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1271 Avenue of the Americas
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1271 Avenue of the Americas (formerly known as the Time & Life Building) is a 48-story skyscraper[a] on Sixth Avenue (Avenue of the Americas), between 50th and 51st streets, in the Midtown Manhattan neighborhood of New York City, United States. Designed by architect Wallace Harrison of Harrison, Abramovitz, and Harris, the building was developed between 1956 and 1960 as part of Rockefeller Center.

Key Information

The building's eight-story base partially wraps around its 48-story main tower. Both sections are surrounded by a plaza, which has white-and-gray pavement in a serpentine pattern, as well as water fountains. The facade consists of glass panels between limestone columns. The lobby contains serpentine floors, white-marble and stainless-steel walls, and reddish-burgundy glass ceilings, in addition to artwork by Josef Albers, Fritz Glarner, and Francis Brennan. The ground floor also includes storefronts and originally housed La Fonda del Sol, a Latin American–themed restaurant. Each of the upper floors covers 28,000 square feet (2,600 m2), with the offices arranged around the core. The 48th floor originally contained the Hemisphere Club, which operated as a members-only restaurant during the day and was open to the public during evenings.

After the media firm Time Inc. expressed its intention to move from 1 Rockefeller Plaza in the 1950s, Rockefeller Center's owners proposed a skyscraper at 1271 Avenue of the Americas to accommodate the move. Construction started in May 1957; the building was topped out during November 1958, and occupants began moving into their offices in late 1959. The New York City Landmarks Preservation Commission designated the lobby as a city landmark in 2002. Time Inc. vacated 1271 Avenue of the Americas in 2015, and the building was subsequently renovated between 2015 and 2019.

Site

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Buildings of Rockefeller Center
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6th   Avenue
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17 1211 Avenue of the Americas
17 1211 Avenue of the Americas
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15 1251 Avenue of the Americas
15 1251 Avenue of the Americas
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14 1271 Avenue of the Americas
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13 608 Fifth Avenue
13 608 Fifth Avenue
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12 600 Fifth Avenue
12 600 Fifth Avenue
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11 75 Rockefeller Plaza
11 75 Rockefeller Plaza
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10 1270 Avenue of the Americas
10 1270 Avenue of the Americas
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9 Radio City Music Hall
9 Radio City Music Hall
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8 1230 Avenue of the Americas
8 1230 Avenue of the Americas
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7 50 Rockefeller Plaza
7 50 Rockefeller Plaza
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6 International Building
6 International Building
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5 30 Rockefeller Plaza
5 30 Rockefeller Plaza
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4 British Empire Building
4 British Empire Building
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3 La Maison Francaise
3 La Maison Francaise
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2 10 Rockefeller Plaza
2 10 Rockefeller Plaza
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1 1 Rockefeller Plaza
1 1 Rockefeller Plaza

Buildings and structures in Rockefeller Center:
1
1 Rockefeller Plaza
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10 Rockefeller Plaza
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La Maison Francaise
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British Empire Building
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30 Rockefeller Plaza
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International Building
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50 Rockefeller Plaza
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1230 Avenue of the Americas
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Radio City Music Hall
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1270 Avenue of the Americas
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75 Rockefeller Plaza
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600 Fifth Avenue
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608 Fifth Avenue
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1271 Avenue of the Americas
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1251 Avenue of the Americas
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1221 Avenue of the Americas
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1211 Avenue of the Americas

1271 Avenue of the Americas is on the western side of Sixth Avenue (officially Avenue of the Americas[2]), between 50th and 51st streets, in the Midtown Manhattan neighborhood of New York City.[3][4] The land lot is rectangular and covers 82,340 square feet (7,650 m2).[3] The site has a frontage of 410 feet (120 m) on 50th and 51st streets and a frontage of 200 feet (61 m) on Sixth Avenue.[3][5] Nearby buildings include The Michelangelo to the west, Axa Equitable Center to the northwest, 75 Rockefeller Plaza to the northeast, Radio City Music Hall to the east, 30 Rockefeller Plaza to the southeast, and 1251 Avenue of the Americas to the south.[3]

