Times Travel Attraction Opened in One Times Square
The new four-floor immersive experience features historical theaters and a virtual airship ride.
Updated on Sept. 23, 2026 in Seasonal Events
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Times Travel has opened at One Times Square in New York City, offering guests an immersive look into the history of the iconic location. The four-floor attraction aims to recreate the experience of the famous New Year's Eve Ball Drop.
Why it matters
The attraction provides a new way for visitors to interact with the history of One Times Square, which served as the original headquarters for The New York Times. It honors the site's legacy as the center of New Year's Eve festivities since 1907.
The attraction spans four floors and includes three immersive theatres designed by Roto. Guests can reach the 19th floor via a glass elevator and visit a dedicated room featuring a retired Times Square Ball.
The players
Roto
Roto is the design and production firm responsible for creating the Times Travel attraction.
One Times Square
One Times Square is a historic building in New York City that serves as the site for the new attraction and the home of the annual ball drop.
The details
Designed and built by Roto, the exhibit utilizes three distinct theatres to recreate different historical eras of the neighborhood. Highlights include a virtual airship ride that transports visitors through a recreation of 1930s Manhattan.
Timeline
The New Year's Eve Ball Drop at One Times Square began in 1907.
The airship ride experience is set during the 1930s.
Times Travel opened to the public in September 2026.
Industry Dynamics
This opening represents a broader trend in major cities where historic landmarks are converted into experiential entertainment hubs to drive foot traffic. It highlights the shift toward location-based storytelling as a way to maintain the relevance of iconic urban sites against newer luxury developments.
Visitors can now access the attraction inside One Times Square to view the retired ball and historical exhibits. The glass elevator provides guests with views from the 19th floor of the building.
The takeaway
The transformation of One Times Square into a tourist attraction underscores how historic sites are adapting to modern demands for interactive experiences. Travelers planning a trip to the city should check ahead for potential capacity limits or pre-booking requirements common for new high-profile exhibits.
Further reading
Discover more about local celebrations and exhibitions in the Seasonal Events section.
Source note: This article includes information reported by Amusements & Attractions.
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Do you prefer visiting authentic landmarks or high-tech immersive replicas of historical sites?
