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One Times Square

One Times Square is a 25-story located at the intersection of and Seventh Avenue in the heart of , . Originally built in 1904 as the headquarters of , it stands as an iconic landmark renowned for its extensive billboard advertising space and as the site of the annual ball drop tradition, which began in 1907. Constructed between 42nd and 43rd Streets, the building was designed by architect Cyrus L. W. Eidlitz and completed by January 1905, making it the second-tallest structure in at the time and spurring significant real estate development in the area, which was renamed from Long Acre Square. occupied the space until 1913, after which it served various commercial purposes, including as offices for Allied Chemical Corporation from 1963 onward, while the tower's upper levels increasingly became dominated by illuminated signs that transformed it into a visual centerpiece of the district. Key historical milestones include the debut of an electric in 1928 and the temporary dimming of its signs during blackout measures in 1942. Today, One Times Square is owned by , which acquired the property in 1997 and announced a $500 million redevelopment in May 2022 to convert the largely vacant interior—previously used mostly for mechanical systems and billboard infrastructure—into a modern visitor destination. The project, expected to open to the public in fall 2025, will feature a viewing deck offering elevated panoramas of and the New Year's Eve Ball, an immersive museum chronicling the building's and neighborhood's history, and 12 floors dedicated to technology-enabled brand activations, art installations, and event spaces for weddings and proposals. This transformation aims to blend the building's storied past with contemporary entertainment, reinforcing its role as a global symbol of City's vibrant energy.

Overview and significance

Building description

One Times Square, originally constructed as the Times Tower, is a 25-story measuring 363 feet (111 meters) in height, situated at 1475 Broadway on a triangular lot at the intersection of , Seventh Avenue, and the angle between West 42nd and 43rd Streets in , . Completed in 1905 to serve as the headquarters of , the building was engineered as one of the earliest steel-framed in the area, reflecting the rapid urbanization of early 20th-century . Its trapezoidal footprint, dictated by the site's geometry, accentuates the structure's vertical emphasis, positioning it as a pivotal element in the evolving skyline of what would become . The architectural design was led by the firm Eidlitz & McKenzie, with Cyrus L. W. Eidlitz and Andrew C. McKenzie as the primary architects, who drew upon precedents for a aesthetic infused with Beaux-Arts principles of symmetry, ornamentation, and classical proportion. This style manifests in the building's tripartite composition—a robust base housing commercial and entrance spaces, a slender shaft clad in white brick and terracotta detailing, and a crowning that evokes the grandeur of palazzos while incorporating subtle Gothic verticality inspired by campaniles like Giotto's. The prominent corner tower, rising sharply from the apex of the triangular site, serves as a focal point, enhancing the structure's role as a visual anchor amid the surrounding theatrical district. A defining feature of One Times Square is the extensive coverage of its facade with advertising signage, which has transformed architectural surface into a dynamic canvas of illuminated displays spanning multiple stories and wrapping around the building's edges. This signage integration, beginning in the early and evolving with technological advancements, underscores the building's adaptation from a headquarters to a commercial icon, while preserving its core structural silhouette.

Cultural and economic role

One Times Square stands as a quintessential symbol of , often regarded as the "," embodying the district's vibrant energy and global allure at the intersection of and Seventh Avenue. This iconic 25-story has become inseparable from the area's identity, serving as the epicenter for the annual ball drop, which draws worldwide attention and reinforces its status as a cultural landmark. Its towering presence, adorned with massive billboards, encapsulates the spectacle of urban life, making it a focal point for media coverage and public imagination. The building's economic significance is profound, primarily through its advertising facades, which generate substantial revenue and bolster the broader economy. As of , One Times Square's billboards produced over $20 million in annual rental income, positioning it among the most lucrative advertising venues globally. This income supports Times Square's role in City's tourism sector, which generated $74 billion in economic impact in 2023, with the district contributing nearly 15% of the city's overall economic output despite occupying just 0.1% of its land area. Annually, One Times Square attracts millions of visitors as a prime spot for photography and sightseeing, with overall welcoming about 50 million people who pass through its bustling streets. The building's exterior, illuminated by dynamic digital displays, serves as a backdrop for countless selfies and group photos, enhancing its draw for tourists seeking to capture the essence of . The ongoing $500 million , as of November 2025 scheduled to fully open in late 2025, will further amplify this appeal by introducing a wraparound and public exhibits, transforming the once office-only structure into an accessible venue for immersive experiences. In popular culture, One Times Square has achieved global recognition through its appearances in film and television, symbolizing the chaotic vibrancy of . Notably, the 2001 film featured a groundbreaking scene where navigates an eerily empty , filmed by shutting down the area for $1 million—a rare feat. Such depictions, alongside cameos in various TV shows and media events, have cemented its image as an enduring icon of American pop culture.

