View source for One Times Square

{{Short description|Building in Manhattan, New York}}
{{For|other buildings called the "New York Times Building"|New York Times Building (disambiguation)}}
{{good article}}
{{Use mdy dates|date=May 2024}}
{{Use American English|date=May 2024}}
{{Infobox building
| name                = One Times Square
| status              =
| image               = File:Times Sq Feb 2017 6.jpg
| image_size          = 250px
| alt                 = Various billboards on the facade of 1 Times Square
| caption             = One Times Square in 2017 from one block north. The building is barely visible given the signage.
| location            = 1 [[Times Square]]<br>[[Manhattan]], [[New York (state)|New York]] 10036
| mapframe-wikidata = yes  
|coordinates          = {{coord|40.756421|-73.9864883|region:US:NY|format=dms|display=inline,title}}
| start_date          = {{start date and age|1903}}
| completion_date     = {{start date and age|1904}}
| opening_date        = {{start date and age|January 1, 1905}}
| architect           = [[Cyrus L. W. Eidlitz]] and Andrew C. McKenzie
| owner               = [[Jamestown L.P.]] and Sherwood Equities
| cost                =
|floor_area           = {{convert|110599|ft2|m2|abbr=on}}
| top_floor           =
| floor_count         = 25
|references           = <ref>{{cite web |title=One Times Square |publisher=[[Council on Tall Buildings and Urban Habitat]] |work=CTBUH Skyscraper Database |url=http://www.skyscrapercenter.com/building.php?building_id=15984 |date=2016 |archive-url=https://web.archive.org/web/20161117010454/http://www.skyscrapercenter.com/building/1-times-square/15984 |archive-date=November 17, 2016}}</ref><ref>{{cite web |title=Allied Chemical Building |url=http://www.skyscrapercenter.com/building/allied-chemical-building/19723 |date=2016 |publisher=Council on Tall Buildings and Urban Habitat |work=CTBUH Skyscraper Database |archive-url=https://web.archive.org/web/20161118085610/http://www.skyscrapercenter.com/building/allied-chemical-building/19723 |archive-date=November 18, 2016}}</ref><ref>{{cite web |title=1 Times Square |url=https://www.emporis.com/buildings/116304/1-times-square-new-york-city-ny-usa |date=2016 |publisher=[[Emporis]] |url-status=usurped |archive-url=https://web.archive.org/web/20160305081452/http://www.emporis.com/buildings/116304/1-times-square-new-york-city-ny-usa |archive-date=March 5, 2016}}</ref>
| building_type       =
|antenna_spire        = {{convert|417|ft|m|abbr=on}}
|roof                 = {{convert|363|ft|m|abbr=on}}
| elevator_count      =
| structural_engineer =
| main_contractor     =
| opening             =
| developer           = ''[[The New York Times]]''
| management          =
|website = {{URL|https://onetimessquare.com/}}
}}

'''One Times Square''' (also known as '''1475 Broadway''', the '''New York Times Building''', the '''New York Times Tower''', the '''Allied Chemical Tower''' or simply as the '''Times Tower''') is a 25-story, {{convert|363|ft|m|adj=mid|-high}} [[skyscraper]] on [[Times Square]] in the [[Midtown Manhattan]] neighborhood of [[New York City]], New York, U.S. Designed by [[Cyrus L. W. Eidlitz]] in the [[Gothic Revival architecture|neo-Gothic style]], the tower was built in 1903–1904 as the headquarters of ''[[The New York Times]]''. It takes up the [[city block]] bounded by [[Seventh Avenue (Manhattan)|Seventh Avenue]], [[42nd Street (Manhattan)|42nd Street]], [[Broadway (Manhattan)|Broadway]], and 43rd Street. The building's design has been heavily modified throughout the years, and all of its original architectural detail has since been removed. One Times Square's primary design features are the [[advertising]] billboards on its [[facade]], added in the 1990s. Due to the large amount of revenue generated by its signage, One Times Square is one of the most valuable advertising locations in the world.

The surrounding Longacre Square neighborhood was renamed "[[Times Square]]" during the tower's construction, and ''The New York Times'' moved into the tower in January 1905. Quickly outgrowing the tower, eight years later, the paper's offices and printing presses moved to nearby [[229 West 43rd Street]]. One Times Square remained a major focal point of the area due to its annual [[New Year's Eve]] "[[Times Square Ball|ball drop]]" festivities and the introduction of a large lighted [[News ticker#Building news tickers|news ticker]] near street-level in 1928. The Times sold the building to [[Douglas Leigh]] in 1961. [[Allied Chemical]] then bought the building in 1963 and renovated it as a showroom. Alex M. Parker took a long-term lease for the entire building in October 1973, buying it two years later. One Times Square was sold multiple times in the 1980s and continued to serve as an office building.

The financial firm [[Lehman Brothers]] acquired the building in 1995, adding billboards to take advantage of its prime location within Times Square. [[Jamestown L.P.]] has owned the building since 1997. In 2017, as part of One Times Square's redevelopment, plans were announced to construct a new Times Square museum, observation deck, and a new entrance to the [[Times Square–42nd Street]] subway station. Jamestown started a $500 million renovation of the building in 2022. The renovation will add an observation deck, a museum space, and a glass exterior, and is scheduled to be completed in 2025.

== Site ==
One Times Square is at the southern end of [[Times Square]] in the [[Midtown Manhattan]] neighborhood of [[New York City]], New York, U.S. It takes up the [[city block]] bounded by [[Seventh Avenue (Manhattan)|Seventh Avenue]] to the west, [[42nd Street (Manhattan)|42nd Street]] to the south, [[Broadway (Manhattan)|Broadway]] to the east, and 43rd Street to the north.<ref name="ZoLa">{{Cite web |title=1475 Broadway, 10036 |url=https://zola.planning.nyc.gov/l/lot/1/995/1 |url-status=live |archive-url=https://web.archive.org/web/20210928012933/https://zola.planning.nyc.gov/l/lot/1/995/1 |archive-date=September 28, 2021 |access-date=March 25, 2021 |publisher=[[New York City Department of City Planning]]}}</ref><ref name="aia5">{{cite aia5|pages=271}}</ref> The [[land lot]] is trapezoidal and covers {{cvt|5,400|ft2}}.<ref name="ZoLa" /> The full-block site has a [[frontage]] of {{convert|137.84|ft}} to the west, {{convert|58.33|ft|0}} to the south, {{convert|143|ft}} to the east, and {{convert|20|ft}} to the north.<ref name="LC p. 312">{{harvnb|Landau|Condit|1996|ps=.|p=312}}</ref><ref name="nyt-1903-06-27">{{Cite news |date=June 27, 1903 |title=A New Building for the New York Times; Plans for a Monumental Structure on Long Acre Square. The Architectural and Other Features of the Building Which Is Being Erected at the New Centre of Travel and Activity on Manhattan Island. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1903/06/27/archives/a-new-building-for-the-new-york-times-plans-for-a-monumental.html |access-date=August 6, 2022 |issn=0362-4331 |archive-date=August 6, 2022 |archive-url=https://web.archive.org/web/20220806225218/https://www.nytimes.com/1903/06/27/archives/a-new-building-for-the-new-york-times-plans-for-a-monumental.html |url-status=live }}</ref> The shape of the site arises from Broadway's diagonal alignment relative to the [[Manhattan street grid]].<ref name="Supplement p. BS7">{{harvnb|New York Times Building Supplement|1905|ps=.|p=BS7}}</ref>{{efn|This was one of four northward-facing plots south of 59th Street that were formed by the convergence of Broadway, another avenue, and a crosstown street. The [[Flatiron Building]] was built on the triangular plot south of [[Madison Square and Madison Square Park|Madison Square]], at 23rd Street and Fifth Avenue. A park was built on the plot south of [[Herald Square]], at 34th Street and Sixth Avenue. The curved site south of [[Columbus Circle]], at 59th Street and Eighth Avenue, is now occupied by [[2 Columbus Circle]].<ref name="Supplement p. BS7" />}} The building's address was originally 1475 Broadway, but it was changed to 1 Times Square in 1966.<ref name="nyt-1966-09-07" /> The current address is a vanity address assigned by the [[government of New York City]]. The addresses around Times Square are not assigned in any particular order; for example, [[2 Times Square]] is several blocks away from 1 Times Square.<ref name="nyt-1990-07-15">{{Cite news |last=Dunlap |first=David W. |date=July 15, 1990 |title=Addresses in Times Square Signal Prestige, if Not Logic |language=en-US |work=The New York Times |url=https://www.nytimes.com/1990/07/15/nyregion/addresses-in-times-square-signal-prestige-if-not-logic.html |access-date=August 9, 2022 |issn=0362-4331 |archive-date=February 10, 2022 |archive-url=https://web.archive.org/web/20220210194600/https://www.nytimes.com/1990/07/15/nyregion/addresses-in-times-square-signal-prestige-if-not-logic.html |url-status=live }}</ref>

Nearby buildings include [[1501 Broadway]] to the north, [[1500 Broadway]] to the northeast, [[4 Times Square]] to the east, [[The Knickerbocker Hotel]] to the southeast, the [[Times Square Tower]] to the south, [[5 Times Square]] to the southwest, and [[3 Times Square]] to the west.<ref name="ZoLa" /><ref name="aia5" /> An entrance to the [[New York City Subway]]'s [[Times Square–42nd Street station]], served by the {{NYCS trains|Times Square}}, is directly adjacent to the building. There is also an entrance to the [[42nd Street–Bryant Park/Fifth Avenue station]], served by the {{NYCS trains|Bryant Park}}, less than a block east.<ref>{{cite web |date=2018 |title=MTA Neighborhood Maps: Times Sq-42 St (S) |url=https://new.mta.info/document/2711 |url-status=live |access-date=September 13, 2018 |website=[[Metropolitan Transportation Authority|mta.info]] |publisher=[[Metropolitan Transportation Authority]] |archive-date=August 29, 2021 |archive-url=https://web.archive.org/web/20210829194031/https://new.mta.info/document/2711}}</ref>

Prior to the construction of what is now One Times Square, the northern end of the site had been part of the estate of [[Amos Eno|Amos R. Eno]], which had sold the site in 1901 to the Subway Realty Company.<ref>{{Cite news |date=April 25, 1901 |title=New Subway Company Buys Broadway Site; The Deal May Foreshadow Station Changes at 42d Street. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1901/04/25/archives/new-subway-company-buys-broadway-site-the-deal-may-foreshadow.html |access-date=August 6, 2022 |issn=0362-4331 |archive-date=September 4, 2022 |archive-url=https://web.archive.org/web/20220904125043/https://www.nytimes.com/1901/04/25/archives/new-subway-company-buys-broadway-site-the-deal-may-foreshadow.html |url-status=live }}</ref> The southern end contained the [[Pabst Hotel]],<ref name="nyt-1902-08-04">{{Cite news |date=August 4, 1902 |title=A New Home for the New York Times; The Newspaper to Move Up Town Early in 1904. It Is to Have a Modern Steel-Construction Building on the Triangle at Broadway, Seventh Avenue and West 42d Street. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1902/08/04/archives/a-new-home-for-the-new-york-times-the-newspaper-to-move-up-town.html |access-date=August 6, 2022 |issn=0362-4331 |archive-date=September 4, 2022 |archive-url=https://web.archive.org/web/20220904125043/https://www.nytimes.com/1902/08/04/archives/a-new-home-for-the-new-york-times-the-newspaper-to-move-up-town.html |url-status=live }}</ref> which had been built on land leased from Charles Thorley.<ref>{{Cite news |date=September 25, 1902 |title=Found Place Where Young Bought Trunk; Dealer and His Son Say Purchaser Was Clean Shaven |language=en-US |work=The New York Times |url=https://www.nytimes.com/1902/09/25/archives/found-place-where-young-bought-trunk-dealer-and-his-son-say.html |access-date=August 6, 2022 |issn=0362-4331 |archive-date=August 6, 2022 |archive-url=https://web.archive.org/web/20220806212244/https://www.nytimes.com/1902/09/25/archives/found-place-where-young-bought-trunk-dealer-and-his-son-say.html |url-status=live }}</ref> The southeast corner of the building originally contained a plaque containing Thorley's name, as he had required that his name be placed on any building that was constructed on the site.<ref name="nyt-1963-08-24">{{Cite news |last=Talese |first=Gay |date=August 24, 1963 |title=Times Square Loses Name That Abided 60 Years; Immortalization in Granite Proves All Too Mortal Refacing of Times Tower to Remove Thorley 'Plaques' A Budding Career Lease at $4,000 a Year |language=en-US |work=The New York Times |url=https://www.nytimes.com/1963/08/24/archives/times-square-loses-name-that-abided-60-years-immortalization-in.html |url-status=live |access-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805190849/https://www.nytimes.com/1963/08/24/archives/times-square-loses-name-that-abided-60-years-immortalization-in.html |archive-date=August 5, 2022 |issn=0362-4331}}</ref><ref name="p1326871256">{{cite news |date=March 16, 1961 |title=Douglas Leigh New Owner: 'Times' Sells Times Tower; Exhibition Hall Is Planned |page=1 |work=New York Herald Tribune |issn=1941-0646 |id={{ProQuest|1326871256}}}}</ref> [[The New York Times Company]] bought the site in 1927, four years after Thorley died, but the plaques remained until 1963.<ref name="nyt-1963-08-24" />

==History==

=== ''Times'' ownership ===
Newspaper publisher [[Adolph Ochs]] purchased ''[[The New York Times]]'' in 1896.<ref>{{Cite news |last=Dunlap |first=David W. |date=March 17, 1999 |title=Former Times Building Is Named a Landmark |language=en-US |work=The New York Times |url=https://www.nytimes.com/1999/03/17/nyregion/former-times-building-is-named-a-landmark.html |url-status=live |access-date=July 14, 2020 |archive-url=https://web.archive.org/web/20200605145431/https://www.nytimes.com/1999/03/17/nyregion/former-times-building-is-named-a-landmark.html |archive-date=June 5, 2020 |issn=0362-4331}}</ref> The paper was then headquartered at [[41 Park Row]] in [[Lower Manhattan]], within the city's [[Newspaper Row (New York City)|Newspaper Row]]. The ''Times'' expanded greatly under Ochs's leadership,<ref>{{cite report |url=http://s-media.nyc.gov/agencies/lpc/lp/2031.pdf |title=(Former) New York Times Building |date=March 16, 1999 |publisher=[[New York City Landmarks Preservation Commission]] |page=6 |access-date=August 6, 2022 |archive-date=November 4, 2021 |archive-url=https://web.archive.org/web/20211104135838/http://s-media.nyc.gov/agencies/lpc/lp/2031.pdf |url-status=live }}</ref> prompting him to acquire land for a new headquarters in Longacre Square.<ref name="NYCL p. 3">{{cite report |url=http://s-media.nyc.gov/agencies/lpc/lp/2091.pdf |title=New York Times Building (originally the Times Annex) |date=April 24, 2001 |publisher=[[New York City Landmarks Preservation Commission]] |pages=2–3 |access-date=August 5, 2022 |archive-url=https://web.archive.org/web/20210928125211/http://s-media.nyc.gov/agencies/lpc/lp/2091.pdf |archive-date=September 28, 2021 |url-status=live |ref={{harvid|Landmarks Preservation Commission|2001}}}}</ref> In August 1902, Ochs purchased the former Eno ground from the Subway Realty Company and obtained a long-term lease from Charles Thorley on the ground under the Pabst Hotel.<ref name="nyt-1902-08-04" /><ref>{{Cite magazine |date=August 9, 1902 |title=Leases—Borough of Manhattan |url=https://rerecord.library.columbia.edu/document.php?vollist=1&vol=ldpd_7031148_030&page=ldpd_7031148_030_00000283 |volume=70 |page=209 |via=[[Columbia University|columbia.edu]] |magazine=The Real Estate Record: Real estate record and builders' guide |number=1795 |access-date=August 6, 2022 |archive-date=August 6, 2022 |archive-url=https://web.archive.org/web/20220806212246/https://rerecord.library.columbia.edu/document.php?vollist=1&vol=ldpd_7031148_030&page=ldpd_7031148_030_00000283 |url-status=live }}</ref> At the time, the [[Early history of the IRT subway|first line of the New York City Subway]] was being constructed through the site, spurring commercial growth in the surrounding neighborhood.<ref>{{cite web |last=Hood |first=Clifton |date=1978 |title=The Impact of the IRT in New York City |url=https://tile.loc.gov/storage-services/master/pnp/habshaer/ny/ny0300/ny0387/data/ny0387data.pdf |access-date=December 20, 2020 |publisher=Historic American Engineering Record |pages=182 |postscript=. {{PD-notice}} |archive-date=January 17, 2021 |archive-url=https://web.archive.org/web/20210117001227/https://tile.loc.gov/storage-services/master/pnp/habshaer/ny/ny0300/ny0387/data/ny0387data.pdf |url-status=live }}</ref> In deciding to relocate to Longacre Square, the ''Times'' cited the fact that the [[New York City Subway]]'s [[Times Square–42nd Street station|Times Square station]] would be directly adjacent to the new building, thus allowing the paper to expand its circulation.<ref name="nyt-1902-08-04" /><ref name="p571264569">{{cite news |date=August 4, 1902 |title=New Home for "The Times": It Announces Plans for Its Uptown Building |page=7 |work=New-York Tribune |id={{ProQuest|571264569}}}}</ref>

==== Headquarters ====
[[File:One Times Square under construction 1903.jpg|thumb|left|alt=The Times Tower as seen in 1903 while under construction|Under construction in 1903]]
In mid-1902, the ''Times'' hired architect [[Cyrus L. W. Eidlitz]] to draw up plans for its skyscraper headquarters at Longacre Square.<ref name="p571264569" /><ref name="Construction of Times Building p. 2">{{harvnb|New York Times Building Supplement|1905|ps=.|p=BS18}}</ref> Site clearing began in December 1902 and was completed within two months. Afterward, workers began constructing the building's concrete, brickwork, and ironwork in mid-1903.<ref name="Construction of Times Building p. 2" /> By the end of the year, the steel frame was being constructed at a rate of three stories per week.<ref name="nyt-1903-11-29">{{Cite news |date=November 29, 1903 |title=Enormous Weight of Modern Structures; Uneven Pressures to Contend With in the New Times Building. Skeleton Frame Going Up at the Rate of About Three Stories a Week – How All the Steel Is Tested. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1903/11/29/archives/enormous-weight-of-modern-structures-uneven-pressures-to-contend.html |access-date=August 6, 2022 |issn=0362-4331 |archive-date=September 4, 2022 |archive-url=https://web.archive.org/web/20220904125044/https://www.nytimes.com/1903/11/29/archives/enormous-weight-of-modern-structures-uneven-pressures-to-contend.html |url-status=live }}</ref>  Ochs's 11-year-old daughter [[Iphigene Ochs Sulzberger|Iphigene Bertha Ochs]] laid the building's cornerstone on January 18, 1904, after the steel frame had been completed.<ref name="nyt-1904-01-19">{{Cite news |date=January 19, 1904 |title=New Times Building Cornerstone Laid; Bishop Henry C. Potter Invokes Blessings on the Structure |language=en-US |work=The New York Times |url=https://www.nytimes.com/1904/01/19/archives/new-times-building-cornerstone-laid-bishop-henry-c-potter-invokes.html |access-date=August 7, 2022 |issn=0362-4331 |archive-date=September 4, 2022 |archive-url=https://web.archive.org/web/20220904125043/https://www.nytimes.com/1904/01/19/archives/new-times-building-cornerstone-laid-bishop-henry-c-potter-invokes.html |url-status=live }}</ref><ref>{{cite news |date=January 19, 1904 |title=Bishop Potter at the Ceremony: Offers Prayer at Laying of Cornerstone of New Times Building |page=6 |work=New-York Tribune |id={{ProQuest|571528689}}}}</ref> Ochs successfully persuaded the [[New York City Board of Aldermen]] to rename the surrounding area after the newspaper, and Longacre Square was renamed [[Times Square]] in April 1904.<ref>{{Cite news |date=April 6, 1904 |title=To Be Called Times Square; Aldermen Vote to Rename Long Acre Square, Site of New Times Building. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1904/04/06/archives/to-be-called-times-square-aldermen-vote-to-rename-long-acre-square.html |access-date=August 7, 2022 |issn=0362-4331 |archive-date=August 7, 2022 |archive-url=https://web.archive.org/web/20220807015450/https://www.nytimes.com/1904/04/06/archives/to-be-called-times-square-aldermen-vote-to-rename-long-acre-square.html |url-status=live }}</ref> Workers were installing interior finishes by the next month.<ref name="Construction of Times Building p. 2" /> Construction was temporarily halted that August when seventeen workers' unions went on strike.<ref>{{cite news |date=August 2, 1904 |title=Stop Building Work: Seventeen Unions Represented in New York Strike. |page=5 |newspaper=The Washington Post |issn=0190-8286 |id={{ProQuest|144508368}}}}</ref><ref>{{cite news |date=August 2, 1904 |title=Big Strike in New York: Work Stopped on a Number of Important Buildings |page=1 |work=The Hartford Courant|issn=1047-4153 |id={{ProQuest|555246037}}}}</ref> According to the ''Times'', the building's completion was delayed by 299 days due to various strikes during the project, as well as inclement weather.<ref>{{harvnb|New York Times Building Supplement|1905|ps=.|pp=BS18–BS19}}</ref>

