Magnicity
Magnicity operates premium observation decks, immersive VR experiences, and elevated F&B venues at iconic urban towers across Paris, Berlin, Chicago, Rotterdam, and Warsaw, serving millions of international tourists annually with 350 employees.
- Company typePrivate
- Founded1974
- HeadquartersParis, France
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Magnicity does
Magnicity is a privately held French operator of elevated urban leisure attractions headquartered in Paris at 33 avenue du Maine. Founded in 1974 as M56 and rebranded to Magnicity in spring 2020, the company manages observation decks, restaurants, bars, and immersive experiences at some of the most visited high-rise landmarks across Paris (Montparnasse Tower at 210m), Berlin (TV Tower at 203m), Chicago (360 CHICAGO on the 94th floor of the former John Hancock Center at 313m), Rotterdam (Euromast at 185m and Celest Zalmhaven), and Warsaw (Highline Warsaw atop Varso Tower at 230m). It employs approximately 350 people and historically treats 3.5M+ visitors annually across its portfolio. Paris Montparnasse Observatory closed on March 31, 2026 for a multi-year renovation; Highline Warsaw opened in October 2025 as the highest observation deck in the European Union.
Magnicity firmographics
Firmographics- Name
- Magnicity
- Legal name
- Magnicity
- Website
- https://magnicity.com
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Magnicity operates premium observation decks, immersive VR experiences, and elevated F&B venues at iconic urban towers across Paris, Berlin, Chicago, Rotterdam, and Warsaw, serving millions of international tourists annually with 350 employees.
- Ownership category
- akta.pro rank
Magnicity industry classification
Industry- Product category
- Urban Observation & Tourism Attractions
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Observation Decks & Viewing Platforms (THAJACAA)
- akta.pro secondary industries
- Rooftop Bars & Outdoor Nightlife Venues (MPAGAIAF), Rooftop Bars & Beach/Pool Bars (THAFAEAJ)
Keywords
Where Magnicity is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices5 records
Markets served
Magnicity business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Observation Deck Admissions: Ticket sales for access to panoramic observation decks at iconic towers in Paris, Berlin, Chicago, Rotterdam, and Warsaw. Visitors pay for entry to experience 360-degree city views and rooftop terraces.
- Food & Beverage: Revenue from CloudBar at 360 CHICAGO, Sphere Bar and Sphere Restaurant at Berlin TV Tower, rooftop bars, and seasonal pop-up bars. The company has invested $2M+ in CloudBar alone as part of its F&B strategy.
- Immersive Experiences: VR experiences like Berlin's Odyssey and Paris Time Travel, TILT thrill ride at 360 CHICAGO, and other dynamic attractions that generate additional ticket revenue or premium pricing.
- Event Hosting: The company hosts cultural, artistic, and institutional events at its towers. Paris Montparnasse hosted over 3,200 events including concerts by Justin Bieber, Soprano, Indochine, and fashion shows. Revenue from venue rentals and private bookings.
- App and Digital Experiences: The Magnicity App provides augmented reality city exploration, available free to visitors, enhancing the overall experience and driving repeat visits.
- Licensing and Franchising: Magnicity has acquired the patent for Spiral Tower and is exploring expansion to Asia and North America through licensing the Spiral Tower concept to other operators and cities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard observation deck access with panoramic views |
| Transaction based/ take rate | Pay-as-you-go | Premium experiences including TILT, VR journeys, and dining |
| Transaction based/ take rate | Pay-as-you-go | 360 CHICAGO bundled packages |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels8 records
Magnicity product offering
Product offeringCore offering
Magnicity operates and manages observation decks, immersive VR experiences, thrill rides, restaurants, and bars at iconic urban towers in Paris, Berlin, Chicago, Rotterdam, and Warsaw. The company holds long-term operating agreements with building owners to deliver elevated leisure experiences (panoramic views, VR time-travel journeys, hydraulic tilt platforms, and premium dining) to millions of tourists annually.
Product overview
Magnicity operates a portfolio of elevated urban leisure attractions across five global cities: Paris, Berlin, Chicago, Rotterdam, and Warsaw. The company manages iconic high-rise observation decks featuring panoramic 360-degree city views, augmented reality apps for city exploration, virtual reality time-travel experiences, and thrill rides. Magnicity's offerings include core observation deck products (360 CHICAGO, Berlin TV Tower, Paris Montparnasse Observatory, Euromast Rotterdam, Highline Warsaw, Celest Zalmhaven), augmented reality and VR experiences (Magnicity App, Berlin's Odyssey, Paris Time Travel), bar and restaurant concepts (CloudBar, Sphere Bar, Sphere Restaurant by Tim Raue), thrill attractions (TILT), and the innovative Spiral Tower concept. The company also provides event venues and cultural programming at its locations.
