New World

There is a supermarket chain here called New World. This amuses me to no end because it gets used a lot in directions. Phrases like the following are not uncommon - Just go down the street to the New World. Take a right at the New World. We've got a New World just down the road. If you need anything just go to the New World. If you see the New World you are going in the right direction. Pretty much any variation of this makes me giggle. What is the first one that comes to mind for you?