Prior to the building's completion, in November 1904, the ''Times'' used searchlights on the facade to display the results of the [[1904 United States presidential election]]. The ''Times'' indicated which candidate won by flashing searchlights on different sides of the building.<ref>{{Cite news |date=November 6, 1904 |title=Election Results by Times Building Flash; Steady Light Westward – Roosevelt; Eastward – Parker |language=en-US |work=The New York Times |url=https://www.nytimes.com/1904/11/06/archives/election-results-by-times-building-flash-steady-light-westward.html |access-date=August 8, 2022 |issn=0362-4331 |archive-date=August 8, 2022 |archive-url=https://web.archive.org/web/20220808200925/https://www.nytimes.com/1904/11/06/archives/election-results-by-times-building-flash-steady-light-westward.html |url-status=live }}</ref> ''The New York Times'' officially moved into the building on January 1, 1905.<ref>{{Cite news |date=January 2, 1905 |title=To-day's Times Issued From Its New Home; Delicate Task of Removal Was Well Completed |language=en-US |work=The New York Times |url=https://www.nytimes.com/1905/01/02/archives/todays-times-issued-from-its-new-home-delicate-task-of-removal-was.html |access-date=August 8, 2022 |issn=0362-4331 |archive-date=August 8, 2022 |archive-url=https://web.archive.org/web/20220808200926/https://www.nytimes.com/1905/01/02/archives/todays-times-issued-from-its-new-home-delicate-task-of-removal-was.html |url-status=live }}</ref> To help promote the new headquarters, the ''Times'' held a [[New Year's Eve]] event on December 31, 1904, welcoming the year 1905 with a fireworks display set off from the roof of the building at midnight.<ref>{{cite book |last=Brainerd |first=Gordon |url=https://books.google.com/books?id=xwfvOEepXDEC&pg=PA58 |title=Bell Bottom Boys |date=2006 |publisher=Infinity Publishing |isbn=9780741433992 |page=58 |access-date=September 16, 2020 |archive-url=https://web.archive.org/web/20220805190848/https://books.google.com/books?id=xwfvOEepXDEC&pg=PA58 |archive-date=August 5, 2022 |url-status=live}}</ref><ref name="crump">{{cite book |last=Crump |first=William D. |url=https://books.google.com/books?id=ujTfCwAAQBAJ&pg=PA242 |title=Encyclopedia of New Year's Holidays Worldwide |date=2014 |publisher=McFarland |isbn=9781476607481 |page=242 |access-date=September 16, 2020 |archive-url=https://web.archive.org/web/20220619171810/https://books.google.com/books?id=ujTfCwAAQBAJ&pg=PA242 |archive-date=June 19, 2022 |url-status=live}}</ref><ref name="Green">{{cite news |last=Boxer |first=Sarah B. |url=http://www.cnn.com/2007/US/12/31/new.year.us/?iref=mpstoryview |title=NYC ball drop goes 'green' on 100th anniversary |publisher=[[CNN]] |date=December 31, 2007 |archive-url=https://web.archive.org/web/20140103235346/http://edition.cnn.com/2007/US/12/31/new.year.us/?iref=mpstoryview |archive-date=January 3, 2014}}</ref> The event was a success, attracting 200,000 spectators, and was repeated annually through 1907.<ref name="crump" /><ref name="Green" /> Hegeman & Company leased most of the ground level in mid-1905, opening a drug store within that space.<ref>{{Cite news |date=July 31, 1905 |title=Great Drug Store to Be in the Times Building; Hegeman & Co. to Have One of the Largest in the World. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1905/07/31/archives/great-drug-store-to-be-in-the-times-building-hegeman-co-to-have-one.html |access-date=August 8, 2022 |issn=0362-4331 |archive-date=August 8, 2022 |archive-url=https://web.archive.org/web/20220808212320/https://www.nytimes.com/1905/07/31/archives/great-drug-store-to-be-in-the-times-building-hegeman-co-to-have-one.html |url-status=live }}</ref> The same year, the paper started operating a [[stereopticon]] machine on the north side of the building, displaying news bulletins.<ref>{{Cite news |date=November 5, 1905 |title=News Will Be Plashed from the Tower of The Times Building on Tuesday Night. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1905/11/05/archives/news-will-be-plashed-from-the-tower-of-the-times-building-on.html |access-date=August 8, 2022 |issn=0362-4331 |archive-date=August 8, 2022 |archive-url=https://web.archive.org/web/20220808212330/https://www.nytimes.com/1905/11/05/archives/news-will-be-plashed-from-the-tower-of-the-times-building-on.html |url-status=live }}</ref> In addition, the ''Times'' experimented with transmitting music and telephone messages to the top of its tower in 1907.<ref>{{Cite news |date=March 8, 1907 |title=Music by Wireless to the Times Tower; Telephone Messages Also Received Through the Ether |language=en-US |work=The New York Times |url=https://www.nytimes.com/1907/03/08/archives/music-by-wireless-to-the-times-tower-telephone-messages-also.html |access-date=August 8, 2022 |issn=0362-4331 |archive-date=August 8, 2022 |archive-url=https://web.archive.org/web/20220808212328/https://www.nytimes.com/1907/03/08/archives/music-by-wireless-to-the-times-tower-telephone-messages-also.html |url-status=live }}</ref>

In 1908, Ochs replaced the fireworks display with the lowering of a [[Times Square Ball|lit ball]] down the building's flagpole at midnight, patterned off the use of [[time ball]]s to indicate a certain time of day.<ref name="Green" /><ref name="mckendry" /><ref name="lankevich" /> By then, the New York City government had banned the fireworks displays, which were detonated directly over the crowd and, thus, posed a danger.<ref>{{Cite news |last=Nash |first=Eric P. |date=December 30, 2001 |title=F.Y.I. |language=en-US |work=The New York Times |url=https://www.nytimes.com/2001/12/30/nyregion/fyi-849855.html |access-date=August 12, 2022 |issn=0362-4331 |archive-date=August 12, 2022 |archive-url=https://web.archive.org/web/20220812181129/https://www.nytimes.com/2001/12/30/nyregion/fyi-849855.html |url-status=live }}</ref> The "ball drop" was directly inspired by a time ball atop the [[Western Union Telegraph Building]] in lower Manhattan.<ref>{{cite news |date=December 30, 1965 |title=What's Your Problem? |page=48 |newspaper=Newsday|issn=2574-5298 |url=https://www.newspapers.com/clip/105829362/newsday-nassau-edition/ |access-date=July 18, 2022 |archive-date=July 18, 2022 |archive-url=https://web.archive.org/web/20220718130139/https://www.newspapers.com/clip/105829362/newsday-nassau-edition/ |url-status=live }}</ref> By then, Times Square had become a popular venue for New Year's celebrations.<ref>{{Cite news |date=December 31, 1907 |title=Watch the Times Tower; The Descent of an Electric Ball Will Mark the Arrival of 1908 To-night. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1907/12/31/archives/watch-the-times-tower-the-descent-of-an-electric-ball-will-mark-the.html |access-date=August 8, 2022 |issn=0362-4331 |archive-date=August 8, 2022 |archive-url=https://web.archive.org/web/20220808213408/https://www.nytimes.com/1907/12/31/archives/watch-the-times-tower-the-descent-of-an-electric-ball-will-mark-the.html |url-status=live }}</ref> The ball drop is still held atop One Times Square, attracting an average of one million spectators yearly.<ref name="Green" /><ref name="mckendry">{{cite book |last=McKendry |first=Joe |url=https://books.google.com/books?id=S1FfFwpp5Z4C&pg=PT10 |title=One Times Square: A Century of Change at the Crossroads of the World |date=2011 |publisher=David R. Godine Publisher |isbn=9781567923643 |pages=10–14 |access-date=September 16, 2020 |archive-url=https://web.archive.org/web/20171010021644/https://books.google.com/books?id=S1FfFwpp5Z4C&pg=PT10 |archive-date=October 10, 2017 |url-status=live}}</ref><ref name="lankevich">{{cite book |last=Lankevich |first=George J. |url=https://books.google.com/books?id=fSv3JxmjLo4C&pg=PA1892 |title=Postcards from Times Square |date=2001 |publisher=Square One Publishers |isbn=9780757001000 |page=20 |access-date=September 16, 2020 |archive-url=https://web.archive.org/web/20220805190849/https://books.google.com/books?id=fSv3JxmjLo4C&pg=PA1892 |archive-date=August 5, 2022 |url-status=live}}</ref> The Times Tower was also used for telegraph experiments,<ref>{{Cite news |date=January 18, 1908 |title=Times Tower Gets Porto Rico Message; New Wireless Receiver Intercepts Dispatch After Other Stations Failed to Take It |language=en-US |work=The New York Times |url=https://www.nytimes.com/1908/01/18/archives/times-tower-gets-porto-rico-message-new-wireless-receiver.html |access-date=August 8, 2022 |issn=0362-4331 |archive-date=August 8, 2022 |archive-url=https://web.archive.org/web/20220808212328/https://www.nytimes.com/1908/01/18/archives/times-tower-gets-porto-rico-message-new-wireless-receiver.html |url-status=live }}</ref> and its searchlights continued to display election results, including those for the [[1908 United States presidential election]].<ref>{{Cite news |date=November 2, 1908 |title=The Times to Flash Election Results; North Means "Taft," South "Bryan," West "Hughes," and East "Chanler" |language=en-US |work=The New York Times |url=https://www.nytimes.com/1908/11/02/archives/the-times-to-flash-election-results-north-means-taft-south-bryan.html |access-date=August 8, 2022 |issn=0362-4331 |archive-date=August 8, 2022 |archive-url=https://web.archive.org/web/20220808212320/https://www.nytimes.com/1908/11/02/archives/the-times-to-flash-election-results-north-means-taft-south-bryan.html |url-status=live }}</ref> The building's roof attracted visitors such as French author [[Pierre Loti]], who called the Times Tower "one of the boldest" of New York City's skyscrapers,<ref>{{Cite news |date=February 23, 1913 |title=Loti Amazed by Times Tower View; Tells in His Impressions of New York How the City Frightened and Fascinated Him. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1913/02/23/archives/loti-amazed-by-times-tower-view-tells-in-his-impressions-of-new.html |access-date=September 2, 2022 |issn=0362-4331 |archive-date=September 2, 2022 |archive-url=https://web.archive.org/web/20220902183106/https://www.nytimes.com/1913/02/23/archives/loti-amazed-by-times-tower-view-tells-in-his-impressions-of-new.html |url-status=live }}</ref> and [[Jamalul Kiram II]], the [[Sultanate of Sulu|Sultan of Sulu]].<ref>{{Cite news |date=September 25, 1910 |title=New York's Marvels Awe Sultan of Sulu; Kiram II. and His Suite Greatly Impressed by the View of the City from The Times Tower. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1910/09/25/archives/new-yorks-marvels-awe-sultan-of-sulu-kiram-ii-and-his-suite-greatly.html |access-date=September 2, 2022 |issn=0362-4331 |archive-date=September 2, 2022 |archive-url=https://web.archive.org/web/20220902183100/https://www.nytimes.com/1910/09/25/archives/new-yorks-marvels-awe-sultan-of-sulu-kiram-ii-and-his-suite-greatly.html |url-status=live }}</ref>

==== ''Times'' relocation and office use ====
[[File:King's Color-graphs of New York City18.jpg|thumb|alt=Color portrait of the Times Tower, published in the 1910 book "King's Color-graphs of New York City". There are small portraits of other buildings on each corner of the Times Tower portrait.|Color portrait of the Times Tower in 1910]]
There was so little space on the Times Tower site that its mechanical basements had to descend as much as {{cvt|65|ft}}. By the early 1910s, the Times Square area had become densely developed with restaurants, theaters, hotels, and office buildings.<ref>{{Cite news |date=March 29, 1911 |title=A Times Annex Near Times Square; Building 143 by 100 Is to be Constructed to Meet This Paper's Needs. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1911/03/29/archives/a-times-annex-near-times-square-building-143-by-100-is-to-be.html |url-status=live |access-date=February 16, 2022 |archive-url=https://web.archive.org/web/20220216154155/https://www.nytimes.com/1911/03/29/archives/a-times-annex-near-times-square-building-143-by-100-is-to-be.html |archive-date=February 16, 2022 |issn=0362-4331}}</ref> Despite the dearth of space, a ''Times'' booklet said: "It did not occur to anyone to suggest that the [''Times''] should desert Times Square."<ref name="NYCL p. 3" /><ref>{{Cite book |title=The Times Annex: A Wonderful Workshop |date=1913 |publisher=The New York Times Company |page=27}}</ref> On February 2, 1913, eight years after it moved to One Times Square,<ref>{{cite news |date=February 4, 1913 |title=The "New York Times" |page=8 |work=The Hartford Courant|issn=1047-4153 |id={{ProQuest|555973270}}}}</ref> the ''Times'' moved its corporate headquarters to [[229 West 43rd Street]],<ref name="mckendry" /><ref name="lankevich" /> where it remained until 2007.<ref>{{Cite news |last=Ouroussoff |first=Nicolai |date=November 20, 2007 |title=Pride and Nostalgia Mix in The Times's New Home |language=en-US |work=The New York Times |url=https://www.nytimes.com/2007/11/20/arts/design/20time.html |access-date=September 18, 2021 |issn=0362-4331 |archive-date=June 14, 2021 |archive-url=https://web.archive.org/web/20210614193009/https://www.nytimes.com/2007/11/20/arts/design/20time.html |url-status=live}}</ref> Most of the ''Times''{{'s}} operations quickly moved to the annex, except for the publishing and subscription divisions.<ref name="NYCL p. 3" /> The ''Times'' retained ownership of the Times Tower and leased out the former space there.<ref>{{cite web |title=History of Times Square |url=https://www.telegraph.co.uk/news/worldnews/northamerica/usa/8664743/History-of-Times-Square.html |date=July 27, 2011 |work=[[The Daily Telegraph|The Telegraph]] |location=London |archive-url=https://web.archive.org/web/20160310182554/http://www.telegraph.co.uk/news/worldnews/northamerica/usa/8664743/History-of-Times-Square.html |archive-date=March 10, 2016}}</ref><ref name="wired-tsticker">{{cite magazine |last=Long |first=Tony |title=Nov. 6, 1928: All the News That's Lit |url=https://www.wired.com/science/discoveries/news/2008/11/dayintech_1106 |magazine=[[Wired (magazine)|Wired]] |date=November 6, 2008 |archive-url=https://web.archive.org/web/20081109045410/http://www.wired.com/science/discoveries/news/2008/11/dayintech_1106 |archive-date=November 9, 2008}}</ref><ref>{{cite press release |title=The New York Times Company Enters The 21st Century With A New Technologically Advanced And Environmentally Sensitive Headquarter |url=http://www.newyorktimesbuilding.com/pdf/FactSheet2007.pdf |publisher=[[The New York Times Company]] |date=November 16, 2007 |archive-url=https://web.archive.org/web/20080227024735/http://www.newyorktimesbuilding.com/pdf/FactSheet2007.pdf |archive-date=February 27, 2008}}</ref> The building continued to be popularly known as the Times Tower for half a century.<ref>{{Cite news |date=November 25, 1961 |title=Times Tower Fire Still a Mystery; Inspection Turns Up No Clue to Fatal Blaze's Origin |language=en-US |work=The New York Times |url=https://www.nytimes.com/1961/11/25/archives/times-tower-fire-still-a-mystery-inspection-turns-up-no-clue-to.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805190849/https://www.nytimes.com/1961/11/25/archives/times-tower-fire-still-a-mystery-inspection-turns-up-no-clue-to.html |url-status=live}}</ref>

The original Times Square Ball above the Times Tower was replaced following the 1919–1920 New Year's celebrations.<ref name="crump" /> A neon beacon was installed atop the Times Tower's roof in September 1928.<ref>{{Cite news |date=September 1, 1928 |title=Beacon on Times Building; Neon Light, Visible for 50 Miles, Adds to Brilliance of Square. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1928/09/01/archives/beacon-on-times-building-neon-light-visible-for-50-miles-adds-to.html |access-date=September 2, 2022 |issn=0362-4331 |archive-date=September 2, 2022 |archive-url=https://web.archive.org/web/20220902183102/https://www.nytimes.com/1928/09/01/archives/beacon-on-times-building-neon-light-visible-for-50-miles-adds-to.html |url-status=live }}</ref> An [[Electromechanics|electromechanical]] ''[[Motograph News Bulletin]]'' [[news ticker]], colloquially known as the "zipper", started operating near the base of the building on November 6, 1928,<ref name="nyt-1928-11-08">{{Cite news |date=November 8, 1928 |title=Huge Times Sign Will Flash News; Electric Bulletin Board, Used for the Election, Will Be in Nightly Operation |language=en-US |work=The New York Times |url=https://www.nytimes.com/1928/11/08/archives/huge-times-sign-will-flash-news-electric-bulletin-board-used-for.html |access-date=September 2, 2022 |issn=0362-4331 |archive-date=September 2, 2022 |archive-url=https://web.archive.org/web/20220902183105/https://www.nytimes.com/1928/11/08/archives/huge-times-sign-will-flash-news-electric-bulletin-board-used-for.html |url-status=live }}</ref><ref>{{Cite news |date=November 9, 1928 |title=14,800 Bulbs Give News to New York |pages=13 |work=The Gazette |url=https://www.newspapers.com/clip/108802864/14800-bulbs-give-news-to-new-york/ |access-date=September 2, 2022 |archive-date=September 2, 2022 |archive-url=https://web.archive.org/web/20220902183106/https://www.newspapers.com/clip/108802864/14800-bulbs-give-news-to-new-york/ |url-status=live }}</ref> after eight weeks of installation.<ref name="nyt-1948-11-02">{{Cite news |date=November 2, 1948 |title=The Times' Famous News Sign Will Be 20 Years Old Saturday; Among First Moving Electric Bulletins Was Description of President Hoover's Election – Many Momentous Stories Told |language=en-US |work=The New York Times |url=https://www.nytimes.com/1948/11/02/archives/the-times-famous-news-sign-will-be-20-years-old-saturday-among.html |access-date=September 2, 2022 |issn=0362-4331 |archive-date=September 2, 2022 |archive-url=https://web.archive.org/web/20220902183119/https://www.nytimes.com/1948/11/02/archives/the-times-famous-news-sign-will-be-20-years-old-saturday-among.html |url-status=live }}</ref> The zipper originally consisted of 14,800 light bulbs, with the display controlled by a [[chain conveyor]] system inside the building; individual letter elements (a form of [[movable type]]) were loaded into frames to spell out news headlines. As the frames moved along the conveyor, the letters themselves triggered [[electrical contacts]] which lit the external bulbs (the zipper was later upgraded to use modern [[Light-emitting diode|LED]] technology).<ref name="nyt-1928-11-08" /><ref>{{cite book |last1=Young |first1=Greg |url=https://books.google.com/books?id=shSrDAAAQBAJ&pg=PA289 |title=The Bowery Boys: Adventures in Old New York: An Unconventional Exploration of Manhattan's Historic Neighborhoods, Secret Spots and Colorful Characters |last2=Meyers |first2=Tom |date=2016 |publisher=Ulysses Press |isbn=9781612435763 |page=289 |access-date=September 16, 2020 |archive-url=https://web.archive.org/web/20220805190903/https://books.google.com/books?id=shSrDAAAQBAJ&pg=PA289 |archive-date=August 5, 2022 |url-status=live}}</ref><ref name="poulin">{{cite book |last=Poulin |first=Richard |title=Graphic Design and Architecture, A 20th Century History: A Guide to Type, Image, Symbol, and Visual Storytelling in the Modern World |url=https://books.google.com/books?id=hBR_J9jliugC&pg=PA53 |publisher=Rockport Publishers |date=2012 |page=53 |isbn=9781592537792 |access-date=September 16, 2020 |archive-date=October 10, 2017 |archive-url=https://web.archive.org/web/20171010021653/https://books.google.com/books?id=hBR_J9jliugC&pg=PA53 |url-status=live}}</ref> The first headline displayed on the zipper announced [[Herbert Hoover]]'s victory in that day's [[1928 United States presidential election|presidential election]].<ref name="wired-tsticker" /><ref name="nyt-1928-11-08" /> The zipper was used to display other major news headlines of the era, and its content later expanded to include sports and weather updates as well.<ref name="wired-tsticker" /><ref name="poulin" />

