May 6, 2022
One of the most valuable advertising locations in the world will cash in on its prime location even further. One Times Square, home of the New Year's Eve ball drop, will undergo a $500 million redevelopment to become a new visitor center with a viewing deck, museum, and 12 floors of interactive "branded" experiences, developer Jamestown announced on Friday. While the 26-story building, located at 42nd Street and 7th Avenue, has been vacant for years, its exterior is covered in giant billboards. As part of the half-a-billion-dollar project, advertisers will be able to reach more consumers through immersive "digital, virtual, and augmented reality integrations" inside One Times Square.
Details here