Press Releases


Artist's Rendering of The Pavilion of France
Artist's Rendering - Pavilion of France

FROM:
Bill Doll & Company
1700 Broadway
New York 19, N. Y. JUdson6-8894

N. Y. WORLD'S FAIR WILL GET $10,000,000 FRENCH PAVILION:
"FOLIES BERGERE", AND MAXIM'S AMONG MYRIAD ATTRACTIONS
 
Anthony B. Golff, President of International Expositions Corporation, announced that work has begun on the $10,000,000 French Pavilion which will be one of the largest exhibits in the international section of the 1964-65 New York World's Fair.
 
Two of the prime attractions to be housed in the colorful complex of modern structures will be the original "Folies Bergere", imported from Paris and presented in a 1500 seat theatre, and Maxim's Restaurant, which will be under the personal supervision of M. Louis Vaudable, current proprietor and scion of the founders of the world famous gourmet paradise on Rue Royale.
 
Mr. Golff, who heads up the French Pavilion management organization, has a background of twenty-five years of international exposition experience. He emphasized that, in addition to dramatizing the best in French food and entertainment, there will be almost 200 exhibits, utilizing over 100,000 square feet of space, designed from an industrial point of view to show what is being done for trade and economy of France and to promote understanding between France and America. In part, the exhibits depicting a cross section of French Life will include "The World of Women" featuring latest fashion collections of the great couturiers, furs, jewelry, and perfumes. Other groups will display regional wines, cheeses, gourmet foods, handicrafts, home products and industrial creations ranging from gadgets to motor cars.
 
The French Pavilion will rise on a large terraced and landscaped plot fronting on the World's Fair's own Moon Fountain with its spectacular water displays which will be illuminated at night.
 
All exhibits and attractions will be housed in, under and around a triumvirate of buildings of pure geometrical form. One is rectangular in shape. Another, the largest ellipse ever built, is designed like a mammoth oval - the symbol of life and nature. The third is a massive pyramid rising to a height of 250 feet - in an avant garde simulation of the Eiffel Tower.
 
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The rectangular building will house industrial exhibits in addition to Maxim's Restaurant which will seat 500 in its main dining room designed by John Greer in lush Directoire decor. Adjoining is a bar with a capacity of 85, and a Moulin Rouge Terrace where 165 persons may dine and see intimate Parisian entertainment. Throughout the day, the best known mannequins of Paris will present fashion shows produced by leading French fashion houses.
 
The giant ellipsoid will contain the world's most modern 1500 seat theatre which will house the "Folies Bergere". It will have a completely electronic stage capable of handling all of the scenic and mechanical effects required by the lavish revue. In the tradition of Paris musical theatres, the playhouse will be surrounded on three sides by a horse-shoe balcony and will be decorated in the style of Louis XIV.
 
"Follies Bergere" will have an imported cast of over 100 singers, dancers, show girls and featured entertainers. It will be presented by M. Paul Derval, with scenery by Michael Gyarmathy, and choreographed by Billy Petch. It will be brought here directly from Paris and will play several reserved seat performances daily.
 
In a rotunda beneath the ellipse the world's largest "maquette" - a three dimensional animated and illuminated model of The City of Light - will be presented in continuous twenty minute showings at which 1,500 spectators can watch a panorama of the City of Paris as its lights and sounds range from dawn to midnight. The "maquette", with its intricate detail and thousands of miniature buildings, is currently being constructed in Paris where twenty-five Parisian artisans will be working on it for the next year and a half. It is expected to cost almost a million dollars.
 
In the towering Pyramid, visitors will ascend to the top level by elevator to view "The Treasurers of Versailles", an enormous collection of paintings and other objects of art displayed beneath a vaulted cathedral ceiling and surrounded by stained glass walls. An open gallery will permit the highest view of the Fair grounds and egress will be by a sloping ramp edged with exhibits.
 
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On the Main Concourse level will be additional exhibits and numerous specialty restaurants including: a Wine Cave where patrons will receive a wine taster's cup and be invited to sample the vintages under the tutelage of an expert; The Cafe Beaux Arts patterned after the sidewalk cafes of the Champs Elysees; and the Kronenburg Brasserie, an exact replica of an Alsatian beer garden, featuring music and provincial entertainment from all regions of France. The French Pavilion will be able to feed 3,500 people at one time in its combined restaurant facilities.
 
Chief consulting Architect for the Pavilion is Charles Rieger, the well-known French designer, and project architects are Katz, Waisman, Weber and Strauss. The engineers are Bernard Shaw and Associates, construction is by Rand Construction Company and traffic management by International Expediters, Inc. Exhibit design and construction is by 3-Dimensional Exhibits of Chicago who have already leased 80,000 square feet in Long Island City for the exclusive use of creating and designing French Pavilion exhibit displays.
 
