Project Details

The new visitor experience, which is already rated a Top 10 destination by Tripadvisor, celebrates the unique personality, history, neighbourhoods and sites of Chicago. We worked with exhibition designers Thinc to deliver a range of digital media experiences to engage and inspire guests as they journey from the lower levels up to The Ledge on the 103rd floor.


Thinc Design


Chicago, USA


Museums & Attractions


Willis Tower, Skydeck Chicago, Coda to Coda, Palazzo Lighting

The Brief

‘Give people a teaser of what Chicago has to offer and prepare them to spot it all for themselves from the observation deck.’

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Our Response

These installations create memorable moments with a variety of entry points for visitors into Chicago’s vibrant culture. On the lower level, the Architecture section showcases a tour of the city known for its skyline, ending at the iconic Willis Tower. Guests have the opportunity to learn more about the famed architecture in the city.

Skydeck Chicago

From here, visitors take a hyper-real train trip through highlights of Chicago’s most distinctive neighbourhoods when they step into a recreated L train. This journey introduces guests to places they might not know about or have time to experience on their trip to Chicago. Eight distinctive Chicago locations are broadcast, sweeping through the carriage. The lower-level experience culminates with Urban Playground, leaving visitors with a lasting impression of what makes the energetic metropolis so extraordinary. Chicago highlights play out across a curved projection surface, looking at the city from this perspective builds anticipation for the elevator ride up to the Skydeck and the ultimate viewing experience.

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On the 103rd floor, Unseen Chicago displays an expansive map of Chicago, that allows visitors to gain a new perspective and explore layers of data unseen to the eye. While, The Making of the Ledge exhibit, highlights compelling facts and reinforces the key features of The Ledge. From the lower floors, right through to The Ledge, visitors are invited to explore and delight as the visitor experience unfolds around them. This creates an experience that can be enjoyed throughout the year.

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