NEW YORK | 1 Times Square Redevelopment

[NYguy]

This one will be great for a view of Times Square from above…


https://www.curbed.com/2022/05/one-t...vertising.html


One Times Square, Long Empty, Will Now Bring the Billboards Inside
By Kim Velsey

….. Jamestown, the longtime owner of Chelsea Market (which Google bought for $2.4 billion in 2018) plans to lease 12 floors of One Times Square for branded experiences. Companies will take over half or full floors, building out immersive spaces with digital, virtual, and augmented-reality integrations. They’ll likely be similar to the interactive van Gogh exhibit, but instead of feeling surrounded by fields of sunflowers, visitors might be immersed in the world of Coca-Cola or Kia. (Jamestown estimates that leases will run three to five years, long enough for companies to justify extensive build-outs but only about a third of what a traditional commercial lease would be

Another six floors will become a museum that will “tell the story of the building, New Year’s Eve celebration, and its place in the history of Times Square” — that is, kind of an ad for Times Square itself.

The whole thing will be topped with a viewing deck, the go-to for any new tourist attraction these days, though One Times Square has the distinction of being not so much above it all, like One Vanderbilt or the Empire State Building, but very much in the middle of things. “It’s the only building in the world that has a physical piece — celebrating New Years and the ball dropping — and also an advertising piece. It’s the only one that ties everything together,” said Michael Phillips, the company’s principal and president.