Differentiator
Problem solved
Functional benefit
Products and services
- 360 CHICAGO Observation Deck Observation deck on the 94th floor of 875 N Michigan Avenue (former John Hancock Center) in Chicago offering 360-degree panoramic views of Chicago and Lake Michigan at 313 meters altitude, including TILT, CloudBar, and Elevate Gallery.
- Berlin TV Tower (Berliner Fernsehturm) Observation deck at 203 meters altitude offering 360-degree panoramic views of Berlin, including Sphere Bar, Sphere Restaurant, and Berlin's Odyssey VR experience. Germany's highest building at 368.03m.
- Paris Montparnasse Observatory Observation deck at 210 meters altitude on the 56th floor of Montparnasse Tower in Paris, offering panoramic views of the city including the Eiffel Tower, with a rooftop terrace, bar, and Paris Time Travel VR experience.
- Euromast Rotterdam Iconic 185-meter observation tower in Rotterdam featuring the Euroscoop rotating glass elevator with transparent floor, panoramic viewing platform, Brasserie restaurant, and luxury suites.
- Highline Warsaw Multi-level observation experience at the top of Varso Tower (tallest building in the EU), featuring digital art installations, the Highline Experience on 46th floor, HighGarden Rooftop Lounge on 49th floor, and panoramic views from the 53rd floor.
- Celest Zalmhaven Observation experience at Zalmhaven Tower in Rotterdam operated by Magnicity, offering panoramic views of the city.
- TILT Giant moving hydraulic platform thrill ride at 360 CHICAGO Observation Deck, positioned 1,030 feet above Chicago's Magnificent Mile, tilting visitors outward over the city skyline.
- Berlin's Odyssey VR Experience Interactive virtual reality journey through 800 years of Berlin history featuring hyper-realistic animations and historical reconstructions, allowing visitors to fly over the city from the Middle Ages through the German Empire to present day.
- Paris Time Travel VR Experience Virtual reality experience at Montparnasse Tower allowing visitors to soar like a bird over Paris, journeying through the city's architectural and cultural evolution across two millennia.
- Euroscoop Rotating glass elevator experience at Euromast Rotterdam with intelligent glass floor that switches from opaque to transparent, offering 360-degree views during a 7-minute ride with light show and music soundtrack.
- CloudBar Premium bar concept at 360 CHICAGO on the 94th floor featuring mirrored ceilings, smoked mirror drink rails, and original graphics by Chicago artist Lauren Asta.
- Sphere Bar Berlin's highest bar at 203 meters altitude on Berlin TV Tower, featuring regional Berlin partners, craft beer from BRLO brewery, and innovative beer cocktails.
- Sphere Restaurant by Tim Raue Restaurant at Berlin TV Tower by celebrity chef Tim Raue, featuring Berlin and Brandenburg cuisine at 203 meters altitude, set to open spring 2025.
- Spiral Tower Concept for a sustainable observation tower featuring transparent observation pods that spiral up and down the structure, designed to be energy-neutral with solar panels and vertical gardens. Available in four height formats (60 to over 150 meters) for temporary and permanent installations, with planned licensing to cities in Asia and North America.
- Magnicity App Free web app functioning as a 3D virtual city map with dozens of points of interest, interactive quizzes, video and audio stories, and augmented reality city exploration at all Magnicity towers.
Quantifiable outcome
- 3.5 million visitors annually across all locations
- +4 more outcomes
Companies that use Magnicity
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles4 records
Magnicity technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature8 records
Magnicity partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, flagship, minor and strategic.
- HB ReaviscoreHB Reavis, owner of Varso Place in Warsaw, selected Magnicity to manage the top three floors of Varso Tower, the tallest skyscraper in the European Union. This partnership marks Magnicity's sixth international site and solidifies its position as a premier provider of urban elevated tourism experiences. The creation and development began in Q2 2024 with public opening in summer 2025.
- Tim RaueflagshipCelebrity chef Tim Raue will helm culinary operations at Sphere Restaurant at Berlin TV Tower, bringing Berlin and Brandenburg cuisine to Germany's highest building. Expected to open spring 2025, the partnership aims to showcase local cuisine at 203 meters altitude.
- The Gettys Group ChicagominorInterior design firm that designed CloudBar at 360 CHICAGO. The Gettys Group created the visually impressive interior featuring mirrored ceilings, smoked mirror drink rails, and custom room dividers.
- TimescopecoreLongtime technology partner for VR experiences including Berlin's Odyssey at Berlin TV Tower and Paris Time Travel at Montparnasse. Developed immersive historical reconstructions and hyper-realistic animations allowing visitors to experience cities through time.
- Foster + PartnerscoreInternational architectural firm that designed Warsza Tower. Their design for the 310-meter skyscraper enabled Magnicity to create unique observation experiences across multiple floors including the 53rd floor observation deck and 49th floor rooftop garden.
- NorthernLight and Groenendijk EngineeringstrategicCollaboration for international development of the Spiral Tower. NorthernLight and Groenendijk Engineering bring expertise in sustainable construction and innovative tower design for the carbon-neutral observation tower concept.
