One Times Square Transformed Into Historic Exhibit

The 26-storey New York City landmark now hosts a high-tech immersive experience documenting the site's rich history.

Updated on Oct. 14, 2026 in Historical

Screen-print poster illustration of a stylized historic New York City skyscraper at night, evocative of the city's architectural heritage. — One Times Square has been repurposed into a permanent high-tech immersive exhibit, allowing visitors to experience the history of the landmark site. AI Illustration. Upload story photo >

Live Poll

Do you find that immersive tech exhibits make historical sites more meaningful to visit?

In 2024, exhibit designer Roto was appointed to transform One Times Square into a destination for entertainment and history. The new installation allows visitors to experience the iconic New Year's Eve Ball Drop legacy in the building where it began.

Why it matters

The exhibit provides a permanent way for the public to connect with the history of the site, which has served as the home of the New Year's Eve ball drop since 1907. This transformation repurposes the historic structure into a modern interactive hub for New York City residents.

One Times Square stands 26 storeys tall and has hosted the New Year's Eve Ball Drop since 1907. The building, which was originally constructed as The New York Times headquarters in 1904, is owned by Jamestown.

The players

Roto

This design firm was appointed in 2024 to build the immersive exhibits within the historic One Times Square landmark.

Jamestown

This real estate investment and management company currently owns One Times Square.

BHVR

This creative group provided the content and design strategy for the newly installed exhibits.

The details

The new project, designed by Roto and developed with content from BHVR, features a tech-enabled glass elevator called The Times Machine. Visitors can also explore the Cellar Crystal Core exhibit, which utilizes virtual storytelling and motion-activated photo portals to depict historical eras like the 1930s.

1904: One Times Square was constructed as the New York Times headquarters.
1907: The site hosted the first New Year's Eve Ball Drop celebration.
1930s: This historical era is featured within the new airship exhibit.
2024: Roto was appointed as the exhibit designer and builder for the site.

Culture Shift

The transition of One Times Square reflects a broader trend of commercial landmarks moving toward permanent, interactive historical curation. This evolution mirrors the legacy of the New Year's Eve Ball Drop celebration by anchoring a global cultural icon within a physical, year-round exhibition space.

Residents and tourists can now access interactive historical displays inside a building that was previously focused on its annual New Year's Eve events. This adds a new destination to the local Manhattan area for those seeking year-round engagement with the city's heritage.

The takeaway

The transformation of One Times Square demonstrates how historic urban architecture can be adapted for modern educational and entertainment purposes. Visitors looking to experience the building's history should prepare for high-tech features like motion-activated portals and virtual elevator rides.