GET ATTRACTIONS MANAGEMENT
magazine
Yes! Send me the FREE digital edition of Attractions Management and the FREE weekly Attractions Management ezines and breaking news alerts!
Not right now, thanksclose this window
Get digital editions & ezines FREE >
Jobs   News   Features   Products   Company profilesProfiles   Magazine   Handbook   Advertise    Subscribe  
People profile
Tom Hennes

Principal and founder, Thinc Design


I went to the Empire State Building for the first time at the age of seven,” says Tom Hennes.

“I can remember building it out of wooden blocks before I visited, looking down at the street from the observation deck. I remember almost everything about that visit. It’s somewhere which holds a very dear place in my heart.”

Hennes, who has worked on museum and exhibition and museum design since the mid-90s, was handed the task of modernising the visitor experience at the Empire State Building in December 2016. His design firm Thinc led a collective of 13 different firms including Beneville Studios, IDEO and Squint/Opera on the project, which is part of a wider modernisation masterplan for the iconic landmark.

In addition to its views of New York, the Empire State Building now boasts a new entrance for its four million visitors each year, as well as a spectacular reimagining of its popular observatory experience.

“Going through the queue and getting up to the observation deck wasn’t very pleasant for visitors,” says Hennes. “They loved the building and the view, so were still coming in droves but the journey up was less than optimal.

“From start to finish, we made the whole thing experiential. The aim was to create memorable moments that visitors could hang onto, really treasure and really associate with the Empire State Building. It clearly had to involve its construction and its place in popular culture, but we wanted to look at life inside as well.”

Research showed that the majority of guests saw the building as a silhouette, which, as soon as they walked inside would ironically disappear. It’s something Hennes was aware of and addressed during the development process.

“We introduced beautiful photography and add a 24-foot high realistic model to the new entrance that lights up at night,” he says. “It’s set around a grand staircase that celebrates it and gives it a stage. The front end of the visitor experience really sets up the journey visitors go through, acknowledging the Empire State Building independent of the observatory itself.”

A pop culture icon
Among the galleries visitors can see a room showing the building in movies, commercials, TV shows video games and more. King Kong is also present, with his eyes peering menacingly through a set of 1930s windows, the gorilla’s fingers break through. There’s also a section showing famous visitors to the building and another showing a recreation of its original elevator cab and electrical control board which were installed in 1931.

The redevelopment and modernisation plan hasn’t been purely cosmetic. It’s also helped to improve visitor flow and even save money: “It brings the visitor experience in line with the quality of the rest of the building,” says Hennes. “It’s also a highly efficient design in every way and it speaks to the efficiency of the building. We’ve reduced its energy costs by more than 40 per cent with some really smart changes. By moving the entrance from Fifth Avenue to 34th Street, it gives a separate flow for the visitors to the observatory from the main entrance of the building, which improves the tenant experience as well as the visitor experience. Visitors still exit through the Fifth Avenue lobby, so they get to see it minus the congestion.”

The redevelopment has come at a cost of US$165m. The first phase – the relocation of the visitor entrance – was completed in August 2018. The second phase – the observatory – opened at the end of July this year. Phase three will be completed in September, with the reconstruction of the glassed-in 102nd-floor observation deck.

A project of love
More than just a project, the work carried out by Thinc on the building has real personal significance for Hennes: “Right after 9/11, I was down at Ground Zero one morning with a wheelbarrow, helping out, because like so many New Yorkers I just felt the need to somehow be part of that.

“At the time I was working on a tiny project inside the Empire State Building, so I travelled from Ground Zero covered in dust and went up to the Empire State Building. It was still closed because everybody was looking at new security measures to put in place.

“I got up to the 86th floor. It was completely empty and fog and clouds had closed around the building so I was completely isolated up there. I can’t quite describe the feeling but there it was standing there and there I was in it, alone, at a time when everything else was so strange and other-worldly and upside down. For me personally, coming back to it to do this project connected with that memory.

“At that time I had no idea we were also going to end up designing the 9/11 museum. Those feelings and those places are connected for me. One is a place of extraordinary tragedy and also revival that we spent eight years working in. The other is a beloved icon. I love seeing the building and knowing I’m working on it. It’s been a project of love for everybody involved.”

