The reimagined Top of the Rock is more than an observation deck; it’s a deeply layered immersive experience that draws guests into the story of Rockefeller Center from the first step to the last panoramic view. Over five and a half years, THG Creative and Tishman Speyer transformed the space into a journey through history, culture, and design, where every element is crafted to immerse guests without breaking the narrative flow.
The Welcome Gallery immediately transports visitors into Rockefeller Center’s world. Over 300 linear feet of hand-painted murals, inspired by the site’s original Art Deco style, surround guests with scenes of daring construction, cultural milestones, and iconic imagery like the “Lunch Atop a Skyscraper” photograph. This artistry is complemented by the centerpiece, a 10-foot-tall scale model of Rockefeller Center animated by projection mapping, which tells the campus’s story in a six-minute sequence.
The immersion deepens in the pulsed media theater. Guests journey through nearly 100 years of history, blending archival footage, animations, and soundscapes. The show’s finale, a recreation of the famous Christmas Tree lighting with falling snow, creates a magical bridge from history into the present moment.
Transitioning between spaces continues the immersive arc. In the elevators, OLED displays turn the ascent into a glowing homage to Rockefeller Center’s “Wisdom” artwork, while the descent celebrates the building’s vibrant community of tenants. These media moments are short but impactful, ensuring the journey is uninterrupted and seamless.
On the rooftop, immersion reaches new heights. The Beam invites guests to step into history, securely seated on a steel beam to recreate the famous 1932 photograph. As they rotate above the city, the view itself becomes part of the narrative, connecting guests to the ironworkers’ courage and the skyline they helped build.
The Skylift, perched atop the 70th floor, provides an unmatched vantage point. Rising 30 feet into the open air, this platform offers 360-degree views while subtly integrating modern design cues and lighting that complement the historic surroundings. The 600+ meters of programmable LEDs are not just visual spectacle; they extend the experience into the skyline, making Top of the Rock part of the city’s nighttime identity.
Every aspect of the project, from scenic design to ride engineering, was carefully considered to maintain immersion. Technology is used not as a distraction, but as an invisible hand guiding guests through the story. The result is an experience that allows visitors not only to see New York, but to feel part of its living history.
Partners
- Tishman Speyer – Owner
- Susan Spence – Writer
- Chris Ellis – Writer
- Darroch Greer – Writer
- Dave Kerschner – Project Direction Support
- Sally Wern Comport – Illustrator / Muralist
- Larry Nelson – Lead Concept Designer
- William Bartlett – Media Consultant
- Electrosonic – AVC Integration
- TAIT – Skylift Fabricator
- Cimolai – The Beam Fabricator
- Celtic Engineering – The Beam Fabricator
- Adirondack – Scenic Fabricator
- Eos Lightmedia – Lighting Integration
- Supply & Demand – Media Designer
- Yessian – Music & Sound Design
- Cadmium Scenique – Model Maker/Show Set
- David Finn Design – Lighting Designer – Skylift & Elevators
- Hunt Design – Signage
- 5TEN – LED Consultant
- Visual Terrain – Lighting Designer – Mezzanine & Elevators
- TechMD – AVC Design
- The Fury Studio – Media / Projection Support
- TWT – Ride/Attraction Consultant
- 11:11 Creative – Models/Mock-ups
- The Andrus Group – Project Management Support
