![]() In addition, The King Kong gallery went viral on Reddit at its opening, with over 200k upvotes. Since the opening of the galleries in 2019, the Empire State Building has gone back to the top of the list of most visited attractions in New York according to research by Uber. ![]() ![]() Designed for selfie moments, the exhibit meets a key client goal of social media ‘shareability.’ Guests can climb into his hand and feel the rumble as he roars, while lights flicker overhead. The Kong exhibit welcomes guests into a 1930s-era office inside of the Empire State Building, where a life-size King Kong clings to the side of the structure, peering in at viewers and dodging bi-planes as he climbs. The resulting exhibit transports guests back in time through a looped film that features 30 different actors with hot rivets and steel beams flying overhead as the construction of the building is in full swing. Additionally, goals were set to increase the Empire State Building’s social media presence by creating media with key “selfie-spots,” that encourage visitors to share memorable moments during their visit.įor the Construction Gallery on the first floor, historically accurate videos across 4 walls and ceiling display live-action footage with detailed animation, CGI and VFX. All content had to be human-translated into nine languages. Squint/Opera's immersive experiences, creative content, strategies, brand identities and digital products turn complex concepts into beautiful and emotive stories. Yet, all stories told through the media had to be easily understood by the millions of non-English speakers who come each year. Actors who played the phantom of the opera Words to describe yourself in french, Let your life speak sparknotes, Yellowman vinyl greatest, Elf on the shelf. Large-scale, immersive experiences took precedence over text-heavy didactics. Spanning over 35,000 square feet, the result is a multi-sensory journey through one of the world’s most famous buildings.Īs the most popular attraction in New York, with over 4 million people traveling through the building each year, the aim was to bring the experience of visiting this 20th-century icon into the 21st century. Guests can climb into his hand, but getting too close to the window activates simulated shocks from the famous Kong.A re-envisioning of the Empire State Building’s visitor experience has resulted in a fully immersive experience that excites, educates and entertains visitors from its entrance to its iconic observation deck. The King Kong exhibit welcomes guests into a 1930s-era office in side of the Empire State Building, where the life-sized ape clings to the side of the structure, peering in at viewers and dodging bi-planes as he climbs. Set to an original score recorded with a 60-piece orchestra commissioned by the Empire State Building, the “World’s Most Famous Building” exhibit showcases a montage that sweeps over 70 screens, celebrating the building’s starring role in pop culture from every decade since the 1930s with over 600 media pieces that range from Hollywood films and commercials to comic books. Nearby, a newspaper boy announces the opening of the Empire State Building to the public. The Construction Gallery was inspired by the photography of Lewis Hine, transporting guests back in time through a looped film that features 30 different actors, where hot rivets and steel beams fly overhead as the construction of the building is in full swing. On the walls of the gallery, a floor-to-ceiling wallpaper created by Squint/Opera recreates a busy streetscape from 1929, complemented by a generative soundtrack of archival street sounds. The exhibition experience begins on the streets of New York, at the cusp of the race to create one of the world’s tallest skyscrapers. The overall redesign of the space was informed by feedback gathered directly from visitors, with its social media shareability a key client goal. Phase Two of the revamped Observatory allows visitors to feel like Empire State Building insiders, with all content and messaging carefully translated into nine languages. The ambitious, four-phase project takes visitors on an immersive journey spanning the Empire State Building’s entire history, from the building’s construction in 1931. The collaboration is Squint/Opera’s largest project to date in the US, and marks the debut of Squint/Opera’s New York studio, located in Manhattan’s Chinatown district. A core contributor within a team of interdisciplinary professionals responsible for the new galleries at the Empire State Building- including design agency Thinc and creative audio studio Antfood-Squint/Opera created all digital elements within the exhibits across more than 10,000 square feet of interior space on the second floor. ![]() London and New York-based creative digital studio Squint/Opera has announced the official opening of Phase Two of the Empire State Building’s reimagined top-to-bottom Observatory Experience.
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