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  • Cases
  • A New Perspective from one of the World’s Tallest Buildings

Top of the Rock

A New Perspective from one of the World’s Tallest Buildings

A better view from NYC's Rockefeller Center.
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Over 3 million visitors flock annually to the Top of the Rock (TOTR), the obvervatory that sits atop Rockefeller Center. We partnered with TOTR's marketing team to enhance the customer journey before, during, and after visiting this iconic tourist attraction. We crafted a holistic experience that helped users easily buy tickets, take in the views and then navigate the shopping and entertainment options at Rockefeller Center.
Increased ticket sales.

A Digital Assistant for an International Attraction

Rockefeller Center is one of the leading attractions in New York, and it is crowned by Top of the Rock - its breathtaking observation deck. Tourists are drawn to the open-air view of the city from 1000ft, but they sometimes miss the 10,000 sq ft of world-class dining and shopping on the Concourse in the 2 basement floors of the building.

We created a fun, innovative tool that drives downloads by helping tourists with their most common question at Top of the Rock – an Augmented Reality viewfinder to answer "what's the building over there?" Then we built in a handy guide to the Concourse with easy-to-use wayfinding, to help increase foot traffic to the on-site businesses while creating a richer visitor experience that is more resilient in bad weather.
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We were determined to provide a holistic guide to Rockefeller Center that included indoor wayfinding.

- David Dominique, Lead Product Manager, Americas

Expanded use of on-site loyalty program.
The App.
Building a scalable architecture.
We delivered a flexible infrastructure that scales by allowing market-specific integrations to easily swap in and out.

Compasses don’t work at high altitudes and GPS is spotty underground. We designed a map with indoor navigation that worked with the existing infrastructure, delivering users with the best way to get from A to B with a simple search.

AR Viewfinder

The app is your guide to the New York City skyline, highlighting prominent points of interest across different subjects: Landmarks, Architecture, Pop Culture and Neighborhoods.

Indoor Wayfinder

Navigate the underground retail Concourse of Rock Center, with point-to-point directions, all without any on-site hardware installation.

Streamlined eCommerce Integration

The app uses webviews to leverage existing ticket selling infrastructure, without compromising the experience.

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Constraints Inspire Innovation

"After working with Tishman's architects, building engineers and site operations managers, and exploring every option for beacons, including military-grade options, we concluded that we needed to take a beacon-less approach. We created a custom map interface that made is easy for visitors to find directions, and incorporated wayfinding into the location browsing experience, maximising the utility delivered without drilling into the historic art deco stone walls."

– David Dominique, Lead Product Manager, Americas.

4.5 Stars on the App Store.

About Top of the Rock.

Top of the Rock is the observation center for the Rockefeller Center in New York City. Over 3 million visitors visit the observatory every year and it's one of the most popular attractions in the city.

The Technology

Languages

  • Swift
  • Java
  • Python

Tech

  • Google VR
  • Open GL
  • Django
  • Jenkins Cl

Integrations

  • Firebase

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