Going Soft: Norman Foster’s London Skyscraper’s Unexpected Cameo

Eavesdroplet, International
Tuesday, January 14, 2014
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foster-soft-gherkin

Lord Norman Foster’s pickle-shaped 30 St. Mary Axe building in London, widely known as “the gherkin,” has been featured in an advertisement for a UK chemist that sells erectile dysfunction pills at £6 a pop. The print ad for Lloyds Pharmacy features the interrogative headline “Lost the perk-in your gherkin,” illustrated with a photo-shopped image of a drooping 30 St Mary Axe. The ad goes on to exhort readers not to “let a hard day stop a hard night.”

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