Top of the Rock Observation Deck Experience Completed in October 2024, 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. 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. Location New York, New York, USA Industry Cultural Attraction More Projects

USA Pavilion Expo 2012 World Expo Pavilion In May 2012, THG completed the design, production, installation, and opening of the USA Pavilion at Expo 2012 in Yeosu, South Korea. The theme of the expo was “Our Living Oceans and Coastlines,” and THG worked with Philippe Cousteau and his non-profit Earth Echo International to craft the message and call to action. The Pavilion was designed to welcome and engage guests even before they walked through the door. Spread throughout the queue, guests found a series of QR tags they could scan with their smart phones, unlocking an interactive game to play while waiting. In addition to a giant water screen in the pre-show, a 70-foot-wide film screen in the main theater displayed impressive, inspiring visuals, from smaller image collages to vast panoramas. Based on research and collaboration with Earth Echo International, the theater showcased a visually and emotionally powerful exploration of America’s relationship to the ocean, the challenges we face, and the power of the human spirit to achieve great things. The USA Pavilion was awarded Honorable Mention by the Expo 2012 award committee. Client United States Department of State Location Yeosu, South Korea Industry Cultural More Projects

America I Am Museum Exhibition A 2010 Thea Award recipient for traveling exhibition, this 10,000-square-foot touring museum—presented by Tavis Smiley—hit the road in early 2009. Developed in partnership with The Smiley Group, Inc. and organized by Arts and Exhibitions International and Cincinnati Museum Center, the tour’s 12 galleries were based on original concept design by THG. America I Am: The African American Imprint features more than 150 artifacts that tell the story of the nation’s African people and their legacies through objects, texts, religion, music, narration, and media culled from every period of U.S. history. Location Various (Traveling Exhibition) Industry Museums More Projects

Union Station 360 Pop-up Interactive Media Installation THG was asked to create a media event that would invite visitors to explore Los Angeles and to celebrate venerable Union Station in Downtown Los Angeles. Combining interactive digital media on a spherical touch screen with a dazzling sound and light show over a ten-day period in July of 2016, this temporary installation drew an unprecedented number of visitors who engaged with this thrilling and engaging event. The show started with three 30-foot archway projections, featuring oversized media of an on-coming train and interpretations of the interior of Union Square’s resplendent architecture. The main show happened in the Cinematic Garden, where a media sphere and overhead projections combined to create kaleidoscopic depictions of Hollywood landmark sights and an iconic tapestry of Los Angeles’s diverse cultures. Location Los Angeles, California, USA Industry Cultural More Projects

Ciudad Real Madrid Sports Complex Valdebebas in Spain is home to the Real Madrid Club de Fútbol, one of the world’s most elite soccer teams. THG was engaged by Real Madrid to master plan and conceptualize Ciudad Real Madrid (Real Madrid City) as an immersive destination for new and established fans to interact with the Real Madrid lifestyle and to be the best place in the world to watch a game outside the stadium. In addition to being an entertainment venue, Ciudad Real Madrid would incorporate a training facility for the team, lending the destination an undeniable authenticity. The park, hotels and conference center were designed to host 4.5 million people a year, incorporating a theme park, next-generation hall of fame, RD&E, convention center, and up to 6 different hotels at various levels. Location Valdebebas, Spain Industry Sports and Leisure More Projects

TreePeople Center Public Education Facility TreePeople’s Center for Community Forestry is a launching point for bringing the forest and the healthy benefits to the urban neighborhoods of Los Angeles. The four-acre public education facility and meeting place opened in late 2008, engaging people of all ages in the important work of solving the region’s environmental challenges. Andy Lipkis, TreePeople founder and president, turned to THG to develop an interpretive master plan. THG conducted a comprehensive study of the organization, interviewed key stakeholders, synthesized the information, and crafted the brand message and mission. This brand then informed the interpretive master plan itself. Location Los Angeles, California, USA Industry Cultural More Projects

Project Crescent Cultural Attraction THG provided concept and master planning services for the Crescent Center development in the Middle East. This cultural attraction is designed to provide visitors with a moving, personal encounter with Islam and the evolving culture around it through a deepened experience of its history, values, and beliefs. The major program components consisted of hotels, residential condominiums, a retail, dining, and entertainment center, and a cultural and entertainment complex called Al Buraq – an extraordinary leisure, learning, and entertainment opportunity for all ages. Al Buraq showcased a vision of the culture of the Islamic world, past and present, through cutting-edge technology and all the resources of contemporary storytelling: an epic-sized 3D movie, a swooping coaster ride, and an inspiring simulator. This unique combination of guest engagement technology, classic design, and spiritual insight added up to an exciting and vivid expression of Islam at once ancient, modern, and eternal. Location Middle East Industry Cultural More Projects

Malaysia Truly Asia Center Cultural Attraction THG was selected as the designer and project manager for the Malaysia Truly Asia Center (MTAC) in Kuala Lumpur. MTAC was designed to be a unique, culturally oriented destination with international tourist appeal – a portal to the rest of the country. THG’s concepts involved high-end and immersive experiences in order to offer guests a supremely compelling and entertaining taste of Malaysia and its signature blend of ethnic and cultural diversity. THG created a master plan, a variety of proposed attractions, and concept art that brought those designs to life. Location Kuala Lumpur, Malaysia Industry Cultural More Projects

Saraya Aqaba Cultural Attraction Working for The Royal Hashemite Court of Jordan from 2002 through 2006, THG was responsible for the development of the overall concept, program, master plan, and layout for this 105-hectare property. The project included a highly thematic marketplace/bazaar and retail areas with restaurants, coffee houses, small gallery museum spaces, an aquarium/oceanic center, water park, and other public spaces and gardens. Resort and residential planning included the development of boutique hotels, apartments, single-family homes, and a 30-hectare lagoon. The entire project was woven around an elaborate backstory which lent cultural authenticity to this unique destination. Location Aqaba, Jordan Industry Cultural More Projects