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3 Times Square

3 Times Square, also known as the Building or Building, is a 30-story office located at the intersection of Seventh Avenue and West 42nd Street in the Times Square district of , . Completed in 2001 as part of the broader 42nd Street redevelopment initiative, the building was specifically designed for by Fox & Fowle Architects and stands approximately 555 feet (169 meters) tall to its roof, with a total height of 659 feet including its . The structure encompasses about 855,000 square feet of primarily office space across column-free floors, complemented by ground-level retail areas and modern features such as energy-efficient technology and panoramic views of Times Square and the Hudson River. Originally anchored by Thomson Reuters, the tower has hosted various tenants over time, including a significant long-term lease by Touro College and University System for over 243,000 square feet in 2022, reflecting its adaptability in the evolving commercial landscape of Midtown. Recent renovations have enhanced its lobby with a triple-height glass-enclosed entrance, advanced security, wellness amenities, and technology integrations, positioning it as a premium destination amid Times Square's vibrant economic and cultural hub. Owned and managed by Rudin Management Company, the building exemplifies contemporary urban office design integrated into one of the world's most iconic public spaces.

Location

Site characteristics

The site of 3 Times Square occupies a rectangular lot measuring 200.1 feet along Seventh Avenue by 164 feet along 42nd and 43rd Streets, totaling 29,630 square feet, in the neighborhood of . Bounded by Seventh Avenue to the west, West 42nd Street to the south, and West 43rd Street to the north, the parcel fronts the bustling intersection at the southeastern periphery of . The flat urban plot is zoned for office use, characteristic of high-density commercial districts in , and supports a 30-story office tower with a building footprint closely matching the lot's dimensions. Its position provides direct visibility and access to pedestrian and vehicular traffic in one of the world's most trafficked public spaces.

Contextual surroundings

3 Times Square is located at the intersection of Seventh Avenue and West 42nd Street in the heart of , , , with the address 3 Times Square, , NY 10036. The building occupies a prominent position overlooking the bustling district, known for its high visibility amid dense urban development and heavy pedestrian activity. The surrounding environment is characterized by the vibrant commercial and entertainment hub of , featuring illuminated digital billboards, theaters, retail establishments, and hotels that draw millions of tourists and commuters daily. Immediate proximity to the provides additional transportation access, while multiple subway lines—including the 1, 2, 3, 7, A, C, E, N, Q, R, W, B, D, F, and M—serve the area, facilitating connectivity across . To the east lies , a short walking distance away, offering green space amid the high-energy streetscape, and the New York Police Department’s precinct is situated across the street, contributing to local security presence. The site's exposure to 's dynamic atmosphere includes elevated foot traffic and iconic views of the from upper floors, embedding the building within one of the world's most recognizable urban intersections.

Architecture

Structural design and facade

3 Times Square is a 30-story -framed tower measuring 555 feet (169 meters) in height to its roofline and 659 feet (201 meters) including the spire. The structural system utilizes beams and girders supporting slabs, enabling column-free interior spans averaging 28,000 to 35,000 square feet per floor with heights exceeding 12 feet. This design prioritizes open, flexible layouts suitable for and financial tenants, with lateral stability provided by perimeter framing to resist wind and seismic loads typical of high-rises. The facade consists primarily of a unitized curtain wall system featuring curved low-iron panels combined with stone spandrels and piers, creating a dynamic, reflective surface that integrates with Times Square's illuminated environment. Designed by Fox & Fowle Architects, the envelope emphasizes transparency and daylight penetration while incorporating insulated glazing units for thermal performance, with the eastern and southern elevations partially clad in to address adjacent constraints. Engineering contributions from firms including & Partners focused on custom portal frames and screening elements at the base to mitigate glare and pedestrian flow impacts from surrounding signage.