During the 1940s, the building's basement contained a [[shooting range]] occupied by the Forty-third Street Rifle Club.<ref name="nyt-1928-11-08" /> Due to restrictions imposed during [[World War II]], the Times Tower's zipper was powered down in May 1942, marking the first time since its installation that the zipper had shut down.<ref>{{Cite news |date=May 19, 1942 |title=The Times Electric News Sign Goes Dark Under New Dimout, Probably for Duration |language=en-US |work=The New York Times |url=https://www.nytimes.com/1942/05/19/archives/the-times-electric-news-sign-goes-dark-under-new-dimout-probably.html |access-date=September 2, 2022 |issn=0362-4331 |archive-date=September 2, 2022 |archive-url=https://web.archive.org/web/20220902183126/https://www.nytimes.com/1942/05/19/archives/the-times-electric-news-sign-goes-dark-under-new-dimout-probably.html |url-status=live }}</ref> The tower's lights were darkened for the same reason. Consequently, the [[1942 New York state election]] was the first since 1904 for which the tower's lights did not broadcast any election results.<ref>{{Cite news |date=November 1, 1942 |title=Election Result Signals Of Times Banned by War |language=en-US |work=The New York Times |url=https://www.nytimes.com/1942/11/01/archives/election-result-signals-of-times-banned-by-war.html |access-date=September 2, 2022 |issn=0362-4331 |archive-date=September 2, 2022 |archive-url=https://web.archive.org/web/20220902183114/https://www.nytimes.com/1942/11/01/archives/election-result-signals-of-times-banned-by-war.html |url-status=live }}</ref> The ''Times'' reactivated the building's zipper in October 1943,<ref>{{Cite news |last=Walker |first=Danton |date=October 22, 1943 |title=Broadway |pages=129 |work=New York Daily News|issn=2692-1251 |url=https://www.newspapers.com/clip/108801591/broadwaydanton-walker/ |access-date=September 2, 2022 |archive-date=September 2, 2022 |archive-url=https://web.archive.org/web/20220902183117/https://www.newspapers.com/clip/108801591/broadwaydanton-walker/ |url-status=live }}</ref><ref name="nyt-1943-11-01">{{Cite news |date=November 1, 1943 |title=Times to Stop News Sign Today as 'Brownout' Aid |language=en-US |work=The New York Times |url=https://www.nytimes.com/1943/11/01/archives/times-to-stop-news-sign-today-as-brownout-aid.html |access-date=September 2, 2022 |issn=0362-4331 |archive-date=September 2, 2022 |archive-url=https://web.archive.org/web/20220902183058/https://www.nytimes.com/1943/11/01/archives/times-to-stop-news-sign-today-as-brownout-aid.html |url-status=live }}</ref> but, less than two weeks later, the sign was again deactivated to reduce electricity usage.<ref name="nyt-1943-11-01" /><ref>{{cite news |last=Watson |first=John |date=November 2, 1943 |title=Broadway Coyly Tests Brilliance As Dimout Ends: Some Theaters Blaze Forth, but Patches of Gloom Cloud First-Night Glory When the Lights Went On Again All Over New York |page=38 |work=New York Herald Tribune |issn=1941-0646 |id={{ProQuest|1284445041}}}}</ref> The sign operated intermittently until the end of World War II, when it again ran continuously.<ref name="nyt-1948-11-02" /> On the evening of [[Victory over Japan Day|August 14, 1945]], the building's zipper announced [[Surrender of Japan|Japan's surrender]] in World War II to a packed crowd in Times Square.<ref name="nyt-lightsout">{{Cite news |last=Gelder |first=Lawrence Van |date=December 11, 1994 |title=Lights Out for Times Square News Sign? |language=en-US |work=The New York Times |url=https://www.nytimes.com/1994/12/11/nyregion/lights-out-for-times-square-news-sign.html |access-date=August 9, 2022 |issn=0362-4331 |archive-url=https://web.archive.org/web/20160508082535/http://www.nytimes.com/1994/12/11/nyregion/lights-out-for-times-square-news-sign.html |archive-date=May 8, 2016 |url-status=live}}</ref><ref>{{Cite news |date=August 15, 1945 |title=The Times Electric Sign Attraction for Many Eyes |language=en-US |work=The New York Times |url=https://www.nytimes.com/1945/08/15/archives/the-times-electric-sign-attraction-for-many-eyes.html |access-date=September 2, 2022 |issn=0362-4331 |archive-date=September 2, 2022 |archive-url=https://web.archive.org/web/20220902183106/https://www.nytimes.com/1945/08/15/archives/the-times-electric-sign-attraction-for-many-eyes.html |url-status=live }}</ref>

Ahead of the [[1952 United States presidential election]], the ''Times'' temporarily installed a {{convert|85|ft|m|-tall|adj=mid}} electronic sign on the 4th through 11th stories of the northern facade, displaying each candidate's [[United States Electoral College|electoral vote]] count.<ref>{{Cite news |date=October 24, 1952 |title=Times Sq. Getting Vote Result Sign; 85-Foot Electric Indicator on Times Tower Will Give Returns at a Glance |language=en-US |work=The New York Times |url=https://www.nytimes.com/1952/10/24/archives/times-sq-getting-vote-result-sign-85foot-electric-indicator-on.html |access-date=September 2, 2022 |issn=0362-4331 |archive-date=September 2, 2022 |archive-url=https://web.archive.org/web/20220902185534/https://www.nytimes.com/1952/10/24/archives/times-sq-getting-vote-result-sign-85foot-electric-indicator-on.html |url-status=live }}</ref> The sign was reinstalled on the Times Tower during the [[1956 United States presidential election]].<ref>{{Cite news |date=November 4, 1956 |title=Times' Lighted 'Thermometer' Will Give the Election Returns |language=en-US |work=The New York Times |url=https://www.nytimes.com/1956/11/04/archives/times-lighted-thermometer-will-give-the-election-returns.html |access-date=September 2, 2022 |issn=0362-4331 |archive-date=September 2, 2022 |archive-url=https://web.archive.org/web/20220902185534/https://www.nytimes.com/1956/11/04/archives/times-lighted-thermometer-will-give-the-election-returns.html |url-status=live }}</ref> The tower's ball was also replaced after the 1954–1955 celebrations.<ref name="crump" /> [[The New York Community Trust]] installed a plaque outside the building in 1957, designating it as a point of interest and an unofficial "landmark".<ref>{{Cite news |last=Asbury |first=Edith Evans |date=November 22, 1957 |title=Landmark Signs Dedicated Here; 20 Are first of Many That Will Mark Historical and Architectural Sites |language=en-US |work=The New York Times |url=https://www.nytimes.com/1957/11/22/archives/landmark-signs-dedicated-here-20-are-first-of-many-that-will-mark.html |url-status=live |access-date=October 29, 2019 |archive-url=https://web.archive.org/web/20191029020052/https://www.nytimes.com/1957/11/22/archives/landmark-signs-dedicated-here-20-are-first-of-many-that-will-mark.html |archive-date=October 29, 2019 |issn=0362-4331}}</ref>

=== Leigh and Allied Chemical ownership ===
The ''Times'' sold the building to advertising executive and sign designer [[Douglas Leigh]] in 1961.<ref name="p1326871256" /><ref name="nyt-1961-03-16">{{Cite news |date=March 16, 1961 |title=Times Tower Sold for Exhibit Hall; Douglas Leigh Buys 24-Story Building in the Square |language=en-US |work=The New York Times |url=https://www.nytimes.com/1961/03/16/archives/times-tower-sold-for-exhibit-hall-douglas-leigh-buys-24story.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805190849/https://www.nytimes.com/1961/03/16/archives/times-tower-sold-for-exhibit-hall-douglas-leigh-buys-24story.html |url-status=live}}</ref> According to ''The Wall Street Journal'', Leigh had attempted to purchase the Times Tower for 25 years before he succeeded.<ref name="p132873722">{{cite news |date=April 17, 1963 |title=Times Tower Building In Times Square Sold To Allied Chemical: Firm Will Remodel Facility But Maintain the Traditions Of New York City Landmark |page=5 |work=Wall Street Journal |issn=0099-9660 |id={{ProQuest|132873722}}}}</ref> At the time, there were 110 tenants in the building; the ''Times'' only operated the zipper as well as a classified advertising office at ground level. Leigh had planned to construct an exhibition hall within the building.<ref name="p1326871256" /><ref name="nyt-1961-03-16" /> One of the Times Tower's subbasement levels caught fire in November 1961, killing three people and injuring 24 others;<ref>{{Cite news |date=November 24, 1961 |title=Third Body Found in Times Sq. Fire; Porter as Well as 2 Firemen Died in Times Tower Blaze |language=en-US |work=The New York Times |url=https://www.nytimes.com/1961/11/24/archives/third-body-found-in-times-sq-fire-porter-as-well-as-2-firemen-died.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805190849/https://www.nytimes.com/1961/11/24/archives/third-body-found-in-times-sq-fire-porter-as-well-as-2-firemen-died.html |url-status=live}}</ref> investigators later determined that the fire had been caused by "careless smoking".<ref>{{Cite news |date=December 19, 1961 |title=Times Tower Fire is Laid to Smoking; Cavanagh Says Blaze Began in Storeroom for Toys |language=en-US |work=The New York Times |url=https://www.nytimes.com/1961/12/19/archives/times-tower-fire-is-laid-to-smoking-cavanagh-says-blaze-began-in.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805190849/https://www.nytimes.com/1961/12/19/archives/times-tower-fire-is-laid-to-smoking-cavanagh-says-blaze-began-in.html |url-status=live}}</ref> The building's zipper was deactivated in December 1962 due to the [[1962–1963 New York City newspaper strike]], and it did not operate for more than two years.<ref name="nyt-1965-03-09">{{Cite news |date=March 9, 1965 |title=Headlines Again Circle Former Times Tower |language=en-US |work=The New York Times |url=https://www.nytimes.com/1965/03/09/archives/headlines-again-circle-former-times-tower.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805190850/https://www.nytimes.com/1965/03/09/archives/headlines-again-circle-former-times-tower.html |url-status=live}}</ref>

Leigh sold the building in April 1963 to [[Allied Corp.|Allied Chemical]], which planned to renovate the building and use it as a sales headquarters and showroom.<ref name="p132873722" /><ref name="nyt-1963-04-17">{{Cite news |last=Ennis |first=Thomas W. |date=April 17, 1963 |title=Old Times Tower to Get New Face; 26-Story Building Will Be Stripped and Recovered in Glass and Marble |language=en-US |work=The New York Times |url=https://www.nytimes.com/1963/04/17/archives/old-times-tower-to-get-new-face-26story-building-will-be-stripped.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=February 21, 2022 |archive-url=https://web.archive.org/web/20220221235213/https://www.nytimes.com/1963/04/17/archives/old-times-tower-to-get-new-face-26story-building-will-be-stripped.html |url-status=live}}</ref> The first three stories would be re-clad in glass and serve as a showroom for nylon products, and the interior would be completely overhauled.<ref name="nyt-1963-04-17" /><ref name="PA 1963-05">{{cite magazine |date=May 1963 |title=A la Recherche du TIMES Perdu |url=https://usmodernist.org/PA/PA-1963-05.pdf |magazine=Progressive Architecture |volume=44 |pages=82 |access-date=August 5, 2022 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805190854/https://usmodernist.org/PA/PA-1963-05.pdf |url-status=live}}</ref> Benjamin Bailyn of architectural firm [[HLW International|Smith Haines Lundberg Waehler]] designed the renovation.<ref>{{Cite news |date=July 23, 1967 |title=Benjamin Bailyn Is Dead at 55; Architect of the Allied Tower |language=en-US |work=The New York Times |url=https://www.nytimes.com/1967/07/23/archives/benjamin-bailyn-is-dead-at-55-architect-of-the-allied-tower.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805190852/https://www.nytimes.com/1967/07/23/archives/benjamin-bailyn-is-dead-at-55-architect-of-the-allied-tower.html |url-status=live}}</ref> Due to recent changes to New York City zoning laws, it was more economically efficient to renovate the Times Tower than to demolish it, as a new building on the site could not be as tall.<ref name="NY1960">{{Cite New York 1960|page=1103}}</ref> Work began in October 1963,<ref>{{Cite news |date=October 29, 1963 |title=Modernization Project Begins on Times Tower |language=en-US |work=The New York Times |url=https://www.nytimes.com/1963/10/29/archives/modernization-project-begins-on-times-tower.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805190852/https://www.nytimes.com/1963/10/29/archives/modernization-project-begins-on-times-tower.html |url-status=live}}</ref><ref>{{Cite news |date=February 24, 1964 |title=Times Tower Due New Face: Structure Being Built on Original Framework |page=6 |work=The Sun |id={{proQuest|540133645}}}}</ref> and the Times Tower's original cornerstone was unsealed in a ceremony in March 1964.<ref>{{Cite news |date=March 18, 1964 |title=Times Tower Box of 1904 Unsealed |language=en-US |work=The New York Times |url=https://www.nytimes.com/1964/03/18/archives/times-tower-box-of-1904-unsealed.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805190853/https://www.nytimes.com/1964/03/18/archives/times-tower-box-of-1904-unsealed.html |url-status=live}}</ref> Allied Chemical stripped the building to its steel frame,<ref name="p115725139">{{cite news |last=Huxtable |first=Ada Louise |date=March 20, 1964 |title=Architecture: That Midtown Tower Standing Naked in the Wind: Skyscraper Buffs See Antique Skeleton Fancy Steel Framing Elaborated by Rivets |page=30 |work=The New York Times |issn=0362-4331 |id={{ProQuest|115725139}}}}</ref> replacing the intricate [[granite]] and [[terracotta]] facade with [[marble]] panels as part of a $10 million renovation.<ref>{{cite news |last=Ennis |first=Thomas W. |date=January 31, 1965 |title=Marble-Clad Buildings Brighten Midtown Manhattan |page=R1 |work=The New York Times |issn=0362-4331 |id={{ProQuest|116760160}}}}</ref> The first panel of the new facade crashed to the ground while it was being installed in August 1964.<ref>{{Cite news |date=August 4, 1964 |title=Allied Tower Makes False Start on Facade |language=en-US |work=The New York Times |url=https://www.nytimes.com/1964/08/04/archives/allied-tower-makes-false-start-on-facade.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805190853/https://www.nytimes.com/1964/08/04/archives/allied-tower-makes-false-start-on-facade.html |url-status=live}}</ref> The modifications occurred one year before the [[New York City Landmarks Preservation Commission]] gained the power to protect buildings as official landmarks, leading architectural critic [[Ada Louise Huxtable]] to express opposition to the renovation.<ref>{{Cite news |last=Gray |first=Christopher |date=November 28, 2014 |title=A Home for the Headlines |language=en-US |work=The New York Times |url=https://www.nytimes.com/2014/11/30/realestate/a-home-for-the-headlines.html |access-date=September 2, 2022 |issn=0362-4331 |archive-date=June 21, 2022 |archive-url=https://web.archive.org/web/20220621162040/https://www.nytimes.com/2014/11/30/realestate/a-home-for-the-headlines.html |url-status=live }}</ref> Huxtable praised the building as "radical and conservative at the same time", saying that it was full of "vintage structural details".<ref name="p115725139" />

Allied Chemical reactivated the news zipper on the building's facade in March 1965<ref name="nyt-1965-03-09" /> as part of a joint venture with ''[[Life (magazine)|Life]]'' magazine.<ref name="p398033841">{{cite news |date=January 20, 1986 |title=Electronic News Bulletins To Return to Times Square |page=1 |work=Wall Street Journal |issn=0099-9660 |id={{ProQuest|398033841}}}}</ref> Allied Chemical turned on four {{convert|39|ft|m|-high|adj=mid}} electric signs atop the tower in July 1965.<ref>{{Cite news |date=July 23, 1965 |title=Highest Electric Signs In Times Sq. Go On Today |language=en-US |work=The New York Times |url=https://www.nytimes.com/1965/07/23/archives/highest-electric-signs-in-times-sq-go-on-today.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=September 4, 2022 |archive-url=https://web.archive.org/web/20220904125044/https://www.nytimes.com/1965/07/23/archives/highest-electric-signs-in-times-sq-go-on-today.html |url-status=live }}</ref> The Times Tower was officially rededicated that December as the Allied Chemical Tower.<ref>{{Cite news |last=Buckley |first=Thomas |date=December 3, 1965 |title=Allied's Times Square Tower Dedicated by Gov. Rockefeller; Allied's Times Square Tower Dedicated by Gov. Rockefeller |language=en-US |work=The New York Times |url=https://www.nytimes.com/1965/12/03/archives/allieds-times-square-tower-dedicated-by-gov-rockefeller-allieds.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=September 4, 2022 |archive-url=https://web.archive.org/web/20220904125044/https://www.nytimes.com/1965/12/03/archives/allieds-times-square-tower-dedicated-by-gov-rockefeller-allieds.html |url-status=live }}</ref><ref>{{cite news |date=December 17, 1965 |title=Old N.Y. Times Tower keeps up tradition |page=11 |work=The Christian Science Monitor|issn=0882-7729|id={{ProQuest|510762391}}}}</ref> Shortly after the renovation was completed, Allied Chemical's nylon division had outgrown the space, and the building's elevator service was also reportedly unreliable.<ref>{{cite magazine |last=Lippa |first=Si |date=July 27, 1966 |title=Focus…: Allied Chemical: Tower of Strength: Do Additional Fabrics Loom In Allied Chemical's Future? |magazine=Women's Wear Daily |volume=113 |issue=18 |pages=1, 45 |id={{ProQuest|1523514401}}}}</ref> The Stouffer Foods Corporation also agreed to operate an English-themed restaurant on the 15th and 16th floors.<ref>{{Cite news |date=April 12, 1965 |title=Allied Chemical Tower To Get an English Cafe |language=en-US |work=The New York Times |url=https://www.nytimes.com/1965/04/12/archives/allied-chemical-tower-to-get-an-english-cafe.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805191118/https://www.nytimes.com/1965/04/12/archives/allied-chemical-tower-to-get-an-english-cafe.html |url-status=live}}</ref> The restaurant, known as Act I, opened in 1966.<ref>{{Cite news |last=Claiborne |first=Craig |date=August 22, 1966 |title=Dining in a Modern Tower |language=en-US |work=The New York Times |url=https://www.nytimes.com/1966/08/22/archives/dining-in-a-modern-tower.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805191118/https://www.nytimes.com/1966/08/22/archives/dining-in-a-modern-tower.html |url-status=live}}</ref> The [[United States Postal Service]] officially changed the building's address from 1475 Broadway to 1 Times Square in September 1966.<ref name="nyt-1966-09-07">{{Cite news |date=September 7, 1966 |title=Allied Chemical Wins Times Square Address |language=en-US |work=The New York Times |url=https://www.nytimes.com/1966/09/07/archives/allied-chemical-wins-times-square-address.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805191120/https://www.nytimes.com/1966/09/07/archives/allied-chemical-wins-times-square-address.html |url-status=live}}</ref>

Allied Chemical announced in late 1972 that it had placed 1 Times Square for sale.<ref>{{cite magazine |date=September 21, 1972 |title=Fashion Rtw: Allied Tower Reported For Sale |magazine=Women's Wear Daily |volume=125 |issue=56 |pages=19 |id={{ProQuest|1523642418}}}}</ref><ref name="nyt-1972-10-10">{{Cite news |last=Stetson |first=Damon |date=October 10, 1972 |title='For Sale' Sign Is Posted At Allied Chemical Tower |language=en-US |work=The New York Times |url=https://www.nytimes.com/1972/10/10/archives/-for-sale-sign-is-posted-at-allied-chemical-tower.html |url-status=live |access-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805191120/https://www.nytimes.com/1972/10/10/archives/-for-sale-sign-is-posted-at-allied-chemical-tower.html |archive-date=August 5, 2022 |issn=0362-4331}}</ref> By that time, the company no longer needed the surplus space in its namesake tower. Allied Chemical had relocated other workers to [[Morris Township, New Jersey]], during early 1972, and it planned to move its nylon division into smaller space at the nearby [[1411 Broadway]].<ref name="nyt-1972-10-10" /> The firm wanted to sell the building outright at a minimum price of $7 million.<ref name="nyt-1972-10-10" /><ref name="p551980429">{{cite news |date=November 1, 1973 |title=Developer Rents Allieds' Tower In Times Square |page=55 |work=The Hartford Courant|issn=1047-4153 |id={{ProQuest|551980429}}}}</ref> It is unknown whether anyone submitted a bid to purchase the building, but Allied Chemical ultimately failed to sell it.<ref name="p551980429" />

=== Parker renovations ===
[[File:NY 1977 D.jpg|thumb|alt=The northern side of the building as seen in 1977. The facade contains an electronic sign known as a zipper.|The building seen in 1977, with the electronic news 'zipper' on the northern elevation]]
Alex M. Parker took a long-term lease for the entire building in October 1973, with an option to purchase the structure.<ref name="p551980429" /><ref>{{Cite news |last=Tomasson |first=Robert E. |date=October 31, 1973 |title=Lessee Will Put Exhibits In Times Square Tower |language=en-US |work=The New York Times |url=https://www.nytimes.com/1973/10/31/archives/lessee-will-put-exhibits-in-times-square-tower-news-conference.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805191130/https://www.nytimes.com/1973/10/31/archives/lessee-will-put-exhibits-in-times-square-tower-news-conference.html |url-status=live}}</ref> Parker then renamed the building Expo America.<ref name="nyt-1973-11-18">{{Cite news |last=Tomasson |first=Robert E. |date=November 18, 1973 |title=An Innovator Goes to Work in Times Square |language=en-US |work=The New York Times |url=https://www.nytimes.com/1973/11/18/archives/an-innovator-goes-to-work-in-times-square-innovator-in-times-square.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805191119/https://www.nytimes.com/1973/11/18/archives/an-innovator-goes-to-work-in-times-square-innovator-in-times-square.html |url-status=live}}</ref> He planned to convert 17 of the building's stories into an exhibition hall while also continuing to operate the Act I restaurant.<ref name="p551980429" /> Shortly after buying the building, Parker said: "It is my hope that the activity and excitement generated by Expo America will flow outward through the surrounding area, encouraging others to join in the effort to once again make Times Square a great area."<ref name="nyt-1973-11-18" /> In early 1974, Parker announced that the building's zipper would display only advertising and good news because "I've had it with bad news".<ref name="p146202415">{{cite news |date=April 2, 1974 |title=Times Tower Sign To Get Good News |page=A14 |newspaper=The Washington Post |issn=0190-8286 |id={{ProQuest|146202415}}}}</ref> According to Parker, it cost him $100,000 a year to operate the zipper.<ref name="p146202415" /> [[Reuters]] provided the headlines for the zipper.<ref name="nyt-1975-05-15">{{Cite news |last=Kaiser |first=Charles |date=May 15, 1975 |title=A Glittery Times Sq. Tower Due |language=en-US |work=The New York Times |url=https://www.nytimes.com/1975/05/15/archives/a-glittery-times-sq-tower-due.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805191120/https://www.nytimes.com/1975/05/15/archives/a-glittery-times-sq-tower-due.html |url-status=live}}</ref>