Prior to the development of 1271 Avenue of the Americas, much of the site had previously served as a New York Railways Company trolley barn,[6][7] which in turn was replaced by a parking lot.[8] There was also a four-story building facing Sixth Avenue and a collection of single-story shops on 50th Street.[8][7] Rockefeller Center Inc. bought the plots on 50th and 51st streets in the first week of August 1953,[9][10] followed by those on Sixth Avenue the next week.[11][12] One building on the site reportedly cost $2 million after its owner had held out.[13] Rockefeller Center's managers originally wanted to build an NBC studio or a Ford vehicle showroom on the site.[14]

Architecture

[edit]

The building was designed by Harrison & Abramovitz, a firm led by Wallace Harrison and Max Abramovitz.[4] It was constructed by John Lowry and the George A. Fuller Company.[15][16] Syska Hennessy was hired as the mechanical engineering firm, and Edwards & Hjorth was the structural engineering firm.[17][18][19]

1271 Avenue of the Americas was planned as a 48-story tower,[20] rising 587 feet (179 m)[21] and measuring around 310 by 104 feet (94 by 32 m).[22][23][b] The tower is flanked by shorter segments with setbacks at the third and eighth stories.[24] The north and west edges of the tower are flanked by a seven-story section of the base.[7][20][a] An auditorium designed by Gio Ponti, with colored triangles, was installed on the eighth-floor setback.[25] The neighboring Roxy Theatre was acquired as part of the building's development,[26] allowing the building's floor area to be increased under the limits set by the 1916 Zoning Resolution.[15][27] A provision under the 1916 Zoning Resolution had allowed structures to rise without setbacks above a given level if all subsequent stories covered no more than 25 percent of the land lot.[28][c]

Facade

[edit]

1271 Avenue of the Americas' facade is made mostly of glass, which at the time of the building's construction cost the same as a wall made mostly of limestone. The use of a glass facade permitted a higher degree of flexibility on each story compared to a limestone wall of the same size.[22] Before the current facade design was selected, several alternatives were considered. Time Inc. wanted a flush exterior wall, but this was rejected because exterior columns would protrude into the floor area. Another alternative called for an accordion-shaped wall: The windows would have sloped inward, and the spandrel panels between the windows on each story would have sloped outward. The accordion wall, which would have been framed by flat columns, was infeasible because it reduced floor area, required modifications to the drapes and air-conditioning, and was not aesthetically desirable to the architects.[30]

At ground level, there is a canopy over the 51st Street entrance.[31] The rest of the tower has a glass curtain wall.[32][31][d] On all stories, the facade includes structural columns with limestone cladding.[7][30] The limestone columns frame the glass curtain wall and also serve as an architectural allusion to the other buildings at Rockefeller Center.[33][34] In addition, more than 40,000 feet (12,000 m) of stainless-steel flashing was placed on the facade. The stainless-steel flashing was meant to last for as long as the building existed; on the setbacks at the base, the flashing was buried inside corners along the roof deck.[35]

The limestone columns are spaced every 28 feet (8.5 m).[22][30][36] There are five vertical bays of windows between each set of limestone columns. Each bay has two narrow aluminum mullions flanking the center pane and two larger air-conditioning risers along the outer panes.[36][37] Originally, each glass pane measured 52 inches (1,300 mm) wide and 56 inches (1,400 mm) tall.[22] The spandrels between the windows on different stories consist of a 0.25-inch-thick (6.4 mm) plate, behind which is a screen made of aluminum mesh. The mechanical pipes and ducts, as well as the floor slabs, are hidden behind the spandrels.[22][30] The windows were planned as square panes, but the window sills were lowered during the design process so they were only 2.5 feet (0.76 m) above each floor slab. Each spandrel was then covered by a regular glass pane.[30] In the late 2010s, new low-emissivity glazed panels with thermal breaks were installed.[31]

Plaza

[edit]

The eastern part of the site was planned with a plaza.[15][16][17] The plaza measures 170 feet (52 m) long and 83 feet (25 m) wide and is flanked by the eight-story base.[7][18] The southern part of the site also has a promenade that is about 30 feet (9.1 m) wide.[23] The plaza has pavers in a serpentine pattern, similar to those found on the sidewalks of Rio de Janeiro's Copacabana Beach.[38][39][40] According to the architectural writer Robert A. M. Stern, the pavement was "an illustration of the 'good neighbor' ideals of the Avenue of the Americas Association".[41] Harrison believed the pavers would bring variety to the building's design. The original pavers, designed by Port Morris Tile & Marble Corporation, were removed in 2001 because they were too slippery; the same company reproduced the pattern in rougher terrazzo.[39] In the late 2010s, the sidewalk pattern was extended from the lot line to the curb line.[32]

