One Liberty Observation Deck

Project lens / What the environment enables

Identity expressed through experience.

Capturing the spirit and culture of the city of brotherly love, Philly From the Top is an immersive environment that engages all senses. The primary goal was to create a branded environment and themed visitor experience that was authentic, visually-rich and expressed the unique vibe of the city’s culture. In addition, the interior spaces were designed to build excitement and create a level of anticipation for guests prior to experiencing the city’s breathtaking views on the upper level observation deck on the 57th floor.

The visitor experience is creatively choreographed over three floors that engage visitors with large-scale environmental graphics, playful oversized exhibit elements, a green screen photo area, and interactive touchscreen tables – with social media play integrated throughout. At the lower level entry, guests are welcomed by a 10-foot tall social hashtag graphic (#therealphilly) emblazoned on the main entry level glass wall, encouraging visitors to explore and share their own perspectives on what makes the city exciting.

The project has a strong emphasis on leveraging technology with visitors being able to experience a guided audio tour of the city, focusing on the themes of sport, music, and culture.