The corridor along Rockville Pike from North Bethesda to Rockville's city limits may soon have a new name.

The White Flint Partnership, a coalition of area real estate firms, announced its support of the name "Pike District" on Tuesday. The name would be used to market and brand development projects that are underway in the area.

One of those projects includes the demolition of the existing White Flint Mall. Crews have already demolished the Bloomingdale's. There are several other development projects planned for the area.

The name change wouldn't affect existing postal addresses or city/ town limits.

"Based on market reseach and the great feedback provided by the community, we are confident that the name 'Pike District' can help create a memorable brand for the area and put this vibrant economic development district on the map," the White Flint Partnership said in a joint statement.