The Gherkin: How London's Famous Tower Leveraged Risk and Became an Icon

By featuring 30 St Mary Axe as support for vaulting gymnast Ben Brown, this “Back the Bid” poster suggested that London possessed the expertise and daring to risk public money on hosting the Olympic Games. M&C Saatchi, Inc., “Back the Bid,” offset lithograph poster, 2004. Courtesy of London Organising Committee of the Olympic Games (LOCOG).

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