Has London’s Pickle Plan Gone Sour?

International
Monday, April 1, 2013
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Rendering of the Swiss Re tower as a Gherkin. (Courtesy JackpotJoy)

Rendering of the Swiss Re tower as a Gherkin. (Courtesy JackpotJoy)

The London headquarters of insurance giant Swiss Re at 30 St Mary Axe, known locally as “the Gherkin,” was scheduled to take its true form, today—a giant green pickle—thanks to Jackpot Joy, a British online gambling site, which promised last month to light up Sir Norman Foster’s iconic skyscraper with a digital projection. The foodie facelift called for wrapping the 41-story tower in a special non-reflective film requiring a crew of ten and around 900 man-hours. With no news that the tower is actually glowing, the stunt appears to have been too large a gamble. The jokesters, however, last year successfully sent a 60-foot rubber duck down the Thames. It appears this is strike two for recladding the tower after a campaign to transform it into a penguin went nowhere as well.

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