the 7-Up International
Sandwich Gardens grow
The 7-Up International Sandwich Gardens
are shaped by 143 tons of specially-fabricated steel, trucked
from Bethlehem, Pa., by police-escorted convoy. At right, 80-foot
girders from legs of the 7-Up clock tower, rising above arches
of dining shells in which fairgoers will enjoy 7-Up with international
sandwiches and entertainment. In domed Fair Pavilion (left), daily
special events will be featured.
In the construction field office on the site of the 7-Up International
Sandwich Gardens, files of blueprints stamped COMPLETED grow
thicker, as April 22 draws near.
April 22! Opening day of the 1964-1965 New York World's Fair,
where the 7-Up International Sandwich Gardens will provide an
oasis of international sandwiches and entertainment for the 70,000,000
visitors the Fair will attract.
Early phases of construction offered little visible evidence
of progress. There was plenty of activity, though -- surveying,
grading, running underground utility connections, soil testing.
To reach solid footing in the filled-in marsh of Flushing
Meadow, 61 pilings, each 80-feet long, were driven in clusters.
A 20-ton concrete cap was poured over each cluster.
The 143-ton steel framework they support was fabricated at
Bethlehem, Pa., and delivered by a six-truck convoy. Police escort
was required to maneuver the 80-foot sections of the 7-Up clock
tower through traffic. As cranes lifted steel into place, progress
The 107-foot 7-Up clock tower rises above the Gardens' two-story
central building and the arches of 25-foot-square dining shells
grouped around it. Glass walls of the building's 25' x 75'
upper level, housing the 7-Up International Room for 7-Up
Developers and special guests, are being installed.
A 25' x 75' observation deck, between the upper level and
the tower, extends the building's lower level to an area 25'
x 150'. There, international sandwiches will be prepared and
Fiberglass, in colorful patterns, soon will roof the dining
shells, where visitors will enjoy 7-Up and international entertainment
as they dine.
Hundreds of items used in constructing and equipping the 7-Up
International Sandwich Gardens are specially designed to project
the image of 7-Up quality and international popularity.
As construction is completed, landscaping will be started.
Plantings will be placed in earth from the many lands where 7-Up
John Furnas, general manager for Seven-Up New York World's
Fair Associates, confidently states that April 22 will find the
7-Up International Sandwich Gardens ready to welcome your customers
with hospitality they'll enjoy, appreciate and remember as one
of their most pleasant experiences at the 1964-1965 New York
|Two-story building, hub of the 7-Up
International Sandwich Gardens, awaits installation of glass
walls. On top floor will be the 7-Up International Room, for
7-Up Developers and special guests. On first floor and in area
roofed by a 75-foot observation deck, 7-Up international sandwiches
will be prepared and served. Structure seen through framework
is neighboring duPont pavilion. Between right corner of building
and the tower, which will feature the world-famous 7-Up trademark,
is the General Electric pavilion.
|The 72-ton steel skeleton of the
7-Up clock tower rises to commanding height of 107 feet. To obtain
solid footing on the filled-in Flushing Meadow site of the Fair,
61 pilings were driven 80-feet deep, with 20-ton concrete caps
poured over each cluster of pilings. Crown-shaped objects in
foreground are fountains of Hoover Promenade, a section of the
main concourse leading from the Unisphere to the Fountain of
the Planets. The 7-Up International Sandwich Gardens front on
the concourse, and are bordered on one side by Avenue of Europe.
|Skeleton of 21-foot sphere suspended
in tower will be encased in a plastic shell bearing four giant
replicas of the 7-Up trademark. Five-foot clock faces and clock
mechanism will be mounted in upper sphere. Ten 15-foot replicas
of the 7-Up clock tower are being built at Fair entrances by
The Watchmakers of Switzerland. The 7-Up clock and replicas,
regulated by a master chronometer, will record "Official
World's Fair Time."
7up Leader, Volume V No. 1, January/February 1964
||Arches frame workmen installing
steps leading to second-floor observation deck and the 7-Up International
Room. fiberglass shells will span arches, to form dining areas
25-feet square. On lower level of central building, diners will
select sandwiches from menu representing four world areas. Group
of shells at entrance will feature displays portraying the international
popularity of 7-Up.
it's World's Fair time . .
Meet Under the 7-Up Clock"
|Race against time is symbolized
by unfinished clock frame atop 7-Up International Sandwich Gardens
tower. The race is won, as John Furnas (right, below), general
manager for Seven-Up New York World's Fair Associates, sees clock
faces installed, with Peter Hugentobler, Watchmakers of Switzerland
It's Fair time! Time to join with New York World's Fair visitors
from around the world, as they say "Let's meet under
the 7-Up Clock."
You'll hear it said in the many languages of the many lands
where 7-Up is a famed and favorite international symbol of enjoyment.
Make the 7-Up International Sandwich Gardens your rendezvous,
too. It will be the international hub of Fair activity for visitors
coming from around the national and around the world in the spirit
of the Fair's theme "Peace through Understanding."
In the 7-Up International Sandwich Gardens, the race against
time -- the frantic, all-out final drive to be ready for opening
day -- has been won. The 7-Up tower clock's four faces arrived
in time to mark the last two weeks of the countdown to opening
Landscape architects moved in, and "spring" came
to the 7-Up Gardens' site at the corner of the Avenue of Europe
and Hoover Promenade. With the man-made spring came the first
public guests to enjoy the hospitality of the 7-Up International
Sandwich Gardens at a special preview.
Preview visitors were members and distinguished guests of
the Missouri Society of New York, including Governor John M.
Dalton, U. s. Senator Stuart Symington, Congressman Edward Long
and other dignitaries from Missouri, home of The Seven-Up Company.
The Visount Hinchingbrooke, heir to the title Earl of Sandwich,
jetted from England to attend this and the Fair opening as "sandwich
consultant" to the 7-Up International Sandwich Gardens.
St. Louis Explorer Scout Charles Smith, at the Fair to represent
7-Up at the Boy Scout Pavilion's opening, doubled as representative
for the nation's 5,000,000 Scouts in presenting an official World's
fair neckerchief to Governor Dalton. Flagpoles for the Scout's
Avenue of Flags were contributed by The Seven-Up Company.
Seven-Up was prominent in events formally opening the Fair,
highlighted by the opening day parade.
Dominating the parade, seen on network television, was the
7-Up stilt-walker, costumed to create a 20-foot replica of the
7-Up tower. At the base of this spectacle capered two midget
international chefs and a giant animated 7-Up bottle. Next came
38 marchers bearing signs which spelled "Meet you under
the 7-Up clock" and "7-Up International Sandwich Gardens."
An estimated 250,000 opening-day visitors applauded the 7-Up
paraders, then became the first among millions who will suggest,
"Let's meet under the 7-Up clock." It's fair time!
|Being briefed for role as 7-Up representative
at Fair events, St. Louis Explorer Scout Chuck Smith views earth
sent by 7-Up Developers in 47 lands for 7-Up International Sandwich
Gardens "ground uniting." Howard Ridgway, The Seven-Up
Co. vice president, and president of Seven-Up Export Corp., briefs
Smith, who took part in opening of Scouts' Avenue of Flags. Flagpoles
were presented by The Seven-Up Co.
7up Leader, Volume V No. 2, March/April 1964
|Perfect fit! Arrival of pre-fabricated
fiberglass roofs for dining shells marked a milestone in race
to meet opening day. Their installation put the 7-Up Gardens