Hudson Yard's The Edge

Edge, the Western Hemisphere’s highest outdoor sky deck, offers unparalleled 360-degree views of the iconic New York City skyline. The experience starts before visitors reach the top. The traditional queuing line has been reimagined by the LAB as Journey to Edge, an immersive experience with a linear narrative about Hudson Yards’ transformation from an active rail yard to New York City’s newest neighborhood.

The Journey begins with “Manhattan’s Last Frontier,” where guests learn about Hudson Yards in the context of the city’s ever-changing history. On the ceiling, a mesmerizing animated 80-foot long map of Manhattan helps guests navigate various New York neighborhoods. Next in “The Platform,” visitors learn about the construction of the 10-acre steel and concrete platform that supports the neighborhood above the rail yard. This exhibit includes a mirrored forest of animated caissons (the stilts that hold up Hudson Yards), followed by floor-to-ceiling digital trains passing through the platform’s truss. “The Living Lab for Future Cities” illustrates the future-looking sustainability and engineering efforts of the neighborhood, utilizing a mix of physical exhibit objects, projection mapping, and practical effects including wind and water. The last stop in the Journey, “The Amazing Gathering,” features a wraparound digital mosaic showing the energy of the neighborhood, narrated by several of the creative visionaries as well as through the perspective of the visitors themselves. Guests are then transported to the sky deck on a multi-media elevator ride where the walls seem to fall away and the city is slowly painted in. Landing safely in the clouds, guests are treated to the 100-story high views of New York. The elevator ride down takes guests on an unexpected thrill ride that creates a sense of flying through a canyon of skyscrapers.

This 4-year long project could not have been done without our partners at Yessian, Neoscape, Mousetrappe, Eventscape, Diversified, Lighting Design Group, and BOLD Lighting.

Project Roles
Art Producer, Content Producer, Creative Director, Designer, Executive Producer
Company
LAB at Rockwell Group
Skills
2D Graphics, 360 Photography, 3D, 6K, Architectural Scale, Back-End Development, Brand Management, Brand Strategy, CGI, Conceptual, Consulting, Content, Content Management, Creative Direction, Design, Design Strategy, Digital, Digital Capture, Digital Tech, Entertainment, Exhibit Design, Experience Design, Experiential, Fabrication, Human-Centered Design, Interior Design, Labor Management, Learning Experience Design, LED Mapping, Lighting Programming, Low / High Fidelity Prototyping, Maintaining Schedules, Management of Teams 20+, Managing Budgets, Metal Work, Mixed Media, Particles, Producing, Retro, Signage, Tech Strategy, Technology, UHD, Urban, VFX Supervision, Visual Development, Wrangling - Creatives
Media
2D Animations, 360° Video, 3D Animations, 3D Illustrations, Architectural Visualization, Architecture, Art, Augmented Reality, Brand Identity, Branded Content, Budgets, Computer-aided Designs (CAD), Concept Art, Customer Journey Map, Data Visualization, Industrial Designs, Infographics, Installations, Large Format Photography (Digital), Motion Graphics, Photography, Pitch Decks, Product Visualization, Projection Mapping, Prototypes, Sculptures, Short Films, User Journeys, Video Installations, Visual Designs, Wayfinding, Wireframes
Project Industries
Augmented Reality, Entertainment, Hardware, International, Lifestyle, Luxury, Real Estate, Restaurant, Retail, Software, Technology, Travel/Tourism
Hudson Yard's The Edge
Hudson Yard's The Edge
Hudson Yard's The Edge
Hudson Yard's The Edge
Hudson Yard's The Edge
Hudson Yard's The Edge
Hudson Yard's The Edge
Hudson Yard's The Edge
Hudson Yard's The Edge
Hudson Yard's The Edge
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