Signage and exterior features

The facade of 3 Times Square consists of a contemporary curved glass curtain wall system, integrated with stone and metal panels to enhance structural integrity and by maximizing natural light while minimizing heat loss. This design, executed by Fox & Fowle Architects (now FXCollaborative), forms a distinctive tower that aligns with the dynamic urban context of , featuring a triple-height lobby entrance on Seventh Avenue. Signage elements have been integral to the exterior since the building's 2001 opening, with installing one of Times Square's early large-scale LED displays comprising 11 high-definition screens of varying sizes, extending across 22 stories on the Broadway-facing facade to broadcast financial data, graphics, and news visuals. In line with Times Square's tradition of elaborate electronic displays, these and LED features contributed to the building's visibility amid competing signage on adjacent structures. By December 2022, the signage was redeveloped into a $9 million digital "spectacular" managed by Branded Cities, transitioning from the prior configuration to a six-screen array rebranded as "The Midtown Financial" (or ""), maintaining high-resolution LED technology for and dynamic content. Concurrent renovations, announced in 2021, added a ground-level sculptural glass screen to the lobby facade, designed to diffuse the intense external lighting from and create a more controlled interior ambiance without altering the primary tower envelope.

Mechanical and sustainability systems

The mechanical core of 3 Times Square houses elevators and other vertical systems, with the building equipped with 16 passenger elevators and 2 service elevators serving its 30 stories. Recent renovations have incorporated destination dispatch elevator technology to enhance efficiency and . An emergency generator, hoisted to the rooftop during construction in 1999, provides backup power for critical operations, including life safety systems as required by building codes for high-rise structures. The HVAC system supports tenant-controlled operations with central distribution, enabling monitoring and control for optimized performance in a high-density office environment. Features such as fresh air preheating contribute to improved indoor air quality and energy management within the HVAC framework. In terms of sustainability, 3 Times Square was designed as a pioneer in energy-efficient practices upon its 2001 completion, achieving roughly 50% energy savings relative to comparable buildings of the era through integrated architectural and systems innovations. The structure lacks formal LEED certification but emphasizes operational efficiency in core mechanical functions, aligning with early 2000s advancements in commercial skyscraper design prior to widespread adoption of standardized green building metrics. Ongoing repositioning efforts, including lobby and amenity upgrades, further prioritize tenant wellness and resource optimization without specified new sustainability ratings.

Interior configuration

The interior of 3 Times Square features a renovated triple-height lobby with walls, providing a transitional space from the exterior bustle and incorporating security checkpoints. Above the lobby, the building's 30 office floors offer center-core configurations with column-free floor plates ranging from 27,667 to 35,287 square feet, allowing for flexible partitioning and generous ceiling heights. These floors include raised access flooring for infrastructure, high-speed elevators, and amenities such as a private cafe, enhanced technology systems, and wellness features. Originally configured for ' operations upon completion in 2002, the eighth floor housed a dedicated trading floor spanning 22,000 square feet with 200 workstations optimized for high-volume financial and dissemination. Subsequent renovations in the 2020s have emphasized adaptable office layouts with integration for natural light control and , supporting diverse tenancy including educational and corporate uses with provisions for internal stair connections between select floors. Advanced security systems, including turnstiles in the lobby and building-wide protocols, complement the high-speed and mechanical infrastructure designed for intensive operations.

Development and Construction

Planning and proposals

In the 1980s, the , in coordination with private developers including Park Tower Realty and the Prudential Insurance Company of America, assembled the site at the southeast corner of Seventh Avenue and 42nd Street through as part of the broader 42nd Street Development Project to redevelop Times Square's declining into a mix of office, retail, and theater spaces. Initial proposals envisioned multiple monolithic office towers on the assembled parcels, including the 3 Times Square site, with Prudential investing heavily in site acquisition and preparation. By the early 1990s, economic downturns and oversupply in the office market led Prudential and Park Tower to seek delays in the project, postponing despite having spent approximately $300 million on condemnation and planning; state officials approved interim measures like storefront refurbishments to maintain site viability while awaiting market recovery. Following the successful completion of the adjacent in 1997, Prudential marketed the remaining sites, including 3 Times Square, for development. On October 31, 1997, American Holdings Inc. announced plans for a new 32-story, 774,677-square-foot office tower on the site, to serve as its North American headquarters consolidating seven existing offices and accommodating around 3,000 employees in approximately 500,000 square feet of space; the Rudin Organization was selected as developer, with Prudential selling the and land assembly. The proposal included at the base and aligned with the ongoing revitalization under Mayor Rudolph Giuliani, securing up to $26 million in tax benefits from the Economic Development Corporation and Industrial Development Agency contingent on retaining 1,800 jobs and creating 2,348 new ones over 23 years.

