Ralph Appelbaum Associates

The Kula Belgrade Observation Deck offers visitors a new perspective on Belgrade from 41 stories above the city. Rather than creating a conventional observation deck, the project reimagines sightseeing as a story-driven experience that encourages visitors to see the city in a new way. It supports Belgrade’s growing tourism sector, complements the city’s urban development, and serves local residents, international tourists, regional travelers, and visitors expected for Expo 2027.

RAA designed the experience as a journey aboard an airship. Visitors begin in a ticketing lobby inspired by an airship terminal, cross a bridge accompanied by the original audio piece Sounds of Progress, and ascend through an infinity tunnel filled with poetry, music, and messages about Belgrade before arriving on the Observation Deck.

The deck features four interactive kaleidoscope viewers, each oriented to a different compass direction. Acting as personal tour guides, they allow visitors to explore landmarks, parks, cultural attractions, and hidden gems through multilingual video stories narrated by local artists, performers, and residents. Developed with Serbia Creates, the content connects visitors with authentic voices and places.

We extended the airship concept throughout the architecture with curved timber ceilings, oversized fans, warm lighting, and nautical materials. The kaleidoscopes are seamlessly integrated into the glazing, preserving uninterrupted views until activated. The completed attraction combines immersive storytelling, architecture, and technology to transform a panoramic viewpoint into a memorable cultural experience.