360° Chicago

The view is the destination. But getting there can be part of the experience.

As part of the rebrand of the former John Hancock Observatory, we created a new 7,500-square-foot visitor experience for 360° Chicago that turns the journey to the 94th floor into a discovery of the city itself.

A graphic and multimedia tour unfolds along a path through four distinct zones, each revealing a different side of Chicago—from its neighborhoods and architecture to the people, places and stories that make the city what it is. The experience builds curiosity and anticipation before visitors ever reach the observation deck, where Chicago finally comes into full view from 1,000 feet above.

The idea was to give everyone a reason to look twice—whether they were seeing Chicago for the first time or had called it home for years.