Construction timeline

Construction of 3 Times Square commenced in , following site acquisition and initial planning by and developer Rudin Management. Tishman Construction acted as the primary contractor and construction manager for the 30-story office tower, overseeing of existing structures and of the steel-framed structure with its curved glass facade. The project progressed rapidly amid the late-1990s Times Square redevelopment boom, incorporating advanced mechanical systems and energy-efficient features from the outset. By mid-2000, exterior work neared completion, with visible progress on the building's envelope and signage integration. The structure achieved substantial completion in 2001, enabling to occupy the majority of its 855,000 square feet of space upon official opening that year. This timeline aligned with broader revitalization efforts, adding nearly 4 million square feet of new development in the vicinity alongside adjacent projects.

Completion and initial setup

Construction of 3 Times Square concluded in 2001 after groundbreaking in 1998, marking the completion of a 32-story office tower designed by Fox & Fowle Architects as part of the 42nd Street Development Project. The project, developed in partnership with (later ), adhered to an accelerated timeline of under three years from the start of construction, enabling prompt integration into Times Square's revitalization efforts. Upon completion, the building opened with Reuters as the primary occupant, leasing the bulk of the 774,677-square-foot structure for its North American and news operations. Initial setup involved equipping the column-free floors with state-of-the-art infrastructure tailored for high-volume and real-time financial news dissemination, including energy-efficient systems and expansive views to support ' trading and media functions. Ownership was shared initially between and partners like Rudin Management, reflecting a collaborative model to anchor the site's economic viability.

Tenancy and Operations

Original Reuters occupancy

3 Times Square was constructed specifically to serve as the North American headquarters for , a multinational news agency specializing in financial data and wire services. In a 1997 agreement with , Reuters committed to consolidating its operations from seven scattered locations across the city into the new facility, thereby retaining 1,800 existing jobs and creating 2,348 additional positions over a 23-year period. This arrangement qualified Reuters for up to $12.5 million in benefits for job retention and $13.5 million for job creation. Construction on the 32-story, 774,677-square-foot office tower began in 1998 under the development of the Rudin Organization, utilizing land acquired from Prudential Insurance. The building reached completion and opened in , at which point initially occupied approximately 500,000 square feet, representing the core of its expanded presence in . This occupancy anchored the property, with leveraging the state-of-the-art infrastructure for its global news and financial operations.

Tenant evolution and renovations

Upon its completion in 2002, 3 Times Square served primarily as the headquarters for , which occupied the majority of the 925,000-square-foot tower as its . The building's design accommodated Reuters' operational needs, including extensive newsroom facilities and trading floors, reflecting the company's central role in financial data and media services at the time. By the late 2010s and into the 2020s, began reducing its footprint amid shifts in work patterns and strategic consolidations, with reports in 2020 indicating the company was exploring the sale of its 50% ownership stake in the property. Most operations relocated elsewhere by 2024, though subsidiary West Publishing Corporation extended its lease for five years in 2023, retaining a presence on select floors. This evolution opened space for diversified tenancy, including financial firms like JPMorgan Chase & Co. and , legal practices such as Kilpatrick Townsend & Stockton, and media entities like Spectrum Reach, which relocated its headquarters to the building in 2025. To attract these new occupants amid a competitive market, joint owners Rudin Management and initiated major renovations starting in 2021, investing approximately $25 million in interior upgrades. Key changes included a redesigned triple-height glass-walled lobby with touchless entry systems, renovated destination-dispatch elevators, and enhanced upper-floor amenities to improve tenant experience and energy efficiency. Exterior modifications featured a sculptural facade screen, supported by packages totaling $415 million in 2022 and $385 million in 2025 to fund ongoing capital improvements. These efforts emphasized column-free floor plates ranging from 28,000 to 35,000 square feet and sustainable features, facilitating leases to retail tenants like Steven Madden and food brands such as KIND LLC and Remy at ground levels.

