Let’s be honest: even those of us who live and breathe Midtown theatre and culture usually breeze right past the sights and sounds of Times Square on our way to a show, dinner or meet-up, usually without giving the high-rises a second thought. But that has now completely changed with One Times Square. The historic 1904 building, originally the headquarters of The New York Times and currently the legendary home of the New Year’s Eve Ball Drop, has officially transformed into a jaw-dropping multi-story NYC experience.

The team behind Playbill’s DiscoverNYC Guide recently went to check out One Times Square and was completely blown away by how much there is to experience, do, and explore across its multiple levels. Immersive, exciting and “sweet”, whether you’re looking for the ultimate pre-show activity, bringing family into the city, or just want a whole new perspective on the Crossroads of the World, here are five reasons why visiting One Times Square needs to be at the top of your Midtown adventure list!

1. There’s a Mind-Blowing Time Travel Journey

The Times Travel experience takes you on a multi-sensory ride (literally) through the wild, rich history of Times Square and its iconic celebrations. Your journey begins down in the Cellar, with interactive touchscreens exploring the Manhattan schist bedrock. You then board a glass elevator that shoots you up to the 16th floor. The numerous exhibits—from stepping onto virtual 1903 scaffolding as the tower is being built, to taking a surreal taxi ride through decades of NYC history, and cruising in a 1930s-style airship above the skyline—are pure, high-octane theatrical magic and fun for adventurers of all ages.

2. It’s New Year’s Eve 365 Days a Year!

On the 17th floor, you’ll find “Eternal Midnight”, a floor dedicated to the magic of December 31st every day of the year. You can design your own digital fireworks show, check out past New Year’s Eve Balls, and take part in a virtual countdown. Best of all, you can write your personal wish on a piece of confetti, hand-toss it, and know that it will officially be dropped over Times Square on New Year’s Eve!

3. Meet the Iconic New Year’s Eve Ball

Getting to see the world-famous New Year’s Eve Ball up close is a bucket-list moment you didn’t know you needed. On the 18th floor, you can view past and more-recent NYE Balls up close, touch sections, and learn all the fascinating history behind the tradition. For an even higher vantage point, the Ball Experience takes you up 25 floors right to the current, glowing NYE Ball for rare photos, a crystal exchange, and a breathtaking connection to a true global icon.

DiscoverNYC Insider Tip: Did you know the iconic New Year’s Eve Ball drop evolved from 19th-century maritime time balls, which dropped daily at ports so sea captains could precisely calibrate their ship chronometers? In 1907, after New York City banned fireworks, The New York Times adapted this nautical tradition into a glowing metal-and-wood sphere atop One Times Square, birthing the global celebration we know today!

4. There’s a 360-Degree Open-Air View!

The top of your Times Travel journey concludes on the 19th-floor Skywalk, an open-air viewing deck that delivers one of the most incredible views of Midtown unlike anything else in the city. Skywalk provides sweeping, river-to-river panoramas and a bird’s-eye perspective looking right down into the bustling heart of Times Square. It provides an unbelievable POV that even seasoned New Yorkers will fall in love with—there’s even a glass-floor catwalk for the bravest of heights-lovers!

5. “i Candy NYC” Is a Wonderland for Kids

If you have a sweet tooth (or kids in tow), i Candy NYC
is pure, sweet fun. If you choose to add this “treat” of an experience onto your day, grab a flat-ticket bucket and journey through four floors (yes, four!), of a candy-coated version of New York City, filling your bucket to the brim as you go. You’ll wander through a sugary Central Park (complete with candy carousels), pass through candy-filled neighborhoods like Chinatown and Little Italy, and even explore whimsical “underground” subway myths before hitting the final candy shop. From gummy to chocolate-covered, classic to contemporary favorites, and oddities in between, it’s a visual feast with incredible photo ops and interactive elements at each turn… even a ball pit for the “runts” of the pack!

DiscoverNYC Insider Tip: Give yourself a minimum of 30-45 minutes to truly explore I Candy NYC. There are so many fun elements you will miss if you run through the floors!

Bonus: You Can Even Get Married There

Looking for a flair for the dramatic? One Times Square is also home to Ever, a stunning new venue space designed specifically for proposals, weddings, and vow renewals, putting your love story on the biggest stage in the world and right above the city lights. We got to see Ever as it’s being finished, and this space is sure to make your special day truly iconic.