A 40-story multi-use tower with hotel, retail, and entertainment program components, situated in a prominent corner of the Times Square "bowtie". The building will include a 6-story commercial base that retains the facade of an existing 1940's theater, 4 stores of entertainment and event spaces, and 27 floors of boutique hotel guestrooms. 

The project required a responsive design team to develop the program configurations and adapt to the changing needs of potential investors. Using BIM modeling, iterations of detailed, trade-coordinated design schemes were quickly produced to keep up with the demands of a fast-tracked project schedule. 

These rendering represent several phases of the development of the exterior features, including preliminary views and outsourced images for marketing purposes.