Walk into the center of the universe—or at least the corner of 42nd Street and Broadway—and you’ll see it. It’s the tall, slender skyscraper that everyone looks at but almost nobody enters. That’s One Times Square New York. It is, quite literally, the centerpiece of the most famous intersection on the planet. Yet, if you tried to walk through the front door to find an office or a condo, you’d be stopped by a construction crew or a security guard. For decades, this building has been a bit of a ghost.
It’s weird.
Think about it. New York City real estate is some of the most expensive dirt on the face of the earth. Developers fight tooth and nail for every square inch of floor space. But One Times Square? It’s been mostly vacant since the 1990s. While the outside is covered in millions of dollars’ worth of glowing LED screens, the inside has been a hollow shell of concrete and dust. It’s a billboard that happens to be shaped like a building.
The Weird History of One Times Square New York
Back in 1904, Adolph Ochs, the owner of The New York Times, decided to move his newspaper’s headquarters to what was then called Longacre Square. He built this massive, ornate skyscraper. It was the second-tallest building in the city at the time. To celebrate the opening, Ochs threw a massive New Year’s Eve bash. He set off fireworks. People loved it. But the city's smoke and debris laws eventually made the fireworks a no-go. So, in 1907, they lowered a ball made of iron and wood instead.
The newspaper actually left the building less than ten years later. They outgrew it fast. But the name stuck. Longacre Square became Times Square, and the building remained the focal point of the neighborhood.
In the 1960s, the building went through a "modernization" that many historians still hate. The Allied Chemical Corporation bought it and stripped off the beautiful, intricate stone facade. They replaced it with plain marble slabs. It looked like a giant refrigerator. By the time the late 20th century rolled around, the building was changing hands frequently. It was becoming clear that the real money wasn't in renting desks to lawyers or accountants. The money was in the skin of the building.
Why the Inside Stayed Empty
You might wonder why Jamestown L.P., the current owners who bought it in 1997, didn't just fill it with tenants. Honestly, the floor plates are tiny. Because the building is a weird, narrow wedge shape, the actual usable office space on each floor is small. Plus, the cost of bringing an old building up to modern fire codes and elevator standards is astronomical.
Instead, they realized they could make a fortune just by selling the views. The signage on One Times Square New York generates a massive chunk of the building's revenue. We’re talking millions of dollars per sign, per year. When you have brands like Samsung and Coca-Cola paying top dollar to be the backdrop of every tourist's selfie, you don't really need to worry about renting out the 15th floor to a dental practice.
The Massive $500 Million Transformation
If you’ve been to the city lately, you’ve seen the scaffolding. It’s a mess. But there’s a reason for it. After years of being a hollow billboard, One Times Square New York is finally being gutted and reborn. They aren't just fixing the pipes; they are opening it up to the public for the first time in generations.
This isn't just a "renovation." It’s a total reimagining.
The goal is to create a multi-level "brand experience." They are adding a cantilevered viewing deck. Imagine standing out over 42nd Street, looking down at the red stairs and the sea of people. It’s going to be a massive draw for the travel industry. They are also building a museum that tells the story of the building and the New Year's Eve ball drop.
The New Year’s Eve Legend
Every December 31st, the eyes of the world turn to the roof of this building. The ball drop is a logistical nightmare that works perfectly every year. The current ball is a 12-foot geodesic sphere covered in 2,688 Waterford Crystal triangles. It weighs nearly six tons.
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Most people don't realize that the ball stays on top of the building all year round. It doesn't go into a box in a warehouse somewhere. It sits there, waiting. During the current renovation, the owners have had to carefully protect the mechanism that lowers the ball while literally tearing the building apart around it.
What Most People Get Wrong About the "Center" of the Square
Tourists often get confused about which building is which. They see the bright lights of the Nasdaq screen or the Disney Store and think they are looking at the main event. But One Times Square New York is the one that stands alone on the island between Broadway and 7th Avenue.
It is the southern anchor.
Another misconception is that the building is just a steel frame for signs. While the signage is the most profitable part, the structure itself is a classic piece of New York engineering. During the current construction, they've had to reinforce the steel to handle the new observation decks and the massive weight of updated, high-resolution LED displays. These screens are so bright they can be seen from space, or at least from high-altitude flights coming into JFK and LaGuardia.
How to Experience One Times Square Today
If you’re visiting right now, you can’t go inside. Not yet. But you can still get the best views.
The most iconic angle is from the north, looking south toward 42nd Street. If you stand near the TKTS red steps, you get the full "canyon" effect of the screens. The building acts as a giant vertical stage. It’s where the countdown clock appears. It’s where the "Happy New Year" sign glows the moment the clock strikes twelve.
Practical Tips for Visitors
- Timing is Everything: If you want a photo of the building without 50,000 people in it, you have to go at 6:00 AM. Even then, the "city that never sleeps" is usually awake and drinking coffee right next to you.
- The View from Above: Since you can't go inside One Times Square yet, head to the Marriott Marquis or the R Lounge for a cocktail. They offer elevated views that look directly at the building's facade.
- Watch the Construction: It’s actually pretty fascinating to see how they are hanging the new glass sections onto the old steel frame. It’s a masterclass in urban architecture.
The building's evolution reflects the evolution of New York itself. It started as a place for "serious" news. Then it became a symbol of corporate advertising. Then it fell into a bit of a weird, vacant limbo. Now, it’s becoming an "experience." That’s the buzzword in 2026. Everything has to be an experience. You don't just look at a building; you interact with it. You go to the museum, you take a VR tour, and you stand on the glass floor.
The Future of the Billboard Building
When the renovation is finished, One Times Square New York will finally be more than just a pretty face. It will have a heartbeat again. The inclusion of "The Times Square Museum" is a big deal because, for a long time, there wasn't really a place in the neighborhood that explained why the neighborhood exists.
It’s easy to be cynical about Times Square. New Yorkers usually avoid it like the plague. It’s loud, it’s crowded, and the Elmos are aggressive. But you can't deny the gravity of that specific building. It has survived the Great Depression, the gritty 1970s, the Disneyfication of the 90s, and a global pandemic.
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It’s still standing.
The fact that someone is willing to sink half a billion dollars into a building that is mostly "signs" tells you everything you need to know about the value of attention. In the digital age, physical attention is the rarest commodity. One Times Square owns that commodity.
Take Action: Planning Your Visit
If you are planning a trip to see One Times Square New York, keep these specific steps in mind to make the most of the experience:
- Check the Construction Status: Before booking your flight, check the official Jamestown L.P. or Times Square Alliance websites. The reopening of the interior is being done in phases. You don't want to arrive expecting a museum tour only to find a plywood wall.
- Book Observation Decks in Advance: Once the new cantilevered deck opens, it will be one of the hottest tickets in town. Like the Edge or the Summit at One Vanderbilt, these spots sell out weeks in advance.
- Use Public Transit: Do not, under any circumstances, try to drive a rental car to One Times Square. Take the 1, 2, 3, 7, N, Q, R, W, or S trains to the Times Square-42nd St station. You will emerge directly at the base of the building.
- Explore the History: Spend thirty minutes reading about the 1904 opening before you go. Understanding that this was once the home of a newspaper makes the modern "news ticker" (the zipper) around the building much more meaningful.