Thinc was the experience designer for the project, transforming the entire visitor experience from top to bottom
Experiences linked with the Empire State Building in popular culture are now a key part of the visitor experience
Experiences linked with the Empire State Building in popular culture are now a key part of the visitor experience
COMPANY PROFILES
TOR Systems Ltd

TOR Systems have been in this business since 1981. [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
Red Raion

Founded in 2014, Red Raion is the CGI studio specialized in media based attractions. [more...]
Sally Corporation

Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
+ More profiles  
FEATURED SUPPLIER

How two water rides are creating refreshing adventures in Vietnam’s biggest theme park
Aiming to become a top entertainment destination in southern Vietnam for both domestic and international tourists, VinWonders Phú Quốc opened in 2021 as the biggest theme park in the country. [more...]
VIDEO GALLERY

Red Raion - Testimonial Richard Needham - SimEx-Iwerks Entertainment
Last July 7th, Red Raion took part in the opening event of FICO Eataly World, the Italian theme park dedicated to food - the only one worldwide! Find out more...
More videos:
+ More videos  

CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

24-26 Oct 2023

ASEAN Pool & Spa Expo

IMPACT Exhibition Centre, Thailand
24-27 Oct 2023

Synergy - The Retreat Show

Palmaïa, The House of Aia, Playacar, Playa del Carmen, Mexico
+ More diary  
LATEST ISSUES
+ View Magazine Archive

Attractions Management

2023 issue 2


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2023 issue 1


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2022 issue 4


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2022 issue 3


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management News

06 Apr 2020 issue 153


View on turning pages
Download PDF
View archive
FREE digital subscription
Print subscription

Attractions Handbook

2019


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription
 
ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
 
ATTRACTIONS MANAGEMENT
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2023
Jobs    News   Products   Magazine   Subscribe
People profile
Tom Hennes

Principal and founder, Thinc Design


I went to the Empire State Building for the first time at the age of seven,” says Tom Hennes.

“I can remember building it out of wooden blocks before I visited, looking down at the street from the observation deck. I remember almost everything about that visit. It’s somewhere which holds a very dear place in my heart.”

Hennes, who has worked on museum and exhibition and museum design since the mid-90s, was handed the task of modernising the visitor experience at the Empire State Building in December 2016. His design firm Thinc led a collective of 13 different firms including Beneville Studios, IDEO and Squint/Opera on the project, which is part of a wider modernisation masterplan for the iconic landmark.

In addition to its views of New York, the Empire State Building now boasts a new entrance for its four million visitors each year, as well as a spectacular reimagining of its popular observatory experience.

“Going through the queue and getting up to the observation deck wasn’t very pleasant for visitors,” says Hennes. “They loved the building and the view, so were still coming in droves but the journey up was less than optimal.

“From start to finish, we made the whole thing experiential. The aim was to create memorable moments that visitors could hang onto, really treasure and really associate with the Empire State Building. It clearly had to involve its construction and its place in popular culture, but we wanted to look at life inside as well.”

Research showed that the majority of guests saw the building as a silhouette, which, as soon as they walked inside would ironically disappear. It’s something Hennes was aware of and addressed during the development process.

“We introduced beautiful photography and add a 24-foot high realistic model to the new entrance that lights up at night,” he says. “It’s set around a grand staircase that celebrates it and gives it a stage. The front end of the visitor experience really sets up the journey visitors go through, acknowledging the Empire State Building independent of the observatory itself.”

A pop culture icon
Among the galleries visitors can see a room showing the building in movies, commercials, TV shows video games and more. King Kong is also present, with his eyes peering menacingly through a set of 1930s windows, the gorilla’s fingers break through. There’s also a section showing famous visitors to the building and another showing a recreation of its original elevator cab and electrical control board which were installed in 1931.

The redevelopment and modernisation plan hasn’t been purely cosmetic. It’s also helped to improve visitor flow and even save money: “It brings the visitor experience in line with the quality of the rest of the building,” says Hennes. “It’s also a highly efficient design in every way and it speaks to the efficiency of the building. We’ve reduced its energy costs by more than 40 per cent with some really smart changes. By moving the entrance from Fifth Avenue to 34th Street, it gives a separate flow for the visitors to the observatory from the main entrance of the building, which improves the tenant experience as well as the visitor experience. Visitors still exit through the Fifth Avenue lobby, so they get to see it minus the congestion.”

The redevelopment has come at a cost of US$165m. The first phase – the relocation of the visitor entrance – was completed in August 2018. The second phase – the observatory – opened at the end of July this year. Phase three will be completed in September, with the reconstruction of the glassed-in 102nd-floor observation deck.