Parker exercised his option to buy the building in 1975<ref name="nyt-1975-05-15" /> at a cost of $6.25 million.<ref name="gabrielan" /><ref name="bloom" /><ref name="nyt-1982-01-03" /> He then hired the architectural firm of [[Gwathmey Siegel & Associates Architects]] to redesign the tower with a glass facade and sloping roof.<ref name="NY1960" /><ref name="nyt-1975-05-15" /><ref name="p146376858">{{cite news |date=May 15, 1975 |title=A Prismatic Tower |page=D2 |newspaper=The Washington Post |issn=0190-8286 |id={{ProQuest|146376858}}}}</ref> Under Parker's plan, four stories would be added to the tower, and the facade would be replaced with panels of [[one-way glass]].<ref>{{Cite news |date=May 15, 1975 |title=Mirrors Will Sheathe Times Square Tower |language=en-US |work=The New York Times |url=https://www.nytimes.com/1975/05/15/archives/mirrors-will-sheathe-times-square-tower.html |access-date=August 9, 2022 |issn=0362-4331 |archive-date=August 9, 2022 |archive-url=https://web.archive.org/web/20220809152122/https://www.nytimes.com/1975/05/15/archives/mirrors-will-sheathe-times-square-tower.html |url-status=live }}</ref> Parker also planned to host a competition to select a new name for the building.<ref name="nyt-1975-05-15" /><ref name="p146376858" /> This plan was never carried out.<ref name="NY1960" /> Instead, Parker and mayor [[Abraham Beame]] officially reopened One Times Square as an exhibition center on March 2, 1976.<ref>{{Cite news |last=Asbury |first=Edith Evans |date=March 3, 1976 |title=Mayor and Mouse Open One Times Square |language=en-US |work=The New York Times |url=https://www.nytimes.com/1976/03/03/archives/mayor-and-mouse-open-one-times-square-a-strong-reaffirmation.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805202807/https://www.nytimes.com/1976/03/03/archives/mayor-and-mouse-open-one-times-square-a-strong-reaffirmation.html |url-status=live }}</ref> Spectacolor Inc. installed a new zipper on the building's facade later that year.<ref name="NY1960" /><ref>{{cite news |last=Doughtery |first=Philip H. |date=October 11, 1976 |title=Advertising: An Addition to Times Square |page=5 |work=The New York Times |issn=0362-4331 |id={{ProQuest|122847653}}}}</ref> The zipper only operated for a short time before being deactivated entirely in 1977.<ref name="nyt-lightsout" /><ref name="bloom" /><ref name="Sagalyn">{{cite book |last=Sagalyn |first=Lynne B. |url=https://books.google.com/books?id=7BP6qjN8UGcC&pg=PA323 |title=Times Square Roulette: Remaking the City Icon |date=2003 |publisher=MIT Press |isbn=9780262692953 |page=323 |access-date=September 16, 2020 |archive-url=https://web.archive.org/web/20220805191130/https://books.google.com/books?id=7BP6qjN8UGcC&pg=PA323 |archive-date=August 5, 2022 |url-status=live}}</ref>

=== Times Square redevelopment ===

==== Early plans ====
The City at 42nd Street Inc. proposed demolishing One Times Square in 1979 as part of a plan to redevelop a section of West 42nd Street near Times Square.<ref name="nyt-1979-11-15" /><ref>{{harvnb|ps=.|Stern|Fishman|Tilove|2006|p=681}}</ref> Parker, who had not been consulted about the proposal, expressed his opposition by calling it "obscene".<ref name="nyt-1979-11-15">{{Cite news |last=Horsley |first=Carter B. |date=November 15, 1979 |title=Razing of One Skyscraper to Build 3 New Ones Proposed in Times Sq. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1979/11/15/archives/razing-of-one-skyscraper-to-build-3-new-ones-proposed-in-times-sq.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805191120/https://www.nytimes.com/1979/11/15/archives/razing-of-one-skyscraper-to-build-3-new-ones-proposed-in-times-sq.html |url-status=live}}</ref> Another plan for the site, announced in 1981, called for renovating One Times Square into a "potential civic sculpture" with a brightly lit facade.<ref>{{cite news |last=Goldberger |first=Paul |date=February 27, 1981 |title=Latest Times Sq. Proposal: Why It May Succeed: An Appraisal Renovation of Times Tower Proposed |page=B4 |work=The New York Times |issn=0362-4331 |id={{ProQuest|121804824}}}}</ref> In a plan presented to the [[Empire State Development Corporation]] (ESDC) in June 1981, architectural firm Cooper Eckstut proposed doubling the height of One Times Square's northern section.<ref>{{Cite news |last=Horsley |first=Carter B. |date=July 1, 1981 |title=42d St. Plan Would Add Towers, Theaters and 'Bright Lights': Plans for 42d St. Would Add Theaters and 'Bright Lights' |language=en-US |work=The New York Times |url=https://www.nytimes.com/1981/07/01/nyregion/42d-st-plan-would-add-towers-theaters-and-bright-lights.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=September 4, 2022 |archive-url=https://web.archive.org/web/20220904125044/https://www.nytimes.com/1981/07/01/nyregion/42d-st-plan-would-add-towers-theaters-and-bright-lights.html |url-status=live }}</ref> Parker had sold the building to the Swiss investment group Kemekod in February 1981.<ref name="Stern (2006) p. 684">{{harvnb|ps=.|Stern|Fishman|Tilove|2006|p=684}}</ref> Kemekod sold the tower to TSNY Realty Corporation, an investment group led by Lawrence I. Linksman, in 1982 for $12 million.<ref name="nyt-1982-01-03">{{Cite news |last=Josephs |first=Lawrence |date=January 3, 1982 |title=A New Owner Takes the Reins in Times Square |language=en-US |work=The New York Times |url=https://www.nytimes.com/1982/01/03/realestate/a-new-owner-takes-the-reins-in-times-square.html |access-date=August 5, 2022 |issn=0362-4331|archive-url=https://web.archive.org/web/20140714192640/http://www.nytimes.com/1982/01/03/realestate/a-new-owner-takes-the-reins-in-times-square.html |archive-date=July 14, 2014 |url-status=live}}</ref> Linksman promised further renovations to the building, including the possibility of using its north face for signage displays.<ref name="gabrielan">{{cite book |last=Randall |first=Gabrielan |url=https://books.google.com/books?id=nb-c9jLhaDAC&pg=PA16 |title=Times Square and 42nd Street in Vintage Postcards |date=2000 |publisher=Arcadia Publishing |isbn=9780738504285 |page=16 |access-date=September 16, 2020 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805191120/https://books.google.com/books?id=nb-c9jLhaDAC&pg=PA16 |url-status=live}}</ref><ref name="bloom">{{cite book |last=Bloom |first=Ken |title=Broadway: An Encyclopedia |url=https://books.google.com/books?id=TxdQGX7pDsEC&pg=PA530 |publisher=Routledge |date=2013 |page=530 |isbn=9781135950194 |access-date=September 16, 2020 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805191120/https://books.google.com/books?id=TxdQGX7pDsEC&pg=PA530 |url-status=live}}</ref><ref name="nyt-1982-01-03"/>

As part of the 42nd Street Redevelopment Project, in 1983, architects [[Philip Johnson]] and [[John Burgee]] had planned to raze One Times Square and construct four new towers{{efn|Now [[3 Times Square]], [[4 Times Square]], [[5 Times Square]], and [[Times Square Tower]]}} immediately surrounding the site.<ref name="Stern (2006) p. 684" /><ref>{{Cite news |last=Goldberger |first=Paul |date=December 21, 1983 |title=4 New Towers for Times Sq. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1983/12/21/nyregion/4-new-towers-for-times-sq.html |access-date=August 9, 2022 |issn=0362-4331 |archive-date=September 4, 2022 |archive-url=https://web.archive.org/web/20220904125045/https://www.nytimes.com/1983/12/21/nyregion/4-new-towers-for-times-sq.html |url-status=live }}</ref> Park Tower Realty, which had been designated as the developer of these towers, offered to buy the building in November 1983. Park Tower planned to demolish the building and transfer the Times Square Ball to the tallest of the four new buildings.<ref>{{Cite news |last=Gottlieb |first=Martin |date=November 29, 1983 |title=Developer Seeks to Tear Down Times Sq. Tower |language=en-US |work=The New York Times |url=https://www.nytimes.com/1983/11/29/nyregion/developer-seeks-to-tear-down-times-sq-tower.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805202808/https://www.nytimes.com/1983/11/29/nyregion/developer-seeks-to-tear-down-times-sq-tower.html |url-status=live }}</ref> A month afterward, TSNY sued Park Tower to prevent the demolition.<ref name="Stern (2006) p. 684" /><ref>{{cite news |last=Spiegelman |first=Arthur |date=January 5, 1984 |title=Time's running out for this landmark |page=15 |work=South China Morning Post |id={{ProQuest|1553940873}}}}</ref> Allan J. Riley acquired the building in 1984 for $16.5 million, at which point the building was almost fully leased.<ref>{{Cite news |last=Depalma |first=Anthony |date=July 11, 1984 |title=About Real Estate; One Times Square, Its Future Unsure, is Sold Again |language=en-US |work=The New York Times |url=https://www.nytimes.com/1984/07/11/business/about-real-estate-one-times-square-its-future-unsure-is-sold-again.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805202805/https://www.nytimes.com/1984/07/11/business/about-real-estate-one-times-square-its-future-unsure-is-sold-again.html |url-status=live }}</ref> Also in 1984, the [[Municipal Art Society]] held an [[architectural design competition]] for the site, attracting over 1,380 entrants from 15 nations.<ref>{{Cite news |last1=Anderson |first1=Susan Heller |last2=Bird |first2=David |date=June 15, 1984 |title=New York Day by Day |language=en-US |work=The New York Times |url=https://www.nytimes.com/1984/06/15/nyregion/new-york-day-by-day-003604.html |access-date=August 12, 2022 |issn=0362-4331 |archive-date=September 4, 2022 |archive-url=https://web.archive.org/web/20220904125045/https://www.nytimes.com/1984/06/15/nyregion/new-york-day-by-day-003604.html |url-status=live }}</ref> That December, the building's owner objected to the ESDC's plans to condemn the site.<ref>{{Cite news |last1=Anderson |first1=Susan Heller |last2=Dunlap |first2=David W. |date=December 18, 1984 |title=New York Day by Day; Objections on Times Sq. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1984/12/18/nyregion/new-york-day-by-day-objections-on-times-sq.html |access-date=August 12, 2022 |issn=0362-4331 |archive-date=August 12, 2022 |archive-url=https://web.archive.org/web/20220812020352/https://www.nytimes.com/1984/12/18/nyregion/new-york-day-by-day-objections-on-times-sq.html |url-status=live }}</ref> The city and state governments of New York created a six-member committee in 1985 to discuss the future of One Times Square.<ref>{{cite news |last=Gottlieb |first=Martin |date=March 3, 1985 |title=Civic Groups Assail Makeup Of Times Tower Committee |page=34 |work=The New York Times |issn=0362-4331 |id={{ProQuest|111225579}}}}</ref>

==== Israel and Calmenson ownership ====
[[File:New York, New York 1977 (16).jpg|thumb|One Times Square as viewed from 45th Street in 1977|alt=The northern facade of One Times Square as viewed from 45th Street in 1977. Broadway is to the left, and Seventh Avenue is to the right. A sign, pointing motorists toward Seventh Avenue, is visible in the foreground.]]
Steven M. Israel and Gary Calmenson paid $18.1 million for the building<ref name="p219173143">{{cite magazine |last=Grant |first=Peter |date=May 3, 1993 |title=Ball could drop on One Times Sq. lender |magazine=Crain's New York Business |volume=9 |issue=18 |page=4 |id={{ProQuest|219173143}}}}</ref> in December 1985 and leased the building's ticker to local newspaper ''[[Newsday]]'' the next month.<ref name="p398033841" /><ref>{{Cite news |date=January 17, 1986 |title=Sign of the Times for NY Newsday |pages=6 |work=Newsday|issn=2574-5298 |url=https://www.newspapers.com/clip/107261146/sign-of-the-times-for-ny-newsday/ |access-date=August 9, 2022 |archive-date=August 9, 2022 |archive-url=https://web.archive.org/web/20220809152104/https://www.newspapers.com/clip/107261146/sign-of-the-times-for-ny-newsday/ |url-status=live }}</ref> The ticker displayed headlines, advertising, and weather from 6 a.m. to midnight each day.<ref name="p398033841" /> Israel started converting {{convert|12,000|ft2}} on the lower stories into the Crossroads Fashion Center, a retail complex designed by [[Fernando Williams Associates]].<ref>{{Cite news |last=Kennedy |first=Shawn G. |date=March 12, 1986 |title=Real Estate; Times Sq. Tower's Renewal |language=en-US |work=The New York Times |url=https://www.nytimes.com/1986/03/12/business/real-estate-times-sq-tower-s-renewal.html |access-date=August 9, 2022 |issn=0362-4331 |archive-date=August 9, 2022 |archive-url=https://web.archive.org/web/20220809152104/https://www.nytimes.com/1986/03/12/business/real-estate-times-sq-tower-s-renewal.html |url-status=live }}</ref> By then, Park Tower had begun promoting a plan to replace One Times Square with a seven-story building containing an "open staircase running up its middle and a waterfall running over rough stones at its base".<ref>{{Cite news |last=Goldberger |first=Paul |date=August 15, 1986 |title=An Appraisal; Times Sq. Bell Tower: the Wrong Centerpiece |language=en-US |work=The New York Times |url=https://www.nytimes.com/1986/08/15/nyregion/an-appraisal-times-sq-bell-tower-the-wrong-centerpiece.html |access-date=August 9, 2022 |issn=0362-4331 |archive-date=August 9, 2022 |archive-url=https://web.archive.org/web/20220809152105/https://www.nytimes.com/1986/08/15/nyregion/an-appraisal-times-sq-bell-tower-the-wrong-centerpiece.html |url-status=live }}</ref> City and state officials debated whether to acquire One Times Square through [[Eminent domain|condemnation]] for several years, but they canceled these plans in 1988 after failing to reach an agreement.<ref>{{Cite news |last=Lueck |first=Thomas J. |date=July 2, 1988 |title=Reprieve for a Famed Tower on Times Sq. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1988/07/02/nyregion/reprieve-for-a-famed-tower-on-times-sq.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=September 4, 2022 |archive-url=https://web.archive.org/web/20220904125045/https://www.nytimes.com/1988/07/02/nyregion/reprieve-for-a-famed-tower-on-times-sq.html |url-status=live }}</ref>

By 1988, Israel had renovated the first two stories for $1 million. In addition, he converted the 11th floor into an amenity area for the building's tenants; the space contained production rooms, a reception area, and a screening room.<ref>{{cite magazine |last=Robbins |first=Jim |date=June 8, 1988 |title=Pictures: New State-Of-The-Art Facilities For No. 1 Times Square Structure |magazine=Variety|issn=0042-2738 |volume=331 |issue=7 |page=7 |id={{ProQuest|1438491962}}}}</ref> At the time, the building was known as One Times Square Plaza.<ref name="nyt-1990-07-15" /> Israel and Calmenson refinanced the building in 1989 with a $30 million loan from French bank [[Banque Arabe Internationale d'Investissement]] (BAII), and Cofat & Partners bought an equity stake in the building.<ref name="p219173143" /> By then, the zipper was profitable, leading Israel to say: "We have blank exterior walls that are screaming out to be used."<ref>{{Cite news |last=McCain |first=Mark |date=April 9, 1989 |title=Commercial Property: Times Sq. Signage; A Mandated Comeback for the Great White |language=en-US |work=The New York Times |url=https://www.nytimes.com/1989/04/09/realestate/commercial-property-times-sq-signage-a-mandated-comeback-for-the-great-white.html |access-date=August 9, 2022 |issn=0362-4331 |archive-date=February 10, 2022 |archive-url=https://web.archive.org/web/20220210171135/https://www.nytimes.com/1989/04/09/realestate/commercial-property-times-sq-signage-a-mandated-comeback-for-the-great-white.html |url-status=live }}</ref> The building's owners negotiated to lease additional advertising space on the building to ''Newsday'', but the deal was canceled.<ref name="n107262761">{{Cite news |last=Wax |first=Alan J. |date=March 14, 1992 |title=1 Times Square in Bankruptcy |pages=15 |work=Newsday|issn=2574-5298 |url=https://www.newspapers.com/clip/107262761/1-times-square-in-bankruptcyalan-j-wax/ |access-date=August 9, 2022 |archive-date=September 4, 2022 |archive-url=https://web.archive.org/web/20220904125045/https://www.newspapers.com/clip/107262761/1-times-square-in-bankruptcyalan-j-wax/ |url-status=live }}</ref> [[Sony]] agreed to start operating a [[Jumbotron]] on the exterior of the tower in 1990;<ref>{{cite news |date=October 12, 1990 |title=Sony to Polish Image with Video Display for Times Square |page=B4B |work=Wall Street Journal |issn=0099-9660 |id={{ProQuest|398189556}}}}</ref><ref>{{Cite news |last=Ramirez |first=Anthony |date=October 11, 1990 |title=The Media Business: Advertising – Addenda; Sony to Help Make Times Square Brighter |language=en-US |work=The New York Times |url=https://www.nytimes.com/1990/10/11/business/the-media-business-advertising-addenda-sony-to-help-make-times-square-brighter.html |access-date=August 9, 2022 |issn=0362-4331 |archive-date=August 9, 2022 |archive-url=https://web.archive.org/web/20220809160534/https://www.nytimes.com/1990/10/11/business/the-media-business-advertising-addenda-sony-to-help-make-times-square-brighter.html |url-status=live }}</ref> the Jumbotron was upgraded in March 1994.<ref>{{Cite news |last=Howe |first=Marvine |date=March 13, 1994 |title=Neighborhood Report: Midtown; For Times Square Couch Potatoes . . . |language=en-US |work=The New York Times |url=https://www.nytimes.com/1994/03/13/nyregion/neighborhood-report-midtown-for-times-square-couch-potatoes.html |access-date=August 9, 2022 |issn=0362-4331 |archive-date=August 9, 2022 |archive-url=https://web.archive.org/web/20220809160535/https://www.nytimes.com/1994/03/13/nyregion/neighborhood-report-midtown-for-times-square-couch-potatoes.html |url-status=live }}</ref>

BAII moved to [[Foreclosure|foreclose]] on the property in 1991, prompting Israel and Calmenson to file for [[Bankruptcy|bankruptcy protection]] in March 1992.<ref name="nyt-1992-03-14" /><ref name="n107262761" /> At the time, the building had 41 tenants but was half vacant.<ref name="nyt-1992-03-14">{{Cite news |last=Ravo |first=Nick |date=March 14, 1992 |title=Times Square Landmark Files in Bankruptcy |language=en-US |work=The New York Times |url=https://www.nytimes.com/1992/03/14/nyregion/times-square-landmark-files-in-bankruptcy.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805202807/https://www.nytimes.com/1992/03/14/nyregion/times-square-landmark-files-in-bankruptcy.html |url-status=live }}</ref> Israel wanted to avoid a foreclosure, as he would be liable for $2 million in taxes if the building were foreclosed upon.<ref>{{cite magazine |last=Grant |first=Peter |date=June 7, 1993 |title=N.Y., feds make foreclosure less taxing |magazine=Crain's New York Business |volume=9 |issue=23 |page=13 |id={{ProQuest|219143472}}}}</ref> Rebecca Rawson was named as the [[Receivership|receiver]] for the bankrupt property.<ref name="nyt-lightsout" /> Israel proposed reducing the building's first mortgage in 1993 to avoid foreclosure, but BAII opposed the plan.<ref name="p219173143" /> ''Newsday'' stopped operating the building's ticker on December 31, 1994, and declined to renew its lease, believing that it "[didn't] get very much out of that sign" financially.<ref name="nyt-lightsout" /><ref name="bloom" /><ref name="Sagalyn" /> Publishing company [[Pearson PLC]] agreed to operate the zipper three days before ''Newsday''{{'s}} lease expired,<ref>{{Cite news |last=Martin |first=Douglas |date=December 30, 1994 |title=Times Sq. Flash: ***ZIPPER SAVED*** |language=en-US |work=The New York Times |url=https://www.nytimes.com/1994/12/30/nyregion/times-sq-flash-zipper-saved.html |access-date=August 9, 2022 |issn=0362-4331 |archive-date=August 9, 2022 |archive-url=https://web.archive.org/web/20220809160534/https://www.nytimes.com/1994/12/30/nyregion/times-sq-flash-zipper-saved.html |url-status=live }}</ref><ref>{{cite news |date=December 30, 1994 |title=Pearson will keep 'zipper' running at Times Square |page=C6 |work=Wall Street Journal |issn=0099-9660 |id={{ProQuest|398558205}}}}</ref> using the zipper for news, announcements, and advertisements of its own products.<ref>{{Cite news |last=Lambert |first=Bruce |date=January 8, 1995 |title=Neighborhood Report: Midtown; The 'Zipper' Is Speaking a New Language |language=en-US |work=The New York Times |url=https://www.nytimes.com/1995/01/08/nyregion/neighborhood-report-midtown-the-zipper-is-speaking-a-new-language.html |access-date=August 12, 2022 |issn=0362-4331 |archive-date=August 12, 2022 |archive-url=https://web.archive.org/web/20220812164646/https://www.nytimes.com/1995/01/08/nyregion/neighborhood-report-midtown-the-zipper-is-speaking-a-new-language.html |url-status=live }}</ref>

