Developers of the London skyscraper that melted part of a Jaguar car on Monday have erected a quick fix to the problem, but analysts said the debacle may actually boost the building's global profile.
Previously known as the Walkie Talkie because of its unusual shape, the building was dubbed the "fryscraper" this week after its glass walls reflected sunlight so intense that a Jaguar parked on the street below began to melt. The façades of some local businesses were also damaged.
The building's developers, Land Securities and Canary Wharf Group, said the "phenomenon" was caused by the exact elevation of the sun during a two-hour period, and would remain an issue for the next two or three weeks. On Tuesday night they erected scaffolding over the building to form a sunshield, as a temporary solution to the problem.
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However, analysts said that far from hurting Land Securities and Songbird Estates (the majority owner of Canary Wharf Group), the media storm could actually benefit the companies.
"I can't see this putting off tenants who want to let the building," Alison Watson, head of real estate research at Liberum Capital, told CNBC on Wednesday.
"In some ways it's free publicity for the development, which is currently only half pre-let. It's created global publicity for the scheme, as it's become a news story across the world and so maybe it might help them let up the rest of the space."
Watson said the problem was unlikely to affect the companies' share prices unless remedying the problem proved very expensive, which looks unlikely at the moment.
Keith Bowman, equity analyst at Hargreaves Lansdown stockbrokers, agreed the media storm could boost investor interest in the building. "Other buildings such as the millennium dome suffered some bad early publicity and have gone on to prosper," he told CNBC. "As always, only time will tell."
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Land Securities' share price has fallen by around 2.4 percent since Friday, while Songbird Estates' stock is down 1 percent.