Site and location

Geographical position

One Times Square is situated at 40°45′23″N 73°59′11″W, marking its position at the southern edge of in , . The building occupies a compact triangular lot measuring 5,400 square feet (501 m²), bounded by along its south and west sides, Seventh Avenue to the north, and West 42nd Street to the east. This irregular shape results from the diagonal intersection of and Seventh Avenue, integrating the site deeply into the bustling urban grid of the area. As part of Manhattan's Theater District, One Times Square lies within the boundaries defined by West 40th Street to the south, West 54th Street to the north, Sixth Avenue to the east, and Eighth Avenue to the west. It is also encompassed by the Times Square Alliance district, which spans from 40th to 53rd Streets between Sixth and Eighth Avenues, and stands adjacent to the Port Authority Bus Terminal at 42nd Street and Eighth Avenue. The site's accessibility is enhanced by the nearby Times Square–42nd Street station complex, served by the 1, 2, 3, 7, N, Q, R, W, and S subway lines.

Historical development of the site

Prior to the early 1900s, the site of One Times Square formed part of Longacre Square, a bustling hub for New York's horse and carriage trade centered around the intersection of and Seventh Avenue. The site was occupied by the Pabst Hotel from 1899 until its demolition in 1902. Named after London's Long Acre district, known for its carriage manufacturing, the area in the late featured stables, riding academies, and auction houses such as the American Horse Exchange established by William K. Vanderbilt in 1881, reflecting its role as the city's primary center for equestrian commerce amid the gradual shift from horse-drawn transport. In 1902, , seeking expanded facilities beyond its cramped Park Row headquarters, acquired the Longacre Square site to construct a new amid anticipation of improved transit infrastructure, including the forthcoming subway system that would transform uptown accessibility. This purchase, announced publicly in August 1902, positioned the newspaper at the heart of an emerging commercial district, influencing the area's rebranding as in 1904 to honor the publication's presence and contributions to local development. The site's development underscored early 20th-century vertical growth in densely populated urban zones, exemplifying the rise of tall structures in mixed-use areas like . Adjacent to the intersection, the opening of the Interborough Rapid Transit (IRT) subway's original line on October 27, 1904, with a key station directly beneath, dramatically enhanced the site's commercial potential by facilitating rapid commuter access from across the city and boroughs. This boost spurred theater, retail, and office expansion in the vicinity, solidifying 's evolution from a carriage-centric outpost to a vital node in Manhattan's economic fabric.

History

Construction and New York Times era (1903–1913)

Construction of One Times Square, originally known as the Times Tower, began in mid-1903 with deep excavation for the foundations on the block bounded by Broadway, Seventh Avenue, West 42nd Street, and West 43rd Street. The cornerstone was laid on January 18, 1904, and the 25-story skyscraper was completed later that year, with The New York Times relocating its headquarters from 41 Park Row to the new building in January 1905. Designed by architect Cyrus L. W. Eidlitz in a neo-Gothic style, the structure utilized a steel skeleton clad in brick, terra cotta, and stone, enabling rapid assembly and establishing it as the second-tallest building in Manhattan at 363 feet upon completion. The building served as the primary headquarters for during the newspaper's early 20th-century expansion under publisher Adolph S. Ochs, who selected the prominent site to enhance visibility and symbolize journalistic prominence. It housed the editorial staff, a spacious in the lower levels, and presses, supporting the paper's operations amid growing in American journalism. The tower's design included a broad base for functional office spaces, with upper floors accommodating administrative functions, reflecting the era's shift toward vertical urban development for media enterprises. During its New York Times era, the building was central to major journalistic milestones, including the paper's comprehensive coverage of , for which it earned a in 1918. The newspaper's daily circulation surged from approximately 100,000 in 1901 to over 700,000 by the early 1960s, driven by its reputation for in-depth reporting and the building's role as a hub for news gathering. This growth underscored the tower's significance in the formative years of modern American print media, hosting operations that shaped public discourse on global events. Architectural innovations in One Times Square included its steel-frame construction, which facilitated swift erection in under two years, along with fully electric lighting throughout the interiors and multiple passenger elevators for vertical access across its 25 floors. In 1913, as the newspaper outgrew the space, its full operations—including editorial and executive offices—relocated to a new headquarters at 229 West 43rd Street. The building was sold to advertising executive Douglas Leigh in 1961.

