Paris-based Magnicity sees Vancouver's skyline as ripe for a new world-class observation deck attraction

A Paris-based company behind some of the world’s best-known observation attractions has identified Vancouver as a possible expansion market, seeing an opportunity to turn the uppermost floors of a future tall tower into a major visitor destination for tourists and local residents alike.
Magnicity operates panoramic sightseeing observation attractions at the prominent tower landmarks of the Berlin TV Tower, 360 Chicago, Euromast in Rotterdam, Highline Warsaw, and Montparnasse Tower in Paris, where its attraction recently began a temporary years-long closure ahead of a drastic transformation of the entire building, including the rooftop observation attraction.
In an interview with Daily Hive Urbanized, Magnicity CEO Alexia Vettier and deputy general manager for finance and development Hervé Cacheur said Vancouver is among the North American cities the company is examining as it actively searches for new locations.
However, they did not name any specific Vancouver projects, properties, or development partnerships.
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According to Destination Vancouver, the region welcomed 11.3 million overnight visitors in 2025, and the organization aims to grow the value of the local tourism industry from $9 billion to $11 billion over the next several years. Beyond this critical mass of visitors, Vancouver’s dramatic natural setting and distinctive urban landscape make it a compelling location for a modern observation attraction — an opportunity that has yet to be fully realized.
“Vancouver is a destination. There are already a substantial number of visitors to the city,” said Cacheur, suggesting the strong market for a major new modern observation attraction in Vancouver.
“We are actually actively searching and prospecting for new sites, mainly in North America, and in Asia as well, where we have our own sales representative office, but we don’t have a site yet.”
Montreal, which experienced a comparable number of overnight visitors as Vancouver in 2025, is another city under potential consideration.
Magnicity traces its history to 1974, when they first opened within the uppermost floors and rooftop of the then-newly built Montparnasse Tower, which has a height of 690 ft. (210 metres) with 60 floors.
Over the decades, this tower with a storied history has attracted controversy among Parisians for its perceived excessive height and imposing design. It is the second tallest structure within central Paris, just after the Eiffel Tower, and like the Eiffel Tower it is highly visible from a considerable distance.
While Montparnasse Tower is a major Paris landmark because of its height, it is also highly regarded by visitors for one particular reason: it offers the best panoramic views of the entire city, including a clear, direct view of the Eiffel Tower.
Many tourists say they prefer the 360-degree view from the top of Montparnasse Tower over the Eiffel Tower’s own observation levels because it allows them to fully appreciate the national landmark’s dominance over Paris’ predominantly low- and mid-rise skyline. That was also Daily Hive Urbanized’s experience during a visit to Magnicity’s Montparnasse Tower observation attraction in October 2025.

Eiffel Tower as seen from the Trocadero plaza, with the Montparnasse Tower in the background, as seen in October 2025. (Kenneth Chan)

Montparnasse Tower, featuring one of the most popular observation attractions in Paris, as seen in October 2025. (Kenneth Chan)

Paris’ Montparnasse Tower’s observation deck in October 2025. (Kenneth Chan)

The Paris cityscape with the Eiffel Tower, as seen from the Montparnasse Tower’s observation deck in October 2025. (Kenneth Chan)

The Paris cityscape with the Eiffel Tower, as seen from the Montparnasse Tower’s observation deck in October 2025. (Kenneth Chan)

