the Diana Street Apartments being proposed by PMT investments LLC. The apartments are designed by Memphis-based architecture firm Arch Inc.
As detailed in the Memphis Business Journal's June 2017 cover story, "Loeb trademark defines shape of Overton Square," Loeb has a federal trademark for “Overton Square” and “Overton Square Memphis” from the U.S. Patent and Trademark Office for advertising and marketing purposes.
"Since 'Overton Square,' the name, is trademarked, [Loeb] is licensing us the ability to use the name 'Overton Square' in our name 'The Flats at Overton Square,'" said Aaron Petree, Loeb's vice president of properties and a principal of PMT Investments, which is developing the project. "For them, it was a benefit because they can expand the geographical footprint."