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Twisting into the air in a series of intricate steel spirals, it is the iconic tower which will welcome visitors to the 2012 London Olympics.
The city's mayor Boris Johnson, however, has very down-to-earth name for the latest sculpture to grace the capital's skyline.
He is dubbed it the 'Hubble Bubble' because of its resemblance to a shisha pipe.
Enlarge Landmark: The tower has been dubbed the 'Hubble Bubble' by London mayor Boris Johnson
The asymmetric tower, which at 115 metres is taller than New York’s Statue of Liberty, was designed by Turner Prize-winning artist Anish Kapoor.
About 700 visitors an hour will be able to visit the site next to the 59-metre high Olympic stadium. The tower will have a viewing platform and an outdoor walkway.
At its unveiling today, Kapoor, 56, said it was 'thrilling' to be offered the chance to create for the capital something on a par with what Gustave Eiffel made in Paris
'It would be terribly arrogant to compete with Eiffel who spent his entire life making that thing,' said Kapoor. 'What we’re trying to make is the best thing we can do'.
The artist sees his looping, deep red-coloured tower as 'an eccentric structure that looks as if it’s going to fall over'.
It is being created with the aid of Cecil Balmond, deputy chairman of Arup engineers, with whom Kapoor created the red trumpet, Marsyas, for Tate Modern’s Turbine Hall in 2002.
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Britian's biggest piece of public art: At 115 metres high, the steel tower will be taller than the Statue of Liberty in New York
Financing deals have been signed between principal backer Lakshmi Mittal, the steel magnate who owns Queens Park Rangers, who has committed £16 million towards the £19.1 million cost, and Mr Johnson who dreamed up the project.
It is hoped work will begin within weeks on what officially will be called the ArcelorMittal Orbit.
The Mayor said: 'Some will say we are nuts — in the depths of a recession — to be building Britain’s biggest ever piece of public art.
'But Tessa Jowell [the Olympics minister] and I are certain that this is the right thing for the Stratford site, in Games time and beyond.'
Mr Mittal, whose company will supply much of the 1,400 tonnes of steel, said he had wanted to give 'a lasting gift' to the 'wonderful” city' where he has lived since 1997.
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2 years ago