- Client: Empire State Realty Trust
- Summary: Exhibition Planning and Design
- Project Type: Attractions
- Location: New York , NY
- Date: August 2018
Empire State Building
The spectacular reimagining of the Empire State Building's Observatory experience is now open to the public. In addition to its singular views of New York, the building now boasts state-of-the-art exhibits about the World's Most Famous Building and the city around it. Our goal was to deliver an authentic, Instagram-ready experience grounded in the building's history and inherent optimism.
To achieve this goal, Thinc designed a series of immersive exhibits to transport visitors through the building's storied history as a wonder of the modern world: its innovative and rapid construction process, its grand opening in 1931, its continued leadership in energy efficiency to this day, and its role as an urban campus that provides singular amenities for its occupants. Visitors experience the building as an icon of popular culture: whether in movies, broadcast media, comics or commercials, the Empire State Building stands for New York City in the popular imagination. The exhibits plunge visitors directly into an epic scene with King Kong himself, while also giving them a taste of the building's many other starring moments on the silver screen. The experience captures the building's essential character, its place in the cityscape of New York, and its place in cultural history.
The first phase of the project (completed in 2018) created a new entrance on 34th Street, which graciously accommodates increasing visitation to the ESB, already in excess of four million people annually. The centerpiece of the new entry is an extraordinarily crafted, architecturally accurate two-story model of the building, framed by a stainless-steel grand staircase replete with details adapted from features of the Empire State Building. The new lobby features automated, Deco-inspired ticket kiosks, digital directional signage in nine languages, a green room for VIP guests, a state-of-the-art security system, and interactive host screens. Together, these elements create a seamless entry experience for visitors from all over the world.
The second phase of the project (completed in 2019) transformed the visitor experience from a series of snaking queues into thrilling interactive galleries - creating the only museum in New York open until 2am. The exhibits honor the building's history, and the men and women who made her possible. Spread over five distinct levels, this modern Empire State Building experience culminates in stunning, 360-degree views of New York City from the 102nd Floor. Perched 1,250 feet above the center of New York City, the 102nd Floor offers extraordinary, 360° degree views day and night. For the first time ever, guests can take in the city's majesty through full-height, floor-to-ceiling windows that open the view as never before.
The renewed Empire State Building experience was completed with contributions from Beneville Studios, IDEO, Squint/Opera, and a host of other consultants and production partners.
AWARDS
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Global Future Design Awards 2020
Awarded By: ArchitecturePressRelease.com
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Red Dot Design Award
Brands & Communication Design
IN THE NEWS
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Web
"Renowned Designer Tom Hennes Isn’t Defined by HIV"
HIV Plus Magazine -
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"Attractions Review 2019: September"
Attractions Management -
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"Empire State Building's new observatory culminates $165 million renovation"
Archinect -
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"Empire State Building Completes $165M Observatory Renovation"
GlobeSt.com -
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"The making of an Empire State Building experience"
AV Magazine -
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"Empire State Building completes $165M revamp with new observatory"
Curbed New York -
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"The Empire State Building Observatory Redevelopment Completed"
PR Newswire -
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"Sky-High: The Empire State Building Opens a New 102nd-Floor Observatory"
Architizer -
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"What memoirs look like when you are a skyscraper. Empire State Building opened a museum of its history"
Live Journal (Russia) -
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"El gallego Jorge Martínez renueva la experiencia de visitar el Empire State"
Global Galicia (Spain) -
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"Empire State Building unveils new 102nd-floor observatory"
Al Jazeera -
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"Empire State Building unveils new 102nd-floor observatory"
Al Jazeera -
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"Thinc Design reveal new observatory for the Empire State Building"
CLAD News -
Web
"Empire State Bldg Rolls Outs $165M Remodeled Observatory"
The Jewish Voice -
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"Empire State Building Unveils 102nd Floor Observatory"
GlobeSt.com -
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"New viewing deck opens at Empire State Building"
AP Archive -
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"The Coolest New Exhibits to Check out in NYC Before They Disappear"
Thrillist -
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"King Kong kann kommen"
