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A s ubs t a n t i a l m a k e o v e r to a r enown e d s k y s c r a p e r c r e ate s multiple new a n d e xt r a va g a n t e n t e rta inme nt s p a ces f i t t e d w i t h a h o s t of inve ntive a udiov i s u a l s o l u t i o n s .
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Standing at a whopping 850ft tall, 30 Rockefeller Plaza is one of the landmarks of Manhattan, due in large part to its cultural significance and prominent role in the New York City skyline. Over its almost 100 years of operation, 30 Rockefeller has cemented its relevance within the United States by hosting and being featured in television shows and films alike; its earliest days were noteworthy, with the site being the birthplace of the legendary ‘Lunch atop a Skyscraper’ photograph. Consequently, when THG Creative partnered with venue owners Tishman Speyer to reimagine the visitor experience at 30 Rockefeller, they knew they were taking on an extraordinary construction challenge. They would have to balance the space’s classic Art Deco aesthetic with modern, inventive entertainment offerings. Jared Peter, Senior Producer at THG Creative, commented: “From the start, our vision was to honour the legacy of 30 Rockefeller Plaza while reimagining the guest experience for a new generation. We wanted every moment, from entry to the observation deck, to feel like a tribute to the building’s iconic history, but told through modern storytelling and immersive technology.”