Paris’ Montparnasse Tower’s observation deck in October 2025. (Kenneth Chan)
Aside from height, Montparnasse Tower is also controversial for its use of dark glass — an intentional move by the tower’s original designers to provide Paris with a bold monument. But that is set to change over the coming years, as one of the many components of the tower’s complete renovation, with the facade being completely reskinned with a clear, transparent glass — creating a lighter appearance that blends into the sky, as opposed to the current dark facade scheme. As well, significant new vertical greenery will be added at various levels.
This project is being led by a partnership of three Paris-based architectural firms — ChartierDalix, Franklin Azzi Architecture, and Hardel Le Bihan Architectes — which was selected a decade ago after an international design competition.
Over the years before the closure that first began in March 2026, the company limited its reinvestments in the observation attraction as it awaited the building’s long-planned renovation and dealt with challenges associated with an aging tower, including elevator reliability.
Although it offered stunning views, Vettier emphasized that the experience at Montparnasse Tower’s observation attraction over the years leading up to the closure was not representative of what Magnicity now wants its brand to provide, which seeks to also focus on creating an immersive experience — complete with a wide range of features, amenities, entertainment, food and beverage options (such as restaurants, bars, and lounges), retail, educational components, interactive exhibits, private and corporate event spaces, and high-quality architectural design considerations within the space of the attraction itself.
Magnicity is seeking to create attractions that encourage visitors to look both outward at the surrounding city and inward at the experience within the attraction itself.
This Paris attraction’s modernization project demonstrates Magnicity’s broader strategy of offering more than a panoramic view. Although the skyline and landscape remain the starting point for any observation attraction, Vettier said the overall experience is what distinguishes one destination from another.
That distinction is particularly important because views alone are increasingly easy to find from rooftop restaurants, hotel lounges, residential towers, aerial tours, and other elevated spaces. Magnicity’s goal is to build a more complete attraction around the view, using storytelling, technology, food, events, and programming to give visitors a reason to stay longer and return.
“The view is amazing,” Vettier told Daily Hive Urbanized, before adding that their attraction at Montparnasse Tower had come to depend too heavily on the view itself, she said, rather than the fuller range of experiences Magnicity is creating elsewhere.
“The view comes first when we want to find a new location. But the experience makes the difference… Now we are really working on organizing, on creating experiences in all the areas to deliver emotion, meaning, lasting memories to our visitors, which is really key in what we want to do.”
Preliminary conceptual artistic renderings of the renovated Montparnasse Tower also show the great extent of the reimagining of the uppermost levels for an observation attraction that aligns with Magnicity’s new modern standards for their destinations. Upon reopening at the end of this decade, visitors will enjoy a three-level observation attraction featuring a fully enclosed indoor level with restaurants and bars, a fully covered outdoor observation level, and a semi-enclosed uppermost garden observation level with extensive plant greenery — even some small trees — with very high ceiling heights. Construction is expected to begin this summer.

Preliminary conceptual artistic rendering of the renovated Montparnasse Tower in Paris. (ChartierDalix/Franklin Azzi Architecture/Hardel Le Bihan Architectes)

Preliminary conceptual artistic rendering of the renovated Montparnasse Tower in Paris. (ChartierDalix/Franklin Azzi Architecture/Hardel Le Bihan Architectes)

Preliminary conceptual artistic rendering of the renovated Montparnasse Tower in Paris. (ChartierDalix/Franklin Azzi Architecture/Hardel Le Bihan Architectes)

Preliminary conceptual artistic rendering of the renovated Montparnasse Tower in Paris. (ChartierDalix/Franklin Azzi Architecture/Hardel Le Bihan Architectes)

Preliminary conceptual artistic rendering of the renovated Montparnasse Tower in Paris. (ChartierDalix/Franklin Azzi Architecture/Hardel Le Bihan Architectes)

Preliminary conceptual artistic rendering of the renovated Montparnasse Tower in Paris. (ChartierDalix/Franklin Azzi Architecture/Hardel Le Bihan Architectes)

Preliminary conceptual artistic rendering of the renovated Montparnasse Tower in Paris. (ChartierDalix/Franklin Azzi Architecture/Hardel Le Bihan Architectes)

Preliminary conceptual artistic rendering of the renovated Montparnasse Tower in Paris. (ChartierDalix/Franklin Azzi Architecture/Hardel Le Bihan Architectes)

Preliminary conceptual artistic rendering of the renovated Montparnasse Tower in Paris. (ChartierDalix/Franklin Azzi Architecture/Hardel Le Bihan Architectes)

Preliminary conceptual artistic rendering of the renovated Montparnasse Tower in Paris. (ChartierDalix/Franklin Azzi Architecture/Hardel Le Bihan Architectes)

