Columbus Circle ca. 1936

From the ninth floor of the General Motors Building on West 58th Street, Abbott photographed Columbus Circle through the back of the Schenley Rye neon sign mounted on the New York Journal Building. The Circle’s statue of Columbus, erected in 1892 to commemorate the quadricentennial of his ocean voyage, occupies the center of the photograph but is dwarfed by an even more popular landmark, the Coca-Cola sign standing atop the American Circle Building.

The dominance of the commercial signs over the Columbus statue emphasizes modern advertising’s subversion of traditional civic imagery. In a variant image, Abbott adopted a horizontal format and boldly superimposed the Schenley sign over the entire cityscape, totally obscuring the panorama. In 1964, Huntington Hartford’s iconoclastic Museum of Modern Art replaced the New York Journal Building. Two years later, the 44-story Gulf and Western Tower replaced the American Circle Building along with the much-loved Coca-Cola sign.