JOURNEY TO THE EDGE -
QUEUE EXPERIENCE

Lab at Rockwell Group - 2019 - New York, NY
Client: Related
Role: design, 3d modeling, rendering, design development documents

For the observation deck at 30 Hudson Yards named The Edge, The LAB was asked to reimagine the traditional queuing experience and turn it into an immersive linear journey that tells the story of the transformation of Hudson Yards. The path includes an 80-foot long map of Manhattan, a mirrored forest of animated caissons, floor-to-ceiling digital trains passing by, projection-mapped objects, as well as a wrap-around digital mosaic. This 4-year long project was developed over the course of the construction of the building, working in tandem with partners such as KPF, Eventscape, Diversified, Yessian, and BOLD lighting joining together to create the cohesive journey to the observation deck.