Preliminary conceptual artistic rendering of the renovated Montparnasse Tower in Paris. (ChartierDalix/Franklin Azzi Architecture/Hardel Le Bihan Architectes)
Magnicity is also applying its modern observation attraction principles to a major expansion of 360 Chicago, located on the upper floors of 875 North Michigan Avenue (the former John Hancock Center), which has 100 floors, with the observation deck situated at a height of 1,030 ft. (314 metres).
In 2012, Magnicity first acquired the single-level John Hancock Observatory on the 94th floor. It reopened in 2014 as 360 Chicago, following very extensive renovations that modernized what had previously been a traditional observation deck, such as the introduction of the Tilt thrill experience — an enclosed glass platform that leans standing visitors outwards at a 30-degree angle, literally tilting and suspending them over a thousand feet above street level.
The company acquired two additional floors at the top of the Chicago skyscraper in 2024 — securing about 30,000 sq. ft. of former restaurant space that had been vacant since 2023. This upcoming expansion of 360 Chicago will increase the attraction’s footprint from one floor to three, with the two new levels forming an extended visitor journey and the third dedicated to events and business functions.
Altogether, the expansion — designed by world-renowned, Chicago-based architectural firm Skidmore, Owings & Merrill (SOM) — almost triples the size of 360 Chicago to nearly 50,000 sq. ft.
Observation attractions can bring a steady flow of people into a building that otherwise might be dominated by private uses. Magnicity’s executives said the foot traffic generated by their observation attractions can also help support restaurants, retail, hotels, and other businesses and services within the tower and throughout the surrounding neighbourhood and business district. This anchor use draws visitors to the building’s upper levels, creating movement throughout the building and helping make it feel more publicly accessible.
Magnicity’s portfolio of observation attractions globally collectively draw about 3.5 million visitors annually. The company’s smallest attraction receives approximately 400,000 visitors per year, while its largest locations attract more than one million annually.
The events business is also becoming a larger part of Magnicity’s operations. Its observation levels can be used for corporate receptions, weddings, anniversaries, and other private gatherings, allowing the space to generate activity beyond conventional daytime and nighttime sightseeing.
The uses found within tall buildings is increasingly changing. Skyscrapers were once more likely to be closed environments dominated by private offices or residences. Newer projects increasingly combine a wide range of mixed uses. This model has become increasingly relevant as major new skyscrapers are designed with a mixture of offices, homes, hotels, retail, restaurants, entertainment, and/or public attractions, instead of a single use. Such mixed uses can also improve the tower project’s overall financial and economic viability.
“It’s our attraction and our activity that usually changes the profile and what a tower is, because the idea is to change the tower into a destination, and it is what we are creating when we go into the tower,” Cacheur told Daily Hive Urbanized.
The company sees observation attractions as serving two broadly different customer groups. Tourists can use them to understand the geography, history, architecture, landmarks, and neighbourhoods of an unfamiliar city near the beginning of their visit. Local residents can return for seasonal programs, food and beverage offerings, special events, or simply a different perspective on the place where they live.
“For the tourists, we aim to be the starting point of their trip because it is a great opportunity for tourists to see the view and to discover the view from the top of a building and to apprehend, in fact, how it is organised, what are the main monuments, what is the history of the city,” said Vettier.

