Beyond the View

The Empire State Building is a large structure on 34th Street in Midtown Manhattan. Attracting millions of visitors per year, the building is an Art Deco masterpiece and one of New York’s unmissable landmarks.

But observatories are sprouting like mushrooms in New York, and most have the one thing the Empire State Building can’t offer: views of the Empire State Building.

In response, the Empire State Building has reimagined its exhibits to create an interactive, immersive tour that’s rich with history. Our task: build a beautiful new website that sells an experience, not just a view.

Site Highlights

• Shut up and take my money. Some users want the basics. Are you open, is it raining, how do I buy tickets? We surfaced that information quickly, simplifying the navigation and purchasing flows.

• Elevated experience. A trip to the Empire State Building is special. The site should get you excited. Our Art Deco-inspired design makes use of immersive, full-width images, combining with copy that aims to help the would-be visitor imagine themselves in the building.

• Doing it for the fans. Yes, there are Empire State Building superfans. And yes, they care very much about the history of the building and the lights, and they deserve experiences built just for them.

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