This is third time that the skyscraper has undergone an onomastic overhaul. Starting in the late 1930’s, the building was first known as the RCA Building. The Art Deco monolith carried this name for nearly five decades until it was renamed for its new owner, GE, in 1988.
Despite the grandeur of the 11-foot technicolor peacock which now adorns the new Comcast moniker, most New York natives will probably continue to refer to the building with the insider name, 30 Rock. This affectionate nickname is derived from tower’s address 30 Rockefeller Plaza, where each Christmas the lights of a mammoth conifer light up Rockefeller Plaza ice skating rink.
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