Ownership transitions and office use (1963–1995)

In 1963, Allied Chemical Corporation acquired One Times Square from Douglas Leigh and initiated a comprehensive to adapt the structure for modern office and showroom purposes. The project involved stripping the building to its steel skeleton and recladding the facade with , marble, and aluminum panels, a $10 million effort that transformed its appearance while preserving the core framework. Under Allied Chemical's ownership, the building functioned primarily as corporate offices and a display space for the company's products, reflecting the shift from its original single-occupancy headquarters to multi-tenant commercial use. Allied Chemical maintained control until 1974, when it sold the property to real estate developer Alex M. for $6.25 million amid broader economic pressures in the area. had taken a long-term on the building in , renaming it Expo America and overseeing initial interior updates to attract tenants, though the effort faced challenges from Times Square's deteriorating reputation. During the , the neighborhood grappled with City's fiscal crisis, which strained and exacerbated rising rates, contributing to declining property values and reduced demand for in the vicinity. One Times Square's occupancy suffered accordingly, with interiors becoming increasingly underutilized as businesses avoided the area's high-risk environment marked by , drug trade, and . Parker sold the building in 1981 to a investment firm, Kemekod, for an undisclosed sum, marking the first of several rapid ownership transfers in the decade as investors sought opportunities amid . The property changed hands again in 1984 when Allan J. purchased it for $16.5 million, intending to position it as a viable tower despite persistent low leasing rates influenced by the ongoing . Throughout the , the structure continued to house scattered tenants, but sustained and safety concerns limited its utilization, with much of the interior space remaining vacant or minimally occupied until revitalization initiatives gained traction in the mid-1990s. In 1995, the financial firm acquired One Times Square out of bankruptcy for $27.5 million, signaling a potential turning point as citywide efforts to reclaim accelerated.

Jamestown redevelopment and modernization (1995–2025)

In 1997, Jamestown Properties acquired One Times Square from for approximately $110 million, recognizing the site's potential as a premier venue amid the broader revitalization of . Under Jamestown's ownership, the building shifted focus from traditional to , with minimal interior beyond a ground-level store, allowing the upper floors to remain largely vacant while maximizing billboard exposure. This strategic pivot capitalized on the building's visibility to over 100 million annual visitors, transforming it into a low-maintenance asset driven by exterior . During the late and , oversaw the installation of advanced LED screens on the facade, building on earlier signage additions to create dynamic digital displays that hosted major brands such as and . These upgrades, including a prominent Chevrolet-branded clock in 2006, enhanced the building's role as an advertising hub, with revenue from billboards surging to approximately $23 million annually by the early . The emphasis on and partnerships solidified One Times Square's economic viability without significant leasing, generating profits that far exceeded operational costs. In the 2020s, launched a comprehensive $500 million redevelopment project, announced in May 2022, aimed at modernizing the structure while preserving its iconic status. Key elements include replacing the aging curtain wall system, constructing a multi-level offering panoramic views of , and introducing immersive exhibits that blend art, technology, and history to engage visitors. The project also integrates enhanced features for the annual ball drop, such as improved structural support and visitor access points. As part of this initiative, nearly 18,000 square feet of new LED billboards became operational on the facade in early 2025, boosting advertising capacity with high-resolution digital capabilities. Recent milestones include the installation of the 2025 New Year's numerals atop the building in December 2024 and construction nearing completion as of November 2025. The redevelopment is scheduled to culminate in the fall 2025 opening of the One Times Square , including the marketed as the One Times Square , marking the building's first full public accessibility in over a century.

