Magnicity, a France-based company specialising in the management of urban observation platforms, has announced plans to expand its presence globally. The group is currently in discussions to develop new sites across Asia, the Americas, and Europe, and is exploring the rollout of its new architectural concept, the Spiral Tower—a modular structure aimed at promoting sustainable urban tourism.

The company, which operates several high-profile observatories including the Montparnasse Tower in Paris, the Berliner Fernsehturm, 360 CHICAGO, and Euromast in Rotterdam, has been steadily increasing its international footprint. A sixth site is expected to open in summer 2025 at the top of Warsaw’s Varso Tower, currently the tallest building in the European Union.

In Chicago, where Magnicity manages 360 CHICAGO, the group has recently acquired the 95th and 96th floors of the building (formerly the John Hancock Center). These will be integrated into the existing visitor experience following a multimillion-dollar renovation scheduled for completion in 2027. The expansion follows a decade of investment into the site, totaling approximately$ 20 million, which has resulted in a 60% increase in visitation.

As part of its outreach efforts, Magnicity hosted an event at 360 CHICAGO for Indian travel trade delegates during IPW 2025. While the gathering showcased the site’s offerings, it primarily served as a context for the company’s broader strategic direction.

Founded in France in 1974, Magnicity is known for transforming traditional sightseeing into immersive, multi-sensory experiences. Its portfolio includes iconic observation spaces at the Paris Montparnasse Observatory, the Berliner Fernsehturm in Germany, 360 Chicago in the United States, Euromast and Celest’ in Rotterdam, and the upcoming Highline Warsaw in Poland.

“At Magnicity, we believe cities have stories to tell—and the best way to hear them is from above,” said Alexia Vettier, CEO of Magnicity. “Welcoming our Indian partners to 360 CHICAGO was a celebration of connection, culture, and shared ambition. As we expand globally, we remain rooted in creating meaningful, localised experiences that resonate across borders.”

Magnicity’s future developments also include the Spiral Tower, a sustainable structure made from modular spiral units. The project is part of the company’s corporate social responsibility (CSR) approach and is intended to support responsible tourism practices in urban environments.

The company has stated that its focus remains on developing story-driven observation experiences that integrate local culture, technology, and visitor engagement. Specific timelines and locations for the upcoming projects have not yet been disclosed.