Cole Fischer and Rogow will serve as advertising and public relations representatives, and Bill Doll and Company will handle the national and international publicity and exploitation campaign.
 
 
 
 
 
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"THIS IS JOHN CHAPMAN, DRAMA CRITIC OF THE NEW YORK DAILY NEWS. I HAVE BEEN CHEERED UP BY THE RECENT ANNOUNCEMENT THAT THE 1964 WORLD'S FAIR WILL HAVE A TEN MILLION DOLLAR FRENCH PAVILION, COMPLETE WITH A MAXIM'S RESTAURANT AND THE REAL FOLIES BERGERE. UP TO NOW, PLANS FOR THE FAIR HAVE SOUNDED PRETTY SOLEMN, AND I'VE BEEN WISHING MIKE TODD WERE ALIVE AND FULL OF CRAZY PLANS. THE FOLIES BERGERE WILL HELP."
        JOHN CHAPMAN . . . N. Y. DAILY NEWS

 

FROM:
Bill Doll & Company
1700 Broadway
New York 19, N. Y. JUdson6-8894

FRENCH PAVILION AT NEW YORK WORLD'S FAIR
TO SELL $100,000,000 IN FRENCH MERCHANDISE 
 
An estimated $100,000,000 in the widest-variety of French-manufactured products, from machinery and motor cars to vintage wines and gourmet foods, will be sold at the French Pavilion during the two-year run of the 1964-65 N.Y. World's Fair.
 
This volume of orders for merchandise with a "Made-in-France" label was predicted today by Anthony B. Golff, President of International Expositions Corporation and head of the French Pavilion management organization.
 
Golff also announces that the French Pavilion management is proceeding with plans to make use of French equipment and materials in the construction of all the Pavilion buildings and its exhibition marts to the greatest degree possible. All equipment and merchandise imported from France for building or display purposes will be shipped by French carriers.
 
Several million dollars will be spent for materials of French manufacture in the actual construction of the Pavilion. Tremendous orders for plate glass alone are being placed with French companies, since it is contemplated the building of the $10,000,000 Pavilion will involve the use of at least two square acres of plate glass.
 
French perfumes, cosmetics, jewelry, gowns, chapeaux, furs and handicrafts generally associated in the American mind with French industry will of course enjoy prominent display at the Pavilion. Golff emphasizes, however, that the entire extensive range of French industry will be completely represented. This will include exhibits of automobiles, motor scooters, bicycles, ball bearings, casters, metals, chemicals, plastics and a wealth of other products dramatizing the industrial might of France.
 
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Anthony B. Golff, president of International Expositions Corporation, whose $10,000,000 French Pavilion will be one of the largest exhibits in the international section of the 1964-65 New York World's Fair, is a distinguished leader in the field of visual display and merchandising, and in the field of expositions.
Anthony B. Golff

FROM:
Bill Doll & Company
1700 Broadway
New York 19, N. Y. JUdson6-8894

ANTHONY B. GOLFF
 
Anthony B. Golff, President of International Expositions Corporation, has distinguished himself in the field of visual display and merchandising. International Expositions Corporation, a creative and management organization specializing in trade fairs and international fairs, is the only complete management organization covering design, production and management.
 
Mr. Golff was the builder of the Polish Pavilion at the New York World's Trade Fair for 1959-60. During the same period Mr. Golff supervised the building of the Polish Pavilion at the Chicago International Trade Fair, and designed and built the Spanish Pavilion for the same event. He executed the Iranian Government's in both New York and Chicago and prepared the Trade Promotion Program for the Iranian Government. His designs were given first place citations in both cities. In New York he created the spectacular main display for Iran which was designed in the tradition of the fabled ruins of Persepolis, once a great city of Persia. Mr. Golff has performed creative work for the Indonesian Government.
 
A former display director for Milliron's, a leading department store Los Angeles, Anthony Golff started his career as a designer, went on to store-planning and display, and has become a leading figure in the field of exposition. He has been active in merchandising and marketing for over twenty years.
 
In his early display and planning, Mr. Golff was considered an authority in his work and consequently was called upon to write many articles in the leading display and advertising journals. He organized and participated in national and local display groups on the West Coast. His work has taken him throughout the United States and he has participated in every major exposition. On his work Mr. Golff remarks, "In the field of marketing and merchandising, the use of exhibitions dates back to early history, yet the method is still in its infancy as far as the ultimate potential is concerned."
 
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FROM:
Bill Doll & Company
1700 Broadway
New York 19, N. Y. JUdson6-8894

CREPES SUZETTE BID TO REPLACE HOT DOGS
AS WORLD'S FAIR SNACK AT THE FRENCH PAVILION
 
As American as . . . . what? Not hot dogs, amis, but crepes suzette. The distinctly French pancakes are making a strong bid to reign as the Number One Snack at the 1964-65 New York World's Fair. They'll be concocted and served up before the customer's eyes on the Terrace of the Fair's French Pavilion. It's the prediction of Anthony B. Golff, head of the management organization for the $10,000,000 Pavilion that crepes suzette will be the flaming favorites in the Fair's gourmet sweepstakes.
 