==== Lehman Brothers ownership ====
[[BNP Paribas|Banque Nationale de Paris]] (BNP) bought the building at a foreclosure auction in January 1995 for $25.2 million.<ref>{{Cite news |date=January 26, 1995 |title=Bank Buys Building Where the Ball Drops |language=en-US |work=The New York Times |url=https://www.nytimes.com/1995/01/26/nyregion/bank-buys-building-where-the-ball-drops.html |access-date=August 12, 2022 |issn=0362-4331 |archive-date=August 12, 2022 |archive-url=https://web.archive.org/web/20220812164647/https://www.nytimes.com/1995/01/26/nyregion/bank-buys-building-where-the-ball-drops.html |url-status=live }}</ref> The financial services firm [[Lehman Brothers]] acquired the building shortly afterward for $27.5 million.<ref name="nyt19970619" /><ref name="p1535995762">{{cite news |date=March 29, 1995 |title=Wrangle kills plan for US Madame Tussaud's |page=65 |work=South China Morning Post |id={{ProQuest|1535995762}}}}</ref> According to the ''Times'', Lehman Brothers had been "ridiculed" for buying the building at that price.<ref name="nyt19970619" /> [[Madame Tussauds]], a subsidiary of Pearson PLC, had sought to lease space for a museum in One Times Square but could not reach an agreement with the new owner.<ref name="p1535995762" /><ref>{{Cite news |last=Lueck |first=Thomas J. |date=March 23, 1995 |title=Madame Tussaud's Loses Bidding War and Drops Times Sq. Plan |language=en-US |work=The New York Times |url=https://www.nytimes.com/1995/03/23/nyregion/madame-tussaud-s-loses-bidding-war-and-drops-times-sq-plan.html |access-date=August 12, 2022 |issn=0362-4331 |archive-date=August 12, 2022 |archive-url=https://web.archive.org/web/20220812164648/https://www.nytimes.com/1995/03/23/nyregion/madame-tussaud-s-loses-bidding-war-and-drops-times-sq-plan.html |url-status=live }}</ref> Lehman Brothers felt that it would be economically inefficient to use the tower as an office building because it was so small, so the firm decided to market the tower as a location for advertising. The entire exterior of One Times Square above the ticker was modified to add a grid frame for mounting [[billboard]] signs.<ref>{{cite book |last1=Levi |first1=Vicki Gold |url=https://books.google.com/books?id=T2_G0JaRQnAC&pg=PR4 |title=Times Square Style: Graphics from the Great White Way |last2=Heller |first2=Steven |date=2004 |publisher=Princeton Architectural Press |isbn=9781568984902 |location=New York |page=9 |access-date=September 16, 2020 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805191120/https://books.google.com/books?id=T2_G0JaRQnAC&pg=PR4 |url-status=live}}</ref><ref>{{cite web |last=Brill |first=Louis M. |title=Signage in the crossroads of the world |url=http://www.signindustry.com/led/articles/2002-05-30-LB-TimeSquareOne.php3 |access-date=January 15, 2013 |work=SignIndustry |archive-date=January 16, 2013 |archive-url=https://web.archive.org/web/20130116054857/http://signindustry.com/led/articles/2002-05-30-LB-TimeSquareOne.php3 |url-status=live}}</ref><ref>{{cite web |last=Holusha |first=John |title=Times Square Signs: For the Great White Way, More Glitz |url=http://theater.nytimes.com/library/realestate/commercial/cp960901.html |access-date=January 15, 2013 |work=The New York Times |issn=0362-4331 |archive-date=October 4, 2013 |archive-url=https://web.archive.org/web/20131004220328/http://theater.nytimes.com/library/realestate/commercial/cp960901.html |url-status=live}}</ref>  [[Dow Jones & Company]] started operating the zipper in June 1995,<ref>{{cite news |date=June 10, 1995 |title=Dow Jones taking over news 'zipper' |page=B8 |work=Portsmouth Daily Times |agency=Associated Press |url=https://news.google.com/newspapers?id=wcpFAAAAIBAJ&pg=6800,5554895&dq=times+square+zipper&hl=en |url-status=live |access-date=January 20, 2013 |archive-url=https://archive.today/20130216044508/http://news.google.com/newspapers?id=wcpFAAAAIBAJ&sjid=os8MAAAAIBAJ&pg=6800,5554895&dq=times+square+zipper&hl=en |archive-date=February 16, 2013}}</ref><ref>{{cite news |date=June 9, 1995 |title=Dow Jones will operate Times Square 'zipper' sign |page=A5 |work=Wall Street Journal |issn=0099-9660 |id={{ProQuest|398448932}}}}</ref> and Dow Jones replaced the zipper in mid-1997, donating part of the old zipper to the [[Museum of the City of New York]].<ref>{{Cite news |last=Chen |first=David W. |date=May 6, 1997 |title=Times Sq. Sign Turns Corner Into Silence |language=en-US |work=The New York Times |url=https://www.nytimes.com/1997/05/06/nyregion/imes-sq-sign-turns-corner-into-silen.html |access-date=August 9, 2022 |issn=0362-4331 |archive-date=August 9, 2022 |archive-url=https://web.archive.org/web/20220809161831/https://www.nytimes.com/1997/05/06/nyregion/imes-sq-sign-turns-corner-into-silen.html |url-status=live }}</ref>

Sony's Jumbotron operated until 1996. Alongside its use for advertising and news, it was also frequently used by the producers of the [[late-night talk show]] ''[[Late Show with David Letterman]]'', who could display a live feed from its studio on the screen as well. As a cost-saving measure, Sony declined to renew its lease of the space, leading to the subsequent removal of the Jumbotron in June 1996. Due to its frequent use by ''Late Show'', its producer [[Rob Burnett (producer)|Rob Burnett]] jokingly considered the removal of the Jumbotron to be "a sad, sad day for New York."<ref>{{Cite news |last=Lueck |first=Thomas J. |date=May 17, 1996 |title=Less Glitter on Times Square: No More Jumbotron |language=en-US |work=The New York Times |url=https://www.nytimes.com/1996/05/17/nyregion/less-glitter-on-times-square-no-more-jumbotron.html |access-date=August 9, 2022 |issn=0362-4331 |archive-url=https://web.archive.org/web/20091003170520/http://www.nytimes.com/1996/05/17/nyregion/less-glitter-on-times-square-no-more-jumbotron.html |archive-date=October 3, 2009 |url-status=live}}</ref> The last office tenants moved out of the building in 1996,<ref name="nyt19970619" /> and the first electronic billboards were installed the same year.<ref name="nyt-1996-01-18" /> In October 1996, [[Warner Bros.]] agreed to lease the building and operate a retail store at the base.<ref name="n86106766">{{Cite news |last=Grant |first=Peter |date=October 17, 1996 |title=Warner zips up deal |pages=760 |work=New York Daily News|issn=2692-1251 |url=https://www.newspapers.com/clip/86106766/warner-zips-up-dealpeter-grant/ |url-status=live |access-date=September 28, 2021 |archive-url=https://web.archive.org/web/20210928014925/https://www.newspapers.com/clip/86106766/warner-zips-up-dealpeter-grant/ |archive-date=September 28, 2021}}</ref><ref>{{cite news |date=October 31, 1996 |title=Warner Bros. Said to Eye Store Site in Times Square |volume=172 |pages=22 |work=Women's Wear Daily |issue=84 |id={{ProQuest|1445768894}}}}</ref><ref>{{Cite news |last=Johnson |first=Kirk |date=November 16, 1996 |title=Bugs Bunny Is New Tenant At 1 Times Sq. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1996/11/16/nyregion/bugs-bunny-is-new-tenant-at-1-times-sq.html |url-status=live |access-date=September 28, 2021 |archive-url=https://web.archive.org/web/20210928014926/https://www.nytimes.com/1996/11/16/nyregion/bugs-bunny-is-new-tenant-at-1-times-sq.html |archive-date=September 28, 2021 |issn=0362-4331}}</ref> The complex would include a four-story restaurant on the roof.<ref name="n86106766" /> Warner Bros. hired [[Frank Gehry|Frank O. Gehry]] to design the store, and Gehry released his plans in early 1997. The proposal called for gutting the lowest eight stories and replacing the facade with a translucent wire mesh.<ref>{{Cite news |last=Muschamp |first=Herbert |date=April 7, 1997 |title=A Chance for an Architect to Let His Imagination Run Free |language=en-US |work=The New York Times |url=https://www.nytimes.com/1997/04/07/arts/a-chance-for-an-architect-to-let-his-imagination-run-free.html |access-date=August 12, 2022 |issn=0362-4331 |archive-date=August 12, 2022 |archive-url=https://web.archive.org/web/20220812181003/https://www.nytimes.com/1997/04/07/arts/a-chance-for-an-architect-to-let-his-imagination-run-free.html |url-status=live }}</ref><ref>{{cite magazine |last=Cramer |first=Ned |date=May 1997 |title=Times Square Striptease |url=https://usmodernist.org/AJ/A-1997-05.pdf#page=17 |magazine=Journal of the American Institute of Architects |volume=86 |page=49}}</ref>

=== Jamestown ownership ===

==== Late 1990s and 2000s ====
Lehman Brothers sold One Times Square in June 1997 to [[Jamestown L.P.]] for about $110 million, four times more than what Lehman Brothers had paid for the building just two years earlier.<ref name="nyt19970619">{{Cite news |last=Bagli |first=Charles V. |date=June 19, 1997 |title=Tower in Times Sq., Billboards and All, Earns 400% Profit |language=en-US |work=The New York Times |url=https://www.nytimes.com/1997/06/19/nyregion/tower-in-times-sq-billboards-and-all-earns-400-profit.html |access-date=September 28, 2021 |issn=0362-4331 |archive-date=July 7, 2017 |archive-url=https://web.archive.org/web/20170707185428/http://www.nytimes.com/1997/06/19/nyregion/tower-in-times-sq-billboards-and-all-earns-400-profit.html |url-status=live}}</ref><ref>{{cite magazine |last=Alva |first=Marilyn |date=December 1, 1997 |title=Germans leading influx of foreign-borne money |volume=13 |issue=48 |page=23 |id={{ProQuest|219155738}}|journal=Crain's New York Business}}</ref> [[Sherwood Equities]] owned a minority stake in the building and was the leasing agent for the retail space.<ref name="nyt-2008-03-12" /> The Warner Bros. store then opened in April 1998, occupying {{convert|15000|ft2}} on three stories.<ref>{{Cite news |last=Pristin |first=Terry |date=April 21, 1998 |title=Metro Business; 1 Times Square Store For Warner Brothers |language=en-US |work=The New York Times |url=https://www.nytimes.com/1998/04/21/nyregion/metro-business-1-times-square-store-for-warner-brothers.html |access-date=August 12, 2022 |issn=0362-4331 |archive-date=August 12, 2022 |archive-url=https://web.archive.org/web/20220812181130/https://www.nytimes.com/1998/04/21/nyregion/metro-business-1-times-square-store-for-warner-brothers.html |url-status=live }}</ref><ref>{{cite news |last=Moin |first=David |date=April 21, 1998 |title=Warner Bros, To Cut Loose In Its Times Square Store |volume=175 |pages=8 |work=Women's Wear Daily |issue=75 |id={{ProQuest|1445681456}}}}</ref> The store was known as "1 Toon Square", a reference to its address.<ref>{{Cite news |last=Herszenhorn |first=David M. |date=April 26, 1998 |title=With Bugs's Debut, It's Toons Square |language=en-US |work=The New York Times |url=https://www.nytimes.com/1998/04/26/nyregion/with-bugs-s-debut-it-s-toons-square.html |access-date=August 12, 2022 |issn=0362-4331 |archive-date=August 12, 2022 |archive-url=https://web.archive.org/web/20220812181003/https://www.nytimes.com/1998/04/26/nyregion/with-bugs-s-debut-it-s-toons-square.html |url-status=live }}</ref> In advance of the 1999–2000 New Year's celebrations, the ball atop One Times Square's roof was replaced once again.<ref>{{Cite news |last=Goodnough |first=Abby |date=December 29, 1998 |title=Here Comes 2000, With Sponsors, Too; Official Products in the Right Place: Millennial Partying in Times Sq. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1998/12/29/nyregion/here-comes-2000-with-sponsors-too-official-products-right-place-millennial.html |access-date=August 12, 2022 |issn=0362-4331 |archive-date=April 22, 2022 |archive-url=https://web.archive.org/web/20220422192926/https://www.nytimes.com/1998/12/29/nyregion/here-comes-2000-with-sponsors-too-official-products-right-place-millennial.html |url-status=live }}</ref> After a portion of the building's exterior signs collapsed in March 1999, the New York City Department of Buildings ordered that four of the building's billboards be removed.<ref>{{Cite news |last=MacFarquhar |first=Neil |date=March 20, 1999 |title=After Sign Falls in Wind, City Orders Others Moved |language=en-US |work=The New York Times |url=https://www.nytimes.com/1999/03/20/nyregion/after-sign-falls-in-wind-city-orders-others-moved.html |access-date=August 12, 2022 |issn=0362-4331 |archive-date=August 12, 2022 |archive-url=https://web.archive.org/web/20220812164647/https://www.nytimes.com/1999/03/20/nyregion/after-sign-falls-in-wind-city-orders-others-moved.html |url-status=live }}</ref>

[[Time Warner]] announced in mid-2001 that it would close the Warner Bros. store that October due to a decline in business.<ref>{{Cite news |last=Bagli |first=Charles V. |date=July 12, 2001 |title=Bugs Bunny Is Losing His Times Square Home in October |language=en-US |work=The New York Times |url=https://www.nytimes.com/2001/07/12/nyregion/bugs-bunny-is-losing-his-times-square-home-in-october.html |access-date=September 28, 2021 |issn=0362-4331 |archive-date=September 28, 2021 |archive-url=https://web.archive.org/web/20210928014923/https://www.nytimes.com/2001/07/12/nyregion/bugs-bunny-is-losing-his-times-square-home-in-october.html |url-status=live}}</ref><ref>{{Cite news |date=July 7, 2001 |title=Warner Bros. Studio Stores to Close |pages=42 |work=The Los Angeles Times |url=https://www.newspapers.com/clip/86107660/warner-bros-studio-stores-to-close/ |access-date=September 28, 2021 |archive-date=September 28, 2021 |archive-url=https://web.archive.org/web/20210928014923/https://www.newspapers.com/clip/86107660/warner-bros-studio-stores-to-close/ |url-status=live}}</ref> Time Warner continued to pay rent for the vacant retail space.<ref>{{cite news |last=Muto |first=Sheila |date=December 31, 2003 |title=Plots & Ploys |page=B.6 |work=Wall Street Journal |issn=0099-9660 |id={{ProQuest|398911570}}}}</ref> In 2002, plans were announced for a [[7-Eleven]] convenience store, the Times Square Brewery, and Two Boots Pizza in One Times Square.<ref>{{Cite news |last=Bagli |first=Charles V. |date=June 8, 2002 |title=Sweet on Times Square, Hershey Is to Open Store |language=en-US |work=The New York Times |url=https://www.nytimes.com/2002/06/08/nyregion/sweet-on-times-square-hershey-is-to-open-store.html |access-date=August 12, 2022 |issn=0362-4331 |archive-date=July 25, 2022 |archive-url=https://web.archive.org/web/20220725154140/http://www.nytimes.com/2002/06/08/nyregion/sweet-on-times-square-hershey-is-to-open-store.html |url-status=live }}</ref> However, the planned 7-Eleven store was ultimately canceled.<ref>{{Cite news |last=Wilgoren |first=Jodi |date=July 13, 2003 |title=Business; In the Urban 7-Eleven, the Slurpee Looks Sleeker |language=en-US |work=The New York Times |url=https://www.nytimes.com/2003/07/13/business/business-in-the-urban-7-eleven-the-slurpee-looks-sleeker.html |access-date=August 12, 2022 |issn=0362-4331 |archive-date=August 12, 2022 |archive-url=https://web.archive.org/web/20220812181129/https://www.nytimes.com/2003/07/13/business/business-in-the-urban-7-eleven-the-slurpee-looks-sleeker.html |url-status=live }}</ref> Jamestown then repaired 450 panels on the building's facade in the mid-2000s. During this project, one of the facade's panels fell to the ground in 2004, injuring two pedestrians.<ref>{{Cite news |last=Ramirez |first=Anthony |date=August 20, 2004 |title=Slab of Building Facade Falls, Injuring 2 People in Times Square |language=en-US |work=The New York Times |url=https://www.nytimes.com/2004/08/20/nyregion/slab-of-building-facade-falls-injuring-2-people-in-times-square.html |access-date=August 12, 2022 |issn=0362-4331 |archive-date=August 12, 2022 |archive-url=https://web.archive.org/web/20220812181128/https://www.nytimes.com/2004/08/20/nyregion/slab-of-building-facade-falls-injuring-2-people-in-times-square.html |url-status=live }}</ref>

Due to the building's small size, it only housed a single office tenant during the 2000s and 2010s: the production company in charge of the Times Square Ball drop.<ref name="Velsey 2022">{{cite web |last=Velsey |first=Kim |date=May 6, 2022 |title=One Times Square, Long Empty, Will Now Bring the Billboards Inside |url=https://www.curbed.com/2022/05/one-times-square-redevelopment-renovation-advertising.html |access-date=August 5, 2022 |website=Curbed |archive-date=June 16, 2022 |archive-url=https://web.archive.org/web/20220616045732/https://www.curbed.com/2022/05/one-times-square-redevelopment-renovation-advertising.html |url-status=live }}</ref> In early 2006, the lower floors were occupied by a [[pop-up retail|pop-up store]] operated by [[J. C. Penney]] and known as ''The J C. Penney Experience''.<ref>{{cite news |title=What's Really Inside |url=http://www.villagevoice.com/2006-03-07/nyc-life/what-s-really-inside/ |work=The Village Voice |date=March 7, 2006 |access-date=January 15, 2013 |archive-date=December 30, 2012 |archive-url=https://web.archive.org/web/20121230153645/http://www.villagevoice.com/2006-03-07/nyc-life/what-s-really-inside/ |url-status=live |last1=Zappia |first1=Corina }}</ref><ref>{{cite magazine |last=Power |first=Denise |date=March 3, 2006 |title=J.C. Penney Experience Pops With Technology |magazine=Women's Wear Daily |volume=191 |issue=46 |pages=22 |id={{ProQuest|231110770}}}}</ref> The [[pharmacy]] chain [[Walgreens]] leased the entire building in 2007,<ref>{{cite web |last=Jonas |first=Ilaina |date=November 21, 2007 |title=Walgreens to return to New York's Times Square |url=https://www.reuters.com/article/us-walgreens-timessquaretower-idUSN2118994320071121 |access-date=August 5, 2022 |website=Reuters |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805202806/https://www.reuters.com/article/us-walgreens-timessquaretower-idUSN2118994320071121 |url-status=live }}</ref><ref>{{cite web |date=May 14, 2008 |title=Walgreens returns to 1 Times Square. |url=https://www.thefreelibrary.com/Walgreens+returns+to+1+Times+Square.-a0179317406 |access-date=August 5, 2022 |website=Real Estate Weekly |archive-date=June 2, 2013 |archive-url=https://web.archive.org/web/20130602231615/http://www.thefreelibrary.com/Walgreens+returns+to+1+Times+Square.-a0179317406 |url-status=live }}</ref> paying $4 million yearly. The chain had previously operated a store in the building for four decades until 1970.<ref name="nyt-2008-03-12">{{Cite news |last=Pristin |first=Terry |date=March 12, 2008 |title=A Homecoming for a Former Times Square Fixture |language=en-US |work=The New York Times |url=https://www.nytimes.com/2008/03/12/realestate/commercial/12drug.html |access-date=August 5, 2022 |issn=0362-4331 |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805202808/https://www.nytimes.com/2008/03/12/realestate/commercial/12drug.html |url-status=live }}</ref> Walgreens opened a new flagship store in the space in November 2008.<ref name="nyt-2008-11-20">{{Cite news|last=Elliott|first=Stuart|date=November 20, 2008|title=An Ad Network in Times Square|language=en-US|work=The New York Times|url=https://www.nytimes.com/2008/11/20/business/media/20adco.html|access-date=August 12, 2022|issn=0362-4331|archive-date=August 12, 2022|archive-url=https://web.archive.org/web/20220812182520/https://www.nytimes.com/2008/11/20/business/media/20adco.html|url-status=live}}</ref><ref>{{Cite magazine|title=Walgreens opens doors in Times Square|magazine=Drug Store News|volume=30|issue=15|date=December 8, 2008|pages=1, 8|id={{ProQuest|204759199}}}}</ref> As part of the store's opening, Gilmore Group designed a digital sign for the facade, constructed by [[D3 LED]]. The {{convert|17000|sqft|m2|adj=on}} sign ran diagonally up the western and eastern elevations of the building and contained 12 million LEDs, surpassing the nearby [[Nasdaq MarketSite]] sign as the largest LED sign in Times Square.<ref name="crump" /><ref>{{Cite news |last=Collins |first=Glenn |date=May 24, 2008 |title=How to Stand Out in Times Square? Build a Bigger and Brighter Billboard |language=en-US |work=The New York Times |url=https://www.nytimes.com/2008/05/24/nyregion/24sign.html |access-date=August 9, 2022 |issn=0362-4331 |archive-date=December 25, 2013 |archive-url=https://web.archive.org/web/20131225104531/http://www.nytimes.com/2008/05/24/nyregion/24sign.html?hp&_r=0 |url-status=live}}</ref> The sign operated 20 hours a day and advertised Walgreens's products.<ref name="nyt-2008-11-20" />

