Times Square 'canvas' provides showcase for design

Real Estate Weekly, March 9, 2005

Voters have selected three prime sites that they say best showcase the Crossroads of the World, Times Square.

The McGraw-Hill Through-Block, between Sixth and Seventh Avenues, The New Victory Theater and 1 Times Square took the top spots in the first Design Times Square, a new annual design competition sponsored by the Times Square Alliance.

"Times Square is an ever-evolving canvas for architects and designers, as well as developers and owners of office towers, hotels, restaurants and retail establishments," said Tim Tompkins, president of the Times Square Alliance.

"Design Times Square gives us the chance to recognize and reward the great design that has become our trademark."

A jury of design professionals nominated 39 sites that showcase the Crossroads of the World as a fascinating medley of old and new, iconic and innovative, public and private then invited voters chose three sites that best captured the area's unique spirit.

Easily a favorite among the denizens of Times Square, the McGraw-Hill Through-Block was designed in 1972 by Harrison, Abramowitz & Harris. Adjoining the western edge of the building between Sixth and Seventh Avenues, along West 48th Street, this public space contains a waterfall and transparent plexiglas tunnel that pedestrians can traverse. Times Square is home to several of these through-blocks, which urban planners believe strengthen the infrastructure of a neighborhood. This theory is bolstered by the thousands of people who use the McGraw Hill through-block as a gathering and meeting place, and by its selection as first choice among Design Times Square voters.

The New Victory Theater, New York's oldest active theater, was originally designed by J.B. McElfatrick in 1900. Under the direction of The New 42nd Street Inc., it underwent restoration and reconstruction by Hardy Hottzman Pfeiffer in 1995, leading the way for the renaissance of 42nd Street.

The New Victory's story mirrors Times Square's 100-year-old history of cultural and economic peaks and valleys. The selection of this building was a vote not only for live theater, one of Times Square's cornerstones for the last 100 years, but also for the careful renovation of our most cherished performing arts institutions.

Originally built in 1904 for the New York Times, the 25-story structure now known as 1 Times Square was transformed into a sign-covered tower in the 1960s.

Today, the structure is renowned for its wrap around news zipper; dynamic billboards promoting Cup of Noodles, Panasonic, Budweiser and Discover Card; and as the location where the crystal ball is lowered every New Year's Eve.

The building that precipitated the neighborhood's name change is viewed every December 31 by over a billion people, making this New York City icon a fitting pick for the contest's top three sites.

Completing the top ten Design Times Square list are the New 42nd Street Studios, the New Amsterdam Theater, the Westin New York at Times Square, the New York City Subway Entrance at 5 Times Square, Toys R US, the Paramount Building and the Lyceum Theater.