View Boston, the city’s newest attraction, offers guests panoramic views from the top of the iconic Prudential Center, and brings Boston to life with cutting-edge sensory technology. A number of leading companies collaborated to create the innovative experience, including JRA, part of RWS Global, Electrosonic, a leading international audiovisual and technology services company, and Float4, a multidisciplinary studio that integrates digital experiences in physical spaces.
This reimagined space ushers in a new era of observation by fusing innovation and tradition. It features a variety of engaging tech features like projection mapping, LED touchscreens, and a ViewPrint itinerary with data-collecting microsites.
Innovative technology adds new dimension to observation tower
Taking the lift to the top gives passengers the impression that they are ascending through the clouds to the 52nd floor. A 2.1 sound system and 14″ x 15″ TSI Samsung screens surround the lift’s cabin, immersing passengers in an ascending and descending film.
On floor 52, visitors will discover Virtual Viewers which provide an augmented 360-degree panorama that allows them to experience Boston via a dynamic interface with animations and illustrations. Every visitor can generate their ViewPrint digital itinerary throughout their visit, which feeds a microsite directly to their phones.
Meanwhile, the Big Picture Selfie experience, which is located on the 51st floor Cloud Terrace, takes live images of visitors up close before zooming out to replicate a view from thousands of feet away, creating a memorable moment.
The Boston 365 experience on floor 50 presents a stunning 50-foot wide projection-mapped 3D image of the city, powered by 32 Christie Inspire Series projectors and the Christie Mystique system which ensures faultless visuals.
On the fourteen LED touch screens lining the wall of the Explore Boston display, visitors can explore Boston’s neighbourhoods, points of interest, and eateries to learn more about the city while neatly storing their discoveries in their personalised ViewPrint itinerary. Finally, the Open Doors 270-degree immersive theatre features five projectors, a 6.2 sound system, and a short film in 18k quality.
A talented team
“As the innovative and digital landscape continues to shape our world, View Boston embraces cutting-edge technology to offer an unparalleled sensory experience,” says Bryan Koop, executive vice president for BXP’s Boston Region. “Our commitment to integrating tech elements seamlessly into View Boston not only enhances visitors’ perspectives of the awe-inspiring skyline but also captures the essence of Boston’s progressive spirit.”
JRA provided master planning, writing and content development, experience planning and design, graphic design, art direction, vendor/supplier procurement, fabrication supervision, and on-site project management as part of its role as the creative and design lead for View Boston.
Electrosonic served as the AV integrator and audio visual control systems designer for all of View Boston, including the lift ride, Boston 365, and the Open Doors movie. All of the screens, projectors, audio systems, and other equipment were purchased and installed by Electrosonic.
The functionality, graphics, and design for the lifts, Virtual Viewers, Explore Boston, Finale Kiosk, LCD Wall, as well as the ViewPrint functionality and microsite, were created by Float4.
Other firms involved included Lightborne, which developed concepts and created show content displayed on the back wall of the Boston 365 model, and Yessian, which created and produced all background music throughout the experience. Atlantic Pictures created the storylines and filmed the security and Open Doors short films, while FrankNDesign created the 3D model of Boston and coordinated with the 3D printing company. Finally, Abernathy Lighting Design served as the attraction lighting designer.
“We were fortunate to have collaborated with these extremely talented teams to make the technology in the space come to life,” says Justin Rink, general manager of View Boston. “We strive to provide our guests with more than just a spectacular view, but rather an immersive experience to coincide with it.”
JRA also recently helped to bring a number of much-loved Hasbro IPs to life at the new Hasbro City family entertainment centre in Paseo Interlomas, Mexico, through rides, food, interactive experiences and technology.
