A Spectacle in NYC: Empire State Building Debuts 270-Foot Vhagar the Dragon Coiled Around the Building’s Mast, in Partnership with Max

Rhea-AI Summary

Empire State Realty Trust (ESRT) has partnered with Max to debut a 270-foot-long dragon named Vhagar atop the Empire State Building (ESB) as part of a 'House of the Dragon' event. This spectacle caps a weeklong takeover of the ESB Observatory, featuring dynamic light shows and interactive elements. Vhagar, created with more than 153 rigging points, 1,700 patterns, and 600,000 inches of sewn seams, was fabricated by Bigger Than Life Advertising. The event follows several high-profile partnerships at the ESB, including those with Mercedes-AMG Petronas F1, WhatsApp, and 'Star Wars.' The ESB Observatory, recently renovated for $165 million, has been named Tripadvisor’s #1 U.S. attraction for two consecutive years. Tickets for the observatory and dragon event are available for purchase.

Positive

• Empire State Building partners with high-profile entertainment firms like Max, increasing brand visibility.
• The 'House of the Dragon' event features a 270-foot-long dragon, attracting significant public interest and media coverage.
• The ESB's $165 million renovation enhances visitor experience, contributing to its status as Tripadvisor’s #1 U.S. attraction for two consecutive years.
• Previous successful partnerships with brands like Mercedes-AMG Petronas F1 and 'Star Wars' reinforce ESB's appeal and marketability.
• The unique and interactive nature of the 'House of the Dragon' takeover offers multiple engagement points for visitors, potentially increasing ticket sales and revenue.

Negative

• The cost of the $165 million renovation may strain financial resources, affecting short-term profitability.
• High dependency on partnerships for attracting visitors could pose risks if future collaborations fail to draw similar interest.
• While visually impressive, the dragon installation may be seen as a temporary attraction, possibly limiting its long-term impact on visitor numbers.

The massive dragon caps off the weeklong “House of the Dragon” takeover at the Observatory

NEW YORK--(BUSINESS WIRE)-- A 270-foot-long dragon has landed in the center of New York City – atop the iconic Empire State Building (ESB). In partnership with Max, ESB has acknowledged that Vhagar the Dragon has coiled herself around its mast just as ESB and Max cap off their weeklong “House of the Dragon” takeover.

Empire State Building Debuts 270-Foot Vhagar the Dragon Coiled Around the Building’s Mast, in Partnership with Max (Photo: Business Wire)

The best views of Vhagar are in Manhattan from the south of ESB, and unique selfie moments are available from ESB itself where she scans for prey with her huge head extended over the southern deck of ESB’s 86^th Floor Observatory. ESB’s lights have been set so fans can witness a series of dynamic light shows which feature the dragon against schemes of gold, green, and red.

“Just after the Empire State Building pledged its allegiance to the King, Vhagar descended upon the heart of New York City and has claimed the mast of the ‘World’s Most Famous Building’ as her perch,” said ESRT Chairman and CEO Tony Malkin. “Citizens of Westeros can now sit in the Iron Throne at the Observatory’s grand staircase and then rise to the 86^th Floor to face the colossal beast up close as they take in the unmatched, 360-degree views from our world-famous Observatory – Tripadvisor’s #1 attraction in the United States.”

Affixed by more than 153 rigging points, Vhagar is made up of 1,700 total patterns and 600,000 inches of sewn seams. The giant dragon was created in partnership with creative agency Giant Spoon and fabricated by Bigger Than Life Advertising Inc. The company’s President Mark Bachman was a manager on the Empire State Building’s King Kong installation in 1983.

The “House of the Dragon” takeover included a photo opportunity with the iconic Iron Throne, a visit from the “House of the Dragon” cast, and an interactive photo booth on the 80^th Floor. This partnership with Max is just one of several recent events at the Empire State Building which have garnered global attention, which include partnerships with Mercedes-AMG Petronas F1 x WhatsApp, Outward Bound, and “Star Wars.”

The Empire State Building Observatory recently underwent a $165 million reimagination that included the addition of a dedicated visitor entrance, an immersive museum with nine galleries, brand-new, bespoke Observatory Host uniforms, and a new 102^nd Floor Observatory with unmatched views. The reimagined Observatory Experience has been voted the #1 attraction in the U.S. in Tripadvisor’s Travelers’ Choice Awards: Best of the Best for two consecutive years.

