Thrilling Cities Thrilling Cities

A beacon for Monaco

A beacon for Monaco

Building a flagship tower for a city-state.

Thrilling Cities’ insights put this planned skyscraper in Monaco on the course to becoming not only the most expensive residential real estate in the world, but also a flagship for a large-scale identity revitalisation initiative for Europe’s most exclusive principality.

The architect was David Childs of Skidmore, Owings and Merrill, best known as the chief architect of the new One World Trade Center in lower Manhattan.

Our input led the architect to emphasize Monaco’s nautical heritage by: 1) turning the entire tower into a lighthouse (with a nightclub at the top); 2) incorporating an innovation institute devoted to the research and commercialization of biomimicry; 3) powering the development with tidal electric generators.

As a result of our contribution, including the pitch film we scripted and storyboarded, the project received the approval of Monaco’s leader HSH Prince Albert.

Identity crafting


The world’s most famous casino is a brand asset for Monaco, but has kept the principality’s reputation rooted in the past.

The main lobby of the new tower has a living wall of green plants.

Proposed site of the development as we viewed it from the water.

The “lighthouse” reinforces the coastal principality’s nautical heritage.


Make an ordinary property development into an extraordinary identity feature for the city-state of Monaco




Project personally approved by Prince Albert, head of state


First-ever recipient of the American Academy of Hospitality Sciences’ Star Diamond Award

Beneficiaries and collaborators

PNYG visioneers, Michel Pastor Group, Société des Bains de Mer