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The groundbreaking for's new building — dubbed the "Peace Coliseum" — was typical of its flamboyant CEO, Patrick Byrne. He parachuted into the event in Midvale at 7295 S. Bingham Junction Boulevard (about 900 West).

When the $100 million, 231,000-square-foot building is completed, the e-commerce company will be able to house most of its Salt Lake Valley employees, now divided between two offices, under a single roof.

It's a roof that from the air will look like a peace sign. From ground level, it will mimic the appearance of the Roman Coliseum. Hence, the "Peace Coliseum" nickname.

"The coliseum aspect speaks to the fact we're for the long term. We're bold, we're proud, we're established," Byrne said in a news release for the ceremony. "The peace sign is a reflection of the duality of man."

Also speaking at the event were Midvale Mayor JoAnn Seghini and Salt Lake County Mayor Ben McAdams.

Mike Gorrell