==== 2010s to present ====
[[File:One Times Square at Night 2024.jpg|alt=The northern facade of One Times Square as seen 2024. During ongoing renovations the billboard on the roof had been removed.|thumb|The building seen in 2024]]
In September 2017, Jamestown unveiled plans to use much of its vacant space. Under the proposal, a museum dedicated to the history of Times Square would be built on the 15th through 17th floors, and the 18th floor would contain a new [[Observation tower|observatory]].<ref name="Chen 2017" /> At the time, the building's billboards had started to become dated because of the increasing popularity of interactive programming.<ref name="Financial Times 2022">{{cite web |last=Chaffin |first=Joshua |date=May 6, 2022 |title=New York icon is reinvented as a 21st century 'interactive portal' |url=https://www.ft.com/content/2c4a20e2-f487-4e83-b06b-d8290f8904bf |access-date=August 6, 2022 |website=Financial Times |archive-date=August 6, 2022 |archive-url=https://web.archive.org/web/20220806212243/https://www.ft.com/content/2c4a20e2-f487-4e83-b06b-d8290f8904bf |url-status=live }}</ref> The ground level would also be renovated to provide an expanded entrance to the [[New York City Subway]]'s [[Times Square–42nd Street station]], directly underneath the building. Work on the subway entrance was originally supposed to be completed in 2018,<ref name="Chen 2017">{{cite web |url=https://www.dnainfo.com/new-york/20170928/times-square-theater-district/one-times-square-museum-observatory |title=Times Sq. Museum Aims To Steer Tourists Away From 'Elmos and Topless Women' |last=Chen |first=Jackson |date=September 28, 2017 |website=DNAinfo New York |access-date=September 29, 2017 |url-status=dead |archive-url=https://web.archive.org/web/20170928200946/https://www.dnainfo.com/new-york/20170928/times-square-theater-district/one-times-square-museum-observatory |archive-date=September 28, 2017}}</ref> but the MTA did not start construction on the 42nd Street Shuttle reconstruction project until August 2019.<ref name="MTA-crosstown">{{Cite web |url=http://www.mta.info/press-release/nyc-transit/mta-transform-42-st-shuttle-provide-better-service-fully-accessible |title=MTA to Transform 42 St Shuttle to Provide Better Service, Fully Accessible Crosstown Transit Connection |date=August 2, 2019 |website=mta.info |publisher=Metropolitan Transportation Authority |access-date=August 2, 2019 |archive-date=August 2, 2019 |archive-url=https://web.archive.org/web/20190802182623/http://www.mta.info/press-release/nyc-transit/mta-transform-42-st-shuttle-provide-better-service-fully-accessible |url-status=live}}</ref><ref>{{Cite web |url=https://ny.curbed.com/2019/8/2/20752082/nyc-subway-42nd-st-shuttle-grand-central-times-square |title=MTA will overhaul century-old 42nd Street shuttle |last=Ricciulli |first=Valeria |date=August 2, 2019 |website=Curbed NY |access-date=August 2, 2019 |archive-date=August 2, 2019 |archive-url=https://web.archive.org/web/20190802234536/https://ny.curbed.com/2019/8/2/20752082/nyc-subway-42nd-st-shuttle-grand-central-times-square |url-status=live}}</ref><ref>{{Cite web |url=https://www.nydailynews.com/new-york/ny-42nd-street-shuttle-20190802-pxkndnhnevarbpwnha4tjkbjie-story.html |title=42nd Street shuttle to get facelift; three-year project starts Aug. 16 |last=Gartland |first=Michael |date=August 2, 2019 |website=New York Daily News|issn=2692-1251 |access-date=August 2, 2019 |archive-date=August 2, 2019 |archive-url=https://web.archive.org/web/20190802234531/https://www.nydailynews.com/new-york/ny-42nd-street-shuttle-20190802-pxkndnhnevarbpwnha4tjkbjie-story.html |url-status=live}}</ref> As part of the redevelopment of One Times Square, a new {{convert|20|ft|m|adj=mid|-wide}} staircase entrance with a glass canopy, as well as a new elevator entrance, would be built.<ref name="MTA-crosstown" /> The new $40 million station entrance, including the elevator, formally opened in May 2022.<ref>{{cite web |last1=Nessen |first1=Stephen |date=May 17, 2022 |title=New Times Square subway entrance includes an elevator — and the largest mosaic in the system |url=https://gothamist.com/news/new-times-square-subway-entrance-includes-an-elevator-and-the-largest-mosaic-in-the-system |url-status=live |archive-url=https://web.archive.org/web/20220518081742/https://gothamist.com/news/new-times-square-subway-entrance-includes-an-elevator-and-the-largest-mosaic-in-the-system |archive-date=May 18, 2022 |access-date=May 18, 2022 |website=gothamist.com}}</ref><ref>{{cite web |date=May 16, 2022 |title=MTA unveils new Times Square subway entrance |url=https://abc7ny.com/times-square-subway-station-nick-cave-new-york-city/11857021/ |url-status=live |archive-url=https://web.archive.org/web/20220517161924/https://abc7ny.com/times-square-subway-station-nick-cave-new-york-city/11857021/ |archive-date=May 17, 2022 |access-date=May 19, 2022 |website=ABC7 New York}}</ref>

Jamestown announced in January 2019 that it planned to renovate the building and lease the upper floors, which at the time were completely blocked by billboards. Jamestown also planned to either terminate Walgreens's lease or reduce the size of the pharmacy.<ref name="trd-2019-01-29">{{Cite web |last=Rebong |first=Kevin |date=January 29, 2019 |title=New York's most viewed building is getting a facelift |url=https://therealdeal.com/2019/01/29/new-yorks-most-viewed-building-is-getting-a-facelift/ |access-date=August 5, 2022 |website=The Real Deal New York |language=en-US |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805202808/https://therealdeal.com/2019/01/29/new-yorks-most-viewed-building-is-getting-a-facelift/ |url-status=live }}</ref><ref>{{cite web |date=January 29, 2019 |title=Landlord to redevelop most viewed building in the world |url=https://www.crainsnewyork.com/real-estate/landlord-redevelop-most-viewed-building-world |access-date=August 5, 2022 |website=Crain's New York Business |archive-date=October 19, 2021 |archive-url=https://web.archive.org/web/20211019160925/https://www.crainsnewyork.com/real-estate/landlord-redevelop-most-viewed-building-world |url-status=live }}</ref> ''The Real Deal'' magazine estimated that Jamestown was earning $23 million per year from the building's billboards.<ref name="trd-2019-01-29" /> Later that year, the Zipper was removed due to the installation of a new display spanning the entire height of the tower.<ref name="Lo 2019">{{Cite web |last=Lo |first=Jasper K. |title=Big, bold, wild and fun – Times Square billboards entertain a digital world |url=https://www.nydailynews.com/new-york/ny-times-square-billboard-stream-advertisers-visitors-20190630-toge73ccjjab5nvv4rkmhzl6oi-story.html |url-status=live |archive-url=https://web.archive.org/web/20191108035339/https://www.nydailynews.com/new-york/ny-times-square-billboard-stream-advertisers-visitors-20190630-toge73ccjjab5nvv4rkmhzl6oi-story.html |archive-date=November 8, 2019 |access-date=November 24, 2019 |website=New York Daily News|issn=2692-1251|date=June 30, 2019 }}</ref><ref name="Campos 2019">{{Cite web |last=Campos |first=Guy |date=August 20, 2019 |title=350-foot high LED wall relaunched in New York |url=https://www.avinteractive.com/news/displays/350-foot-high-led-wall-relaunched-new-york-20-08-2019/ |url-status=live |archive-url=https://web.archive.org/web/20200806024357/https://www.avinteractive.com/news/displays/350-foot-high-led-wall-relaunched-new-york-20-08-2019/ |archive-date=August 6, 2020 |access-date=November 19, 2019 |website=AV Magazine |language=en-GB}}</ref><ref name="Young 2019">{{cite web |last=Young |first=Michael |date=May 19, 2019 |title=One Times Square's 300-Foot-Long LED Screen Nearly Completed, in Times Square |url=https://newyorkyimby.com/2019/05/one-times-squares-300-foot-long-led-screen-nearly-assembled-in-times-square.html |url-status=live |archive-url=https://web.archive.org/web/20220216030958/https://newyorkyimby.com/2019/05/one-times-squares-300-foot-long-led-screen-nearly-assembled-in-times-square.html |archive-date=February 16, 2022 |access-date=November 15, 2020 |website=New York YIMBY |quote="Another significant part of the exterior that was removed was the "zipper." This was the first of its kind in the world to display moving words for almost 90 years and was placed near the base of the tower"}}</ref> The Walgreens store at the building's base had closed permanently by 2022.<ref>{{Cite web |last=Beling |first=Sarah |date=April 7, 2022 |title=From Satan's Circus to Glittering Ball Drops to Walgreens — the Evolution of One Times Square |url=http://w42st.com/post/satans-circus-to-ball-drops-walgreens-the-one-times-square/ |access-date=September 2, 2022 |website=W42ST |language=en-US |archive-date=September 2, 2022 |archive-url=https://web.archive.org/web/20220902185533/https://w42st.com/post/satans-circus-to-ball-drops-walgreens-the-one-times-square/ |url-status=live }}</ref>
[[File:Refurbishing Times Tower 2024 jeh.jpg|thumb|Renovation underway, April 2024]]
Jamestown started renovating 1 Times Square in May 2022 at a cost of $500 million.<ref name="Adcroft 2022">{{cite web |last=Adcroft |first=Patrick |date=May 6, 2022 |title=One Times Square to undergo $500 million renovation |url=https://www.ny1.com/nyc/all-boroughs/news/2022/05/06/one-times-square-to-undergo--500-million-renovation |access-date=August 5, 2022 |website=Spectrum News NY1 New York City |archive-date=August 5, 2022 |archive-url=https://web.archive.org/web/20220805202809/https://www.ny1.com/nyc/all-boroughs/news/2022/05/06/one-times-square-to-undergo--500-million-renovation |url-status=live }}</ref><ref name="Novini Smith 2022">{{cite web |last1=Novini |first1=Rana |last2=Smith |first2=Romney |date=May 6, 2022 |title=NYC Mayor Eric Adams Announces $500M Times Square Redevelopment |url=https://www.nbcnewyork.com/news/local/nyc-mayor-eric-adams-announces-500m-times-square-redevelopment/3676769/ |access-date=August 5, 2022 |website=NBC New York |archive-date=June 9, 2022 |archive-url=https://web.archive.org/web/20220609021534/https://www.nbcnewyork.com/news/local/nyc-mayor-eric-adams-announces-500m-times-square-redevelopment/3676769/ |url-status=live }}</ref> To finance the project, Jamestown received a $425 million mortgage from [[JPMorgan Chase]], a building loan of $88.7 million, and a project loan of $39.8 million.<ref>{{Cite web |last=Dilakian |first=Steven |date=May 13, 2022 |title=Jamestown Lands $425M for One Times Square Redevelopment |url=https://therealdeal.com/2022/05/13/jamestown-lands-425m-to-bring-the-metaverse-to-one-times-square/ |access-date=August 9, 2022 |website=The Real Deal New York |language=en-US |archive-date=August 2, 2022 |archive-url=https://web.archive.org/web/20220802212415/https://therealdeal.com/2022/05/13/jamestown-lands-425m-to-bring-the-metaverse-to-one-times-square/ |url-status=live }}</ref><ref>{{cite web |last=Young |first=Celia |date=May 12, 2022 |title=Jamestown Snags $425M for One Times Square Redevelopment |url=https://commercialobserver.com/2022/05/jamestown-425m-one-times-square-redevelopment-refinance/ |access-date=August 9, 2022 |website=Commercial Observer |archive-date=August 9, 2022 |archive-url=https://web.archive.org/web/20220809152104/https://commercialobserver.com/2022/05/jamestown-425m-one-times-square-redevelopment-refinance/ |url-status=live }}</ref> S9 Architecture designed the renovation with [[DeSimone Consulting Engineering|DeSimone]] as structural engineers, while [[AECOM]] and [[Tishman Construction]] were the general contractors. The advertising boards on the northern facade remained in place, but the advertisements on the other three facades were removed. The 1960s marble facade would be removed and replaced with a glass curtain wall.<ref name="New York YIMBY 2022">{{cite web |date=June 16, 2022 |title=Billboard Removal and Transformation of One Times Square Progresses in Midtown, Manhattan |url=https://newyorkyimby.com/2022/06/billboard-removal-and-transformation-of-one-times-square-progresses-in-midtown-manhattan.html |access-date=August 5, 2022 |website=New York YIMBY |archive-date=June 20, 2022 |archive-url=https://web.archive.org/web/20220620012928/https://newyorkyimby.com/2022/06/billboard-removal-and-transformation-of-one-times-square-progresses-in-midtown-manhattan.html |url-status=live }}</ref> The structure would contain only one story of office space after it reopened.<ref name="Velsey 2022" /> The museum would occupy six stories, while technology companies would be able to lease 12 stories for interactive attractions.<ref name="Velsey 2022" /><ref name="Kelly l713">{{cite web |last=Kelly |first=Keith J. |date=December 28, 2024 |title=By Next Summer, the $500 Million Renovation of One Times Square Will Feature Wrap Around Viewing Deck and New Museum |url=https://www.otdowntown.com/news/by-next-summer-the-500-million-renovation-of-one-times-square-will-feature-wrap-around-viewing-deck-and-new-museum-XD4036761 |access-date=January 5, 2025 |website=www.otdowntown.com}}</ref> The building's observation deck would be open year-round, and the Times Square Ball would drop several times a day throughout the year.<ref name="Financial Times 2022" /> Jamestown would also install a new elevator to the building's observation deck.<ref name="Chen 2017" /><ref name="Financial Times 2022" /> The building would continue to display ads on its northern facade, and it would host New Year's Eve celebrations during the renovation.<ref name="Adcroft 2022" /><ref name="Novini Smith 2022" /> The current ball will be moved to the new museum and replaced by a new design in December 2025.<ref>{{Cite web |date=December 27, 2024 |title=Final preparations underway for Times Square Ball ahead of 2025 celebration |url=https://abc7ny.com/post/new-years-eve-celebration-crews-begin-final-preparations-crystal-ball-set-drop-times-square-week/15715080/ |url-status=live |access-date=December 27, 2024 |publisher=[[WABC-TV]] |language=en}}</ref>

The [[Durst Organization]], which owned the neighboring 4 Times Square, sued the city's DOB in July 2022, claiming that the scaffolding around One Times Square would attract crime while worsening congestion on the sidewalk.<ref>{{cite web | last=Garber | first=Nick | title=New Times Square Scaffolding Lets Criminals Corner Tourists: Lawsuit | website=Midtown-Hell's Kitchen, NY Patch | date=August 1, 2022 | url=https://patch.com/new-york/midtown-nyc/new-times-square-scaffolding-lets-criminals-corner-tourists-lawsuit | access-date=August 21, 2022 | archive-date=August 21, 2022 | archive-url=https://web.archive.org/web/20220821183629/https://patch.com/new-york/midtown-nyc/new-times-square-scaffolding-lets-criminals-corner-tourists-lawsuit | url-status=live }}</ref> The renovated tower [[Topping out|topped out]] on December 7, 2023.<ref name="Ginsburg 2023 y896">{{cite web |last=Ginsburg |first=Aaron |date=December 8, 2023 |title=Revamped One Times Square, home to the New Year's Eve ball drop, tops out |url=https://www.6sqft.com/one-times-square-new-years-eve-ball-drop-tops-out/ |access-date=February 5, 2024 |website=6sqft}}</ref><ref name="NBC New York 2023 v339">{{cite web |date=December 7, 2023 |title=One Times Square celebrates topping off after $500 million redevelopment ahead of New Year's Eve |url=https://www.nbcnewyork.com/news/local/one-times-square-to-celebrating-topping-off-after-500-million-redevelopment/4928943/ |access-date=February 5, 2024 |website=NBC New York}}</ref>

== Architecture ==
Eidlitz & McKenzie had originally designed One Times Square in the [[Gothic Revival architecture|neo-Gothic style]].<ref name="nyt-1903-12-20">{{Cite news |date=December 20, 1903 |title=Intricate Work of Decoration; Designing Exterior Details of New Times Building. Regard Must Be Had for Both Color and Architectural Features – Preparing the Stone and Terra Cotta. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1903/12/20/archives/intricate-work-of-decoration-designing-exterior-details-of-new.html |url-status=live |access-date=July 17, 2020 |archive-url=https://web.archive.org/web/20200717091823/https://www.nytimes.com/1903/12/20/archives/intricate-work-of-decoration-designing-exterior-details-of-new.html |archive-date=July 17, 2020 |issn=0362-4331}}</ref><ref name="LC p. 309" /> This style was reportedly used because the irregular shape of the site prevented the architects from designing a [[Neoclassical architecture|neoclassical]] or [[Renaissance Revival architecture|neo-Renaissance]] building.<ref name="LC p. 312" /><ref name="Supplement p. BS7" /> The ''Times'' had described the edifice as being {{convert|476|ft}} tall, measured from the deepest basement level to the pinnacle of the tower's flagpole.<ref>{{harvnb|New York Times Building Supplement|1905|p=BS3|ps=.}}</ref><ref name="LC p. 309">{{harvnb|Landau|Condit|1996|ps=.|p=309}}</ref> The actual height from street level to roofline was {{convert|362|ft|8.75|in|0}}, making it the city's second tallest office building when it opened, after the [[Park Row Building]].<ref name="LC p. 309" /><ref name="Dunlap 2015">{{cite web |last=Dunlap |first=David W. |date=April 24, 2015 |title=1905 – Times Building Is the Tallest in the City (With a Big Asterisk) |url=https://www.nytimes.com/times-insider/2015/04/24/1905-times-building-is-the-tallest-in-the-city-with-a-big-asterisk/ |access-date=August 6, 2022 |website=The New York Times |archive-date=October 30, 2020 |archive-url=https://web.archive.org/web/20201030160735/https://www.nytimes.com/times-insider/2015/04/24/1905-times-building-is-the-tallest-in-the-city-with-a-big-asterisk/ |url-status=live }}</ref> Without its tower, the ''Times'' Building only measured {{convert|228|ft}} tall.<ref>{{Cite magazine |date=December 17, 1904 |title=New York's Lofty Office Buildings: the Tallest and the Narrowest Now Being Completed in New York-- Wonderful Feats of Construction |volume=18 |issue=25 |page=436 |id={{ProQuest|128400674}} |magazine=The Construction News}}</ref> [[David W. Dunlap]] of the ''Times'' wrote that, when the building was completed, it was in his employer's "self-interest to assert that building heights ought to be measured from the lowest level."<ref name="Dunlap 2015" />

=== Facade ===
[[File:Crowd gathers for updates to 1919 World Series.JPG|thumb|Original facade of the building as seen in 1919|alt=The Times Tower as seen in 1919, with its original marble facade. There are pedestrians and vehicles on the streets surrounding the tower.]]
When the Times Tower opened, it contained an elaborately decorated facade of limestone and [[Architectural terracotta|terracotta]]. The facade's [[Articulation (architecture)|articulation]] consisted of three horizontal sections similar to the components of a [[column]], namely a base, shaft, and [[Capital (architecture)|capital]].<ref name="LC p. 312" /><ref name="nyt-1903-12-20" /> The facade contained several slightly projecting sections, which indicated the locations of steel columns in the building's [[superstructure]].<ref name="LC p. 312" /><ref name="Supplement p. BS8">{{harvnb|New York Times Building Supplement|1905|ps=.|p=BS8}}</ref> The southern portion of the building extended about {{convert|60|ft}} back from 42nd Street and was taller than the northern portion.<ref name="LC p. 312" /><ref name="nyt-1903-06-27" /> This increased the amount of rentable space, since the southern part of the site was wider.<ref name="LC p. 312" /><ref name="Supplement p. BS7" /> The plate glass used in the building weighed {{Convert|28|ST|LT t}}.<ref name="Equipment of Times Building p. 2">{{harvnb|New York Times Building Supplement|1905|ps=.|p=BS21}}</ref>

The first three stories were elaborately decorated and were clad entirely in cream-colored [[Indiana limestone]], a material chosen for its durability. There were elaborately carved doorways on both Broadway and Seventh Avenue, as well as a horizontal [[Course (architecture)|band course]] of limestone above the third story.<ref name="nyt-1903-12-20" /> Some of the decoration on the lower levels was made of iron, including the ground-floor windows.<ref name="p128409982">{{Cite magazine |date=April 1, 1905 |title=Materials Used in the New York Times Building |volume=19 |issue=13 |page=233 |id={{ProQuest|128409982}} |magazine=The Construction News}}</ref> The windows at the base were smaller than they normally would have been, thereby giving the impression of massiveness.<ref name="LC p. 312" /><ref name="Supplement p. BS7" /> The 4th through 12th stories, comprising the shaft, contained little decoration.<ref name="nyt-1904-01-19" /> These stories were clad in cream-colored brick, which was glazed to resemble the terracotta on the rest of the facade.<ref name="nyt-1903-12-20" /> The upper stories contained extremely ornate terracotta details such as [[Bracket (architecture)|brackets]] and [[cornice]]s.<ref name="nyt-1903-12-20" /><ref name="p128409982" /> There were ornamental ironwork window frames above the 12th story.<ref name="p128409982" /><ref name="Equipment of Times Building p. 4">{{harvnb|New York Times Building Supplement|1905|ps=.|p=BS23}}</ref>

Above the 16th story, the roof of the northern section was made of wire glass.<ref name="Equipment of Times Building p. 2" /> The trapezoidal "tower" above the southern half of the building was designed to resemble a square [[campanile]]. Each elevation of this tower contained one arched window flanked by smaller, single windows.<ref name="Supplement p. BS8" /> Critics compared the tower's detail to that of [[Giotto's Campanile]] in [[Florence]].<ref name="p115725139" /><ref name="p124670436" /> Arthur G. Bein of ''American Architect'' magazine said: "The architect has been free to reproduce almost exactly Giotto's great [[Machicolation|machicolated]] cornice with perforated parapet above."<ref name="p124670436">{{Cite magazine |last=Bein |first=Arthur G. |date=February 16, 1910 |title=Famous Prototypes of New York Towers |volume=97 |issue=1782 |page=81 |id={{ProQuest|124670436}} |magazine=The American Architect}}</ref> Each corner of the tower contained projecting piers, designed in a manner that resembled turrets.<ref name="p124670436" /> Originally, Eidlitz had planned to build a dome atop the southern part of the building, but he scrapped these plans because of the difficulty in placing a circular dome above an irregular trapezoidal [[massing]].<ref>{{Cite news |date=November 22, 1903 |title=Problems That Come With Skyscrapers; Interior Irregularities Must Be Hidden by Outward Symmetry. Difficulties of This Sort Met in the New Times Building – Why a Tower Replaced a Dome. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1903/11/22/archives/problems-that-come-with-skyscrapers-interior-irregularities-must-be.html |access-date=August 8, 2022 |issn=0362-4331 |archive-date=August 8, 2022 |archive-url=https://web.archive.org/web/20220808200923/https://www.nytimes.com/1903/11/22/archives/problems-that-come-with-skyscrapers-interior-irregularities-must-be.html |url-status=live }}</ref>

