The Empire State Building, a cultural icon, was recently awarded the title of the world's top attraction by Tripadvisor in 2024. This recognition stems from a $165 million redesign of its Observatory Experience, which prioritized evolving guest interactions amid changing physical and digital landscapes. Rather than using typical displays, the transformation focused on immersing visitors in the building's rich history and significance, showcasing lessons applicable across various sectors for businesses aiming to connect more deeply with consumers.
As we began our building-wide modernization work in 2008, we thought creatively beyond the building itself-more specifically, the international brand and relevance of the concept of the Empire State Building.
The ranking took root in a multiphase, design-led transformation of the Observatory Experience, fueled by the recognition that spaces and places must evolve to meet people's shifting relationships across physical, digital, and immersive realms.
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