MADGI and THG Creative Complete Skylift, a Moving Observation Platform at 30 Rockefeller Plaza

Most observation decks in New York City are wrapped in ceiling-height extensions or are formed by all-glass extensions protruding from shiny new skyscrapers, Skylift, the new lookout venue at 30 Rockefeller Plaza, required a different approach given the building’s history and art deco ornamentation. Skylift, is a collaboration from architect Richard J. DeMarco of MADGI, experiential design firm THG Creative, and developer Tishman Speyer. The circular platform lifts off from roof level to elevate visitors 30 feet above the 70th-floor roof deck. The observation tower functions like an elevator to give visitors another perspective of New York City’s sea of skyscrapers.

Encased in a translucent white envelope, the moving tower is adorned with fluting that recalls the art deco detailing of 30 Rockefeller. Its exterior is fixed with LED lighting and lights up in an array of colors making for a heightened visual experience. A 3.5-minute-long light show further enhances the structure’s visual appeal.

As Skylift ascends, each of its tiers extends upward, bringing visitors closer to an aerial view of the Midtown Manhattan, now riddled with observation decks and skyline-encompassing viewing points. THG’s design approach blends modern technology with historic architecture surrounding it. Given its location atop 30 Rockefeller, a landmarked building, the final design had to be reviewed and approved by the New York City Landmarks Preservation Commission.

“Skylift is a concept without precedent as an experience atop a skyscraper, especially a historic landmark,” said MADGI principal Richard J. DeMarco. “As the architect for this project, we worked closely with experiential designer THG Creative and the Tishman Speyer team to create an unforgettable experience for both visitors and New Yorkers alike, allowing them to enjoy breathtaking, never-before-seen, unobstructed 360-degree views of New York City.”

Skylift’s unveiling follows that of The Beam, an immersive installation that opened last year on the 69th floor of 30 Rockefeller. The Beam, an elevated steel bar the public can sit on for great views, references the 1932 photograph Lunch Atop a Skyscraper.

In addition to Skylift, THG also transformed the Welcome Gallery on the mezzanine level. There interactive exhibits celebrate nearly a century of cultural history, alongside 304 feet of hand-painted murals from Sally Wern Comport, that pay homage to Rockefeller Center’s art deco heritage.

THG also revamped the elevator ride up to the 67th floor. As visitors ascend and descend 30 Rockefeller, they are treated to two 46-second shows highlighting the building’s most notable tenants and landmarks, of which Skylift is now a part of.

Source: Claudia Yoon – The Architect’s Newspaper / Photo Credit: Diane Bondareff, AP Images for Tishman Speyer / Skylift at Top of the Rock Observation Deck (via Drone Image) – Courtesy THG Creative