Rethinking the guest experience in the world’s most famous building.

In 2018, the Empire State Building launched a fully reimagined Observatory Entrance and Grand Lobby, creating a new guest experience from the moment visitors step foot into the historic tower. Squint/Opera was commissioned by Empire State Realty Trust to design all the media for this experience, working closely with exhibition designers Thinc Design.

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The Empire State Building welcomes over 4 million visitors a year. In order to reach this diverse audience, Squint created multilingual media with translations in nine languages, a modernized color palette, and new iconography that naturally integrates into the iconic Art Deco architecture.

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Squint/Opera developed a wide range of new content, including a documentary film about master modelmaker Richard Tenguerian and playful security animations that bring to life illustrations by David Doran. In addition, Squint developed technology and materials for the Empire State Building's lighting ceremonies — special events held in honor of when tower lights are changed to recognize holidays, VIP guests, milestones, or events.

All experiences are supported by a proprietary backend system that deploys, runs, and monitors all applications.

Stay tuned for more to be revealed through 2019!

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