The Top of the Rock Observation Deck at 30 Rockefeller Plaza sits on the 69th and 70th floors of the iconic building. THG Creative was commissioned to rethink the facility to develop a new and enhanced visitor experience for New York City. Top of the Rock features 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, 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. More Projects

Freedom Theater Museum Theater Show Recently opened at the end of 2023, the THG team is proud to have collaborated with repeat client National World War II Museum in New Orleans on the Freedom Theater at the Liberation Pavilion. The museum wanted to add a more intimate attraction within a new building on their campus. The new show focuses on the Four Freedoms FDR laid out (Freedom of Speech, Freedom of Worship, Freedom from Want, Freedom from Fear) and the expanding global role the United States was destined to play in the post-WWII era.   As a ticketed attraction, the need to handle sufficient audience flow directly conflicted with the available space within a new building filled with exhibits and displays. The inspiration came to seat the audience on a turntable, which managed both requirements.   The installation comprises a pre-show area and a three-act show, which presents significant and unique challenges, including a significant amount of lighting, electromechanical and scenic elements packed around the audience.   The 44-foot diameter turntable is split in half, allowing 64 guests seated on one half to view the first of three acts before rotating at the start of Act 2. The show settles into act 3 after rotating 180 degrees. Once there, the other side of the table is loaded with 64 more guests for Act 1. Throughout the entire 20-minute show, moving scenery, shattered buildings, video screens appear and disappear; projection mapping covers walls and ceilings, and rich sound fills each half of the theater. An inflatable, acoustic gasket and double thick walls had to be designed to prevent sound bleed between the two audience groups. Location New Orleans, Louisianna, USA CLIENT National World War II Museum Industry Museums — Theater Show More Projects

One World Observatory Observation Deck Experience a state-of-the-art guest experience that elevates the observation deck from spectacular sightseeing opportunity to inspirational journey. THG, in partnership with Legends, designed and produced this Thea Award-winning attraction after winning an international design competition. THG, in partnership with Legends, participated in an international design competition before being ultimately selected to design and produce the One World Observatory experience at One World Trade Center. For New Yorkers and people around the globe, One World Trade Center has proven to be much more than a beautiful new skyscraper. It stands as a beacon of hope—a monumental icon of rebirth and a testament to the resilience of the human spirit. THG looked to build upon that uplifting story by creating an observatory experience that celebrated the achievement that One World Trade Center represented while also providing an inspirational experience all its own. The One World Observatory is actually multiple attractions in one, with each attraction building upon the next before leading to the ultimate reveal of the main attraction – spectacular views of the New York skyline. Featured attractions include a time-traveling media elevator, a media tribute to the spirit of New York City, and a ground-breaking gesture-driven media sculpture that allows NYC experts to help guests discover the very best of the city. The entire experience is designed in an impeccably executed contemporary style which complements the modern, sleek architecture of One World Trade Center. One World Observatory was designated LEED Platinum Certified for Commercial Interiors by the USGBC. It won a 2016 Thea Award for Outstanding Achievement and was an Outstanding Achievement winner in the 2015 HOW International Design. Location New York, New York, USA Client Legends Industry Museums — Observation Deck Awards 2016 Elevator World Project of the Year 2016 Thea Outstanding Achievement More Projects

High Roller Observation Wheel THG designed and produced the High Roller, at the time of construction the world’s tallest observation wheel, from concept all the way through to opening day. The High Roller elevated the observation wheel experience by incorporating entertainment and media throughout the queue and guest cabins. THG designed and produced the High Roller, at the time of construction the world’s tallest observation wheel, from concept all the way through to opening day. Caesar’s Entertainment enlisted THG for their expertise in attractions, production, and showmanship, knowing that only a thoughtful integration of all three would result in a successful final product. THG totally reinvented the observation wheel, created an elegant spokeless design with a state-of-the-art lighting package that would create new jewel in the Las Vegas skyline. Guests climb aboard and enter custom-designed luxury cabins before rising to a height of 550 feet. Along the way, they experience a 30-minute ride, complete with hosted media and in-cabin entertainment, that delivers far more than spectacular views. However, the in-cabin experience is only part of the story.THG designed the High Roller queue and pre-show to provide the perfect complement to the main attraction, with themed areas and original artwork to set the mood. The queue culminates in a massive pre-show theater with a 270-degree screen that plays five original shows that pay tribute to the spirit, history, music, and entertainment of Las Vegas. Since opening in 2014, the High Roller has become an iconic part of the Las Vegas skyline, appearing on countless mugs, t-shirts, and merchandise. THG is proud to have  contributed this superlative addition to one of the world’s great entertainment destinations. Location Las Vegas, Nevada, USA Client Caesar's Entertainment Industry Attraction — Observation Wheel Awards 2014 Guinness World Record, The largest observation (Ferris) wheel 2015 AISC’s Innovative Design in Engineering and Architecture with Structural Steel (IDEAS2) Awards 2015 Structural Awards for the Institution of Structural Engineers, Award for Arts & Entertainment Structures More Projects

