People have been watching the iconic New Year’s Eve ball drop in Times Square since 1907, and soon we’ll be able to experience the ball in a whole new way!
Real estate investment and management firm Jamestown, known for the redevelopment of NYC’s Chelsea Market, recently announced the $500 million redevelopment of One Times Square which will modernize the building as a 21st century visitor center.
This redevelopment will open much of the building’s interior to the public for the first time in decades and will include a viewing deck—giving visitors a closer look at the New Year’s Eve ball and an elevated view of Times Square—as well as a museum experience. The museum will tell the story of the building’s 118-year history, the beloved New Year’s Eve celebration, and its place in the history of Times Square.
When it comes to the interior, a next generation brand experience will offer brands the ability to connect with their customers through 12 floors of interactive experiences that will include digital, virtual, and augmented reality integrations. Michael Phillips, President of Jamestown, states, “…the project is representative of the future of real estate and the integration of the physical and virtual worlds. We are reimagining how spaces can be experienced by leveraging the power of AR technology and creative storytelling.”
As for the north-facing LED signs that are bright enough to make it seem like it’s always day time in Times Square, they will continue to light up the area throughout the 27-month construction period.
The redevelopment of One Times Square will bridge the digital and physical worlds at the intersection of art, technology, and entertainment, and breathe new life into this iconic NYC landmark. It is projected to open to the public in summer 2024.