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NEW YORK CITY – Edge, the highest indoor/outdoor sky deck in the Western Hemisphere, invites New Yorkers and visitors to “SHADES,” a new immersive installation on display now through September in partnership with worldwide expert in advanced UV protection, La Roche-Posay. The exhibit features sections of transparent color throughout the indoor and outdoor sky deck. As the majority of the sky deck glass will remain clear, guests moving through SHADES can explore how changing their perspective dramatically affects their perception of the skyline.
“SHADES at Edge captures the vibrant energy of New York City in the summer. We’re thrilled to welcome visitors from across the U.S. and around the world to experience unique, only-in-NYC moments with us at the Edge. Whether it’s your first visit to the city or an annual tradition, SHADES at Edge offers a fresh, imaginative way to take in the 360 views of our iconic skyline like never before,” said Francesca Merlino, chief commercial officer at Hudson Yards Experiences.
SHADES was developed in partnership with the experiential designers at Makeout. Visitors will receive samples of La Roche-Posay’s dermatologist-recommended and award-winning Anthelios sun care products along with sun safety information.
Shades at Edge will reinforce La Roche-Posay’s 2024 sunscreen campaign that aims to make Every Day A Sunscreen Day. One in five Americans will develop skin cancer by the age of 70, making early detection and daily sun protection key. La Roche-Posay is raising awareness of daily photoprotection practices as a matter of public health with their new sun campaign, Every Day Is A Sunscreen Day. The campaign reinforces the brand’s ongoing dedication to raising awareness of sun-safe behaviors to help reduce the risk of skin cancer, the most common cancer in America.
