The Bainbridge name is gone, as is the fancy-font signage above the lobby entrance at 4918 St. Elmo Avenue in downtown Bethesda. Now the apartment tower that opened a decade ago will be called "Ellis Bethesda." And in Rockville, the Bainbridge Shady Grove at 15955 Frederick Road is now "The Reed." "Ellis" has no obvious connection to Bethesda; "The Reed" is likely commemorating the historic Reed Brothers Dodge dealership, for which there are already two tributes on-site: Dodge Hemi engine piston-inspired street lamps, and a public art installation. No explanation has been given for the change of branding.
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