A project of love
More than just a project, the work carried out by Thinc on the building has real personal significance for Hennes: “Right after 9/11, I was down at Ground Zero one morning with a wheelbarrow, helping out, because like so many New Yorkers I just felt the need to somehow be part of that.

“At the time I was working on a tiny project inside the Empire State Building, so I travelled from Ground Zero covered in dust and went up to the Empire State Building. It was still closed because everybody was looking at new security measures to put in place.

“I got up to the 86th floor. It was completely empty and fog and clouds had closed around the building so I was completely isolated up there. I can’t quite describe the feeling but there it was standing there and there I was in it, alone, at a time when everything else was so strange and other-worldly and upside down. For me personally, coming back to it to do this project connected with that memory.

“At that time I had no idea we were also going to end up designing the 9/11 museum. Those feelings and those places are connected for me. One is a place of extraordinary tragedy and also revival that we spent eight years working in. The other is a beloved icon. I love seeing the building and knowing I’m working on it. It’s been a project of love for everybody involved.”

Thinc was the experience designer for the project, transforming the entire visitor experience from top to bottom
Experiences linked with the Empire State Building in popular culture are now a key part of the visitor experience
Experiences linked with the Empire State Building in popular culture are now a key part of the visitor experience
LATEST NEWS
New Merlin CEO, Scott O'Neil, reveals his plans for the post-Varney era
Scott O'Neil has revealed that data will play a major role in attractions giant Merlin's plans to both upgrade its existing visitor experiences and further grow its business across global markets.
Cairns Aquarium in Australia put up for sale
Cairns Aquarium in Australia has been put up for sale, as the visitor attraction's directors seek fresh investment.
“We finally have a space worthy of our collection”: V&A launches huge new Photography Centre
Coronation Street experience gets investment ahead of reopening
The popular Coronation Street Tour in Manchester, UK, has been expanded into a brand new visitor attraction that will open to the public next month.
NWTO: Mountain tourism now accounts for up to 16 per cent of international tourist arrivals
Mountain tourism represents between nine and 16 per cent of all international tourist arrivals worldwide as people head for sport, health and wellbeing travel.
Vikings gather for TEA’s SATE Europe conference at Europa-Park
Therme Group planning flagship US facility in Washington DC
Global wellbeing organisation Therme Group US and Washington DC Mayor Muriel Bowser have signed a deal to work together toward identifying a site for a new Therme facility.
RWS reveals new name, creates a 'powerhouse team' with JRA, Ted and ARC
RWS Entertainment Group, based in New York City, has relaunched as RWS Global to create one 'powerhouse team'.
Ukrainian war museum among winners of Museums + Heritage Awards
The winners of this year's Museums + Heritage Awards have been revealed, with the National Museum of the History of Ukraine in the Second World War receiving a Judges’ Special Recognition Award for "documenting history in real- time".
Ecorecreo reveals more details about Aquarium de Montréal
A 'world-class' aquarium, offering visitors 'spectacular habitats' and unique, immersive exhibits will open in Canada in 2024.
Countdown begins for the opening of the world's largest multi-species aquarium in Abu Dhabi
Set to launch on 23 May, SeaWorld Abu Dhabi will feature eight different realms offering immersive experiences – as well as dynamic habitats housing different species together, as they are in their natural habitat.
Bjarke Ingels among finalists chosen in design competition for National Museum of the United States Navy
Five prominent architectural practices have revealed their designs for the planned new National Museum of the United States Navy.
+ More news   
 
COMPANY PROFILES
TOR Systems Ltd

TOR Systems have been in this business since 1981. [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
Red Raion

Founded in 2014, Red Raion is the CGI studio specialized in media based attractions. [more...]
Sally Corporation

Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
+ More profiles  
FEATURED SUPPLIER

How two water rides are creating refreshing adventures in Vietnam’s biggest theme park
Aiming to become a top entertainment destination in southern Vietnam for both domestic and international tourists, VinWonders Phú Quốc opened in 2021 as the biggest theme park in the country. [more...]
VIDEO GALLERY

Red Raion - Testimonial Richard Needham - SimEx-Iwerks Entertainment
Last July 7th, Red Raion took part in the opening event of FICO Eataly World, the Italian theme park dedicated to food - the only one worldwide! Find out more...
More videos:
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

24-26 Oct 2023

ASEAN Pool & Spa Expo

IMPACT Exhibition Centre, Thailand
24-27 Oct 2023

Synergy - The Retreat Show

Palmaïa, The House of Aia, Playacar, Playa del Carmen, Mexico
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2023

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS