Project Description
The Top of the Rock Observation Deck at 30 Rockefeller Plaza sits on the 69th and 70th floors of the iconic building. In 2019, THG was commissioned to rethink the facility to develop a new and enhanced visitor experience for New York City. Opened in Winter 2024, Top of the Rock featured a renewed lobby experience, an updated media presentation, new elevators, and two thrilling attractions.
CLIENT
Tishman Speyer
LOCATION
New York, NY
INDUSTRY
Observation Deck
THG Creative proudly partnered with Tishman Speyer to reimagine the Top of the Rock experience at Rockefeller Center in New York City. Over five years, the THG team transformed this iconic destination into a vibrant celebration of its nearly century-old history, blending state-of-the-art innovation with timeless Art Deco elegance.
The revitalized attraction introduces visitors to multiple immersive experiences, including dynamic Welcome Gallery activations, a multimedia theater show, and redesigned elevator journeys that seamlessly connect the mezzanine to the breathtaking rooftop. The crown jewels of the project are two exhilarating rooftop features: The Beam, a recreation of the iconic “Lunch Atop a Skyscraper” photo, and Skylift, a circular platform that elevates guests 30 feet above the 70th floor for unobstructed 360-degree views of New York City.
Since the full experience reopened in November 2024, the attraction has doubled initial guest estimates and won several awards including a 2024 IAAPA Brass Ring Award for Best New Product – Family Ride/Attraction, AISC’s Innovative Design in Engineering and Architecture with Structural Steel (IDEAS2) Award, and a Platinum Muse Design Award.
THG worked in harmony with expert partners to honor the Rockefeller Center legacy while introducing cutting-edge technologies, ensuring every visitor leaves with unforgettable memories.
