Journey, a global design and innovation studio pioneering multidimensional experiences (MDX), collaborated with Edge NYC at Hudson Yards in New York City, alongside Moment Factory and SoftLab, to shape a new vision for the observation deck attraction, creating a complete visitor experience from ascent to exit.
The new permanent indoor immersive experience at Edge NYC, the Western Hemisphere's highest indoor/outdoor sky deck, opened on 11 June.
This extensive transformation features seven multi-sensory, interactive environments, including New York City's largest kaleidoscope, responsive light installations, and a kinetic forest of spinning mirrors.
These elements reimagine the city's sights and sounds against the backdrop of its iconic 360-degree skyline views.
Edge NYC's reimagined Peak with Priceless, operated by Tao Group Hospitality, features redesigned dining and lounge spaces inspired by the city’s heritageImage courtesy of Edge NYC
The reinvented space also features an upgraded 6,000-square-foot Art Deco dining area and the new Skyline Bar & Café by Tao Group Hospitality, offering NYC-inspired dishes crafted by chef Ralph Scamardella.
The goal of the project
Located 1,131 feet above Manhattan, Edge NYC at Hudson Yards is among New York’s top attractions, known for its triangular design and skyline vistas.
As Edge NYC's popularity increased, the team saw a new opportunity. They wondered whether the experience could extend beyond a stunning viewpoint to become more immersive, layered, and resilient in all seasons and under all weather conditions.
Journey collaborated with Hudson Yards Experiences and Tao Group Hospitality to develop a new vision for Edge NYC. The redesign shifts the attraction from a single moment at the top of a tower to a comprehensive entertainment experience, including enhanced hospitality areas.
Edge NYC is the Western Hemisphere's highest indoor/outdoor sky deck with spectacular views over the cityImage courtesy of Edge NYC
Although the views were spectacular, the areas leading to them needed improvement; in a competitive New York environment, Edge NYC had to stand out by providing a more engaging visitor experience.
The Journey team started with experience strategy, working closely with HYE and Tao Group Hospitality to explore what set Edge NYC apart: its angular design, its use of glass and light, and its imposing view over the city.
From this, they created a new experiential framework for the destination. The strategy focuses on a visual language inspired by prisms and triangles, mirroring the building’s geometry and providing a metaphorical perspective for rediscovering New York.
The concept envisioned visitors moving through a sequence of environments that distort and reframe the city, gradually unveiling it in a panoramic view, for a kaleidoscopic exploration of the New York skyline.
Bringing the vision to life
This strategic direction led to a new suite of immersive experiences with seven interactive environments and hero moments that blend sound, light, and architecture to create evolving sensory encounters throughout the day and across seasons, delivered by partners Moment Factory and SoftLab.
The new permanent installations, such as Crystal Cave, mix sound, light, and architecture to create evolving sensory encounters for guests at Edge NYCImage courtesy of Edge NYC
Journey’s role then expanded into design guardianship across the wider experience.
As an independent creative advisor, Journey collaborated with Hudson Yards Experiences to evaluate partner proposals, provide design feedback, and maintain consistency with the original narrative throughout the project's development.
The team also designed the interiors for Tao Group Hospitality's spaces, including the Level 101 Avenue Sky Lounge and sky deck concession bars.
Edge NYC is now home to the new Avenue Sky Lounge as well as the Skyline Bar & Café by Tao Group HospitalityImage courtesy of Edge NYC
These environments called for a different interpretation of the Edge brand. Instead of reflecting the sleek architectural style of the observation deck, the hospitality areas needed a warmer, more luxurious ambience, perfect for dining, cocktails, and nightlife.
Journey's strategy involved reimagining Edge’s sharp, angular design through a more sophisticated material palette and use of dynamic lighting. This resulted in spaces that resemble jewel boxes hanging above the city.
Simultaneously, the design had to balance the varied expectations of multiple stakeholders with the unique brand identity and operational needs of Tao Group Hospitality.
The final result
The result is a series of spaces that expand the Edge NYC brand into new levels of experience. From immersive installations and sensory settings to refined dining and nightlife, the location now provides a fully multidimensional experience that begins at arrival and continues to the stunning final view.
Prism, one of the new experiences at Edge NYC, designed to increase engagement and boost repeat visitsImage courtesy of Edge NYC
The Edge NYC transformation shows how strategic experience design can change a landmark's role.
By expanding the story beyond the observation deck, the project adds new engagement elements that promote longer visits, repeat attendance, and greater year-round resilience, regardless of the weather.
Journey, through experience strategy, design guardianship, and hospitality design, helped to shape a New York icon's viewpoint into an immersive experience showcasing the city's energy, architecture, and imagination.
Another recent project from the company is Lightroom’s latest experience, David Bowie: You're Not Alone. The Journey team spoke to blooloop about the show's technical and creative evolution.
