La Roche-Posay and the Edge, the highest indoor/outdoor sky deck in the Western Hemisphere, are joining forces with “SHADES,” a colorful new immersive installation on display now through September.
The limited-time exhibit features sections of transparent color throughout the indoor and outdoor sky deck so that guests to see New York City like never before.
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 is available to all Edge ticket holders.
“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,” says Francesca Merlino, Chief Commercial Officer at Hudson Yards Experiences, in a news release.
SHADES was developed in partnership with the experiential designers at Makeout. Visitors will receive samples of La Roche-Posay’s 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. 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.
“As the industry leader in sun protection, we are proud to partner with Edge on this exciting experience during peak summer season,” says Rachelle Mladjenovic, General Manager at La Roche-Posay USA. “Since 2010, La Roche-Posay has proudly supported skin cancer prevention through education on sun-safe behaviors, smarter sun protection, and access to free skin checks. At Edge, we’ll raise awareness for the importance of practicing sun-safe behaviors amongst tens of thousands of people.”
[1] https://www.skincancer.org/skin-cancer-information/skin-cancer-facts/