Recent leases and upgrades (2020s)

In 2021, Rudin Management initiated a $25 million of 3 Times Square, focusing on enhancing appeal amid post-pandemic market shifts, with by FXCollaborative. The upgrades included a new triple-height, glass-walled lobby to provide a serene transition from Times Square's intensity, a sculptural facade screen to diffuse external lighting glare, touchless entry systems, renovated elevator banks, and an expanded 16th-floor amenity space emphasizing workplace well-being. To fund completion, Rudin secured $415 million in refinancing in July 2022. These improvements facilitated new and expanded tenancies starting in 2022. Touro College and University System leased 243,305 square feet on a long-term basis in January 2022, occupying multiple floors in the 30-story tower. In February 2024, Kilpatrick Townsend & Stockton signed a 10-year lease for 27,667 square feet on a full floor, relocating from the W.R. Grace Building to leverage the renovated space's column-free layout and views. Most recently, in January 2025, Spectrum Reach—a division handling advertising sales—executed an 11-year lease for 55,848 square feet across the entire 26th and 27th floors, moving its headquarters to capitalize on the building's upgraded amenities and Midtown location. These deals reflect targeted efforts to attract educational, legal, and media tenants post-renovation, with occupancy driven by the property's modernized infrastructure rather than unsubstantiated market hype.

Economic and Cultural Impact

Contributions to Times Square revitalization

The construction of 3 Times Square, completed in 2001 as the new U.S. headquarters for in partnership with the Rudin Organization, exemplified corporate commitment to the ongoing revitalization of following the cleanup of and adult entertainment in the 1990s. The project consolidated ' operations from seven locations, retaining 1,800 jobs while committing to create 2,348 additional jobs over 23 years through expansion and related economic activity. This infusion of high-profile employment helped stabilize the neighborhood by attracting skilled workers and fostering daytime foot traffic, complementing public safety improvements and infrastructure upgrades under the 42nd Street Development Project. Economically, the building was projected to generate $29.3 million in annual tax revenue for , contributing to the broader district's anticipated $330–355 million in yearly economic output and support for 35,000 permanent jobs across revitalization initiatives. Its 855,000 square feet included 79,000 square feet of ground-level retail space and 34,000 square feet dedicated to , which amplified Times Square's iconic illuminated facade and drew tourist and to underutilized street levels. The incorporation of a Financial Television studio further positioned the area as a epicenter, leveraging live broadcasts to project an image of dynamism and global relevance. Mayor described the development as a milestone reinforcing City's status as the world's and information , amid efforts that had retained 35 major companies, created over 40,000 jobs, and yielded $1.38 billion in citywide tax revenue by 1997. By replacing aging structures with a modern tower at the northwest corner of 42nd Street and Seventh Avenue, 3 Times Square accelerated the shift toward Class A occupancy, encouraging subsequent investments like those by at and signaling reduced risk in an area previously plagued by . These elements collectively bolstered property values, reduced vacancy rates, and sustained the momentum of private-sector-led renewal without relying solely on public subsidies beyond targeted incentives.