360 Chicago observation attraction. (Magnicity)

360 Chicago observation attraction. (Magnicity)

360 Chicago observation attraction. (Magnicity)

360 Chicago observation attraction. (Magnicity)

360 Chicago observation attraction. (Barbara Babala/Shutterstock)

360 Chicago observation attraction. (Chicago Photographer/Shutterstock)

Preliminary conceptual artistic rendering of the 360 Chicago observation deck expansion. (Skidmore, Owings & Merrill)
A brand new modern observation attraction within or near Downtown Vancouver could offer a particularly wide-ranging introduction to the entire region, showcasing the dense urban landscape, harbour, mountains, and points beyond as far as the Fraser Valley, Vancouver Island, and Washington state.
Currently, the only observation attraction in Downtown Vancouver is atop the Harbour Centre tower, which is home to the Vancouver Lookout observatory and the “Top of Vancouver” revolving restaurant.
When the 458-ft-tall (140 metres) Harbour Centre opened in 1977, it stood as the city’s tallest building — a title it held for nearly 25 years before being surpassed by the 491-ft-tall (150 metres) One Wall Centre. Today, it ranks 10th on the skyline — a reminder of how much Vancouver has grown upward over the decades. Vancouver Lookout’s once-panoramic, 360-degree views are now partly obscured by towers that roughly match or exceed the height of the tower, and the attraction has seen relatively limited reinvestment in recent decades.
Moreover, the tallest buildings in the entire Metro Vancouver region are now situated outside of Vancouver, within the suburban municipalities.
At this very early stage, Magnicity’s executives did not identify a preferred Vancouver location or tower. However, Cacheur emphasized that not every tall building can accommodate an observation attraction, regardless of the quality of its view.
“Not every site, not every tower, is made or has got the potential to have an observation deck,” he said.
A successful observation attraction requires far more than setting aside an upper floor and installing windows. Developers must account for potentially hundreds of thousands of annual visitors entering and leaving the building, often during concentrated periods around sunsets, weekends, holidays, and peak tourism seasons. Observation attractions can see the circulation of thousands of visitors per day during the busiest periods of the year.
That requires dedicated entrance and ticketing areas, sufficient lobby space, security, emergency planning, washrooms, storage, back-of-house operations, loading access, food-service infrastructure, and elevators capable of moving large numbers of visitors without disrupting residents, hotel guests, and/or office workers.
Cacheur says the company therefore attempts to become involved beginning when a tower is still in its very early planning and design stages. Magnicity works with the project’s property owners and architects to establish how visitors would enter, move through, and leave the attraction, as well as how the observation levels would interact with the building’s other uses.

Vancouver Lookout observation deck at Harbour Centre in Downtown Vancouver. (Felipe Sanchez/Shutterstock)

Vancouver Lookout observation deck at Harbour Centre in Downtown Vancouver. (Luis Camargo / Shutterstock)

Vancouver Lookout observation deck at Harbour Centre in Downtown Vancouver. (Vancouver Lookout)

Vancouver Lookout observation deck at Harbour Centre in Downtown Vancouver. (Vancouver Lookout)

City of Vancouver’s Higher Buildings Policy Review exhibit at the Vancouver Lookout observation deck, May 2026. (City of Vancouver)
An observation attraction is effectively a separate development project within the larger tower. Retrofitting one after construction has advanced can be difficult or impossible, particularly when the original elevator system, floor layouts, and structural design were not intended to accommodate large public crowds.
“It’s true that at quite an early stage of the project, you need to anticipate whether you may want an observation deck because you need to anticipate the flow of people, the lift capacity, [and] the welcoming capacity on the floors where you are,” said Cacheur.
“When you start the construction, it’s already too late almost very often.”
That advice is particularly relevant to the City of Vancouver, which is in the early stages of considering amending the Higher Buildings Policy to allow taller buildings on the downtown peninsula, as well as to the developers and architects behind proposals that could significantly reshape the skyline. Any observation attraction included in a project would need to be treated as a fully functioning, public-facing destination from the earliest design stages — not as an amenity that could simply be added later.
Magnicity’s interest in Vancouver coincides with an unprecedented wave of tower proposals seeking to capitalize on the region’s natural and urban scenery through rooftop attractions.
Across Metro Vancouver, at least seven proposed or planned developments currently include a destination restaurant, hotel amenity space, public observation deck attraction, or some combination of these uses — each offering an impressive view of a varying degree and calibre. Their growing prevalence reflects increasing interest among developers in creating publicly accessible commercial, tourism, and recreational destinations at the tops of towers.
A proposed 13-storey hotel building at 80 Powell St. in the historic Gastown district is not particularly notable for its height, but it would be one of the tallest structures in the immediate area near Downtown Vancouver’s central waterfront. Its rooftop restaurant would offer panoramic views of Stanley Park, the Canada Place sails, the harbour, the mountains, and the bustling activity of the port.
Construction is well underway on a 317-ft-tall (97 metres), 30-storey Marriott hotel tower at 848-850 Seymour St., next to the Orpheum Theatre. The top two floors will be dedicated to general hotel and amenity uses, including the hotel reception area, luggage storage, a lounge, a market, dining and event space with a kitchen, and a double-height covered outdoor terrace. Four elevators will serve these upper levels. This overall space has been named the “Skyroom.”
Last fall, Vancouver City Council approved the rezoning application for a 29-storey hotel tower at 516-534 West Pender St. and 509 Richards St., near Harbour Centre and Gastown. The 313-ft-tall (95 metres) building will feature an expansive outdoor lounge, swimming pool, and hot tub on the rooftop of the 27th level, serving as amenities for hotel guests. Four elevators, including one service elevator, will reach this level. A subsequent development permit application was approved in early 2026.
Also earlier in 2026, City Council approved the rezoning application for a 380-ft-tall (116 metres), 33-storey hotel tower at 1167-1193 Granville St. (717 Davie St.), in the Granville Entertainment District. The rooftop at the 33rd level will feature an outdoor swimming pool and lounge for hotel guests, along with a 2,000-sq-ft indoor bar and lounge. Eight elevators will reach the top of the tower.