Architecture

Facade and exterior features

One Times Square's original facade, constructed in 1903–1904, consisted of a clad in cream-colored terra cotta above a base of pink Milford , executed in a Renaissance Revival style with Beaux-Arts influences that included elaborate ornamental details. The design featured arched windows on the upper stories and a prominent square campanile tower rising above the main mass, contributing to the building's striking vertical presence at the intersection of and Seventh Avenue. This cladding provided both aesthetic grandeur and fire resistance, typical of early 20th-century skyscrapers. Significant modifications began in 1963 under new owner Allied Chemical Corporation, which stripped the ornate terra cotta and exterior and replaced it with a more modern white marble panel system as part of a $10 million . By the , the building's four elevations had been extensively covered by billboards, transforming its appearance into a for commercial displays and obscuring much of the underlying facade. The triangular shape of the structure, dictated by its wedge-shaped lot at the convergence of and Seventh Avenue, inherently maximizes visibility from multiple directions in , facilitating such signage integration while exterior alterations have been permitted to support . In 2024–2025, as part of a major , the facade underwent further transformation with the of a new glass curtain wall system, replacing sections of the existing cladding to enhance aesthetics and functionality. This energy-efficient glazing, installed by W&W Glass and hung from slab edges in segments, improves penetration and overall building performance, with the project pursuing Gold certification. The building's exterior has incorporated lighting elements since the , beginning with beacons installed atop the tower in to illuminate Times Square's nighttime spectacle. These evolved through the mid-20th century with additional frameworks supporting illumination, transitioning to LED wraps by the early 2000s. This progression from to LED has allowed for more dynamic and energy-efficient exterior displays integrated directly into the facade structure.

Structural and mechanical systems

The substructure of One Times Square consists of deep caissons extending to the , which lies approximately 18 feet below the surface in the Times Square area, providing stable support for the building's irregular triangular footprint at the intersection of , Seventh Avenue, and 42nd Street. The formation, a durable , has historically enabled tall structures in by offering a firm foundation close to the surface. The superstructure features a riveted steel skeleton with concrete floors, a design that allowed for 25 stories without the use of shear walls, representing an innovative application of skeletal framing for its time in 1904 when the building was constructed as the second-tallest in New York City. This steel frame, completed prior to the laying of the cornerstone, supported the original height of 363 feet and has remained the core structural element through subsequent modifications. The original mechanical systems included coal-fired boilers for heating, typical of early 20th-century , which were replaced in the with modern HVAC systems to improve efficiency and comfort during its office use phase. As part of the 2022–2025 renovation by , new mechanical features have been added, including all-glass external smart elevators for public access to the and enhanced to meet contemporary safety standards for high-traffic visitor spaces. Seismic considerations were addressed through retrofits in the 1990s to comply with New York City's updated building codes, which incorporated earthquake-resistant provisions following the 1995 code adoption.

Interior layout and renovations

Upon its completion in 1904, One Times Square featured a ground-floor layout designed to support the operations of The New York Times, including a marble-clad lobby with neo-Gothic detailing, revolving doors, three loading bays, two storefronts, and a 58-by-38-foot brick-paved freight hall for efficient wagon access. The upper floors were allocated for editorial and administrative functions, with executive and editorial offices concentrated in the crown at the 10th and 11th stories; the 10th floor housed the main library and archival "morgue," while the 11th contained the publisher's private office and an assembly hall. The 5th floor served recreational purposes with showers and dining rooms, and the 6th through 8th floors were reserved for future expansion, all supported by a four-story base incorporating mezzanines to facilitate vertical circulation and printing workflows. Printing presses were installed in the basement levels, operational from 1913 onward, adjacent to the Interborough Rapid Transit subway platforms. Following the New York Times' departure in 1913, the building underwent significant interior modifications starting in 1963 under Allied Chemical ownership, which converted it from to a multi-tenant showroom and by stripping historical elements and installing modern glass-and-marble finishes, including plans for a ground-floor . By the late , the interior had been adapted for leasable offices across its approximately 25 stories, each with a compact floor plate of about 5,000 square feet, totaling roughly 125,000 square feet of usable space, though the pie-shaped design limited appeal to tenants. Occupancy remained low through the 1970s and 1980s, with much of the interior repurposed for storage or left vacant by the as the building shifted focus to exterior advertising revenue. Jamestown's $500 million redevelopment, initiated in 2022 and opened in fall 2025, has transformed the long-vacant interior into a public-facing , opening 12 floors to interactive experiences for the first time in decades. The redesign includes multi-level viewing platforms culminating in a wrap-around 360-degree open-air at the 19th story, accessible via two glass elevators, alongside retail areas for brand activations and dedicated event spaces for ceremonies such as weddings and proposals. Immersive media rooms feature gamified exhibitions blending historical elements with modern entertainment, while the lobby has been modernized to enhance visitor flow without altering its core footprint. Accessibility enhancements integrated into the 2025 project ensure full wheelchair compliance, including ramps, elevators, and stair-free paths where feasible, aligning with Americans with Disabilities Act standards to accommodate diverse visitors to the and event areas.

