>A couple of years back I got a call at my neon shop from someone at Pepsi-Cola, here in Long Island City: "We've got a Pepsi sign that needs to be repaired". Assuming the sign to be a typical 18-inch "window hanger," I replied "Sure, bring it over." There was silence on the other end of the phone and then he asked "You mean you have room for it?" My shop is small, so I asked "How large is it?" As soon as I heard "well it's 75 feet by--", I said "Oh, that sign!"
Built 60 years ago by Artkraft Signs (now the Artkraft-Strauss Sign Co.), it is the oldest and last-surviving subsidiary of the original Claude Neon Co., which held the patent for neon. The sign, located on the Queens waterfront, is a major player in the urban landscape. The multi-tube red letters have reflected across the East River towards the United Nations building for more than half a century. Acknowledging the importance of their sign, Pepsi recently made a large investment to overhaul it. When I learned that Queens West plans to demolish the sign, I was heartbroken. Apparently, the landmark process has fallen by the wayside. This is another sad example of one of the four main problems of Queens West--the lack of vision. (The other three are: no involvement with, or knowledge of, the current or historic communities, a dehumanizing density and scale, and an irresponsible approach to waterfront development from both a fiscal and environmental standpoint.)
The connections with our history, the feelings and perceptions of the people who lived and worked in forgotten times, are important. In Europe, we see buildings that take us back to ancient Rome, medieval England, or renaissance France. In New York we are always eager to tear down evidence of our earlier days and throw up monotonous towers. Usually, we are told that this is progress.
But growth has occurred in L.I.C. while Queens West has languished for over 15 years. What growth would be possible if local businesses and residents were not squeezed out of the process?
The Pepsi sign holds the memory of the designers, engineers, steel workers, and glassblowers who created it. The sign plays an important role in the history of communication, advertising, and the neon industry. Long before television, the highest form of advertising and design, was neon. Nothing had the impact and longevity of neon. It could create images in the sky, and at night it could transform the urban landscape. To me these signs have always been comforting-- Silvercup, Swingline, Eagle, and, of course, Pepsi-Cola. Cities Service, located in Boston, is the most famous landmarked neon sign. They were born in an era in which science, art, and industry were believed to be the forces that would uplift humanity. There was pride in production.
The old is seamlessly merged with the new in vibrant downtown and waterfront renewal projects, such as Baltimoreıs Harbor Place and Louisvilleıs Main Street. Long Island City, once the industrial center of the world, needs to do the same today.
The oldest segment of the community was typically blue-collar and worked in our factories. The artists who have contributed to this neighborhoodıs revival originally came seeking the open sky and large industrial spaces. The Hunters Point Artists Community (HPAC), which at its peak exhibited more than a hundred artists, considered naming itself ³Artists Behind The Pepsi Sign.² While the name didnıt stick, a photo of the back of the sign was HPACıs first logo.
Despite objections, QWıs developers have been given the power to take land by eminent domain. They plan to tear down the sign and build an esplanade surrounded by more gargantuan towers. I hope that Pepsi recognizes the significance of keeping the sign here.
You canıt just bury what the city was, and is, especially if youıre replacing it with structures that donıt show the same level of design and construction. The idea of high-rises that will provide a wonderful view for those inside them, while blocking the light for those that live, work and grow gardens here, is repugnant. A landmarked Pepsi sign could be a perfect invitation to the world to visit, or to stay, and to establish businesses in a unique and growing environment.
By Kenny Greenberg, a Hunters Point resident, has been making neon in Long Island City for 16 years. His neon website is at http://www.neonshop.com. He also hosts the Long Island City Web site http://www.licweb.com
Back to The View - Volume 3 Number 3
To contact the Hunters Point Community Coalition
Call or write:
Hunters Point Community Coalition
Last Update: Dec 1996