Empire State Building, new Observatory entrance, Beneville Studios

The Empire State Building in New York claims to be the World's Most Famous Building, with more than 4.2 million visitors a year. The first phase of its completely reimagined Observatory entrance and grand lobby larger entrance on 20 West 34th Street, designed by Beneville Studios has been unveiled in order to streamline the flow of visitors and at the same time improve the experience for tenants.


The Empire State Building was named America's favourite building in a poll conducted by the American Institute of Architects (AIA), and the Empire State Building Observatory is one of the world's most beloved attractions as the region's #1 tourist destination. With a view to creating a seamless flow for the growing number of visitors and to guaranteeing the comfort of the building's tenants, the owner - Empire State Realty Trust Inc. (ESRT) decided to invest in a decade-long project for the world's most famous building, called Empire State ReBuilding.
In partnership with Thinc Design and IDEO, Beneville Studios helped to craft a new narrative of the visitor's journey through the Empire State Building ensuring truly unique physical, visual, and experiential perceptions of the project. Working closely with ESRT Leadership, Thinc, IDEO, Squint/Opera, and the entire project team, Beneville Studios has preserved the spirit of the initial vision of the City that never sleeps with a completely reimagined Observatory entrance and grand lobby, now open to the public at the Empire State Building (ESB) on 34th Street.  
Beneville Studios specialises in bringing to life a vision with projects as varied as corporate headquarters, immersive retail pavilions, helicopter lounges and plane interiors, as well as privately commissioned books and fine art pieces. This is why the design team was able to draw on their cross-cutting know-how in response to the challenge of taking on New York's consummate icon, the standout player in both the skyline and in our imagined Manhattan.
Empire State Realty Trust, Inc. wanted a functional gateway that could cope with the number of visitors to the global landmark, something that would not just be a functional entrance but would also be a new landmark of the actual building. Beneville Studios conceived of a grand model of the Empire State Building and ascending staircase to allow for an authentic moment where visitors can engage up close with the details of the iconic building from a perspective previously available only to helicopters. The grand model was realised through the masterful craftsmanship of  Richard Tenguerian and his team.
But let's give the floor to the creatives. "This project is a once-in-a-lifetime opportunity", said Michael Beneville, Founder and CEO of Beneville Studios. "Under ESRT ownership’s visionary leadership, in partnership with these world-class teams, I believe we’ve created far more than an exhibit: in its attention to detail, materials, and workmanship, this is an extension of the building itself. I think we are creating a work that compliments the very soul of the Empire State Building."
Additional enhancements to the Observatory experience will be announced with key elements revealed as the new journey is rolled out over the coming months. You can stay connected on social media via #ESBReimagined. The ESB Observatory will maintain business as usual, open 365 days a year from 8 a.m. to 2 a.m. 

Christiane Bürklein

Creative direction for the project: Beneville Studios - http://www.beneville.com/
Client: Empire State Realty Trust Inc. 
Location: Manhattan, New York City, USA
Year: 2018
Images: Evan Joseph Images
Find out more: www.empirestatebuilding.com