{"id":11407,"date":"2026-04-13T11:30:17","date_gmt":"2026-04-13T15:30:17","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/04\/13\/in-conversation-with-emma-pire-the-empire-state-buildings-mascot\/"},"modified":"2026-04-13T11:30:17","modified_gmt":"2026-04-13T15:30:17","slug":"in-conversation-with-emma-pire-the-empire-state-buildings-mascot","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/in-conversation-with-emma-pire-the-empire-state-buildings-mascot\/11407\/","title":{"rendered":"In Conversation with Emma Pire, The Empire State Building\u2019s Mascot"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What\u2019s it like to be the face of the \u201cWorld\u2019s Most Famous Building?\u201d It\u2019s the kind of question only Emma Pire, the <a href=\"https:\/\/www.esbnyc.com\/\" target=\"_blank\" rel=\"noopener\">Empire State Building\u2019s mascot<\/a> and beloved social media sensation, can answer.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/04\/emma_pire_empire_state_building-scaled.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">We recently sat down with Emma herself (no brand representatives!) for an exclusive Q&#038;A. In her own words, Emma shares what makes her \u201cthat girl\u201d as a 95-year young icon, her experience filming Vita Coco\u2019s <a href=\"https:\/\/advertisingweek.com\/characters-catch-feelings-in-vita-cocos-mascot-love-the-first-ever-dating-show-for-brand-mascots\/\" target=\"_blank\" rel=\"noopener\">\u201cMascot Love\u201d<\/a> summer 2024 miniseries, and which New York mascot she\u2019s dying to meet.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Plus, can another famous building pull off having its own mascot? From one famous landmark to another, Emma shares profound insight for how London\u2019s Big Ben could achieve mascot excellence during our conversation.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>It\u2019s not unusual to see brand mascots representing cereal brands, airlines, or insurance companies, but it is a rarity to see the \u201cWorld\u2019s Most Famous Building\u201d has one. How did it come about that the Empire State Building received its own brand mascot? <\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The idea came from a desire to show up in a more human, relatable way whether that be on the ice at the Rangers game or on the streets during the NYC Marathon \u2013 especially in a world where brands are expected to have a voice and engage in real time. For many years, I was a building firmly planted on Fifth Avenue between 33<sup>rd<\/sup>\u00a0and 34<sup>th<\/sup>\u00a0streets. Now I am mobile and can participate and collaborate wherever I\u2019m needed!<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For example, I make special appearances at kids\u2019 birthday parties at the Empire State Building Observatory. These parties are kind of a big deal: you get VIP access to the Observatory, a private party room, treats, activities: the whole experience. And if you really want to elevate things, you can invite\u00a0<em>me<\/em>\u00a0to stop by.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I attend functions with our leasing team both for office and retail.\u00a0 And my appearances show up on LinkedIn, Instagram, TikTok, and X. I come in, say hi, take photos, bring a little drama. It\u2019s very memorable. I like to think I\u2019m the surprise guest everyone talks about the next day.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At the end of the day, it\u2019s about making the Empire State Building feel magical and personal to kids and the public wherever we can reach them. I\u2019m there to make sure the party, event, or social media post has a little extra sparkle and steal the spotlight.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Emma Pire is a mini me version of the iconic landmark building. Did Empire State Realty Trust have a literal building in mind for their mascot?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Oh, it was always going to be me\u2014just a little smaller, but just as iconic. Kong makes an appearance every so often, but I\u2019m the star of the show.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I mean, when you\u00a0are\u00a0<em>the<\/em>\u00a0Empire State Building, you don\u2019t really outsource your personality. I\u2019m a mini version of the icon itself, which makes me instantly recognizable anywhere in the world. No casting call\u00a0is needed.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There may have been conversations about how I show up \u2013 my attitude, my voice, my New York energy \u2014 but the idea was never to create some random character. I\u00a0<em>am<\/em>\u00a0the building, just with a little more sass and a lot more availability for selfies.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And let\u2019s be honest \u2014 no one knows this skyline better than I do.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>When did you make your debut?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I officially made my debut in 2024. Fashionably late for a 95 year-young icon, if you ask me.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>In your own words, how would you answer the question &#8220;What is an Emma Pire?