Top of the Rock

THG Creative reimagined Top of the Rock at New York City’s Rockefeller Center, transforming it into an immersive, multi-layered attraction that harmonizes cutting-edge innovation with the elegance of Art Deco design. This five-and-a-half-year project, completed in October 2024, celebrates the center’s rich cultural and architectural legacy while introducing groundbreaking guest experiences.

Agency

THG Creative

Practice Area

Client

Tishman Speyer

Industry

The Challenge

Challenges included working within the constraints of a landmarked building, ensuring all designs met New York City Landmarks Preservation Commission standards, and achieving harmony between modern interventions and historic elements.

Project Vision

The project aimed to preserve and honor Rockefeller Center’s historic Art Deco design, integrate modern, technology-driven experiences seamlessly into the landmark, and create a distinctive attraction that would appeal to diverse audiences and elevate Rockefeller Center as a must-visit destination.

Visitors are invited to enter the multimedia theater for a 5-minute pulsed media show that runs through the history of the iconic NYC landmark from its conception to modern day.

THG Creative

Guests ascend and descend 30 Rockefeller Plaza while being immersed in two dazzling 46-second elevator shows that bring to life the building’s most iconic art and tenants.

THG Creative

Design + Execution

The revitalized space includes multiple touchpoints: an engaging Welcome Gallery, immersive theater and elevator multimedia shows, and two standout rooftop attractions—The Beam and Skylift. Each feature elevates the visitor journey, connecting past and present while delivering unforgettable moments.

The Beam invites guests to recreate “Lunch Atop a Skyscraper” — the iconic 1932 photo depicting 11 ironworkers perched on a steel beam while 30 Rockefeller Plaza was under construction.

THG Creative

Upon arrival, guests are immediately treated to over 304 linear feet of hand-painted murals designed by Sally Wern Comport that pay homage to the Art Deco style of Rockefeller Center.

THG Creative

Visitors are invited to enter the multimedia theater for a 5-minute pulsed media show that runs through the history of the iconic NYC landmark from its conception to modern day.

THG Creative

At the center of the Welcome Gallery, guests will find a dynamic six-minute projection-mapped show on a highly detailed 10-foot-tall model of Rockefeller Center.

THG Creative

THG Creative

  1. Skylift, a circular, open-air platform that elevates visitors 30 feet above the 70th floor roof deck to dazzle with unobstructed 360-degree cityscape views.

    THG Creative

  2. Visitors are invited to enter the multimedia theater for a 5-minute pulsed media show that runs through the history of the iconic NYC landmark from its conception to modern day.

    THG Creative

  3. Guests ascend and descend 30 Rockefeller Plaza while being immersed in two dazzling 46-second elevator shows that bring to life the building’s most iconic art and tenants.

    THG Creative

  4. The Beam invites guests to recreate “Lunch Atop a Skyscraper” — the iconic 1932 photo depicting 11 ironworkers perched on a steel beam while 30 Rockefeller Plaza was under construction.

    THG Creative

  5. Upon arrival, guests are immediately treated to over 304 linear feet of hand-painted murals designed by Sally Wern Comport that pay homage to the Art Deco style of Rockefeller Center.

    THG Creative

Project Details
In a building known for its excess, this project was a salute to excess, without going over the edge. Speaking of edges, I was so scared looking at the video of that rooftop hydraulic platform that I think I know I have to go do it, as a form of therapy.
Juror 1
This interactive exhibition creates a larger-than-life experience for visitors of Rockefeller Center that ties in the building's legacy and present day engagement. It's literally ‘over the top’ but the ambition hits the mark.
Juror 2
Design Team

Phil Hettema (creative director)
Jared Peter (senior producer)
Joli Lam (senior project coordinator)
Jodi Roberdes (director of architecture, senior site manager)
Jessica Leivo (facility designer, qa manager)
Pablo Molina (technical director)
Desi Bibayan (technical coordinator)
Tyler Newcomb (technical coordinator)
Connor Murphy-Boyd (facility and experiential designer)
Estephan Quass (dimensional designer)
David Lepor (designer)
Jacob Lindegren (designer)
Karen Thompson (colorist, designer)
Kristin Showalter (illustrator)
Connor Sinclair (senior graphic designer)
Maeve Scanlon (vp of business affairs)
Christine Robinson (contracts and compliance manager)
Lydia O’Neil (archives producer)
Nicole Balderrama (associate producer)
Emma Accacian (project coordinator)

Collaborators

MDA (architecture)
Adirondack (physical fabrication)
Cadmium Scenique (physical fabrication)
TAIT (physical fabrication)
Cimolai (physical fabrication)
Supply & Demand (digital fabrication)
Yessian (digital fabrication)
Hunt Design (digital fabrication)
Susan Spence (writer)
Chris Ellis (writer)
Dave Kerschner (project direction support)
Sally Wern Comport (illustrator, muralist)
Larry Nelson (lead concept designer)
Electrosonic (avc integration)
Eos Lightmedia (lighting integration)
David Finn Design (lighting designer, skylift and elevators)
5TEN (led consultant)
Visual Terrain (lighting designer, mezzanine and 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)
Disguise (elevator)
Schindler (elevator)
National Cab Elevator (cab interiors)

Photo Credits

THG Creative (photography, videography)

Open Date

October 2024

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