Magnicity unveils global expansion plans, eyes new observation decks across US, Asia, and Europe

Magnicity, the parent company of 360 CHICAGO, the iconic observation deck located on the 94th floor of 875 N. Michigan Avenue (the former John Hancock Center), has announced plans to significantly expand its global footprint with new observation deck developments underway in the U.S., Asia, and Europe. The company confirmed that formal announcements detailing the new cities and towers will be made by the end of 2025. Magnicity currently operates a global portfolio that includes observation decks in Chicago, Paris, Berlin, and Rotterdam, with its next opening slated for Varso Tower in Warsaw, Poland, the tallest building in the European Union—this summer. One of the most ambitious additions to the brand’s offerings is the “Spiral Tower”, a sustainable observation deck made of spiraling pods designed for modular deployment in urban environments, which is currently under active consideration in the U.S. for what could become its global launch. Alexia Vettier, CEO of Magnicity said, “Magnicity is currently expanding its global portfolio with the addition of new observation decks, including the first official launch of our exclusive and innovative Spiral Tower project. The most advanced and promising discussions to date are currently taking place in the United States. These developments represent an important step for our fast-growing global brand and a continuation of our commitment to bring elevated urban leisure experiences to new audiences while continuing to highlight the unique perspectives and stories that define each city.” This announcement comes as Magnicity expands its offerings with a new property opening in Varso Tower (the tallest building in the EU) in Warsaw, Poland this summer, the acquisition of the 95th and 96th floors of the former John Hancock Center in Chicago last year, in addition to the opening of a new restaurant, Sphere by Tim Raue, in their Berlin TV Tower property in June and an additional restaurant, Celest, that opened in their De Zalmhaven property in Rotterdam at the start of the year. Sphere brings the culinary expertise of renowned Chef Tim Raue to Berlin TV Tower, showcasing the finest cuisine Berlin and Brandenburg have to offer. Celest is a concept restaurant inspired by Edgar Allan Poe’s “The Unparalleled Adventure of One Hans Pfaall” that invites travelers, food enthusiasts and explorers to embark on a one-of-a-kind culinary and sensory journey. The 95th and 96th floors of the Hancock are currently being developed into a two-story extension of 360 CHICAGO, as well as a dedicated event space, maintaining public access to the top two floors of this iconic building.