&#8221;<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">She\u2019s confident, a little dramatic, very self-aware, and the ultimate New Yorker. She has main character energy, but it&#8217;s earned. She\u2019s polished, she\u2019s elevated (no pun intended), and\u00a0unmistakably\u00a0New York. She\u2019s the most recognized girl in the world \u2013 all over magazines, TV shows, movies, you name it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>I\u2019m pretty sure I don\u2019t need to ask this next question, but the name Emma Pire is a nod to &#8220;empire&#8221; and the building namesake, right?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Right!<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What\u2019s life like as a mascot to a landmark building on a daily basis?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I love to interact with guests at the Observatory and to see their excitement when they spot me on our world-famous 86<sup>th<\/sup>\u00a0floor Observation deck.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I&#8217;ve expanded my reach and have gone on so many fun adventures around the city. It has been an awesome experience meeting fans in Washington Square Park, Times Square, Central Park, etc. And the Big East is a tenant at the Empire State Building, so sometimes I get to hang out with other mascots!<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>You were recently at The Hamptons with other iconic mascots filming the\u00a0<em>Love Island<\/em> style social media series &#8220;Mascot Love.&#8221; How did Vita Coco approach you to be in the show?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Last summer, Vita Coco asked me to be a part of their\u00a0<em>Love Island\u00a0<\/em>style series \u201cMascot Love,\u201d and it was a no-brainer. I made my way to The Hamptons as a surprise guest and got to shake things up as I always do. I loved seeing my friends and lounging in the sun while expanding my network.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Which mascot was your favorite hang when you were at &#8220;Mascot Love?&#8221;<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">All the mascots were a joy to hang out with! I had a great time bonding with the Vita Coco mascot, Geoffrey the Giraffe, and the Jolly Green Giant to name a few. I always want to expand my social circle.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Do you think your existence could inspire other iconic buildings to establish their own mascots? (I absolutely think Big Ben could pull this off.)<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I mean\u2026 I do set the bar pretty high.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But honestly, I love the idea. The best landmarks in the world already have personality. People project meaning onto them; they show up in culture, they tell stories. I just happen to make that a little more official. If Big Ben wants to give it a go, I\u2019d absolutely support it. We can compare notes &#8211; timing is kind of our thing.\u00a0 Plus, he is kind of cute.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That said, it only works if it\u2019s authentic. You can\u2019t just slap a face on a building and call it a day. It must come from a real place \u2014 history, identity, and how that landmark connects with people.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For me, it makes sense because I\u00a0<em>am<\/em>\u00a0the Empire State Building. I\u2019m not separate from it. I\u2019m just the version that talks back.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But yes, I\u2019d love some company. It can be lonely at the top of the city skyline.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What can we expect from you in 2026 and beyond?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">After a year when we reached 325.6 billion media impressions and 20.6 billion users, we\u2019re thinking a lot about what\u2019s next! I\u2019m always looking to surprise my fans and engage in crazy ideas with different brands.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Who knows where I\u2019ll be next? Stop by the Empire State Building and you\u2019ll find out&#8230;<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Which iconic mascot have you not met yet but would love to?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I would die to meet <a href=\"https:\/\/liberty.wnba.com\/ellie-the-elephant\" target=\"_blank\" rel=\"noopener\">Ellie the Elephant<\/a> who helps hype up my favorite team, the New York Liberty! If anyone could be\u00a0considered\u00a0as\u00a0iconic as me, it would be Ellie.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Image credit: Empire State Realty Trust<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week\u2019s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at <a href=\"mailto:howveryheather@gmail.com\">howveryheather@gmail.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What\u2019s it like to be the face of the \u201cWorld\u2019s Most Famous Building?\u201d It\u2019s the kind of question only Emma Pire, the Empire State Building\u2019s mascot and beloved social media sensation, can answer.<\/p>\n","protected":false},"author":7,"featured_media":11408,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-11407","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>In 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