Spiegel Online -
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"New observation deck on Empire State Building’s 102nd floor"
Pix11.com -
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"Empire State Building shows off new $165 million observatory"
Star Tribune -
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"Why the Empire State Building has a 200-foot mast"
CBS This Morning -
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"See the views from the Empire State Building’s new 102nd-floor observatory"
6sqft -
Web
"Empire State Building’s 102nd floor observatory reopens with fuller panoramic view"
The Villager -
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"Empire State Building opens new $260 million observatory"
Stuff (New Zealand) -
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"Inside the New 102nd Floor Observatory on the Empire State Building"
Untapped Cities -
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"Facebook Live"
CBS This Morning -
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"The Empire State Building's 102nd floor observatory view just got even better"
CNN -
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"Exclusive look inside the Empire State Building's $160 million makeover"
CBS This Morning -
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"Empire State Building to open new 102nd-floor observation deck"
Curbed New York -
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"Crown jewel of the Empire State Building: Renovated 102nd floor observatory opens Saturday"
USA Today -
Web
"New York's new look! Empire State Building shows off the renovated $165 MILLION observatory with floor-to-ceiling windows that overlooks the city from the 102nd floor"
Daily Mail -
Print
"Rejuvenating a Giant"
The New York Times [Download PDF] -
Web
"The Empire State Building: Renewing the Affair"
The New York Times -
Web
"Attractions People"
Attractions Management [Download PDF] -
Web
"King Kong Empire State Building Exhibit Revealed"
ComicBook.com -
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"The Empire State Building’s New Immersive Galleries Trace Its Fascinating History"
Galerie -
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"King Kong Returns To The Empire State Building Inside New Immersive Museum"
Gothamist -
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"See inside the $165M Empire State Building observatory museum"
Crain's New York Business -
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"Empire State Building Museum Walkthrough"
Gothamist (YouTube) -
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"Empire State Building reveals new second floor Observatory Experience galleries"
Blooloop.com -
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"See inside the new Empire State Building mini museum showcasing its history"
Curbed New York -
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"Empire State Building now designed for selfies"
AM New York -
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"Inside the Empire State Building’s New Interactive Museum, the Observatory Experience"
Untapped Cities -
Web
"A new museum debuts inside the Empire State Building"
Building Design + Construction -
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"Empire State Building unveils second floor immersive observatory experience"
6sqft -
Video
"Sneak peek at Empire State Building new immersive exhibit!"
Architecture Photography (Facebook) -
Print
"Empire State of Mind: Explore Empire State Building's refurbished observatory space opening today. Things Are Looking Up"
AM New York [Download PDF] -
Web
"King Kong Returns to Empire State Building (SLIDESHOW)"
GlobeSt.com -
Web
"Empire State Building now designed for selfies"
Newsday -
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"NYC: Above and Beyond Coming to the Empire State Building"
City Guide New York -
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"Museums Take Interactivity To New Levels For Wider Audiences"
Audiovisual And Integrated Experience Association -
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"Empire State Building Unveils Observatory Entrance"
Facility Executive -
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"Empire State Building rolls out new visitors entrance for observatory"
Real Estate Weekly -
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"Empire State Building unveils new observatory entrance"
The Construction Specifier -
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"Empire State Building's Observatories Open with New Public Entrance"
Arch Daily -
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"Thinc Creates New Experiences for Visitors to the Empire State Building"
Dexinger -
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"How Designers Keep You Calm In Long Queues (It Sometimes Involves Elephants)"
Quartzy -
Web
"New York City’s Empire State Building debuts a brand new entrance and lobby for its world-renowned observatories"
Popular Photography -
Web
"The Empire State Building’s New Visitor Center Celebrates Official Opening Day"
Yimby -
Web
"New York's Empire State Building Gets a Surprising Upgrade"
Architectural Digest -
Web
"Empire State Building Unveils New Observatory Entrance"
Business Insider -
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"Empire State Building unveils new entrance, lobby as part of 10-year makeover"
amny.com -
Web
"Empire State Building reveals its new Deco-inspired Observatory entrance"
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