We partnered with Tishman Speyer to pilot digital wayfinding and service tools across one of New York’s most iconic destinations. By learning from pilot data and user feedback, we’re shaping a seamless experience that connects visitors and tenants—from everyday navigation to the holiday rush.
No items found.
Overview
Noble partnered with Tishman Speyer to define and pilot digital solutions across some of New York’s most iconic public spaces at Rockefeller Center. This initiative aimed to enhance navigation and discovery for both visitors and tenants. Our team played a central role in bridging content, data, and service design, helping Tishman Speyer evolve the campus-wide digital layer. Future plans include deeper tenant integrations, wider signage programs and data platforms for ongoing learning.
Approach:
Conducted user research and workshops to align on visitor journeys, operational needs, and stakeholder goals.
Designed and deployed QR code-triggered signage to connect physical spaces with digital service layers.
Coordinated CMS integration with Sanity.io to ensure dynamic management of POIs, categories, and service zones.
Managed collaboration across multiple vendors teams.
Launched the summer pilot focused on tourists, capturing analytics and user feedback to shape future phases.
Results:
Deployed a mobile-friendly digital map for public use, improving visitor wayfinding and engagement.
Established a continuous learning framework—turning summer pilot data into real-time, actionable insights.
Identified friction points in visitor and staff experience, now informing signage, service content, and app integrations.
Delivered an executive roadmap presentation for Q4 and the holiday season, emphasizing high-traffic flows and tenant connectivity.
Holiday Season Map Deployment
The holiday season provided a real-world stress test for the platform—high visitor volumes, dense programming, and constant movement across multiple entry points.
During this period, several behavioral patterns emerged:
Events drive engagement Key moments—like rink activity and Top of the Rock traffic—produced clear spikes in map interactions.
Search reflects immediate needs High-frequency queries for restrooms, dining, and major attractions revealed where clarity matters most.
Mobile-first behavior dominates Visitors relied on quick, in-the-moment access via QR codes rather than pre-planned navigation.
Rockefeller Center Holiday Map
Next
Noble continues to guide implementation and experimentation, helping Tishman turn building data into service enhancements—ensuring Rockefeller Center remains both timeless and tech-forward. We continue to support Rockefeller Center as an ongoing data and experience partner, translating visitor interactions into actionable insights that inform both digital and physical environments.
Our work today includes:
Behavioral analytics Understanding how visitors search, navigate, and interact across the campus
Experience optimization Identifying friction points and refining wayfinding strategies across touchpoints
Seasonal and operational strategy Aligning digital layers with programming, campaigns, and evolving visitor needs
This ongoing feedback loop ensures the system doesn’t remain static—but continues to evolve alongside the space it supports.
