Key Takeaways
- • Empire State Realty Trust completed the second phase of a $165 million capital project, opening new second-floor interactive galleries at the Empire State Building on July 29, 2019, following the first phase completion in August 2018 that included a new Observatory entrance.
- • The 10,000-square-foot exhibition incorporates experiential and interactive design elements to differentiate the building from competing observation decks at Rockefeller Center, the World Trade Center, Hudson Yards, and One Vanderbilt, positioning the 102-story landmark as a cultural destination beyond panoramic views.
- • Exhibition design firm Thinc Design conducted visitor research revealing that guests seek an "insider" rather than "expert" experience, driving the gallery's narrative approach centered on the building's historical significance and emotional connection to visitors.
- • The project enlisted specialized design consultants including Thinc Design (whose prior credits include the 9/11 Museum and Expo Dubai 2020 Sustainability Pavilion) and Beneville Studios to create a differentiated visitor experience leveraging the building's unique place in popular culture and imagination.
Summary
Empire State Realty Trust announced the completion of the second phase of its $165 million capital modernization project with the opening of new second-floor galleries at the Empire State Building on July 29, 2019. The first phase, completed in August 2018, introduced a new entrance to the Observatory at 20 West 34th Street. The completion of phase two represents a significant investment in transforming the 102-story, 2.7 million-square-foot landmark designed by Shreve, Lamb & Harmon and originally completed in 1931.
The gallery expansion addresses increased competitive pressure from observation decks across New York City, including Rockefeller Center, the World Trade Center, and decks under construction at Hudson Yards and One Vanderbilt. Rather than competing solely on views, Empire State Realty Trust differentiated its offering through experiential and interactive components designed to leverage the building's historical significance and cultural resonance. Empire State Realty Trust president Jean-Yvves Ghazi stated the goal is for visitors to experience "a sense of joy of having gotten to really know the building in a way they hadn't expected."
The 10,000-square-foot exhibition was designed by Thinc Design, a specialized firm whose portfolio spans museums, theme parks, and major international exhibitions including the 9/11 Museum, the USA Pavilion at Expo Milano 2015, and the Sustainability Pavilion at Expo Dubai 2020. Thinc Design principal Tom Hennes noted that research revealed the Empire State Building occupies a unique position in visitors' imaginations. Ideo Research's visitor polling identified that guests "wanted to be insiders but not experts," a finding that directly shaped the exhibition's narrative approach. Michael Beneville's Beneville Studios served as design consultants on the project, working jointly with Thinc Design to execute the experiential concept.
The gallery expansion addresses increased competitive pressure from observation decks across New York City, including Rockefeller Center, the World Trade Center, and decks under construction at Hudson Yards and One Vanderbilt. Rather than competing solely on views, Empire State Realty Trust differentiated its offering through experiential and interactive components designed to leverage the building's historical significance and cultural resonance. Empire State Realty Trust president Jean-Yvves Ghazi stated the goal is for visitors to experience "a sense of joy of having gotten to really know the building in a way they hadn't expected."
The 10,000-square-foot exhibition was designed by Thinc Design, a specialized firm whose portfolio spans museums, theme parks, and major international exhibitions including the 9/11 Museum, the USA Pavilion at Expo Milano 2015, and the Sustainability Pavilion at Expo Dubai 2020. Thinc Design principal Tom Hennes noted that research revealed the Empire State Building occupies a unique position in visitors' imaginations. Ideo Research's visitor polling identified that guests "wanted to be insiders but not experts," a finding that directly shaped the exhibition's narrative approach. Michael Beneville's Beneville Studios served as design consultants on the project, working jointly with Thinc Design to execute the experiential concept.
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