Project Dream Visitor Experience.
When New York’s most recognized landmark embarked on a decade-long reinvention, Kubik Maltbie partnered with Thinc Design to transform over 75,000 sq ft of visitor space into a modern storytelling experience—today known as Project Dream.
A Fresh Take on a Legendary Journey
From the moment visitors enter the queue, the brand-new lobby immerses them in the building’s history and myth. A meticulously crafted two-story model takes center stage, while interactive galleries celebrate the skyscraper’s construction, cultural impact (including its cinematic life in King Kong), and modern innovations.
Stepping into the “Elevator Experience,” guests are enveloped in lights, sound, and motion that echo the ride to the 102nd floor—an elevated theatrical moment re-engineered for the 21st century visitor.
Our Part of the Dream.
Collaborative Design Development
In early stages, Kubik Maltbie worked closely with Thinc and other design partners to refine mock-ups, calibrate scale, and ensure the engineering behind giant lighting fixtures, ceilings, and interactive kiosks aligned with the vision.
Precision Fabrication & Craftsmanship
From the celestial ceiling over the main lobby and the two-story architectural model to custom podiums, casework, and switchgear for lighting celebrations, every piece was fabricated in Kubik Maltbie’s New Jersey shop with exacting fit and finish.
Seamless Integration of Technology
Our teams embedded digital wayfinding screens, monitor enclosures, lobby lightboxes, and AV wiring into exhibit structures—meticulously concealed behind clean lines and Art Deco-inspired details.
Flawless Installation & Calibration
On-site, we installed structural backdrops, digital elements, green rooms, and ceremony podiums—all requiring tight schedule coordination, complex staging, and precision testing to ensure daily operations at full capacity.
Key Story Elements.
- Architectural respect meets modern storytelling—immersive design layered onto a historic fabric
- Cross-disciplinary coordination—working in tandem with Thinc, AV integrators, fabricators, and engineering teams
- Museum-level craftsmanship—high-volume fabrication with impeccable material finishes
- Technical precision—integrated digital systems, lighting controls, and structural staging
- Iconic activation—elevating a world-famous destination through engaging, emotional experience
The Impact.
The first phase opened in 2018 with the lobby and elevator galleries; by 2019, the 2nd floor “Observatory Galleries” had also launched. Seen by four million annual visitors, at the time, the refreshed experience helped reclaim its position as the most Instagrammed attraction in the U.S., and #1 destination in the world—rekindling the emotional, cultural, and architectural magic of this skyline icon.
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