A seating parapet in the plaza surrounded a reflecting pool with four jets,[41][42] measuring about 110 by 30 feet (33.5 by 9.1 m).[42][43][e] Another six pools, measuring 33.5 by 6 feet (10.2 by 1.8 m) each, were placed within the plaza.[42][43] Each pool had a mat made of lead for waterproofing, which in turn was covered by cement and terrazzo.[44] Trees and shrubs were originally also planted on the 50th Street side, while three flagpoles were placed on the section of the plaza facing Sixth Avenue.[42] After the late 2010s renovation, the original decorations were replaced. The new decorations included five pools with fountain jets on Sixth Avenue, in addition to planting beds and seating areas.[45] Also within the plaza is an entrance to the New York City Subway's 47th–50th Streets–Rockefeller Center station, serving the B, ​D, ​F, <F>, and ​M trains.[46]

In 1972, the Association for a Better New York hired William Crovello to create a sculpture at the building called Cubed Curve,[47][48] measuring 8 feet (2.4 m) wide and 12 feet (3.7 m) wide.[49] The sculpture was inspired by a fluid brush stroke.[50] According to The New York Times, the sculpture marked Time Inc.'s "presence at the center of the media universe".[51] It was moved in 2018 to Ursinus College in Collegeville, Pennsylvania, while the building was being renovated.[52]

Alternating bands of white and gray tiles in the sidewalk of the plaza outside 1271 Avenue of the Americas
A planting bed next to the sidewalk of the plaza outside 1271 Avenue of the Americas
A fountain next to the sidewalk of the plaza outside 1271 Avenue of the Americas
The plaza outside 1271 Avenue of the Americas (pictured in 2021) includes pavers in a serpentine pattern, in addition to planting beds and fountains

Interior

[edit]
Lobby corridor north of the elevators. The floor has wavy white and gray pavers, and the left wall has a textured pattern on a metal surface.
Lobby corridor north of the elevators

1271 Avenue of the Americas was built with about 1,400,000 square feet (130,000 m2) of rentable space.[7][f] According to the New York City Department of City Planning, the building has a gross floor area of 1,962,900 square feet (182,360 m2).[3] The interior design was contracted to a variety of architects, including Alexander Girard, Gio Ponti, Charles Eames, William Tabler, and George Nelson & Company.[6] Thirty elevators, within the core, serve the building.[6]

The building's interior is divided into eight air-conditioning zones. Floors 8, 9, and 16 through 34 were originally occupied by Time Inc. and had their own thermostats, accommodating the nonstandard working hours of Time Inc. employees.[53] In conjunction with the building's construction, Rockefeller Center's central air-conditioning system was upgraded in 1957 to provide 6,000 tons of cooling capacity to the building every hour.[54] The cooling systems had to operate all year because Time Inc.'s equipment generated large amounts of heat. The original cooling system was powered by steam, but electric and natural gas cooling systems had been added by 2000.[55][56] The mechanical spaces are concealed by narrow windows on the facade.[57]

There are three basement stories.[58][59] The first basement has a passageway leading to Rockefeller Center's underground concourse and the 47th–50th Streets–Rockefeller Center station.[60] The two other basements are not accessible to the public and are used for storage, maintenance, and service functions.[59]

Ground floor

[edit]
Lobby
[edit]

1271 Avenue of the Americas' lobby is surrounded by commercial spaces on all sides; with the superstructure incorporated in the core and exterior, Harrison could design the lobby with more flexibility.[6] Originally, the lobby was planned to include a covered shopping and exhibit hall on 50th Street and a north–south passage between 50th and 51st streets. These details were changed significantly in the final plan.[61] The lobby has two entrances to the south on 50th Street, one on either side of the core, as well as an entrance to the north on 51st Street, along the east side of the core. The core itself has two west–east passages connected by elevator banks. The more northerly of the east–west passages has stairs and escalators to the second story and the basement.[59][62] Until the 1990s, the southern passage had been a narrow hallway because there were two storefronts next to it.[63] A breezeway led east to Sixth Avenue, but this had been closed by 2002.[61] Time Inc.'s reception area was within the lobby behind the fountain.[38]

