Times Travel Launches at One Times Square as an Immersive Multi-Sensory Historical Attraction
Real estate investment firm Jamestown has officially opened Times Travel, a permanent interactive experience located inside One Times Square that explores the historical evolution of New York City and the iconic New Year’s Eve Ball Drop.
News About Times Travel
Jamestown, owner and operator of One Times Square, announced the official public opening of Times Travel, a multi sensory experiential journey located within the famous 26 story building. The attraction offers ticketed visitors interactive exhibits, historical artifacts, and access to the Times Square Skywalk, an outdoor wraparound viewing platform and glass walkway positioned 19 floors above the plaza.
The experience incorporates tech enabled features including motion activated photo portals in the Cellar Crystal Core, a high speed glass elevator called the Times Machine, and a virtual taxicab ride tracking the development of Broadway theaters. Guests can view five historic New Year’s Eve Balls on display, ranging from a replica of the original 1907 crystal sphere to the recently retired Big Ball utilized from 2008 through 2025.
Tickets for Times Travel start at 44 USD per person through the official venue website. The project was executed alongside exhibit design partner Roto, content developer BHVR, display manufacturer SNA Displays, AV integrator Synapse, and commercial partner Elevate.
Significance of Times Travel
The launch of Times Travel is significant for New York City tourism because it converts One Times Square, traditionally utilized primarily as a billboard backdrop and annual broadcast site, into a year round destination for visitors. For example, tourists visiting Manhattan outside the December holiday season can now experience the New Year’s Eve Ball drop virtually and view authentic crystal components up close.
Integrating historical storytelling with physical viewing platforms allows guests to explore the architectural history of the 1904 building, which originally served as the headquarters for The New York Times under Adolph Ochs. The addition of the 19th floor Skywalk provides broad 360 degree panoramic views across Midtown Manhattan and surrounding waterways.
Furthermore, expanding public access to One Times Square supports broader commercial revitalization efforts in the theater district. Combining historical archives with modern LED display tech and virtual simulations allows cultural heritage organizations to preserve urban history while generating sustained economic activity year round.
Next Steps for Times Travel
Following the general public opening, operating partner Elevate will oversee daily ticketing, commercial brand partnerships, and promotional campaigns for the attraction. Venue staff will manage visitor entry schedules while maintaining exhibit hardware across the multi level space.
Looking ahead, Jamestown plans to integrate additional experiential venues inside One Times Square, including the multi level sweet shop i Candy NYC and the event venue Ever. Corporate teams will evaluate visitor volume and expand seasonal event programming around future New Year’s Eve celebrations.