Billboards and signage

Historical evolution of displays

The advertising displays at One Times Square originated in the early with simple painted advertisements and incandescent bulb signs, introduced after relocated its headquarters from the building in 1913. These early signs were modest compared to later spectacles, primarily serving as static or minimally illuminated promotions for local businesses and events, such as scoreboards for major sporting contests like the . By the 1930s, the building featured more elaborate signage, including the iconic Gum display, which ran from approximately 1936 to 1948 and is credited as one of the first major animated advertisements in . Designed by artist Dorothy Shepard and constructed by General Outdoor Advertising, the sign depicted fish blowing bubbles in a nighttime illumination sequence, marking a shift toward dynamic visual that captivated pedestrians. This era's innovations, including the use of thousands of bulbs for , laid the groundwork for Times Square's reputation as a hub for spectacular advertising. Post-World War II, neon signage proliferated on One Times Square, enhancing the building's visibility amid the square's growing electric glow. During the Allied Chemical Corporation's ownership from 1963 to 1982, the displays shifted toward static panels integrated into the building's renovated showroom facade, prioritizing corporate promotion over animated spectacle as the company used the space to exhibit chemical products and innovations. The 1990s marked a revolutionary transition under new ownership, with the installation of the first full-color video screen on the building in 1990 by Sony Corporation—a 23.5-by-32-foot digital display that introduced video capabilities to outdoor advertising in the United States. Jamestown L.P., which acquired the property in 1997, accelerated this LED revolution by vacating office spaces and retrofitting the facade with expansive digital screens, culminating in the debut of a large-scale full-color video wall in 2003 that spanned multiple stories and enabled high-resolution, programmable content. This modernization transformed One Times Square from an office tower into a dedicated advertising platform, replacing traditional neon and static elements with energy-efficient LED technology capable of real-time updates. The revenue model for these displays evolved from fixed monthly rentals—such as the $9,000 per month (equivalent to about $117,000 today) charged for the Wrigley's sign—to dynamic auctions and short-term leasing in the digital era. By the , under Jamestown's management, the building's signage generated over $23 million annually through competitive bidding for prime slots, with rates reaching up to $10,000 per hour for high-visibility campaigns during peak events. This shift to auction-based systems, peaking at tens of millions in yearly earnings by the , underscored the economic dominance of displays, far outpacing potential rental income.

Current and technological features

As of 2025, the billboard system at One Times Square consists of nearly 18,000 square feet of LED displays distributed across the north, south, and east facades, forming a comprehensive network designed for high-visibility advertising in . These screens, totaling 17,605 square feet and comprising seven individual displays with a combined 11.4 million pixels, utilize a 12 mm pixel pitch for sharp imagery visible from street level. Technological advancements in the system include support for content delivery, advanced weatherproofing through SNA Displays' EMPIRE™ Exterior LED modules rated for continuous outdoor exposure, and AI-driven software that optimizes playback schedules based on real-time and environmental conditions. Integration with the building's upgraded allows for reliable 24/7 operation, minimizing downtime during peak viewing periods. The LED upgrades were completed and became operational in 2025 as part of the building's redevelopment, which opened to the public in fall 2025. Prominent installations feature the topmost screen, measuring 21 feet by 27 feet, which has hosted campaigns for major brands, showcasing dynamic video content at the building's pinnacle. Sustainability efforts in the latest panels include the use of energy-efficient LED technology.

