For the thousands of harried night commuters glancing at the illuminated signage of the stately South Side on Lamar apartment building, urban living has to seem awfully tempting. Instead of living in a garden-variety gated apartment or soulless McMansion, you could hang your hat in a stylish-looking set of rooms that is almost universally described as cool. Despite its massive brick fa?ade, the South Side manages to look friendly and engaging, cutting a distinctive figure in a city where just about every other apartment looks like it came off an old Soviet assembly line. Every city has a short list of buildings that define its character. The towering South Side stands out amid the nighttime sheen of Dallas' empty glass towers.