2024 revised design of the Marriott hotel tower at 848-850 Seymour St., Vancouver. (Perkins&Will/Paul Y. Construction (B.C) Ltd.)

Artistic rendering of the hotel tower’s rooftop at 1167-1193 Granville St., Vancouver. (Musson Cattell Mackey Partnership/Deecorp Properties)
Immediately south of the entertainment district, a 67-storey, mixed-use tower is proposed for 601 Beach Crescent, next to the north end of the Granville Street Bridge. The building would contain hotel, residential, retail, and restaurant uses, including a 10,300-sq-ft destination restaurant on the 67th level. The restaurant would feature a large dining area, bar, lounge, two private dining rooms, and a full kitchen. Three elevators would reach the floor, which would be entirely dedicated to the restaurant.
At a height of 650 ft. (198 metres), the tower would be the second tallest building within Vancouver’s municipal boundaries if it existed today.
The same developer and architect behind the Granville Street Bridge tower are also looking to build an 863-ft-tall (263 metres), mixed-use residential and hotel tower as part of the Pinnacle Lougheed multi-tower project at 3900 Grand Promenade, 9850 Austin Rd., and 9858-9898 Gatineau Pl., immediately next to SkyTrain’s Lougheed Town Centre Station in Burnaby.
The tower would feature an approximately 6,000-sq-ft destination restaurant on the 87th floor, accessible by a dedicated express elevator from the hotel lobby and two additional general hotel elevators that would reach the restaurant level. At a geodetic height of 1,007 ft. (307 metres), combining the building’s structural height with the site’s land elevation, the restaurant would offer panoramic views across much of the Lower Mainland.

2026 revised concept of 601 Beach Crescent (right) in Downtown Vancouver. (Jyom Architecture/Pinnacle International)

2026 revised concept of 601 Beach Crescent in Downtown Vancouver. (Jyom Architecture/Pinnacle International)

2026 revised concept of Pinnacle Lougheed at 3900 Grand Promenade, 9850 Austin Rd., and 9858-9898 Gatineau Pl., Burnaby. (Jyom Architecture/Pinnacle International)
Two other projects specifically envision public observation deck attractions.
An 853-ft-tall (260 metres), mixed-use tower is proposed for 5000 Kingsway, immediately east of Metropolis at Metrotown mall in Burnaby. It would contain retail, restaurant, entertainment, office, community, and residential uses.
At the top of the tower would be the McCarthy Plaza Observation Deck, featuring a 4,700-sq-ft open-air outdoor area and a smaller semi-enclosed space. The attraction is said to be inspired by the Empire State Building Observatory and the Top of the Rock observation deck at 30 Rockefeller Plaza in New York City.
To reach the observation deck, visitors would use elevators that primarily serve the residential portion of the tower to reach the 69th residential floor. They would then transfer to a single dedicated elevator providing access to the observation deck on the 72nd level, directly above the uppermost residential penthouse level.

Preliminary concept of the 853-ft-tall, 72-storey McCarthy Plaza tower at 5000 Kingsway in Burnaby’s Metrotown district, featuring a wide range of mixed-uses including a public observation deck. (Dialog/WPJ McCarthy and Company)

Preliminary concept of McCarthy Plaza tower at 5000 Kingsway, Burnaby. (Dialog/WPJ McCarthy and Company)

Observation deck on the 72nd level; preliminary concept of McCarthy Plaza tower at 5000 Kingsway, Burnaby. (Dialog/WPJ McCarthy and Company)