In 1965, the building's original facade was replaced with 420 concrete and marble panels. Each panel was made of a {{convert|5|in|cm|-thick|adj=mid}} layer of precast concrete covered with a {{convert|7/8|in|cm|-thick|adj=mid}} layer of white Vermont marble. Twenty of these panels measured {{convert|9|by|18|ft}} and the other 400 panels measured {{convert|9|by|12|ft}}. The rear of each panel was anchored to the building's superstructure.<ref>{{cite news |date=August 2, 1964 |title=Old Times Tower Will Be Enclosed By Marble Panels |page=249 |work=The New York Times |issn=0362-4331 |id={{ProQuest|115884348}}}}</ref> ''Progressive Architecture'' magazine criticized the renovation as "a face-lifting job of thorough-going blandness".<ref name="PA 1963-05" /><ref name="NY1960" /> All four elevations of the facade were covered with billboards in the 1990s.<ref name="nyt-1996-01-18" /> From 2022 to 2024, the concrete-and-marble facade of the western, southern, and eastern elevations was removed and replaced with glass panels.<ref name="New York YIMBY 2022" /><ref name="Schillaci w790">{{cite web | last=Schillaci | first=Trevor | title=A renovation to One Times Square will add new curtain wall, observation deck, and immersive experiences | website=The Architect’s Newspaper | date=April 19, 2024 | url=https://www.archpaper.com/2024/04/renovation-one-times-square-curtain-wall-observation-deck-immersive-experiences/ | access-date=January 5, 2025}}</ref> In addition, a cantilevered observation deck was installed outside the building,<ref name="New York YIMBY 2023 a001">{{cite web | title=One Times Square Tops Out in Times Square, Manhattan | website=New York YIMBY | date=December 11, 2023 | url=https://newyorkyimby.com/2023/12/one-times-square-tops-out-in-times-square-manhattan.html | access-date=April 4, 2024}}</ref> supported by a truss weighing {{Convert|7|ST|LT t}}.<ref name="Schillaci w790" />

=== Structural features ===
==== Substructure ====
The [[Foundation (engineering)|foundation]] of the building extended {{convert|60|ft}} deep and was excavated to the underlying layer of [[bedrock]]. It is surrounded by waterproof retaining walls, which are backfilled with a mixture of loose stone and cement.<ref name="nyt-1903-11-15">{{Cite news |date=November 15, 1903 |title=Sub-surface Problems in Structural Work; Some Facts About the Unseen Part of The Times Building. How Solid Rock is Made Stronger – How "Sand Cushions," Are Formed – Solving Problems of Ventilation. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1903/11/15/archives/subsurface-problems-in-structural-work-some-facts-about-the-unseen.html |access-date=August 6, 2022 |issn=0362-4331 |archive-date=August 6, 2022 |archive-url=https://web.archive.org/web/20220806225220/https://www.nytimes.com/1903/11/15/archives/subsurface-problems-in-structural-work-some-facts-about-the-unseen.html |url-status=live }}</ref> The foundation itself consists of cast-steel footings, above which rise the building's steel columns. The footings each measure {{convert|5|by|5|ft}} across, and their centers are spaced {{convert|17|ft}} apart. Each steel footing is placed atop a heavy granite block measuring {{convert|8|by|8|ft}} across and {{convert|2|ft}} thick, which in turn rests directly on the underlying bedrock.<ref name="nyt-1903-10-11">{{Cite news |date=October 11, 1903 |title=Foundations of the New Times Building; Structure One of Interesting Details Below the Curb Line. Cast Steel Bases for Columns – Protection Against Dampness and Corosion – "Sand Cushions" to Prevent Vibration. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1903/10/11/archives/foundations-of-the-new-times-building-structure-one-of-interesting.html |access-date=August 6, 2022 |issn=0362-4331 |archive-date=August 6, 2022 |archive-url=https://web.archive.org/web/20220806225218/https://www.nytimes.com/1903/10/11/archives/foundations-of-the-new-times-building-structure-one-of-interesting.html |url-status=live }}</ref><ref name="p128405015">{{cite magazine |last=Lawrence |first=Charles H. |date=June 16, 1906 |title=Structural Problems in the New York Times Building |magazine=The Construction News |volume=21 |page=463 |id={{ProQuest|128405015}} |number=24}}</ref> Structural loads from the upper stories are carried down into the footings and then spread across the layer of bedrock, which carries a load of {{convert|20|ST/ft2|psi kPa}}.<ref name="nyt-1903-11-29" /> The retaining walls of the foundation are made of red brick.<ref name="Equipment of Times Building p. 2" /> On the eastern part of the site (where the underlying rock sloped upward), workers built a retaining wall with embedded [[I-beam]]s, providing additional wind bracing.<ref name="p128405015" />

The building contains three basement levels, the lowest of which is {{convert|55|ft}} deep. The Times Square subway station encroaches on a portion of the first and second basement levels.<ref name="nyt-1903-10-11" /><ref>{{harvnb|Architectural Record|1903|ps=.|p=330}}</ref> The subway station itself is placed {{convert|22|ft}} below ground and has a ceiling {{convert|10|ft}} high.<ref>{{harvnb|Architectural Record|1903|ps=.|pp=330–331}}</ref> The pillars of the subway tunnel were covered in brick<ref name="Equipment of Times Building p. 2" /> and were placed atop sound-dampening sand cushions, minimizing vibrations caused by passing subway trains.<ref name="nyt-1903-11-15" /><ref name="LC p. 313">{{harvnb|Landau|Condit|1996|ps=.|p=313}}</ref><ref name="p128405015" /> Part of the superstructure is [[cantilever]]ed above the subway tunnel, since the city's Rapid Transit Commission forbade any obstructions in subway tunnel's [[Right-of-way (transportation)|right-of-way]].<ref name="p128405015" /><ref>{{harvnb|Landau|Condit|1996|ps=.|pp=312–313}}</ref> The northern wall rests on a {{convert|30|ST|LT t|adj=on}} [[plate girder]] above the subway tunnel; at the time of construction, it was the heaviest girder in the world to be installed in an office building.<ref name="p128409982" /><ref name="LC p. 313" /><ref name="nyt-1904-12-31">{{Cite news |date=December 31, 1904 |title=Notable Edition Marks Times Building Opening; Story of Great Structure Told in Special Supplement. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1904/12/31/archives/notable-edition-marks-times-building-opening-story-of-great.html |access-date=August 8, 2022 |issn=0362-4331 |archive-date=August 8, 2022 |archive-url=https://web.archive.org/web/20220808200924/https://www.nytimes.com/1904/12/31/archives/notable-edition-marks-times-building-opening-story-of-great.html |url-status=live }}</ref>{{efn|Larger girders were used above the [[Colonial Theatre (Boston)|Colonial Theatre]] in Boston.<ref name="p124648830" />}} This girder measures {{convert|60|ft}} long<ref name="p124648830">{{Cite magazine |date=June 3, 1905 |title=Illustrations: the "Times" Building, Longacre Square, New York, N. Y. |volume=87 |issue=1536 |page=179 |id={{proQuest|124648830}} |magazine=The American Architect and Building News}}</ref> and consists of a group of three I-beams, which collectively measure {{convert|3|ft}} wide and {{convert|5|ft}} high.<ref name="p128409982" /> Seven [[Pier (architecture)|piers]] in the basement, each measuring {{convert|43|ft}} high, carry the entire [[structural load]] of the upper levels;<ref name="p124648830" /> they are encased in Portland cement.<ref name="nyt-1903-10-11" />

==== Superstructure ====
The superstructure contains two-story-tall sections of steel columns. At each story, the columns are connected horizontally by a grid of steel [[girders]].<ref name="nyt-1903-12-06" /> On average, each girder measures {{convert|25|ft}} long, and there are about 150 pieces of steel used on each story.<ref name="nyt-1903-11-29" /> The seven main structural columns are embedded within the walls on each story.<ref name="nyt-1903-12-06" />  Structural engineers [[Purdy and Henderson]] designed three systems of wind bracing for the building.<ref name="p128405015" /><ref name="nyt-1903-10-18">{{Cite news |date=October 18, 1903 |title=Wind-bracing in New Times Building; Fiercest Gales Will Have No Terrors for the Structure. Three Types of Diagonal Strengthening Will Give Great Stability – Other Details. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1903/10/18/archives/windbracing-in-new-times-building-fiercest-gales-will-have-no.html |url-status=live |access-date=July 17, 2020 |archive-url=https://web.archive.org/web/20200718012050/https://www.nytimes.com/1903/10/18/archives/windbracing-in-new-times-building-fiercest-gales-will-have-no.html |archive-date=July 18, 2020 |issn=0362-4331}}</ref> The first system consists of the girders on each story, which are welded to the building's columns via [[gusset plate]]s.<ref name="LC p. 313" /><ref name="nyt-1903-10-18" /> The building also contains X-shaped diagonal bracing, placed within the partitions next to each of the elevator shafts. Between the individual elevator shafts is a system of knee bracing; it consists of diagonal steel bars shaped like a rotated "K", which extend downward from the centers of the horizontal girders.<ref name="nyt-1903-10-18" /> The structural steel frame carried a [[dead load]] of {{convert|46|psf}}.<ref name="p128409982" />

Originally, the spaces between the girders were spanned by [[flat arch]]es made of hollow bricks, which were then covered with a layer of cement. Fireproof timber sleepers were then installed atop these flat arches, and a layer of fireproof wood was installed above these sleepers. The [[Surface finishing|finished]] wooden floor was then installed above the layer of fireproof wood.<ref name="nyt-1903-12-06">{{Cite news |date=December 6, 1903 |title=Floor Space Division in Big Structures; Interior Structural Details in the New Times Building. Partitions Now a Matter of Utility, Not of Strength – No Exposed Columns – Laying the Floor Arches. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1903/12/06/archives/floor-space-divison-in-big-structures-interior-structural-details.html |access-date=August 6, 2022 |issn=0362-4331 |archive-date=August 6, 2022 |archive-url=https://web.archive.org/web/20220806225219/https://www.nytimes.com/1903/12/06/archives/floor-space-divison-in-big-structures-interior-structural-details.html |url-status=live }}</ref> The partition walls were constructed of square bricks, which were then finished in plaster. The building's elevator shafts were surrounded by walls made of fire-clay, which were then covered with a layer of tiled brick.<ref name="nyt-1903-12-06" /> The superstructure used {{Convert|82.923|e6lb|ST LT t|-3}} of iron, brick, mortar, terracotta, limestone, masonry, and other materials.<ref name="p128409982" /><ref name="nyt-1904-12-31" />

=== Interior ===
[[File:One Times Square floor plates.jpg|thumb|right|One Times Square's floor plates were originally constructed with [[flat arch]]es made of [[terracotta]] (darker portion, foreground), as was typical of the late 19th and early 20th centuries. The newer 21st century renovation construction uses [[Formwork#Slab formwork (deck formwork)|concrete slab on metal deck]] (brighter portion, background).|alt=A view of One Times Square's floor plates]]
Initially, the entrance on Broadway led to an elevator lobby with decorative [[pilaster]]s, while the entrance on Seventh Avenue led to an ornamental staircase. The lobby contained a ceiling measuring {{convert|15.5|ft}} high. The lowest part of the wall contained a marble [[wainscoting]] that measured {{convert|8|ft}} high, while the upper portion of the wall was painted white. The top of the main hall contained a paneled cornice decorated with a shell motif. The floor was made of white mosaic.<ref name="nyt-1903-10-25">{{Cite news |date=October 25, 1903 |title=Interior of the New Times Building; Decorative Features to be Prominent in the New Structure. How the Great Foundations Will Add to the Strength of the Upper Portion – Unusual Facilities for Light. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1903/10/25/archives/interior-of-the-new-times-building-decorative-features-to-be-promi.html |access-date=August 7, 2022 |issn=0362-4331 |archive-date=August 7, 2022 |archive-url=https://web.archive.org/web/20220807011849/https://www.nytimes.com/1903/10/25/archives/interior-of-the-new-times-building-decorative-features-to-be-promi.html |url-status=live }}</ref> There were seven oak-framed revolving doors in the building: two at the Broadway entrance to the lobby, one at the 42nd Street entrance, and four leading to the subway station in the basement.<ref name="Equipment of Times Building p. 4" />

On the first basement level was a pedestrian arcade with several small stores, which ran from street level to the Times Square station's southbound platform.<ref>{{Cite news |date=January 17, 1904 |title=Arcade to Be Feature in the Times Building; Lively Business Thoroughfare to be Made Under Ground. Booths to Flank the Corridors Leading to the Subway Station – Show Windows Along the Platform. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1904/01/17/archives/arcade-to-be-feature-in-the-times-building-lively-business.html |url-status=live |access-date=July 17, 2020 |archive-url=https://web.archive.org/web/20200717015659/https://www.nytimes.com/1904/01/17/archives/arcade-to-be-feature-in-the-times-building-lively-business.html |archive-date=July 17, 2020 |issn=0362-4331}}</ref> The arcade was closed in 1967 due to high crime,<ref>{{Cite news |date=July 2, 1967 |title=Times Sq. Subway Arcade Shut, Making a Belated End of Stores |language=en-US |work=The New York Times |url=https://www.nytimes.com/1967/07/02/archives/times-sq-subway-arcade-shut-making-a-belated-end-of-stores.html |access-date=July 15, 2022 |issn=0362-4331 |archive-date=July 15, 2022 |archive-url=https://web.archive.org/web/20220715152807/https://www.nytimes.com/1967/07/02/archives/times-sq-subway-arcade-shut-making-a-belated-end-of-stores.html |url-status=live }}</ref> but an archway leading from the station to One Times Square's basement remained visible until the 2000s.<ref>{{Cite news |last=Dunlap |first=David W. |date=March 28, 2004 |title=1904–2004; Crossroads of the Whirl |language=en-US |work=The New York Times |url=https://www.nytimes.com/2004/03/28/nyregion/1904-2004-crossroads-of-the-whirl.html |access-date=August 12, 2022 |issn=0362-4331 |archive-date=August 10, 2017 |archive-url=https://web.archive.org/web/20170810053526/http://www.nytimes.com/2004/03/28/nyregion/1904-2004-crossroads-of-the-whirl.html |url-status=live }}</ref> The rest of the first basement contained storefronts and the ''Times's'' mailing department, while the second basement contained the mailing and repair departments.<ref name="nyt-1903-10-11" /> The third basement is larger than the other basement levels, extending underneath the sidewalk to the [[Curb|curb line]] on all sides.<ref name="nyt-1903-11-15" /> It covers an area of {{convert|17000|ft2}}, three times as large as each of the office stories above.<ref>{{Cite news |date=January 24, 1904 |title=Underground Room in New Times Building; Press Facilities Sixty-five Feet Below the Street. A Month Needed to Set Up Delicate Machinery – Area Below Ground – Handling the Papers. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1904/01/24/archives/underground-room-in-new-times-building-press-facilities-sixtyfive.html |access-date=August 7, 2022 |issn=0362-4331 |archive-date=August 7, 2022 |archive-url=https://web.archive.org/web/20220807015450/https://www.nytimes.com/1904/01/24/archives/underground-room-in-new-times-building-press-facilities-sixtyfive.html |url-status=live }}</ref> The third basement level contained the pressroom, which was connected via a freight elevator to the second basement.<ref name="nyt-1903-10-11" /> The southern section of the pressroom originally contained four [[printing press]]es.<ref name="nyt-1903-11-15" /> The pressroom was illuminated by [[areaway]]s on 42nd Street and Seventh Avenue, which measured {{convert|30|ft}} deep and contained glazed-brick cladding.<ref name="nyt-1903-11-15" /> These areaways, as well as the southbound platform of the Times Square station, were covered by glass skylights.<ref name="Equipment of Times Building p. 3">{{harvnb|New York Times Building Supplement|1905|ps=.|p=BS22}}</ref>

The first twelve stories above ground were rented out to other tenants, except for the ''New York Times'' publication office at ground level.<ref name="nyt-1903-10-25" /><ref>{{harvnb|Landau|Condit|1996|ps=.|p=311}}</ref> The 13th through 21st stories contained various departments for ''The New York Times''.<ref>{{harvnb|New York Times Building Supplement|1905|ps=.|p=BS6}}</ref> Each office was decorated with ornamental cornices and red-oak doors.<ref name="nyt-1903-10-25" /> Offices occupied the northernmost {{convert|60|ft}} of the building, which was extremely narrow. In the southern half of the building, a hallway ran down the middle of each story, separating offices to the west and east.<ref name="nyt-1903-12-27" /> These hallways were decorated with white mosaic tile floors and marble wainscoting on the walls.<ref name="Equipment of Times Building p. 4" /> The 16th story, used as a composing room, was the highest story in the northern section of the building. The top six stories, which contained the ''Times's'' editorial offices, had windows on all four sides.<ref name="nyt-1903-12-27">{{Cite news |date=December 27, 1903 |title=Interior Plans of New Times Building; Location Will Insure Abundance of Natural Light. Arrangement of Windows One of the Problems That Has Come with the Modern Skyscraper. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1903/12/27/archives/interior-plans-of-new-times-building-location-will-insure-abundance.html |access-date=August 7, 2022 |issn=0362-4331 |archive-date=August 7, 2022 |archive-url=https://web.archive.org/web/20220807012021/https://www.nytimes.com/1903/12/27/archives/interior-plans-of-new-times-building-location-will-insure-abundance.html |url-status=live }}</ref> All offices were located within {{Convert|23|ft}} of a window, and the building was narrow enough that there were no [[Lightwell|light shafts]] to provide natural light to interior offices.<ref name="Supplement p. BS8" /><ref name="LC p. 313" /> When the building was completed, each office was illuminated by natural light for at least five hours every day.<ref name="Equipment of Times Building p. 2" />

The former electrical room in the tower's basement serves as a "vault" for the storage of items relating to New Year's Eve celebrations at Times Square, including the ball itself (prior to 2009, when it was replaced with a weatherproofed version that is displayed atop the tower year-round), spare parts, numeral signage and other memorabilia.<ref name="nyt-2009-12-31">{{Cite news |last=Barron |first=James |date=December 30, 2009 |title=When Party Is Over, the Ball Lands Here |language=en-US |work=The New York Times |url=https://www.nytimes.com/2009/12/31/nyregion/31vault.html |url-status=live |access-date=August 9, 2022 |archive-url=https://web.archive.org/web/20220125074649/https://www.nytimes.com/2009/12/31/nyregion/31vault.html |archive-date=January 25, 2022 |issn=0362-4331}}</ref> A room near the top of the tower likewise contains the ball's electronics, including its lighting controller and [[winch]].<ref>{{Cite news |last=Bousquette |first=Isabelle |date=December 30, 2021 |title=The New Year's Eve Ball Will Drop, Covid or Not, if John Trowbridge Has His Way |language=en-US |work=Wall Street Journal |url=https://www.wsj.com/articles/new-years-eve-times-square-ball-drop-covid-11640886781 |url-status=live |access-date=December 30, 2021 |archive-url=https://web.archive.org/web/20220611032253/https://www.wsj.com/articles/new-years-eve-times-square-ball-drop-covid-11640886781 |archive-date=June 11, 2022 |issn=0099-9660}}</ref><ref>{{cite news |last=Balkin |first=Adam |date=December 30, 2003 |title=Technology Helps Times Square New Year's Eve Ball Drop Run Smoothly |newspaper=[[NY1]] |url=http://www.ny1.com/content/36078/technology-helps-times-square-new-year-s-eve-ball-drop-run-smoothly |url-status=dead |access-date=April 15, 2012 |archive-url=https://web.archive.org/web/20130609094110/http://www.ny1.com/content/36078/technology-helps-times-square-new-year-s-eve-ball-drop-run-smoothly |archive-date=June 9, 2013}}</ref>

==== Mechanical features ====
Stairs and elevators were placed on the western side of the building,<ref name="nyt-1903-12-27" /> and there were restrooms on each story next to the stairs and elevators.<ref name="nyt-1904-01-03">{{Cite news |date=January 3, 1904 |title=How Skyscrapers Get Heat and Pure Air; Novel Devices Shown in These Details of New Times Building. Immense Chambers for Filtering Air -Heating Plant Will Use Nearly Sixteen Miles of Pipe. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1904/01/03/archives/how-skyscrapers-get-heat-and-pure-air-novel-devices-shown-in-these.html |access-date=August 8, 2022 |issn=0362-4331 |archive-date=August 8, 2022 |archive-url=https://web.archive.org/web/20220808200926/https://www.nytimes.com/1904/01/03/archives/how-skyscrapers-get-heat-and-pure-air-novel-devices-shown-in-these.html |url-status=live }}</ref> When the building was constructed, it had seven elevators and over a hundred other motorized appliances, including printing presses, pumps, and fans.<ref>{{Cite news |date=January 10, 1904 |title=Electricity's Uses in the Times Building; To Operate Over One Hundred Different Appliances. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1904/01/10/archives/electricitys-uses-in-the-times-building-to-operate-over-one-hundred.html |access-date=August 7, 2022 |issn=0362-4331 |archive-date=August 7, 2022 |archive-url=https://web.archive.org/web/20220807021518/https://www.nytimes.com/1904/01/10/archives/electricitys-uses-in-the-times-building-to-operate-over-one-hundred.html |url-status=live }}</ref><ref>{{Cite magazine |date=March 1, 1904 |title=Electricity in a Modern Newspaper Building |volume=32 |issue=3 |page=139 |id={{proQuest|574279299}} |magazine=The Electrical Age}}</ref> Of these, five elevators were for passengers and two were for freight.<ref name="nyt-1904-02-07">{{Cite news |date=February 7, 1904 |title=Improvement Shown in Elevator Equipment; Electric Cars in Times Building Will Embody New Principles. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1904/02/07/archives/improvement-shown-in-elevator-equipment-electric-cars-in-times.html |access-date=August 7, 2022 |issn=0362-4331 |archive-date=August 7, 2022 |archive-url=https://web.archive.org/web/20220807021410/https://www.nytimes.com/1904/02/07/archives/improvement-shown-in-elevator-equipment-electric-cars-in-times.html |url-status=live }}</ref> Two of the building's elevators (one passenger and one freight) ran from the basement to the top story, while the other elevators only ran to the 16th story.<ref>{{harvnb|New York Times Building Supplement|1905|ps=.|p=BS20}}</ref> Although all the passenger elevators could travel at {{convert|500|ft/min}}, one of these elevators could also be used to transport heavy equipment and could be slowed down to {{convert|25|ft/min}}, thereby doubling its carrying capacity.<ref name="nyt-1904-02-07" /> The elevator cabs were originally copper cages with mirrors on each wall.<ref>{{harvnb|New York Times Building Supplement|1905|ps=.|pp=BS20–BS21}}</ref> During the 2020s, a pair of elevators was constructed between the ground level and the observation deck.<ref name="Schillaci w790" /><ref name="Kelly l713" />

