Edge NYC

Journey’s work on Edge NYC combines immersive storytelling, physical design, technology and hospitality to transform a landmark into a destination in its own right.

Perched 1,131 feet above Manhattan, Edge at Hudson Yards is the highest sky deck in the Western Hemisphere. Since opening in 2020, it has become one of New York’s most visited attractions, celebrated for its dramatic triangular architecture and breathtaking 360-degree skyline views. As the destination grew in popularity, the challenge shifted from attracting first-time visitors to creating a more immersive, all-season experience that would encourage longer dwell times and repeat visitation.

Journey’s work with the Edge team began with experience strategy. Through a series of workshops and exploratory sessions, we examined what made Edge distinctive: its angular architecture, its use of glass and light, and its commanding perspective over the city. From this analysis we developed a new experiential framework for the destination. The strategy became the foundation for an experiential language inspired by triangles and prismatic energy, enabling visitors to experience the city in new ways. We remained involved throughout delivery as a design guardian, aligning the work of Journey, Hudson Yards Experiences, SOFTlab and Moment Factory, safeguarding the original vision and ensuring each creative intervention contributed to one connected story.

The concept takes visitors through seven new immersive environments – Prism, Pulse, Skyrise, Reflections, Kaleidoscope, Crystal Cave and Infinite City. A sequence of immersive environments inspired by the city's energy, light and movement of New York before revealing the skyline in its full panoramic form. The experience transforms the ascent to the observation deck into a layered, multisensory narrative that builds anticipation and rewards discovery. Rather than offering a static attraction, the experience continually adapts, ensuring no two visits feel the same while encouraging repeat visitation throughout the year. These experiences combine responsive lighting, original music, mirrored architecture and interactive installations to create experiences that evolve with visitor movement.

A key innovation was prioritising physical experience over digital spectacle. Rather than using technology for its own sake, the project integrates light, sound, architecture, reflection and movement into the fabric of the attraction. In Pulse, an LED-mapped hallway responds to visitors as they move through the space, with motion sensors triggering different light globes in response to their movements. Designed to capture the energy of New York City, the experience places the visitor at its centre: without them, it doesn’t work. This responsive design also means each visit can unfold differently. The ambition was for physical design and engineering to work in harmony with the architecture, enhancing rather than competing with the iconic skyline views that visitors come to experience.

Innovation extended beyond the immersive environments into hospitality. Alongside our experience strategy, design guardianship and creative oversight, Journey designed the interiors for Tao Hospitality Group's hospitality spaces within Edge, including the reimagined Peak with Priceless restaurant, the new Avenue Sky Lounge on Level 101 and the concession bars across the sky deck.

By seamlessly integrating immersive experiences, observation, dining and nightlife, the project transforms Edge from a landmark viewpoint into a complete day-to-night destination. Journey created a scalable framework that unifies architecture, immersive environments and multidisciplinary collaboration into a cohesive visitor journey. The project demonstrates how observation attractions can evolve beyond passive sightseeing into dynamic, all-season destinations that increase engagement, encourage repeat visits and create new commercial opportunities without compromising the landmark experience that visitors come to see.

Quotes

Andrew Lustgarten, Executive Chairman of Hudson Yards Experiences said: "The new Edge is driven by immersive design, emotional storytelling, and our desire to create experiences that people want to share and return to again and again."

6sqft described the result as: "Exceptional hospitality, food and beverage offerings, and experience make every visit feel like a once-in-a-lifetime New York City moment’

Time Out New York said: “The overhaul comes via a collaboration between experiential design firm Journey, multimedia studio Moment Factory and NYC-based design outfit SOFTlab, which were each tasked with turning the ascent into something cinematic. And they’ve delivered with a series of installations that feel equal parts museum, nightclub and dream sequence.”