New Year's Eve countdown

Origin and tradition

The New Year's Eve ball drop at One Times Square originated on December 31, 1907, when Adolph S. Ochs, publisher of The New York Times, organized the event atop the newly completed Times Building to mark the arrival of 1908. Fireworks displays, which had been a feature of earlier celebrations since 1904, were banned by city authorities due to fire safety concerns, prompting Ochs to commission a novel alternative: a 700-pound sphere made of iron and wood, measuring five feet in diameter and illuminated by 100 incandescent light bulbs. This inaugural ball, constructed by Ukrainian immigrant metalworker Jacob Starr, descended slowly along a flagpole from the building's roof, signaling midnight to a large crowd of revelers in Times Square. The tradition quickly became an annual fixture, continuing uninterrupted from 1908 through 1941 and resuming in 1944 after a wartime suspension, drawing large crowds undeterred by harsh winter weather. The concept of a descending ball was inspired by 19th-century time balls used at maritime observatories and popularized at events like the 1893 in , where similar signals synchronized clocks for public gatherings. Starr's company, , managed the ball's construction and descent for nearly a century, embedding the event as a of City's enduring spirit and resilience amid economic and social challenges. Radio broadcasts of festivities began in the late , with the first from in 1928 on WOR radio. Key milestones underscored the event's cultural significance, including its suspension from 1942 to 1943 due to wartime blackout restrictions during , when lighting was curtailed to avoid aiding enemy aircraft—yet crowds still gathered in the darkened square. Television coverage of the ball drop began locally in 1945 on in , with national broadcasts starting in the early ; provided one of the first live color telecasts of festivities in 1956. oversaw the tradition until the mid-1990s, when management transferred to the Times Square Alliance and Countdown Entertainment following the building's ownership changes, ensuring its continuity as a communal celebration of renewal.

Ball drop mechanics and innovations

The original Times Square New Year's Eve ball, introduced in 1907, was a 5-foot-diameter sphere constructed from iron and wood, weighing 700 pounds and adorned with 100 twenty-five-watt light bulbs for illumination. It was lowered via a pulley system from a atop One Times Square, beginning its descent at 11:59 p.m. and completing a 60-second drop visible to crowds below to mark the stroke of . This mechanical setup, inspired by maritime time balls, relied on manual operation synchronized with Eastern Standard Time signals from the U.S. Naval Observatory. Over the decades, the ball's materials evolved to enhance durability, visibility, and aesthetics while reducing weight for easier handling. In 1920, it was replaced with a wrought-iron version weighing 400 pounds, followed by an aluminum sphere in 1955 that weighed just 150 pounds and featured 180 incandescent bulbs. By the late , the aluminum design incorporated rhinestones and strobe lights, but the began in 2000 with the introduction of panels integrated with LED technology for the first time. The current sphere, unveiled in 2007 for the centennial, measures 12 feet in diameter, weighs 11,875 pounds, and consists of 2,688 illuminated triangles mounted on 672 LED modules, enabling over 16 million color combinations and billions of patterns. For the 2025 celebration (December 31, 2024), the ball featured updated crystal designs symbolizing unity and renewal, with final Waterford triangles installed by hand to maintain its structural integrity. The 2025 celebration featured the updated crystals, and a new ball with 5,280 panels was unveiled for the event. One Times Square opened to the public in fall 2025, incorporating the ball into its visitor attractions. Technological advancements have transformed the descent from a simple into a precisely engineered spectacle. Computer controls were first integrated in 1995, automating the for smoother operation, and by 2007, the ball's 32,256 LEDs replaced older bulbs, offering energy-efficient, programmable displays year-round. The descent mechanism now uses an electric with to ensure controlled lowering over the 77-foot , synchronized via a "" . Safety and precision are paramount in the ball's design, with the system timed to atomic clocks through GPS signals from the National Institute of Standards and Technology, achieving accuracy within one second of coordinated universal time. Weather-resistant features, including sealed LED modules and a robust aluminum frame, protect against New York's harsh elements, such as high winds and precipitation, ensuring reliable performance during the outdoor event. Additional safeguards include position sensors and an emergency stop function to halt the mechanism if anomalies are detected.

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