Observation deck on the 72nd level; preliminary concept of McCarthy Plaza tower at 5000 Kingsway, Burnaby. (Dialog/WPJ McCarthy and Company)
The other observation deck project is the only one that truly holds the potential to become a world-class tourist attraction. A major observation attraction is among the uses envisioned for the redevelopment of the Hudson’s Bay parkade city block in Downtown Vancouver.
Local developer Holborn Group is proposing to redevelop the vast majority of the city block with three significant mixed-use towers, including Western Canada’s tallest building and first technical “supertall” tower.
The 1,034-ft-tall (315 metres) tower would be entirely dedicated to hotel uses, containing 920 hotel rooms — making it British Columbia’s largest hotel by room count — along with 70,000 sq. ft. of conference and meeting space.
At the very top of the supertall hotel tower would be a massive, enclosed, jewel-like glass dome containing a multi-level observation attraction. Perched more than 1,000 ft. (305 metres) above street level, it would provide unobstructed, far-reaching views of Metro Vancouver, Burrard Inlet, the mountains, and points beyond.
When the site’s land elevation is included, the first level of the dome’s observation attraction would reach a geodetic height of more than 1,100 ft. (338 metres).
The observation attraction would resemble a garden and is conceived as “a conservatory with a variety of plants throughout the interior spaces,” according to Vancouver-based design firm Henriquez Partners Architects. It would even feature a waterfall, along with a restaurant, lounge, various seating areas, a treetop walk, and event space.

Observation deck attraction atop Western Canada’s tallest building; concept of the Hudson’s Bay parkade city block redevelopment at 501-595 West Georgia St., Vancouver. (Henriquez Partners Architects/Holborn Group)

Observation deck attraction atop Western Canada’s tallest building; concept of the Hudson’s Bay parkade city block redevelopment at 501-595 West Georgia St., Vancouver. (Henriquez Partners Architects/Holborn Group)

Observation deck attraction atop Western Canada’s tallest building; concept of the Hudson’s Bay parkade city block redevelopment at 501-595 West Georgia St., Vancouver. (Henriquez Partners Architects/Holborn Group)

Observation deck attraction atop Western Canada’s tallest building; concept of the Hudson’s Bay parkade city block redevelopment at 501-595 West Georgia St., Vancouver. (Henriquez Partners Architects/Holborn Group)

Concept of the Hudson’s Bay parkade city block redevelopment at 501-595 West Georgia St., Vancouver. (Henriquez Partners Architects/Holborn Group)

Concept of the Hudson’s Bay parkade city block redevelopment at 501-595 West Georgia St., Vancouver. (Henriquez Partners Architects/Holborn Group)
Out-of-town visitors would pay an admission fee, while residents of the City of Vancouver would be able to access the destination free of charge. As a condition of the project’s overall rezoning approval, free admission for Vancouver residents would be guaranteed through a legal agreement registered on the property title. The observation attraction itself would also be secured through the site’s new zoning.
Two high-speed, non-stop elevators would provide direct access to the observation attraction from Level 2, with this floor entirely dedicated to the observation deck’s lobby and welcome area. This space could potentially provide guests with an immersive experience before their “transition” to the attraction at the top of the tower.
The street-level entrance for the observation attraction would be located mid-block on Seymour Street.
Altogether, a substantial 53,000 sq. ft. of building floor area would be dedicated to the observation attraction.
Excluding Toronto’s CN Tower, which is technically classified as a structure rather than a building, the supertall tower would become Canada’s tallest building with an observation attraction.

Concept of the Hudson’s Bay parkade city block redevelopment at 501-595 West Georgia St., Vancouver. (Henriquez Partners Architects/Holborn Group)

Concept of the Hudson’s Bay parkade city block redevelopment at 501-595 West Georgia St., Vancouver. (Henriquez Partners Architects/Holborn Group)

