Developer and entrepreneur Ian Schrager has commissioned two public art projects that have debuted at 20 Times Square, aka 701 Seventh Avenue. The site is home of the EDITION, a newly opened high-end hotel and is one of the newest buildings to be built at the crossroads of the world. The building is also home to one of the largest LED screens in the world. The billboard art is being curated by multimedia design studio Sila Sveta. One of the videos will show an interactive robotic installation that pays homage to Alexander McQueens’ Spring runway show from 1999. The LED board is located on the lower floors of the hotel which sits at the northeastern corner of West 47th Street and Seventh Avenue.
While the flashing marquee lights and LED billboards of 1568 Broadway continue to brighten the crossroads of the world, the light bulbs and digital screens will one day turn off as the building prepares for demolition. Plans for the DoubleTree Suites by Hilton call for an entirely new 46-story, 550,000 square foot building dubbed TSX Broadway. The 106-year old Palace Theatre will be the only part of the original site to be preserved, structurally elevated, and integrated into the $2.5 billion dollar redevelopment. L&L Holding Company, Maefield Development, and Fortress Investment Group are the developers who purchased the site for $450 million dollars.
20 Times Square, aka 701 Seventh Avenue, is almost complete. The tower already has one of the largest LED screens in Times Square, spanning a whopping 18,000 square feet. In February, doors will officially open to the 517-foot, 42-story, 452-key Marriott Edition hotel, wrapped in glass panels and topped with the logo on its western and southern facades. Witkoff, Ian Schrager Company, Winthrop Realty Trust, and Maefield Development are the developers, while Platt Byard Dovell White Architects (PBDW Architects) is the project’s architect.
For the past several years, as millions of tourists and visitors have braved the city’s cold February weather, Times Square has shown off its Valentines Day spirit with a new sculpture placed in Father Duffy Square every February, each different and unique from the year before. Last week, Succhi Reddy of Reddymade was chosen as the winner of the 2019 Times Square Valentine Heart Design, and will have her sculpture, titled “X,” constructed and displayed at the plaza and crossroads of the world. This is part of a collaboration between the Times Square Arts organization and AIA New York, and was announced at the Center for Architecture on Monday, October 15, with the winning sculpture chosen out of eight finalists.
The DoubleTree Suites by Hilton has long been located at the intersection of 7th Avenue and West 47th Street. But in a few more years, the soon-to-be former hotel will house Times Square’s newest project, a nearly $2.5 billion redevelopment by L&L Holding Company, Maefield Development, and Fortress Investment Group. With the site purchased for $450 million, they plan to demolish the existing hotel and create a new 550,000 square foot and 46-story skyscraper, dubbed TSX Broadway. Plans also integrate the 105-year old Palace Theater. Approved by the Landmark Preservation Commission in November 2015, the historic structure will be lifted from its foundations and placed 30 feet above street level.