Tickets to see the dragon at the Empire State Building Observatory can be purchased here. Text CONNECT to 274-16 to receive real-time information about the Empire State Building’s tower lights.

Hi-res imagery and video of all elements of the House of the Dragon takeover can be found here.

About the Empire State Building

The Empire State Building, the “World's Most Famous Building," owned by Empire State Realty Trust, Inc. (ESRT: NYSE), soars 1,454 feet above Midtown Manhattan from base to antenna. The $165 million reimagination of the Empire State Building Observatory Experience creates an all-new experience with a dedicated guest entrance, an interactive museum with nine galleries, and a redesigned 102^nd Floor Observatory with floor-to-ceiling windows. The journey to the world-famous 86^th Floor Observatory, the only 360-degree, open-air observatory with views of New York and beyond, orients visitors for their entire New York City experience and covers everything from the building's iconic history to its current place in pop culture. The Empire State Building Observatory Experience welcomes millions of visitors each year and was declared "America's Favorite Building" by the American Institute of Architects, the world's most popular travel destination by Uber, the #1 attraction in the U.S. in Tripadvisor’s Travelers’ Choice Awards: Best of the Best for two consecutive years, and the #1 New York City attraction in Lonely Planet’s Ultimate Travel List.

Since 2011, the building has been fully powered by renewable wind electricity, and its many floors house a diverse array of office tenants such as LinkedIn and Shutterstock, as well as retail options like STATE Grill and Bar, Tacombi, and Starbucks. For more information and Observatory Experience tickets visit esbnyc.com or follow the building's Facebook, X (formerly Twitter), Instagram, Weibo, YouTube, or TikTok.

About House of the Dragon

Based on George R.R. Martin’s “Fire & Blood,” the series, set 200 years before the events of “Game of Thrones,” tells the story of House Targaryen. Co-Creator/Executive Producer George R.R. Martin; Co-Creator/Showrunner/Executive Producer, Ryan Condal; Executive Producers Sara Hess, Alan Taylor, Melissa Bernstein, Kevin de la Noy, Loni Peristere, Vince Gerardis. Season two returning cast includes Matt Smith, Olivia Cooke, Emma D’Arcy, Eve Best, Steve Toussaint, Fabien Frankel, Ewan Mitchell, Tom Glynn-Carney, Sonoya Mizuno, and Rhys Ifans. Additional returning cast includes Harry Collett, Bethany Antonia, Phoebe Campbell, Phia Saban, Jefferson Hall, and Matthew Needham. New season two cast are Abubakar Salim as Alyn of Hull, Gayle Rankin as Alys Rivers, Freddie Fox as Ser Gwayne Hightower, Simon Russell Beale as Ser Simon Strong, Clinton Liberty as Addam of Hull, Jamie Kenna as Ser Alfred Broome, Kieran Bew as Hugh, Tom Bennett as Ulf, Tom Taylor as Lord Cregan Stark, and Vincent Regan as Ser Rickard Thorne.

Source: Empire State Realty Trust
Category: Observatory

View source version on businesswire.com: https://www.businesswire.com/news/home/20240616631517/en/

MEDIA:

Empire State Realty Trust

Brock Talbot

347-804-7863

btalbot@esrtreit.com

Source: Empire State Realty Trust, Inc.

FAQ

What is the purpose of the dragon installation at the Empire State Building?

The 270-foot-long dragon named Vhagar is part of a weeklong 'House of the Dragon' takeover event in partnership with Max.

How long will the 'House of the Dragon' event at the Empire State Building last?

The event caps a weeklong series of activities at the Empire State Building Observatory.

What are the features of the 'House of the Dragon' event at the Empire State Building?

The event includes dynamic light shows, an interactive photo booth, a visit from the cast, and a photo opportunity with the Iron Throne.

How was the dragon Vhagar created for the Empire State Building installation?

Vhagar was created with over 153 rigging points, 1,700 patterns, and 600,000 inches of sewn seams by Bigger Than Life Advertising.

What recent renovations have been made to the Empire State Building Observatory?

The ESB Observatory underwent a $165 million renovation, adding a dedicated visitor entrance, an immersive museum, and a new 102nd Floor Observatory.

How is the Empire State Building promoting the 'House of the Dragon' event?

The building features dynamic light shows, and tickets for the event can be purchased online. High-res imagery and video are also available.