So hold the mustard but heavy on the Grand Marnier. We're toasting the chef instead of the rolls next season!
 
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SOURCE: All Above: Pavilion of France Press Kit

FROM:
Bill Doll & Company
1700 Broadway
New York 19, N. Y. JUdson6-8894

MRS. DWIGHT D. EISENHOWER WILL SERVE
ON FRENCH PAVILION ADVISORY COMMITTEE
 
Mrs. Dwight D. Eisenhower has agreed to serve on the International Advisory Committee for the French Pavilion at the 1964-65 New York World's Fair, it was announced by Anthony B. Golff, President of International Expositions Corporation and head of the French Pavilion management organization.
 
In accepting a Committee role associating her with what will become one of the largest exhibits in the international section of the Fair, with the twofold purpose of demonstrating the industrial might of France and the promotion of understanding between France and America, Mrs. Eisenhower joins a distinguished group of social and cultural leaders.
 
On the Advisory Committee are Anthony B. Golff, Director of the French Pavilion; Mrs. Albert D. Lasker, Chairman; Mrs. Hugh Auchincloss, His Excellency Henri Bonnet, Rene Bouche, James H. Boyce, Charles Boyer, Mrs. David K. E. Bruce, William A. M. Burden, The Honorable Jefferson Caffrey, Claude Cartier, Philip Cortney, Miss Elizabeth Fairall, The Honorable James M. Gavin, Mrs. Thomas Hitchcock, The Honorable Amory Houghton, Alexis Lichine, Governor Theodore McKeldin, Leo J. Pierce, Richard de Rochemont, Baron Edmund Rothschild, Bronier Thibaut, Louis Vaudable and George D. Widener.
 
Almost 200 exhibits, utilizing over 100,000 square feet of space, will give full display of the entire extensive range of French industry. An estimated $100,000,000 in sales of "made-in-France" products is expected at the French Pavilion during the two-year run of the Fair.
 
The best in French food and entertainment will be dramatized at the French Pavilion with such spectacular presentations as the original "Folies Bergere" and the internationally-famed Maxim's Restaurant.
 
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Pairs Show Girls at Fair

 
 FROM FRANCE
 
By Ralph Chapman
of the Herald Tribune Staff
 
French delicacies to delight the eye as well as the palate were assured were assured for the New York World's Fair yesterday with the announcement that the exhibit of that country will include the Folies Bergere and an off-shoot of Maxim's, gourmet gathering place in Paris.
 
The show, according to promoters of the multi-building display on a 77,000-square-foot site in the international section, "will have an imported cast of over 100 singers, dancers, show girls and featured entertainers . . . It will be brought here directly from Paris and will play several reserved seat performances daily." There will be 1,500 seats.
 
Maxim's "will be under the personal supervision of Louis Vaudable, current proprietor and scion of the founders of the world famous gourmet paradise on the Rue Royal."
 
The French exhibit is not being sponsored by the de Gaule government because France is a member of the Bureau of International Expositions which has turned thumbs down on the one which will open in Flushing Meadow on April 22, 1963. Instead, it is being financed by a number of private organizations pledged to spend $10 million on construction, rentals, displays and staff.

FROM FRANCE, LAVISHLY - Architect's rendering of the $10 million French Pavilion which will be built for the New York World's Fair. Left: the ellipse, which will contain a 1,500-seat theater where the "Folies Bergere" will be presented. Center: rectangular structure will house Maxim's Restaurant of Paris. Right: the pyramid of "The Treasures of Versailles," a collection of French art objects.

French Pavilion
Architects for the project have used basic shapes for the three buildings -- rectangle ellipse and pyramid.
 
The raised rectangle will house Maxim's and a variety of industrial exhibits. The latter will be designed to show developments in French trade and industry and to promote better understanding between France and the U.S.
 
The ellipse, a giant white egg, will be the home of the Folies Bergere. There will be a horse-shoe shaped balcony and an electronic stage. Decoration will be in the style of Louis XIV. A lower rotunda will be the site of a three dimensional animated and illuminated model of Paris, changing to represent the lights and sounds of the city from dawn to late at night.

The pyramid was described yesterday as an "avant garde simulation of the Eiffel Tower." It will be 120 feet high with the top level devoted to the "Treasures of Versailles," a collection of paintings and objects d'art.

Attractions on the main concourse will include a wine cave (for tasting), a replica of the sidewalk cafes of the Camps Elysees, and an Alsatian beer garden.

Anthony B. Golff, president of International Expositions Corp., which is managing the French exhibit, said that work on the complex will begin Dec. 18th.

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SOURCE: New York Herald Tribune Friday, December 7, 1962

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