Passing Congress Bridge from Downtown, you enter South Congress, or "SoCo" for locals. This alternative, bohemian neighbourhood, popular with tourists and local hipsters alike, revolves around South Congress Avenue, the main drag lined by trendy hotels, food trucks, colourful shops and concert halls. But SoCo's reputation has also led to an explosion in rents. Gentrification is affecting the neighbourhood, as symbolised by the closure of the legendary Uncommon Objects store.