View of the lobby, facing south toward 50th Street, along the passageway on the eastern side of the elevator core. There are white and gray pavers on the floor. To the right is a wall with the artwork "Relational Painting No. 88", a multicolored art piece with geometric shapes.
Facing south, along the passageway on the eastern side of the elevator core
View of the lobby, facing north, along the passageway on the western side of the elevator core. There are white and gray pavers on the floor. To the right is a wall with the artwork "Portals", which includes alternating bands of white and brown glass surrounding a set of bronze and nickel plates.
Facing north, along the passageway on the western side of the elevator core
View of the lobby, facing east along the southern side of the elevator core. There are white and gray pavers on the floor. The walls of the core have panels arranged in a checkerboard pattern.
Facing east, along the passageway on the southern side of the elevator core

The lobby has the same style of pavement as the plaza outside the building.[39][41][62] The original tiles were installed by the American Mosaic & Tile Company. They were made of white cementitious terrazzo with stainless steel borders, aligned west–east.[63][64] The southern section of the lobby was expanded in the 1990s, over the site of the storefronts there, but the extended floor did not match the original pavement. The entire lobby was resurfaced in the late 2010s with marble-based terrazzo tiles that matched the original floor design. Because the marble tiles had contained natural veins of black rock, contractors manually removed the veins before installing the tiles.[63]

The walls are largely made of plate-glass windows and white marble panels.[64] Around the core, the walls are made of stainless steel rectangular panels.[59][39][64] The steel panels are designed to complement the floor colors and are arranged in a checkerboard pattern.[64] The ceiling throughout the lobby is 16 feet (4.9 m) high[6][59] and was originally made of dark maroon glass tiles, finished in a matte covering. There were white lighting coves in some tiles.[59][65] Manufactured by American-Saint Gobain Corporation, the glass tiles were suspended from washers at each corner and were designed to be removed for maintenance.[65] In the late 2010s, the original glass ceiling was replaced with reddish-burgundy tiles of similar design, which matched the original color.[63]

The lobby walls contain large murals by Josef Albers and Fritz Glarner,[39][59] both of whom Harrison had known for many years.[66] Glarner's mural, entitled Relational Painting No. 88, measures 40 by 15 feet (12.2 by 4.6 m) and is mounted east of the elevators.[67] It includes overlapping red, yellow, blue, gray, and black geometric shapes on a white background.[67][68] Albers's mural, entitled Portals, measures 42 by 14 feet (12.8 by 4.3 m) and is mounted west of the elevators.[66][69] Portals includes alternating bands of white and brown glass, which surround a set of bronze and nickel plates in a way that gives the impression of depth.[39][66] Relational Painting No. 88 was installed in April 1960, while Portals was installed twelve months later.[66] Another artwork by Fortune art director Francis Brennan was installed north of the elevators in January 1965. Brennan's work consists of a relief measuring 13 by 6 feet (4.0 by 1.8 m), which contains all the letters of the alphabet in the Caslon 471 typeface.[66][70]

Storefronts
[edit]

When 1271 Avenue of the Americas opened, there was a Manufacturers Trust bank branch within the northeast corner of the base, next to the lobby.[38][71] There had also been two storefronts along the southern end of the lobby, next to the west–east corridor there, but the storefronts were removed in the 1990s.[63]

Along the lobby's west side was La Fonda del Sol (the Inn of the Sun), a Latin American–themed restaurant operated by Joseph Baum of Restaurant Associates.[72][73] The interiors were designed by Alexander Girard and furniture by Charles Eames.[73][74] La Fonda had an elaborate entry foyer and a set of dining spaces leading to the largest dining room.[73][75] The dining rooms were decorated with Latin American artifacts, and each of the dining rooms was furnished in vivid colors with at least two hues of fabrics.[76] It relocated elsewhere in 1971 and was replaced with a bank branch.[73][74] Originally used by the Seaman's Bank for Savings, the branch had round steel columns as well as green marble counters with flecks of white.[73][77] As of 2021, the businesses in the lobby include the Capital Grille and Ted's Montana Grill.[78]