- Lauren AstaminorLocal Chicago artist commissioned to create original graphics for CloudBar, appearing on large-scale architectural fabric throughout the bar and custom room dividers, incorporating representations of Chicago street culture.
- DJ Oliver HeldensminorRotterdam DJ Oliver Heldens contributed music for the Euroscoop 'Colourful Rotterdam' experience at Euromast. The soundtrack accompanies the light show during the 7-minute ride to the top.
- Shoreline Sightseeing and Big Bus ToursminorTourism partners included in the 'Chicago From Every Angle' bundled ticket package combining 360 CHICAGO, Shoreline Sightseeing Architecture River Tour, and Big Bus Chicago Hop-On, Hop-Off Tour.
Scale indicators13 records
Recent moves10 records
Expansion highlights6 records
Magnicity competitors and assessment
Company assessmentDirect peers
- Willis Tower Skydeck: Observation deck on the 103rd floor of Willis Tower in Chicago, including The Ledge glass boxes extending outside the building — a direct competitor to 360 CHICAGO and Magnicity's thrill-based observation attractions.
- Edge at Hudson Yards: Western Hemisphere's highest outdoor sky deck at Hudson Yards in New York, featuring thrill-oriented experiences (sky glass floor, angled outdoor viewing) that directly parallel Magnicity's TILT and glass-floor innovations.
- Top of the Rock Observation Deck: Observation deck atop Rockefeller Center in New York, offering panoramic city views, premium experiences, and event hosting — directly comparable to Magnicity's portfolio of high-altitude observation attractions.
- Empire State Building Observatory: Operates one of the world's most iconic observation decks in New York City, competing directly with Magnicity's 360 CHICAGO for high-altitude tourist experiences, premium ticketing, and event hosting in tier-one global cities.
- British Airways i360: A vertical observation tower in Brighton, UK offering elevated viewing experiences with a moving glass observation pod — closely comparable to Magnicity's Euromast Euroscoop and Spiral Tower concepts.
- CN Tower: Iconic 553m observation tower in Toronto featuring main observation level, SkyPod, glass floor, and EdgeWalk — operates a comparable high-altitude leisure model with thrill experiences and panoramic city views.
- The View from The Shard: Observation deck on floors 68-72 of The Shard in London, offering panoramic views and premium event experiences — operates a directly comparable high-altitude observation model in another major European capital.
Broad incumbents
- Merlin Entertainments: Largest attractions operator in Europe and globally, with Madame Tussauds, Legoland, and various observation-adjacent attractions. Operates broadly across the leisure/attractions space rather than competing exclusively in elevated observation decks.
- Compagnie des Alpes: French-listed operator of ski resorts and theme parks (e.g., Parc Astérix, Futuroscope). A broad incumbent in the French leisure/attractions space with comparable destination-driven ticketing and event revenue models.
Emerging players
- Burj Khalifa 'At the Top': Observation decks on the world's tallest building in Dubai, offering premium tiered experiences and stunning views — competes with Magnicity's portfolio for high-end tourist spending in the elevated attraction category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Magnicity social profiles
Digital presenceMagnicity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Magnicity leadership team
Management profileNumber of profiles
Profiles9 records
Magnicity funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Magnicity M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Magnicity
What does Magnicity do?
Magnicity operates and manages observation decks, immersive VR experiences, thrill rides, restaurants, and bars at iconic urban towers in Paris, Berlin, Chicago, Rotterdam, and Warsaw. The company holds long-term operating agreements with building owners to deliver elevated leisure experiences (panoramic views, VR time-travel journeys, hydraulic tilt platforms, and premium dining) to millions of tourists annually.
Is Magnicity a public or private company?
Magnicity is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Magnicity founded?
Magnicity was founded in 1974. It employs 101 to 250 people.
Where is Magnicity based?
Magnicity is headquartered in Paris, France, in the Europe region.
How does Magnicity make money?
Six revenue lines are on record. Observation Deck Admissions are the primary driver. The others are food & Beverage, immersive Experiences, event Hosting, app and Digital Experiences and licensing and Franchising.
Who are Magnicity's main competitors?
Direct peers on record are Willis Tower Skydeck, Edge at Hudson Yards, Top of the Rock Observation Deck, Empire State Building Observatory, British Airways i360, CN Tower and The View from The Shard. Broad incumbents are Merlin Entertainments and Compagnie des Alpes. Burj Khalifa 'At the Top' is listed as an emerging player.
Does Magnicity have an API?
No public API is recorded for Magnicity.
What industry is Magnicity in?
Magnicity's product category is Urban Observation & Tourism Attractions. Its primary akta.pro industry code is THAJACAA, Observation Decks & Viewing Platforms, with a secondary code of MPAGAIAF, Rooftop Bars & Outdoor Nightlife Venues. Its NAICS code is 71131 and its SIC code is 7990.