360 Chicago Announces Full Concourse Renovation

CHICAGO - 360 CHICAGO, the iconic observation deck located on the 94th floor of 875 N. Michigan Avenue, announced today that the entry concourse will be fully renovated to enhance the guest experience and celebrate Chicago’s uniquely diverse communities and culture. The state-of-the-art renovations are led by the creative team at Next/Now, a renowned design agency based in West Loop responsible for several other Chicago projects including the design of United Airlines, Airshop Innovation Center, and the enhanced digital fan experience for the Chicago Cubs Statue Row at Wrigley Field. Last renovated in 2014, the new renovations, which will span more than 5,000 sq.ft., are to begin in January of 2024.

The journey to the 94th floor observation deck will feature digital and experiential based concepts that invite visitors to learn about Chicago’s many cultures and connect with the neighborhoods and people of the city before seeing the streets of Chicago from 1,030 feet above. The experience will fully capture Chicago, incorporating themes such as the city’s history, Lake Michigan, cultural celebrations, street festivals, sports, architecture, music, cuisine and more.

“The journey to the 94th floor is as important as the epic views our guests experience once they step off the elevators,” said 360 CHICAGO Managing Director Nichole Benolken. “As one of Chicago’s most popular attractions, it is important that our experience reflects the vibrant and diverse city that it resides in. Collaborating with a Chicago-based firm was the best way to tell the city’s authentic stories and treasure its unique traits.”

Guests will be welcomed by a hallway of animated typography featuring a variety of welcoming messages in different languages, insider tips and Chicago-related facts and -isms. From there, guests can engage with several Chicago-centric installations including: an immersive cinema that explores Chicago’s history and the 875 N Michigan building; an animated photo gallery room with accompanying audio and lighting that displays key moments and celebrations and more.

"With our shared passion for innovation and design, this collaboration promises a transformative experience for visitors," said Alan Hughes, Founder of Next/Now. "The iconic 875 N Michigan structure has long been a beacon in Chicago's skyline. We're honored to play a role in enhancing its guest experience, merging the storied history of the building with a fresh, immersive design."

Another major installation is the “Lake Effect,” which will encompass the elevator bay, connecting guests to the city of Chicago from the Lake to the Sky. Animated light modes will correspond with weather pattern studies, mimicking the ever-changing nature of the lake conditions. The building’s iconic, diagonalized X-bracing is also recognized by a 5 ft. tall building model, plus several design aspects throughout, to pay homage to the original architecture of the 875 N Michigan building, which was the first of its kind.

360 CHICAGO will be fully operational during renovations, though guests may be rerouted to the elevator entrance at times to accommodate construction. The project is slated to be fully completed by the end of Q1, with phases to be open for public viewing as they are installed.

Tickets to 360 CHICAGO’s observation deck, which is also home to Chicago’s highest thrill ride, TILT, and Chicago’s highest bar, CloudBar are available online at 360Chicago.com/tickets. For more information please visit the website at 360chicago.com or follow on social media at @360CHICAGO.

 

About 360 CHICAGO

360 CHICAGO Observation Deck offers the best views of Chicago from 1,030 feet above the famed Magnificent Mile, atop 875 N. Michigan (the former John Hancock Center). The 17,000- square foot observation deck on the 94th floor of the building is also the home of TILT – Chicago’s highest thrill ride, and CloudBar, the city’s highest cocktail lounge where guests can grab a specialty cocktail and relax while enjoying the view. 360 CHICAGO is operated by Magnicity, a global leader in elevated urban leisure, which welcomes millions of visitors annually to its locations in Chicago, Paris, Rotterdam and Berlin. Follow along on socials @360CHICAGO and @CLOUDBARCHICAGO.

About Next/Now

NEXT/NOW is a process-driven innovation agency specializing in experience design for visionary projects intent on meaningfully shaping the future of immersive spaces. The agency brings a visionary approach grounded in strategic thinking, for boundary-breaking ideas that deliver results. Their work in emerging technologies, immersive experiences, and brand activations seeks new ways to connect with people. More information can be found on the website at nextnowagency.com.

Next/Now Team Bios

ALAN HUGHES, Founder + Chief Creative Officer
Alan Hughes founded NEXT/NOW in 2010, with the vision of establishing a world-class agency dedicated to elevating the state of the art for digital experiences in physical spaces. His focus is creating digital content and interaction that thematically, creatively, and architecturally feel ‘as one’ with the physical experience and environment. Group interaction, intuitive interfaces, social media hooks, and unexpected digital reactive surfaces have become the hallmark of Alan’s work in the field. He is an established speaker on the topic of digital branded environments.

With more than 20 years of experience, projects of note include: LG Times Square Brand Launch, NBA Flagship Retail Stores, Intel Super Bowl activations, Media Content for the Dubai Mall, technical system design of Chicago’s Crown Fountain, as well as Experience Design Projects for brands including Accenture, Audi, Subaru, Intel, and others.

 

CODY TILSON, Executive Creative Director
Utilizing a bold creative attitude and diverse knowledge of artistic disciplines, Cody Tilson has been breaking molds in design his entire career. He has worked on a number of projects of truly epic proportions, making one of his strongest skill sets his ability to innovate without losing sight of the logistics of making it happen. With 19 years of experience, projects of note include: AWS, Chicago Cubs, Activision | Blizzard, Mercedes-Benz Stadium, The Cosmopolitan Hotel of Las Vegas, The Venetian of Las Vegas, T-Mobile, HBO, National Geographic, Museum of Science and Industry.

 

GARETH FEWEL, Creative Director
A true polymath, Gareth Fewel has taken on many different roles throughout his 10+ years as a creative professional. At any given time, Gareth has served the role of director, designer, animator, photographer and musician on a variety of projects. He is an exciting new addition to the NEXT/NOW team as his record sports several world-renowned projects including the Nike

Sneakerboot Interactive Exhibit in Shanghai. With 13 years of experience, projects of note include: Nike, McDonalds, Disney, Microsoft, HP, PepsiCo, Toyota, Verizon, Northwestern Mutual, Kia, Whirlpool, Saucony, Patagonia, T-Mobile, Stella Artois