Tax incentives and fiscal debates

The development of 3 Times Square benefited from multiple tax incentives aimed at encouraging commercial construction in the Times Square area during the late and early revitalization efforts. These included a 20-year exemption on construction materials valued at approximately $12.5 million, which reduced upfront costs for the project's developers, including and the Rudin Organization. Additionally, the building qualified for benefits under the city's Energy, Sales, and (ESAC) program, which provides abatements for investments in energy-efficient systems, relief on equipment, and air conditioning upgrades; as of June 30, 2022, and Rudin were still eligible for $103.6 million in outstanding ESAC tax breaks tied to these enhancements. Beyond initial construction incentives, the property has secured ongoing relief through successful assessment challenges before the Tax Commission. Between 2018 and 2022, 3 Times Square received assessment reductions in nearly every year, contributing to millions in annual tax savings for its owners despite upfront abatements already granted during development. These reductions are part of a broader pattern where office towers, including 3 Times Square, leverage tax proceedings to lower assessed values, often yielding abatements equivalent to 20-30% of billed taxes. Fiscal debates surrounding these incentives have intensified in the post-2020 era of high office vacancies, with critics arguing that programs like ESAC and assessment appeals represent a net loss to city coffers without commensurate economic returns. An analysis of luxury office deals in areas like highlighted that billions in forgone revenue from such breaks—coupled with persistent underutilization—exacerbate City's budget strains, as properties receive relief intended for job creation and revitalization but now house empty floors amid trends. Proponents, including developers, counter that initial incentives were essential for transforming a blighted district into a global commercial hub, generating indirect fiscal benefits through and ancillary business activity, though empirical data on long-term multipliers remains contested. These discussions have fueled calls for reforming commercial tax abatement programs to prioritize , such as office-to-residential conversions, over perpetuating subsidies for underoccupied skyscrapers.

Reception and Analysis

Architectural evaluations

The facade of 3 Times Square, designed by Fox & Fowle and completed in 2002, consists of a grid of deep-set window bays and curtain walls that accommodate extensive signage, reflecting its role in Times Square's commercial landscape. This modular system, with varying depths and angles, aimed to create visual dynamism and integrate with the area's illuminated billboards while incorporating energy-efficient glazing and shading. The building's form draws from the firm's prior work on , emphasizing sustainable features like high-performance envelopes to reduce energy use in a high-visibility urban context. Architectural reception has been mixed, with critics noting the design's pragmatic functionality over aesthetic innovation. Justin Davidson, in a 2008 New York magazine assessment of Midtown developments, described the structure as Fox & Fowle's "ungainly collection of intersecting planes," critiquing its compositional awkwardness amid the district's evolving skyline. This view aligns with broader commentary on early-2000s towers, which prioritized leasable signage space—mandated at 14,000 square feet for 3 Times Square—over cohesive form, resulting in a building perceived as utilitarian rather than sculptural. Proponents, including firm principal Bruce Fowle, highlighted the original intent for transparency and engagement, with the facade's setbacks and glass elements fostering a lighter presence compared to denser predecessors on the site. Subsequent renovations, including facade replacements, enhanced these qualities, making the building "more transparent, personable, and engagable." Overall, evaluations underscore 3 Times Square's success as a "green" office tower—echoing precursors like its neighbor—but fault its exterior for lacking the iconic flair of contemporaries, prioritizing commercial adaptability in a signage-driven .

Broader critiques and achievements

3 Times Square has been recognized for its pioneering integration of features at the time of its 2001 completion, including high-performance glazing on the facade to reduce , efficient HVAC systems, and developer-mandated guidelines ensuring tenant fit-outs adhered to standards. These elements qualified the project for New York State's green building tax credit enacted in 2000, marking an early effort to embed environmental considerations into a high-profile commercial tower amid Times Square's redevelopment. Wait, no wiki. Alternative: the PDF is good. The building holds certification, reflecting its commitment to reduced environmental impact through measures like column-free floor plates that facilitate flexible, efficient space use and views that minimize artificial lighting needs. In 2025, renovations led by FXCollaborative received an Honoree designation in the NYCxDESIGN Awards, acknowledging enhancements such as a new triple-height glass lobby that improves pedestrian connectivity and interior flow while maintaining the structure's modern aesthetic. Critics have questioned the value of the extensive tax abatements under programs like the Article IX-C, with 3 Times Square partners still eligible for $103.6 million in benefits as of June 2022, even as office vacancy rates soared above 20% citywide post-2020 due to shifts. Such incentives, intended to spur economic activity, have drawn accusations of constituting corporate welfare, with detractors arguing they disproportionately benefit large developers in already prime locations like without commensurate long-term public returns.

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