In 1901, the crossroads of 23rd Street, Fifth Avenue and Broadway had not 
yet taken final form. The Flatiron Building was just beginning construction—which you can see from the big white fence wrapped around the site.The grand Heinz 57 ad on the side of the Cumberland Hotel was the first electric sign in the nation, illuminated by 1,200 bulbs that used $90 of electricity a day. Within a year, both the sign and the accompanying Cumberland would be demolished.
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