Moment Factory partnered with Edge NYC, in collaboration with Soft-Lab, to redesign its interior offering, enhancing the overall visitor experience.
This multilevel, six-zone activation uses multimedia, including video, lighting, and scenography, to guide guests on a dynamic journey spanning street level to the highest outdoor sky deck in the Western Hemisphere. The indoor experience extends across the security queue, corridors, and elevator, leading to an immersive room featuring mirrored surfaces, captivating content modes that reflect time of day, and digital backgrounds ideal for photo opportunities.
Throughout, light, illusion, and geometric patterns create prismatic, kaleidoscopic visuals that capture the energy of New York City. Content evolves over the course of the day, ensuring no two visits are exactly the same.
The activation adds a new layer to Edge, positioning it as a vibrant destination, particularly on rainy or cloudy days when its observation deck is less accessible.
The project demonstrates how multimedia design can elevate an attraction through engaging, visually-driven experiences that strengthen its appeal for both visitors and locals, while encouraging return visits.
