CASE STUDY

Empire State Building Observatory

Rocketing the world’s most famous building to new heights

Client
Empire State Realty Trust

Location
New York City, USA

Collaborators
Thinc Design
Antfood

Sector
Attractions & Theme Parks

Location-Based Entertainment (LBE)

Services Provided
Story
Filmmaking & Animation

Design
Immersive Media Design
Interaction & UX Design
Sound Design

Technology
Immersive Media & Projection Mapping
Digital Twins & Real-Time Engines
Virtual Production & 3D Visualisation

Delivery
Installation, Integration & Commissioning
QA/QC, Documentation, Training & Handover

How do you reimagine the epic story of a 1,454-foot building? You aim high.

Welcoming four million visitors every year, the Empire State Building Observatory is among the most popular attractions on the planet. To meet the elevated expectations of a new generation of visitors, the structure’s view and Art Deco décor could no longer do all the heavy lifting. Journey helped reimagine the nearly century-old tower’s exhibition space, and create the #1 attraction in the world.

Across more than 35,000 square feet of permanent exhibition space on two floors, and 40+ individual exhibits translated into nine languages, we painstakingly crafted a seamless visitor journey that stakes out new frontiers in immersive experience design. Complementing exhibition designers Thinc Design and creative audio studio Antfood, our innovations ranged from large-scale projection-mapped experiences to single-user virtual viewers.

The Empire State Building Observatory Experience

Impact

#1

Attraction in the World, Tripadvisor

4M

Visitors per year

35M+

Instagram posts

Guests to the Kong exhibit, housed in a 1930s-era office space, encounter a life-size King Kong who eyeballs viewers as he dodges bi-planes. Clambering into an outstretched palm, visitors feel the rumble as Kong roars, while lights flicker overhead.

Testimonial image

“The Empire State Building is the #1 attraction in the world.”
– Tripadvisor Travelers’ Choice Awards,

Call To Action
Testimonial image

“Our visitors from around the world are thrilled by the quality of the work, its natural flow, and its accessibility. Personally, I was impressed with the combination of their enthusiasm and excitement for the project, as well as their ability to deliver excellent work within timeframe and budget.”
– Anthony E. Malkin, Chairman and Chief Executive Officer, Empire State Realty Trust