(NEW YORK, NY)— The world’s most stared-at building wants a makeover.
Every New Year’s Eve millions of eyes rest on One Times Square as the iconic ball drops.
Now, the historic 23-story building is looking for a face lift.
The owner of One Times Square, Jamestown, wants to install 32,00 square feet of new signage, including a 350-foot-tall digital sign. Reports are even suggesting the creation of an observatory for NYE celebrants. And for commuters, a larger entrance to the 42nd Street Station may also be added.
Jamestown proposed the idea for renovations back in 2017.
“This new signage will feature the most innovative digital technology and bring added value to better serve future advertisers,” said the President of Jamestown in a statement to Crain’s.
Jamestown may also lease vacant interior floors to a new tenant. Due to the billboards and advertisements, sunless floors within the building are extremely difficult to lease. However, Walgreens will continue to lease the bottom levels.