One World Observatory—a prime tourist attraction located at the top of the One World Trade Center building—wanted to transform their space and bring the holiday cheer this winter. So, they partnered with LeadDog Marketing Group and Firstborn to create original video content and a one-of-a-kind experience in their one-of-a-kind slice of the city.
The experience, coined “Winter ONEderland,” offers a unique viewing platform that enhances the existing tourist experience, complementing the Observatory’s unforgettable views with holiday fare and fun for the whole family. Firstborn took over the Global Welcome Center with an immersive video narrative introducing One World’s holiday guide, Ollie the snow owl, that celebrates the holiday season with a global perspective. The experience follows Ollie from his home in the winter forest to some of the greatest landmarks in the world—from the Great Wall to the Eiffel Tower—before he finally lands in the most iconic city of them all, New York.
The video content paints a rich digital tapestry of color and light where cityscapes from around the world are brought to life with subtle environmental animation and custom sound design—all encouraging visitors to lean in and explore the video installation. Hidden Easter eggs deliver elements of surprise and delight across the multi-screen experience, which includes 73 separate video files that play across a 50-foot hallway of 145 screens.
The Observatory’s Winter ONEderland serves as a central point for an array of seasonal activations in downtown Manhattan, all collectively contributing to the area’s emergence as a major holiday destination for locals and visitors alike.