Every New York tourist has at least one common destination on their must-see list: the Empire State Building. The Art Deco skyscraper, designed by architecture firm Shreve, Lamb, and Harmon in 1931, soars 1,454 feet (from base to antenna tip) above Manhattan and has become world-famous for its observatory views. Today, the ribbon was cut on a transformation of visitor experience at the historic tower: a new entrance at 34th Street with a technology-driven lobby.

A grand staircase flanks the two-story architectural model of the Empire State Building in the transformed lobby.

"We’ve created far more than an exhibit," said Michael Beneville of Beneville Studios, a New York–based art and design studio that joined a team of architects, designers, and engineers in the project. "In its attention to detail, materials, and workmanship, this is an extension of the building itself. I think we are creating a work that complements the very soul of the Empire State Building.” Moving the observatories' entrance from Fifth Avenue to 34th Street will reposition the flow of visitor traffic, which allowed the team to create a more easily circulated lobby interior. Here, craftsman details like a sparkling mosaic of the structure sit alongside technologically advanced elements: large-scale LED panels and digital ticket kiosks. A grand double staircase flanks a two-story architectural model of the tower.

Deco-esque details are included in the new lobby at the Empire State Building Observatories.

Large-scale LED screens guide visitors.

The project is phase one of a multipart rebuilding of the tower, which will be completed by late 2019 and is to include digital hosts and a new lighting ceremony installation. Said Anthony Malkin of Empire Realty Trust: "Empire State Building raises the bar for the guest experience to make it best in class, bar none."