Quick. Raise your hand if you think it’ll still be Willis Tower in thirty years. Didn’t think so. In this age of naming rights being sold with little regard to public consciousness, the public needs to retake the vernacular by nicknaming such buildings. We like “Big Black” for its powerful directness, a nickname that seems to match the building’s gritty posture in our sky. And it doesn’t hurt that it’s also the name of a seminal eighties rock band from Chicago, but we’ll keep that our little secret.