Concept of the Hudson’s Bay parkade city block redevelopment at 501-595 West Georgia St., Vancouver. (Henriquez Partners Architects/Holborn Group)
Beyond the dome at its summit, the supertall tower would feature a striking landmark design defined by a diagrid exterior exoskeleton inspired by the structure of glass sponge coral.
Other uses planned throughout the three-tower complex include strata market condominiums, secured purpose-built rental housing, and a major public plaza activated by extensive ground-level retail and restaurant spaces.
The project would also occupy a highly central location within Downtown Vancouver’s Central Business District, immediately adjacent to SkyTrain’s Granville Station and Vancouver City Centre Station.
The redevelopment also envisions providing Granville Station with a fourth additional street-level subway entrance at the northeast corner of West Georgia and Seymour streets. The surrounding area is also expected to undergo further transformation through the future high-density redevelopment of the adjacent former Hudson’s Bay department store building.
Holborn Group’s landmark multibillion dollar project for Downtown Vancouver appears to meet virtually all of Magnicity’s criteria for a modern purpose-built observation attraction of a global calibre, and one that is also conceived from the outset of the design and planning process. There are also some notable parallels between the project’s design and the garden-like reimagining and expansion planned for the observation attraction atop Montparnasse Tower.
It should be strongly emphasized that Magnicity’s interest in Vancouver remains highly exploratory, with the executives identifying no specific location or announcing any development agreement during the interview.

Concept of the Hudson’s Bay parkade city block redevelopment at 501-595 West Georgia St., Vancouver. (Henriquez Partners Architects/Holborn Group)

Concept of the Hudson’s Bay parkade city block redevelopment at 501-595 West Georgia St., Vancouver. (Henriquez Partners Architects/Holborn Group)

Concept of the Hudson’s Bay parkade city block redevelopment at 501-595 West Georgia St., Vancouver. (Henriquez Partners Architects/Holborn Group)

Concept of the Hudson’s Bay parkade city block redevelopment at 501-595 West Georgia St. and the social housing tower at 388 Abbott St., Vancouver. (Henriquez Partners Architects/Holborn Group)
Magnicity’s model is not based solely on international visitors. Vettier said its attractions generally attempt to maintain a mixture of tourism and local attendance, although the balance differs between cities.
The company uses changing admission prices based on the season, time of day, day of the week, and expected demand. It also offers discounted rates for families and certain other groups and has explored special prices for residents.
Magnicity also considers partnerships with municipal governments and other local organizations. Vettier said those relationships can help an attraction contribute to the city’s broader tourism identity rather than operating as an isolated commercial venue.
“The goal is to, of course, make a business. But we really, our commitment is to magnify the city,” Vettier told Daily Hive Urbanized.
Educational visits are another significant component. Cacheur said Magnicity’s attractions work with schools and regularly welcome student groups, with programming extending beyond simply showing children the view.
“In all of our sites, we’ve got partnership with schools, for example. And we receive a lot of school groups,” he said.
Observation levels can be used to explain how a city developed, how neighbourhoods relate to one another, why certain transportation corridors were built, how architecture has changed, and where important cultural or historic landmarks are located.
When the attraction itself is located in a landmark building, the tower’s architecture and construction history can also become part of the experience.
“There is an educative dimension in the experience and explaining the kids the architecture, the culture, and the different monument or how the city was built, the different areas and so on,” said Cacheur.
Vettier added, “When it’s an iconic building, it’s also how the building has been built and what is the history about it.”
Cacheur described to Daily Hive Urbanized the wider value of an observation attraction as a “collective” benefit rather than necessarily a conventional public benefit.
A privately operated attraction still charges admission and must make money, but he said it can give residents an unconventional way to understand their city as a complete place. From street level, people experience individual neighbourhoods and buildings. From an observation level, they can see how those pieces fit together.
“It’s not so often that you can really appreciate the whole city at once,” said Cacheur. “It’s where actually you say, ‘oh, this building or this area is there compared to the other one and so on.’ It’s a really new way of seeing your city.”
Although Magnicity is headquartered in France, Cacheur said it attempts to root each operation in the city and country where it is located. Exhibits, food, events, educational programming, and partnerships are tailored to the destination instead of applying a cookie-cutter attraction model around the world.
“In our DNA, one of our key-ish point is to be locally rooted,” he said.
They made it quite clear that Vancouver has entered Magnicity’s field of vision as it searches for its next generation of international observation attraction destinations.

Views from the rooftop of The Stack office tower. (Kenneth Chan/Daily Hive)

Views from the rooftop of The Stack office tower. (Kenneth Chan/Daily Hive)

Downtown Vancouver. (EB Adventure Photography/Shutterstock)
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