Top of the Rock

THG Creative reimagined Top of the Rock at Rockefeller Center, transforming it into a dynamic, immersive attraction that seamlessly blends cutting-edge innovation with the elegance of Art Deco design. Completed in October 2024 after five-and-a-half years of development, the project revitalizes the landmark’s rich cultural and architectural legacy while introducing groundbreaking guest experiences.

The reimagined attraction includes multiple engaging touchpoints. The Welcome Gallery features 304 linear feet of hand-painted murals by Sally Wern Comport, celebrating Rockefeller Center’s nearly 100-year history in a signature Art Deco style. Interactive activations and photo opportunities immerse visitors in the site’s legacy, while a projection-mapped show on a 10-foot architectural model highlights its construction, seasonal transformations, and cultural significance.

A multimedia theater enhances the storytelling experience through archival footage, animation, and sound, culminating in a surprise snow effect tied to the iconic Christmas Tree lighting. The elevators use state-of-the-art OLED technology to create dazzling shows during the ascent and descent, setting the stage for the rooftop attractions.

The Beam offers a thrilling experience inspired by the famous “Lunch Atop a Skyscraper” photo, securely lifting guests 12 feet above the 69th floor and rotating them 180 degrees for breathtaking views of Manhattan. Skylift, a circular open-air platform, elevates visitors 30 feet above the 70th floor, providing an unmatched 360-degree perspective of the city. It also features programmable LED lighting for holidays and civic events.

Challenges included preserving the landmark’s integrity while integrating modern technology within New York City Landmarks Preservation Commission guidelines. The result is a seamless blend of history and innovation that enhances Rockefeller Center’s global appeal. Increased visitation, positive guest feedback, and strengthened cultural identity mark its success. Top of the Rock now stands as a premier attraction, offering an unforgettable experience through storytelling, design, and technology.