John Hancock Observatory to rebrand as 360 Chicago
In March, the John Hancock Observatory will be renamed 360 Chicago.
Thu Jan 30 2014
Photo: Martha Williams
Beginning in March, the John Hancock Observatory will rebrand as 360 Chicago. The new identity of the 94th-floor lookout—featuring the tagline "Best Views. All Around."—will precede a renovation debuting in the spring. The design firm Gensler is behind the updated look, described in a press release as "rich in blues and greens, meant to celebrate the natural land, sky and water elements seen from the observatory."
The Hancock observatory's new name and fresh appearance are the latest efforts at increasing the appeal of one of Chicago's top attractions. Last month, it was reported that the observatory's owner, Paris-based Montaparnasse Group 56, plans to create a more extreme version of the Willis Tower's Ledge. Dubbed "the Tilt," the glass box protruding from the building would tip toward the street to offer strapped-in visitors vertigo-inducing views.