The building contained two boilers, which were each capable of {{convert|200|hp}}. Steam risers distributed heat from the boilers to 542 radiators.<ref name="Equipment of Times Building p. 2" /> Water from the [[New York City water supply system]] was drawn into the basement and filtered at a rate of {{convert|250|gal|L}} per minute. The filtered water was then pumped up to the 23rd floor and distributed to other stories.<ref name="Equipment of Times Building p. 3" /> In case of a fire, there was a {{convert|10000|gal|L|adj=on}} water tank in the basement and two {{convert|3000|gal|L|adj=on}} tanks on the 23rd floor.<ref>{{Cite news |date=April 17, 1905 |title=The Times Building Safest, Says Croker; Fire Department Makes Test of Standpipes. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1905/04/17/archives/the-times-building-safest-says-croker-fire-department-makes-test-of.html |access-date=August 8, 2022 |issn=0362-4331 |archive-date=August 8, 2022 |archive-url=https://web.archive.org/web/20220808200925/https://www.nytimes.com/1905/04/17/archives/the-times-building-safest-says-croker-fire-department-makes-test-of.html |url-status=live }}</ref> Three sewage pumps, with a combined capacity of {{convert|600|gal|L}}, were used to pump wastewater out of the building.<ref name="Equipment of Times Building p. 4" /> In addition, there was a gas pipe extending from the cellar to the 16th floor.<ref name="Equipment of Times Building p. 3" />

Outdoor air was drawn into an air-intake opening at street level and through [[air filter]]s in the basement; the filtered air was then distributed to the offices. On the Seventh Avenue side of the building was a {{convert|389|ft|m|-tall|adj=mid}} ventilation pipe, which faced the building's outer wall and was surrounded by the stairs, elevators, and restrooms on each floor. During the summer, a large electric fan pushed stale air upward through the ventilation pipe.<ref name="nyt-1904-01-03" /> The building also contained 2,400 electrical outlets and over 6,200 lamps.<ref name="Equipment of Times Building p. 2" /><ref name="p128409982" /> The offices were illuminated by 150 ornate chandeliers on the 2nd through 14th floors.<ref name="Equipment of Times Building p. 3" /> There originally were {{convert|74|mi}} of electrical wires and {{convert|21|mi}} of electrical conduits in the building.<ref name="p128409982" /><ref name="nyt-1904-12-31" />

==Billboards==
One Times Square's first electronic billboards were installed in 1996.<ref name="nyt-1996-01-18" /> Filings related to the building's 1997 sale revealed that the billboards on the tower had been generating a net revenue of $7 million yearly,<ref name="nyt19970619" /> representing a 300% profit.<ref>{{cite news |title=Tower in Times Sq., Billboards and All, Earns 400% Profit |url=https://www.nytimes.com/1997/06/19/nyregion/tower-in-times-sq-billboards-and-all-earns-400-profit.html |work=The New York Times |date=June 19, 1997 |access-date=January 14, 2013 |last1=Bagli |first1=Charles V. |archive-date=January 14, 2012 |archive-url=https://web.archive.org/web/20120114191907/http://www.nytimes.com/1997/06/19/nyregion/tower-in-times-sq-billboards-and-all-earns-400-profit.html |url-status=live}}</ref> Sherwood Equities president Brian Turner estimated in 2005 that over 200 million people saw the Times Square Ball drop at the building every year.<ref>{{cite magazine |date=May 16, 2005 |title=Times Square's hot spots provide bang for the buck |magazine=Crain's New York Business |volume=21 |issue=20 |page=12 |id={{ProQuest|219121568}}}}</ref> With growing tourism and high traffic in the Times Square area (with a yearly average of over 100 million pedestrians{{emdash}}alongside its prominence in media coverage of New Year's festivities, seen by a wide audience yearly), annual revenue from the signs grew to over $23 million by the year 2012{{emdash}}rivaling [[London]]'s [[Piccadilly Circus]] as the most valuable public advertising space in the world.<ref>{{cite news |title=Ads, Not Tenants, Make Times Square |url=https://www.wsj.com/articles/SB10001424127887323476304578199310470733342 |work=The Wall Street Journal |date=December 26, 2012 |access-date=January 14, 2013 |last1=Brown |first1=Eliot}}</ref><ref>{{cite magazine |last1=Hellman |first1=Peter |title=Bright Lights, Big Money |journal=New York Magazine |date=May 19, 1997 |volume=30 |issue=19 |page=48 |url=https://books.google.com/books?id=oOgCAAAAMBAJ&pg=PA48 |issn=0028-7369 |access-date=September 16, 2020 |archive-date=April 7, 2022 |archive-url=https://web.archive.org/web/20220407215819/https://books.google.com/books?id=oOgCAAAAMBAJ&pg=PA48 |url-status=live}}</ref>

=== Front billboard and displays ===
A [[Cup Noodles]] billboard was added to the front facade of the tower in early 1996,<ref name=nyt-1996-05-19>{{Cite news|last=Shattuck|first=Kathryn|date=May 19, 1996|title=F.Y.I.|url=https://www.nytimes.com/1996/05/19/nyregion/fyi-058769.html|access-date=February 5, 2024|work=The New York Times|language=en-US|issn=0362-4331}}</ref> later accompanied by an animated [[Budweiser (Anheuser-Busch)|Budweiser]] sign.<ref name=nyt-2001-03-14>{{Cite news|last=Bagli|first=Charles V.|date=March 14, 2001|title=Empty Billboards Are a Sign of the Times|url=https://www.nytimes.com/2001/03/14/nyregion/empty-billboards-are-a-sign-of-the-times.html|access-date=February 5, 2024|work=The New York Times|language=en-US|issn=0362-4331}}</ref> The Cup Noodles billboard, operated by [[Nissin Foods]], emitted steam (an effect that had also been used by other Times Square billboards, such as the [[Camel (cigarette)|Camel Cigarettes]] sign).<ref name="nyt-1996-01-18">{{Cite news |last=Collins |first=Glenn |date=January 18, 1996 |title=The Media Business: Advertising; How do you get your message across among the Times Square throng? Try turning up the steam. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1996/01/18/business/media-business-advertising-you-get-your-message-across-among-times-square-throng.html |access-date=August 9, 2022 |issn=0362-4331 |archive-url=https://web.archive.org/web/20131221103943/http://www.nytimes.com/1996/01/18/business/media-business-advertising-you-get-your-message-across-among-times-square-throng.html |archive-date=December 21, 2013 |url-status=live}}</ref> The Cup Noodles billboard was replaced in 2006 by a [[General Motors]] billboard featuring a [[Chevrolet]] branded clock. Due to cutbacks resulting from GM's [[General Motors Chapter 11 reorganization|bankruptcy and re-organization]], the Chevrolet Clock was removed in 2009<ref>{{Cite web|last=Chang|first=Richard S.|date=July 16, 2009|title=G.M. Says Farewell to Times Square|url=https://archive.nytimes.com/wheels.blogs.nytimes.com/2009/07/16/gm-says-farewell-to-times-square/|access-date=February 5, 2024|website=Wheels Blog|language=en}}</ref> and eventually replaced by a [[Kia Motors]] advertisement billboard.<ref name="Vasile 2009 h006">{{cite web | last=Vasile | first=Alex | title=Kia Gets Times Square Billboard | website=autoevolution | date=December 4, 2009 | url=https://www.autoevolution.com/news/kia-gets-times-square-billboard-14051.html | access-date=February 5, 2024}}</ref> This billboard was itself replaced in 2010 by a [[Dunkin' Donuts]] display.<ref name="Chow 2010 k715">{{cite web | last=Chow | first=Lisa | title=Billboard Advertising In Times Square Pays Off | website=NPR | date=December 30, 2010 | url=https://www.npr.org/2010/12/30/132466088/billboard-advertising-pays-off-in-times-square | access-date=February 5, 2024}}</ref><ref name="Elliott 2017 p136">{{cite web | last=Elliott | first=Stuart | title=Never Mind a Loaf of Bread and a Jug of Wine, Times Square Gets Doughnuts and Coffee | website=Media Decoder | date=June 16, 2010 | url=https://archive.nytimes.com/mediadecoder.blogs.nytimes.com/2010/06/10/never-mind-a-loaf-of-bread-and-a-jug-of-wine-times-square-gets-donuts-and-coffee/ | access-date=February 5, 2024}}</ref>

At the base of the tower, a [[Panasonic]] display operated by [[NBC]] known as ''Astrovision'' was introduced as a replacement for Sony's Jumbotron in December 1996.<ref>{{Cite news |last=Lewine |first=Edward |date=November 15, 1998 |title=Neighborhood Report: Times Square; No Remote Can Fix This Screen |url=https://www.nytimes.com/1998/11/15/nyregion/neighborhood-report-times-square-no-remote-can-fix-this-screen.html |url-status=live |archive-url=https://web.archive.org/web/20131004220339/http://www.nytimes.com/1998/11/15/nyregion/neighborhood-report-times-square-no-remote-can-fix-this-screen.html |archive-date=October 4, 2013 |access-date=August 9, 2022 |work=The New York Times |language=en-US |issn=0362-4331}}</ref><ref name="crump" /> [[News Corporation (1980–2013)|News Corporation]] (later renamed [[21st Century Fox]]) replaced NBC as the operator and sponsor of the Astrovision screen in 2006.<ref>{{cite web |author=Brian |date=October 13, 2006 |title=News Corp Takes Over Times Sq. Screen |url=http://www.mediabistro.com/tvnewser/news-corp-takes-over-times-sq-screen_b11752 |archive-url=https://web.archive.org/web/20110116124453/http://www.mediabistro.com/tvnewser/news-corp-takes-over-times-sq-screen_b11752 |archive-date=January 16, 2011 |publisher=TV Newser}}</ref> Sony returned to One Times Square in 2010, replacing the News Corp. Panasonic screen with a new [[High-definition television|high-definition]] [[LED-backlit LCD|LED display]].<ref>{{cite press release |title=Sony Corporation of America and News Corporation Partner to Program Digital Space in One of the World's Most Recognized Advertising Locations—Times Square in New York City |url=https://www.sony.com/content/sony/en/en_us/SCA/company-news/press-releases/sony-corporation-of-america/2010/sony-corporation-of-america-and-news-corporation-partner-to-program-digital-space-in-one-of-the-worlds-most-recognized-advertising-locations-times-square-in-new-york-city.html |publisher=Sony Corporation of America |date=July 13, 2010 |access-date=November 23, 2022}}</ref>

In 2019, the individual billboard screens on the front of the tower were replaced by one {{convert|350|ft|m|-tall|adj=mid}} [[Samsung Electronics|Samsung]] LED display, with a [[display resolution|resolution]] of 1312×7380 pixels. The installation of the display necessitated the removal of the Zipper.<ref name="Lo 2019" /><ref name="Campos 2019" /><ref name="Young 2019" /> The display measures about 25 stories high and consists of four connected screens.<ref name="Lo 2019 d806">{{cite web | last=Lo | first=Jasper K. | title=Big, bold, wild and fun – Times Square billboards entertain a digital world | website=New York Daily News | date=June 30, 2019 | url=https://www.nydailynews.com/2019/06/30/big-bold-wild-and-fun-times-square-billboards-entertain-a-digital-world/ | access-date=February 5, 2024}}</ref> When the building's 2020s renovation is complete, the structure is planned to have additional electronic displays.<ref name="Barron 2023 d310">{{cite web |last=Barron |first=James |date=December 18, 2023 |title=The Numbers Heading to Times Square: 2-0-2-4 |url=https://www.nytimes.com/2023/12/18/nyregion/times-square-2024-new-years-eve.html |access-date=February 5, 2024 |website=The New York Times |issn=0362-4331}}</ref>

=== Topmost screen ===
[[File:Times Square Ball from above.jpg|thumb|The redesigned roof of One Times Square as seen on December 30, 2012, featuring the New Year's ball as a permanent addition|alt=The Times Square Ball, a multicolored ball, as seen from the roof of One Times Square in 2012. Traffic at street level is visible in the background.]]

A {{convert|55|ft|m|adj=mid|-tall}} video screen sponsored by [[ITT Inc.|ITT Corporation]] was introduced to the top of the tower, which would feature video advertisements and community service announcements.<ref name="nyt-1996-01-18" /><ref>{{cite web |title=Mayor Giuliani Lights Up ITT's Electronic Display Sign in Times Square |url=http://www.nyc.gov/html/om/html/96/sp527-96.html |url-status=live |archive-url=https://web.archive.org/web/20130320234634/http://www.nyc.gov/html/om/html/96/sp527-96.html |archive-date=March 20, 2013 |access-date=January 14, 2013 |publisher=[[Government of New York City]]}}</ref> In 1998, [[Discover Card]] replaced ITT Corporation as the operator and sponsor of the topmost screen on One Times Square as part of a ten-year deal. The deal came alongside the announcement that Discover Card would be an official sponsor of Times Square's 1999–2000 festivities.<ref name="nyt-1998-06-18">{{Cite news |last=Lueck |first=Thomas J. |date=June 18, 1998 |title=Metro Business; Discover Is Sponsor For Year 2000 Event |url=https://www.nytimes.com/1998/06/18/nyregion/metro-business-discover-is-sponsor-for-year-2000-event.html |url-status=live |archive-url=https://web.archive.org/web/20160306222702/http://www.nytimes.com/1998/06/18/nyregion/metro-business-discover-is-sponsor-for-year-2000-event.html |archive-date=March 6, 2016 |access-date=August 9, 2022 |work=The New York Times |language=en-US |issn=0362-4331}}</ref>

In December 2007, [[Toshiba]] took over sponsorship of the top-most screen of One Times Square from Discover Card in a 10-year lease.<ref>{{Cite news |last=Elliott |first=Stuart |date=December 3, 2007 |title=Back in Times Square, Toshiba Stands Tall |url=https://www.nytimes.com/2007/12/03/business/worldbusiness/03toshiba.html |url-status=live |archive-url=https://web.archive.org/web/20161227012815/http://www.nytimes.com/2007/12/03/business/worldbusiness/03toshiba.html?_r=3&oref=slogin&oref=slogin&oref=slogin |archive-date=December 27, 2016 |access-date=August 9, 2022 |work=The New York Times |language=en-US |issn=0362-4331}}</ref> During its sponsorship, the display featured advertising for Toshiba products, as well as advertising promoting Japanese tourism.<ref name="Tracy 2018">{{cite web |last=Tracy |first=Thomas |date=May 30, 2018 |title=Construction worker rescued after he falls behind giant Times Square Toshiba sign |url=https://www.nydailynews.com/new-york/construction-worker-falls-behind-giant-times-square-toshiba-sign-article-1.4017138 |url-status=live |archive-url=https://web.archive.org/web/20210127010139/https://www.nydailynews.com/new-york/construction-worker-falls-behind-giant-times-square-toshiba-sign-article-1.4017138 |archive-date=January 27, 2021 |access-date=August 9, 2022 |website=New York Daily News |issn=2692-1251}}</ref> Upgrades to the upper portion of One Times Square commenced in 2008, including the installation of new Toshiba high-definition LED displays (known as ''ToshibaVision''), and the redesign of its roof to accommodate a larger New Year's Eve ball, which became a year-round fixture of the building beginning in 2009.<ref name="nyt-2009-12-31" /><ref>{{cite press release |title=Make Your Way to the Big Screen: Toshiba Introduces 'I'm on TV' Feature to Toshiba Vision in Times Square |last=Temistokle |first=Eddie |date=December 7, 2009 |url=http://www.toshiba.com/led/data/news/news_241.pdf |publisher=[[Toshiba]] America |archive-url=https://web.archive.org/web/20101123023346/http://www.toshiba.com/led/data/news/news_241.pdf |archive-date=November 23, 2010}}</ref> Toshiba announced that it would end its One Times Square sponsorship in early 2018, citing ongoing cost-cutting measures.<ref name="Tracy 2018" /><ref>{{Cite news |date=November 22, 2017 |title=Cash-strapped Toshiba bids farewell to Times Square and 'Sazae-san' |url=https://www.japantimes.co.jp/news/2017/11/22/business/corporate-business/cash-strapped-toshiba-bids-farewell-times-square-sazae-san/ |url-status=live |archive-url=https://web.archive.org/web/20201207101557/https://www.japantimes.co.jp/news/2017/11/22/business/corporate-business/cash-strapped-toshiba-bids-farewell-times-square-sazae-san/ |archive-date=December 7, 2020 |access-date=December 5, 2017 |work=The Japan Times Online |language=en-US |issn=0447-5763}}</ref><ref>{{Cite web |last=Nakayama |first=Shuji |date=May 22, 2018 |title=Changing times: Toshiba's New York billboard goes dark |url=https://asia.nikkei.com/Business/Companies/Changing-times-Toshiba-s-New-York-billboard-goes-dark |url-access=limited |url-status=live |archive-url=https://web.archive.org/web/20180605102601/https://asia.nikkei.com/Business/Companies/Changing-times-Toshiba-s-New-York-billboard-goes-dark |archive-date=June 5, 2018 |access-date=June 5, 2018 |website=Nikkei Asian Review |language=en-GB}}</ref>

{{-}}

==References==

=== Notes ===
{{Notelist}}

===Citations===
{{reflist}}

===Sources===
* {{cite magazine |date=1903 |title=The Evolution of a Skyscraper |url=https://hdl.handle.net/2027/hvd.32044039466818?urlappend=%3Bseq=546 |magazine=Architectural Record |volume=14 |hdl=2027/hvd.32044039466818?urlappend=%3Bseq=546 |ref={{Harvid|Architectural Record|1903}} |via=HathiTrust}}
* {{Cite nysky}}
* {{Cite news |date=January 1, 1905 |title=New York Times Building Supplement |language=en-US |work=The New York Times |url=https://timesmachine.nytimes.com/timesmachine/1905/01/01/101351077.html?pageNumber=20 |issn=0362-4331 |ref={{harvid|New York Times Building Supplement|1905}}}}
** {{Cite news |date=January 1, 1905 |title=Architectural Aspect of Times Building; Advantages offered by the Times Square Site – Abundance of Light Gave Opportunity for Apparent Massiveness – The Tower as the Triumph of the Building – A Success in Scale – The Chief Charm of the Structure, Its Color, Achieved by a Stroke of Architectural Good Fortune. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1905/01/01/archives/architectural-aspect-of-times-building-advantages-offered-by-the.html |issn=0362-4331 |ref=none}}
** {{Cite news |date=January 1, 1905 |title=Construction of Times Building; Elimination of the Fire Risks – "A Stone Fence Under Water" – Weights of Materials – Chronology of the Work – A Startling Record of Strikes and of Time Lost by Each Trade – List of Accidents Incidental to a Large Operation. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1905/01/01/archives/construction-of-times-building-elimination-of-the-fire-risks-a.html |issn=0362-4331 |ref=none}}
** {{Cite news |date=January 1, 1905 |title=Equipment of Times Building; Electric Elevators with Highest Rise and Costly Control – A Smokestack 389 Feet High – Highest Lift of Water in America – Cleaning by Vacuum Process – Artificial Illumination – Filtering 250 Gallons a Minute. |language=en-US |work=The New York Times |url=https://www.nytimes.com/1905/01/01/archives/equipment-of-times-building-electric-elevators-with-highest-rise.html |issn=0362-4331 |ref=none}}
* {{Cite New York 2000}}

== External links ==
{{Spoken Wikipedia|Spoken Wikipedia - One Times Square.ogg|date=October 28, 2018}}
* {{Commons category-inline}}
* {{oweb|https://www.jamestownlp.com/properties/one-times-square}}

{{Times Square}}
{{Midtown North, Manhattan}}
{{Broadway (Manhattan)}}
{{NY Times}}
{{Authority control}}

[[Category:1904 establishments in New York City]]
[[Category:42nd Street (Manhattan)]]
[[Category:Broadway (Manhattan)]]
[[Category:Commercial buildings completed in 1904|1 Times Square]]
[[Category:Mass media company headquarters in the United States]]
[[Category:The New York Times buildings]]
[[Category:Newspaper buildings|1 Times Square]]
[[Category:Newspaper headquarters in the United States]]
[[Category:Seventh Avenue (Manhattan)]]
[[Category:Skyscraper office buildings in Manhattan|1 Times Square]]
[[Category:Times Square buildings|1 Times Square]]
[[Category:1900s architecture in the United States]]