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A new ticketed attraction called i Candy NYC is opening inside One Times Square, turning the iconic building beneath the New Year’s Eve Ball into a candy-colored, multi-floor adventure through the city itself.
The experience, which opens on February 13, spans three interactive levels, each inspired by a different slice of New York City: Central Park, the city’s neighborhoods and its hidden underground world. As guests move through the space, they’re encouraged to play, explore, snap photos—and, crucially, collect candy. Every visitor receives a branded i Candy NYC bucket at the door, which doubles as a map and souvenir, and gets filled with themed treats along the way.
It’s less like a museum and more like a sugar-powered city tour. Central Park is reimagined with a whimsical twist, neighborhood scenes nod to the city’s many identities and the underground floor taps into the lesser-seen layers of NYC that most visitors never encounter. Along the way, there are interactive games, photo ops designed for Instagram and bite-sized bits of city history tucked between the displays.
The entire experience is designed to be self-paced, with most visitors spending about 90 minutes inside—it’s long enough to feel immersive but short enough to avoid full candy overload. Once the journey wraps, guests exit through a dedicated Candy Shop stocked with exclusive sweets and nostalgic shop-themed sections, giving them a chance to keep the sugar high going a little longer (or stock up for later).
“I Candy NYC brings New York City to life in an entirely new way through the joy of candy,” said general manager Dino Martin, who previously oversaw flagship FAO Schwarz locations and IT’SUGAR operations, in an official statement. Each floor, he says, highlights a different part of the city through a playful, accessible lens.
Timed-entry tickets are on sale now and the attraction officially opens next Friday, just in time for Valentine’s Day, school break crowds and anyone who thinks Times Square could always use a little more candy.
If this feels like just the beginning for one of Times Square’s most storied buildings, that’s intentional. One Times Square is in the midst of a larger reinvention, with additional experiences planned for the building in the months ahead. For now, though, i Candy NYC is putting the edible in incredible, right in the middle of the world’s most over-the-top intersection.