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Hornall Anderson was the lead creative agency in a large consortium gathered by Malkin Holdings (operator and owner of The Empire State Building) to put forward a creative vision and operating plan for the visitor experience at One World Trade, the main tower at the World Trade Center site in lower Manhattan.

I led the team that envisioned a progression to the top, punctuated by cutting-edge digital technologies and effects triggered by visitors' RFID bracelets, culminating in a spectacular, view-enhancing "smart glass" observation deck.

Ultimately, our managing group was not awarded the contract, but the name we created—"The Eye of The World"—was adopted by the project, as were several of the technology engagements.

Role: Creative Director, Director of Experience Strategy, Hornall Anderson