John Hancock Observatory is pleased to announce an exciting transformation in 2014, including a vibrant new brand identity and a multi-million dollar renovation. This March, the observatory will be re-introduced to the world as 360 CHICAGO.
With a tagline of "Best Views. All Around ," 360 CHICAGO aptly describes the comprehensive guest experience at the 94th floor observatory. From the moment they step off the elevator, visitors are awed by the breathtaking, 360-degree views of Chicago (and the ability to see as many as four surrounding states). The observatory takes it a step further, providing interactive learning opportunities at every turn.
"The observatory has long been a place of discovery for visitors and locals interested seeing the views, and who also share a love of history, architecture, and even urban planning," says General Manager Nichole Williamson. "For us, the entire new system identity - 360 CHICAGO - reflects the vibrant experience of what one can find here."
Gensler, an award-winning firm with 46 offices worldwide, created the new brand identity for the observatory. Specializing in design, architecture and planning, the agency's creative team presented a look rich in blues and greens, meant to celebrate the natural land, sky and water elements seen from the observatory.
"The color palette for the brand has been directly derived from actual observation deck views," says Gensler Principal, John Bricker. "Generating sophisticated, deep colors, the range of what is available within the brand is reflective of the range of perspectives one can get from the 360 CHICAGO experience. The palette speaks to the versatility of Chicago and looks to provide a dynamic representation of the city as a whole."
360 CHICAGO is also undergoing an exciting new renovation that will be completed at the beginning of spring of 2014. These improvements will enhance the overall experience as well as elevate how guests view the city, allowing them to take in the sights from a whole new angle. The observatory continues to welcome guests every day to enjoy the breathtaking views.
Located on the cusp of Lake Michigan, 360 CHICAGO sits in the heart of the city, a thousand feet above The Magnificent Mile.® With unparalleled views of the lake and the city skyline, it delivers a unique perspective of Chicago. Guests can enjoy 360-degree views spanning four states, as well as interactive learning opportunities, all accessed by the fastest elevators in the country. 360 CHICAGO is open every day from 9 a.m. to 11 p.m. 360 CHICAGO is owned and operated by Paris-based Montparnasse 56 Group.
John Hancock Observatory announces a brand new way to take in the amazing views from over 1,000 feet up as it welcomes the installment of 18 new interactive and educational screens created by de pinzi. Since 1991 de pinzi has been creating interactive experiences in the realms of leisure and education with the aim of “immersing” the participants into a truly interactive context.
Visitors to John Hancock Observatory now provided with panoramic touch screens featuring 360 degree views of the Chicago Skyline, historic architecture and Lake Michigan, along with an interactive, educational experience curated by the official mascot, Seemore Miles. This new, user-friendly multimedia tour is free of charge for any guest entering with an admission ticket.
The screens have been strategically placed to provide visitors with multi-touch software; enabling guests to view the city and learn about highlighted hot spots, allowing each visitor to zero in on their favorite buildings and points of interest with the touch of a finger. These interactive touch screens integrate into seven different languages and offer the highest definition views as seen from the 94th floor during both day and night. This even offers the opportunity to see the city panoramically, even when the weather is inclement.
Eight additional info kiosks lead visitors on a sequential educational experience hosted by an animated Seemore Miles. The kiosks are organized as a treasure hunt, where the public is invited to discover one station after the next, answering challenges along the way and receiving a score at the end – even qualifying for the chance to enter the Hall of Fame. Seemore Miles entertains guests in seven languages. The first seven monitors welcome guests to answer trivia, play games, learn about city landmarks, and discover architecture all through touch screen navigation. The tour commences at the eighth and final screen, where the guest poses to create a customized electronic postcard with a choice of six different background city images. Guests may receive their e-postcard via email or by “liking” John Hancock Observatory on Facebook.
Not only will visitors find unbeatable views of the city when traveling up to the 94th floor of the Observatory, but now, an education component to match awaits. Guests at this top Chicago attraction have the opportunity to gaze upon their favorite views and easily, and most importantly, interactively, learn about the sights – from every angle imaginable.
Montparnasse 56 Group, a global leader in observation deck management, has acquired Chicago's 1,030-foot-high John Hancock Observatory, a venue universally acknowledged to offer the best and most panoramic view of the city and its environs.
The prominent observation deck is located at 875 North Michigan Avenue on the 94th floor of John Hancock Center, America's sixth-tallest building. The Observatory, situated on Chicago's famed Magnificent Mile, offers an 80-mile, 360-degree, four-state view of Illinois, Indiana, Michigan and Wisconsin.
The Paris-based Montparnasse 56 Group attracts more than 2.5 million visitor to its three European tourism sites annually.
The company has been evaluating growth opportunities associated with a number of major attractions and tourism venues in the United States and elsewhere around the world.
"After a history of successful operations and growth in Europe, Montparnasse is pursuing a strategic expansion initiative," said Patrick Abisseror, CEO of Montparnasse 56 Group. "We are aiming to acquire and operate exceptional sites both here and abroad, and maximize these venues' potential as world-class destinations."
"Supported by superbly qualified operating and consulting teams," said Eric J. Deutsch, head of US operations for Montparnasse 56 Group, "Montparnasse is ideally equipped to ensure the long-term success of John Hancock Observatory as a tourism venue and as a thriving business.
"A well-managed observation deck contributes significantly to the image and global standing of a great city," he said. "Moreover, successful observatories that attract large contingents of national and overseas guests deliver major economic development benefits. Montparnasse 56 Group has the practical experience and know-how to achieve these valuable goals."
"We at GNMAA are delighted to welcome such an experienced and accomplished attractions operator to The Magnificent Mile," said John Chickow, President and CEO of the Greater North Michigan Avenue Association in Chicago. "Montparnasse 56 Group's proven approach to international tourism is not only going to elevate the Observatory as a renowned tourist attraction, but it will also add to the evolving world-class reputation of The Magnificent Mile and Chicago as a whole. Their global sales offices m
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