In October I shared that I am working with the Brooklyn Seltzer Boys in Cypress Hills to explore the development of the first seltzer museum in the western hemisphere. As we approach the end of 2022, I wanted to share a few updates.
Let’s start with this heart-warming commercial made for the Brooklyn Seltzer Boys by Natalie Marino. Released just last week, it gets me every time I watch it.
While we’re looking at videos, here’s another. When I started my research on my book Seltzertopia in 2004, no one could find a mold. So it was remarkable for me to see in person how the Brooklyn Seltzer Boys are recreating the process to keep this industry alive. In the video, listen to Kenny Gomberg break down the complicated nature of making the mold for creating new seltzer siphon heads.
I think I wandered here a bit. But that’s what it can be like in the world of seltzer. Seltzerman Walter Backerman came in to drop off his empties and reload his truck. I asked him how he was. “It is what it is.” He then began to fill in the details. A half hour later, without any prodding required, he concluded, “It is what it is.”
So why was I there this week? I am supervising a graduate student at NYU who is developing one part of the museum as her thesis project. She is taking one section of the factory, currently loaded with beautiful antique machines, and designing an interactive exhibit that breaks down how a seltzer works carbonates water. This was the “client pitch”. Kenny and Alex gave some crucial and insightful feedback and now Emma will return to revise her design and start building a prototype. Below are some photos.
More to come in 2023! Until then, keep it fizzy!
Such a cool project. And that commercial… not a dry eye in this house! Egg cream FTW.