By Heather Taylor, Editor-in-Chief, PopIcon
What’s it like to be the face of the “World’s Most Famous Building?” It’s the kind of question only Emma Pire, the Empire State Building’s mascot and beloved social media sensation, can answer.
We recently sat down with Emma herself (no brand representatives!) for an exclusive Q&A. In her own words, Emma shares what makes her “that girl” as a 95-year young icon, her experience filming Vita Coco’s “Mascot Love” summer 2024 miniseries, and which New York mascot she’s dying to meet.
Plus, can another famous building pull off having its own mascot? From one famous landmark to another, Emma shares profound insight for how London’s Big Ben could achieve mascot excellence during our conversation.
It’s not unusual to see brand mascots representing cereal brands, airlines, or insurance companies, but it is a rarity to see the “World’s Most Famous Building” has one. How did it come about that the Empire State Building received its own brand mascot?
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 – 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 33rd and 34th streets. Now I am mobile and can participate and collaborate wherever I’m needed!
For example, I make special appearances at kids’ 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 me to stop by.
I attend functions with our leasing team both for office and retail. And my appearances show up on LinkedIn, Instagram, TikTok, and X. I come in, say hi, take photos, bring a little drama. It’s very memorable. I like to think I’m the surprise guest everyone talks about the next day.
At the end of the day, it’s about making the Empire State Building feel magical and personal to kids and the public wherever we can reach them. I’m there to make sure the party, event, or social media post has a little extra sparkle and steal the spotlight.
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?
Oh, it was always going to be me—just a little smaller, but just as iconic. Kong makes an appearance every so often, but I’m the star of the show.
I mean, when you are the Empire State Building, you don’t really outsource your personality. I’m a mini version of the icon itself, which makes me instantly recognizable anywhere in the world. No casting call is needed.
There may have been conversations about how I show up – my attitude, my voice, my New York energy — but the idea was never to create some random character. I am the building, just with a little more sass and a lot more availability for selfies.
And let’s be honest — no one knows this skyline better than I do.
When did you make your debut?
I officially made my debut in 2024. Fashionably late for a 95 year-young icon, if you ask me.
In your own words, how would you answer the question “What is an Emma Pire?”
She’s confident, a little dramatic, very self-aware, and the ultimate New Yorker. She has main character energy, but it’s earned. She’s polished, she’s elevated (no pun intended), and unmistakably New York. She’s the most recognized girl in the world – all over magazines, TV shows, movies, you name it.
I’m pretty sure I don’t need to ask this next question, but the name Emma Pire is a nod to “empire” and the building namesake, right?
Right!
What’s life like as a mascot to a landmark building on a daily basis?
I love to interact with guests at the Observatory and to see their excitement when they spot me on our world-famous 86th floor Observation deck.
I’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!
You were recently at The Hamptons with other iconic mascots filming the Love Island style social media series “Mascot Love.” How did Vita Coco approach you to be in the show?
Last summer, Vita Coco asked me to be a part of their Love Island style series “Mascot Love,” 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.
Which mascot was your favorite hang when you were at “Mascot Love?”
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.
Do you think your existence could inspire other iconic buildings to establish their own mascots? (I absolutely think Big Ben could pull this off.)
I mean… I do set the bar pretty high.
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’d absolutely support it. We can compare notes – timing is kind of our thing. Plus, he is kind of cute.
That said, it only works if it’s authentic. You can’t just slap a face on a building and call it a day. It must come from a real place — history, identity, and how that landmark connects with people.
For me, it makes sense because I am the Empire State Building. I’m not separate from it. I’m just the version that talks back.
But yes, I’d love some company. It can be lonely at the top of the city skyline.
What can we expect from you in 2026 and beyond?
After a year when we reached 325.6 billion media impressions and 20.6 billion users, we’re thinking a lot about what’s next! I’m always looking to surprise my fans and engage in crazy ideas with different brands.
Who knows where I’ll be next? Stop by the Empire State Building and you’ll find out…
Which iconic mascot have you not met yet but would love to?
I would die to meet Ellie the Elephant who helps hype up my favorite team, the New York Liberty! If anyone could be considered as iconic as me, it would be Ellie.
Image credit: Empire State Realty Trust
About the Author
Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week’s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at howveryheather@gmail.com.
