I heard it called the Deco Ghetto 15, 20 years ago, back when there were many antique stores on both sides of Market just west of Van Ness, but most of those stores have closed and the name doesn't properly describe the area anymore.
Honestly, if I were talking to another San Franciscan I'd just say 'Market just west of Van Ness.' None of the areas on Market Street between Van Ness and, say, Dolores really have an official name that has stuck, probably because they haven't traditionally been residential.
The area is something of a commercial dead zone--many properties are shuttered and can't keep tenants--but it isn't static, with a new-ish booskstore and bike shop on the north side of Market around Franklin.
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"You need both a public and a private position." --Hillary Clinton, speaking behind closed doors to the National Multi-Family Housing Council, 2013
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