Project Description
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.
New York, New York, USA
Cultural Attraction