DreamWorks Water Park Indoor Water Park THG provided concept, design and production services for the DreamWorks Water Park, the largest indoor water park in North America. THG drew on its knowledge of the IP to create immersive environments and large-scale character installations that elevate the water park experience. THG provided concept, design and production services for the DreamWorks Water Park, the largest indoor water park in North America (named #1 by USA Today). DreamWorks Water Park offers a “splashing good time” inspired by the most beloved DreamWorks Animation characters and settings, including  the Madagascar Rain Forest, Shrek’s Soggy Swamp, the Kung Fu Panda Temple of Awesomeness, the Penguins Frozen Fun Zone, and the How to Train Your Dragon hydrocoaster—the tallest and longest in the world. Floating above it all are large-scale character lanterns, more than 50 feet tall. THG drew on its long-standing relationship with and intimate knowledge of DreamWorks IP to develop its design for the ground-breaking water park. In particular, THG was asked to address design at scale – how do you create themed environments that can be both epic and budget-friendly? THG worked with fabricators to develop themed setpieces constructed from painted metal sheeting to create everything from enormous baobab trees to crashed aircraft. In addition, THG worked with a specialty tile manufacturer to install ultra-colorful murals that functioned as set extensions and backdrops to the slides. This kind of partnership thinking allowed the DreamWorks Water Park to feature impressive theming at the right budget for the project – ultimately creating an amazing environment for guests to have a great day at the park. Location East Rutherford, New Jersey, USA Client Triple Five – American Dream Mall Industry Theme Parks — Water Park Awards 2021 USA Today Best Indoor Water Park More Projects

Beyond All Boundaries Immersive Theater THG designed and produced Beyond All Boundaries, a groundbreaking theatrical experience at the National WWII Museum in New Orleans. The show, produced in collaboration with Executive Producer Tom Hanks, combines panoramic media, kinetic sets, and special effects to the tell the story of World War II to new audiences. The National WWII Museum in New Orleans presented THG with a monumental challenge: tell the story of America’s World War II experience in a way that captivates younger visitors learning about WWII for the first time, while equally connecting with WWII veterans and history buffs for whom the basics are second nature. THG delivered Beyond All Boundaries, a groundbreaking theatrical experience that has become the Museum’s signature attraction. In collaboration with Executive Producer Tom Hanks and the Museum, THG created an experience founded in the authentic, first-person accounts of people who were involved in the U.S.’s WWII effort. To bring those stories to life—while also conveying the nearly incomprehensible scale of the war—THG created a 4D theater event that combines epic-scale, multilayered projections, kinetic sets and props, immersive audio, atmospheric special effects and an emotional musical score. During the show, audiences feel tank treads rumbling across North Africa’s deserts, brush snow from their cheeks during the Battle of the Bulge, and recoil from enemy anti-aircraft fire as opposing forces try to bring down “their” B-17. In addition to increasing and sustaining long-term attendance figures at the Museum, Beyond All Boundaries was recognized with a 2010 Thea Award from the Themed Entertainment Association and a 2010 Gold MUSE Award from the American Alliance  of Museums. Location New Orleans, Louisiana, USA Client The National WWII Museum Industry Museums Awards 2010 Thea Award for Outstanding Achievement 2010 Gold Muse Award, Multi-Media Installation More Projects