THG, a creative agency specialising in developing attractions for theme parks, museums and brands, is celebrating the completion of a five-year project to transform the Top of the Rock experience at Rockefeller Center in New York City, US.
The firm has collaborated with owner and operator Tishman Speyer to transform numerous visitor touchpoints, including the famous observation deck, into unforgettable destinations honouring Rockefeller Center’s rich heritage and vibrant culture.
Standout rooftop experiences
Tishman Speyer engaged THG Creative to create spectacular, contemporary visual experiences to embody the Top of the Rock experience while preserving the elegance and beauty of the campus’s Art Deco design.
The agency has developed the design and concept for an array of immersive experiences, including Welcome Center activations and both theatre and elevator multimedia shows. At 900 feet high, visitors can find two distinctive rooftop experiences, The Beam and Skylift.
Skylift is a circular open-air platform that raises visitors 30 feet above the 70th-floor roof deck, providing 360-degree views across the city. This standout attraction launched in October 2024 and features a bespoke 3.5-minute light show with 96 LED pixel flutes, totalling 636 meters of LED. THG Creative’s vision for Skylift balances modern technology with the building’s historic architecture and the final design was approved by the New York City Landmarks Preservation Commission.
Down one floor, The Beam opened in December 2023 and is one of New York’s most sought-after rooftop attractions. Designed by THG Creative, The Beam allows visitors to sit on a steel girder and be raised into the open air above the 69th-floor outdoor observation deck. Guests can enjoy a spectacular view of Central Park, the Hudson River, and the Manhattan skyline as The Beam rotates 180-degrees.
Heritage, art & elegance
THG Creative has reinvented the visitor experience at Top of the Rock, from the mezzanine-level Welcome Center to the thrilling observation deck attractions.
The Welcome Center’s interactive activations launched in July 2024. They offer photo opportunities and present the campus’s rich cultural and artistic legacy spanning almost a century. As visitors pass through security, they are greeted with a hand-painted mural by Sally Wern Comport, which spans more than 304 linear feet and honours Rockefeller Center’s stylish Art Deco design.
The mezzanine features a six-minute projection-mapped display on a 10-foot-tall model of Rockefeller Center, highlighting its architecture, art, seasons, commerce, and splendour. In the multimedia theatre, visitors can discover Rockefeller Center through a five-minute pulsed media exhibition covering its history from its creation to the present. The show uses archive footage, animation, and projections to create a surprise and delight moment linked to the renowned Christmas tree lighting, including a stunning snow effect.
THG Creative has also reinvented the elevator experience between the mezzanine level and the 67th floor. As they travel through the building, visitors become immersed in two stunning 46-second displays highlighting the landmark’s most renowned art and tenants.
Phil Hettema, founder and CEO of THG Creative, says: “Rockefeller Center is a beacon for culture in New York and for the entire world, and we wanted to honor the storied legacy that John D. Rockefeller built. Our team created a beautiful and unfettered experience that we know will leave lasting memories for all who visit Top of the Rock, and we’re proud of the immense collaboration and detail that went into the process.”
“Rockefeller Center is full of amazing experiences, but none quite as breathtaking as Skylift,” says EB Kelly, senior managing director at Tishman Speyer and head of Rockefeller Center.
“The thrilling experience of revolving 900 feet above ground for 360-degree views, eye to eye with skyscrapers in the beating heart of New York City, is one no visitor will forget. Skylift is the crown jewel of our revitalization of Rockefeller Center, which has brought a new vibrancy and energy to every corner of campus.”
THG Creative collaborated with leading partners in construction, engineering, architecture, media creation, and others to successfully deliver the extensive Rockefeller Center project with Tishman Speyer.
The project team included:
TAIT (Skylift engineering, fabrication and installation)
Electrosonic (AVC integration)
Adirondack (scenic fabricator)
Eos Lightmedia (lighting integration)
Visual Terrain (lighting designer–mezzanine & elevators)
David Finn Design (lighting designer–Skylift & elevators)
Supply & Demand (media designer)
Yessian (music & sound design)
Cadmium Scenique (model maker/show set)
Hunt Design (signage design)
5TEN (LED consultant)
Cimolai (The Beam fabricator and install)
TechMD (AVC design)
The Fury Studio (media/projection support)
TWT (ride/attraction consultant)
11:11 (creative–models/mock-ups)
Gilbane (construction management)
MDA (executive architect)
AMA Group (MEP engineers)
GMS (structural engineers)
Schindler (elevator)
National Cab (elevator cab interiors)
The Andrus Group (project management support)
THG Creative’s contribution to the Top of the Rock project demonstrates its commitment to creating unforgettable guest experiences and bringing innovative concepts to life. THG Creative has nearly four decades of experience in themed entertainment, working with leading organisations such as Universal Creative, Walt Disney Imagineering, and DreamWorks to create unique attractions worldwide.
Recently, THG announced the appointment of Dan Freedman as director of facility design. The agency continues to add talent and expertise to its expanding leadership team. These appointments power THG Creative’s success and demonstrate its commitment to offering exceptional mentorship and development opportunities.
