One Times Square opened a new interactive attraction called Times Travel, providing a multi-sensory journey through the history of Times Square and the New Year’s Eve Ball. The experience is now open to the public, with tickets available for purchase online starting at $44.
The attraction takes visitors through several historic exhibits, starting with motion-activated photo portals in the Cellar Crystal Core and a ride in the tech-enabled glass elevator known as the Times Machine. Guests can observe the 1904 construction of One Times Square, take a virtual airship flight over 1930s Manhattan, and ride a virtual taxicab past historic Broadway theaters.
The Eternal Midnight section displays five historic New Year’s Eve Balls, including a replica of the original 1907 ball and the recently retired ball used from 2008 through 2025. Visitors can experience virtual depictions of the ball drop alongside past revelers or through a simulated zipline across Times Square.
The self-guided tour ends at the Times Square Skywalk, a 360-degree wraparound viewing deck featuring a glass walkway located 19 floors above the plaza. Guests also have the option to purchase a genuine Waterford crystal taken from the 2025 New Year’s Eve Ball.
Times Travel is part of a broader transformation of One Times Square into a multi-use destination, which also includes the i Candy NYC attraction, the Ever event venue, and an officially licensed I❤️NY Gifts retail shop. Exhibition design firm Roto and content creator BHVR developed the historical exhibits, using real actors and custom LED displays.
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