Upper floors

[edit]
Offices
[edit]
A Curtiss-Wright
Curtiss-Wright office in the building (1960)

The seven lowest stories each have about 62,000 square feet (5,800 m2) of floor space.[58] Each of the upper stories has around 28,000 square feet (2,600 m2), largely uninterrupted by columns.[7][19] These were among the largest floor slabs of any office building in New York City since World War II.[7] All stairs and elevators are placed in the core, leaving the outer section of each floor available for use.[41][79] This improved the efficiency of each floor by allowing an open plan for the offices.[41][80] The arrangement of the building allowed high flexibility in planning interior offices. An office module in the building generally measured 48 by 56 inches (1.2 by 1.4 m), though these could be combined as necessary.[80] The interior arrangement was inspired by that of the PSFS Building in Philadelphia, Pennsylvania.[7]

The firm Designs for Business was responsible for the design of Time Inc.'s space, which originally spanned 21 stories.[41][81] Time Inc. had to fit multiple small rooms and cubicles on each of its floors, but the company was largely able to fit these rooms and cubicles within the modular system.[19] Square aluminum posts were installed in Time Inc.'s space, through which partition panels could be installed. The panels were made of a myriad of materials including wood, plastic, burlap, and glass, though they were initially not soundproof.[82] Mockups of the offices were manufactured at Astoria, Queens, as well as in Time Inc.'s earlier headquarters at 1 Rockefeller Plaza.[41] The elevator lobbies on each of Time Inc.'s stories had different decorations.[41][83] The 28th floor also had a photo gallery where photojournalist Alfred Eisenstaedt worked.[84]

After Charles Eames designed the chairs for Time Inc.'s offices, he created a new chair design in 1961, which was nicknamed the Time-Life Chair.[85] Eames designed them as a favor to Henry Luce, the founder of Time and Life magazines, who had allowed Eames to use photos from the Time-Life archives for the pavilion he designed at the 1959 American National Exhibition in Moscow.[86] The chairs remain in production during the 21st century, albeit with modifications for stability and to meet updated product codes.[74]

Other offices in the building originally included the second-story offices of the Gilman Paper Company, designed by SLS-Environetics and connected to the lobby by an escalator. The vestibule at the top of the escalators had stainless-steel wall and a carpet that extended across the floor and part of the walls. Gilman's reception area had an angular reception desk and lighting fixtures made of stainless steel. Gilman's offices had ceilings measuring 13 feet (4.0 m) tall, with angular furniture, sculpted ducts and lighting elements, exposed structural beams, and a color-coding scheme to distinguish the different departments.[87] The Rockefeller Group also has an office on the 24th floor, which was redesigned in 2020 by the firm of Fogarty Finger. The Rockefeller Group's offices include a reception area with dark woods and a pantry designed in a mid-century modern style. There are open plan workspaces with dropped ceilings, as well as executive offices and meeting spaces with glass walls.[88]

Auditorium
[edit]

Gio Ponti designed an auditorium at the setback above the eighth floor, along with an adjoining kitchen, dining room, reception area, and lounge. This space was meant for meetings with advertisers and corporate and sales functions.[89][90] The space was arranged with walls at irregular angles and originally had colored glass-block walls and Sicilian paintings. The auditorium itself had a domed ceiling, while the ceiling in the adjoining spaces contained brass motifs. The floors were yellow with green and blue streaks, and geometric wooden furniture was specially designed for the space.[90] The auditorium was closed by 1981, and the furniture was sold.[91] It was redesigned by Davis, Brody & Associates in 1983 and became a conference center.[92]

Hemisphere Club and Tower Suite
[edit]
Stools around a bar in the building's Hemisphere Club
Hemisphere Club (1960)

The Hemisphere Club and Tower Suite shared a space on the 48th floor, which was designed by George Nelson & Company.[6][93][94] During the day, the Hemisphere Club was a 250-seat private club for executives that, when the building opened, charged $1,000 for initiation and $360 in annual fees thereafter.[95][96] This made the Hemisphere Club one of several private clubs at the tops of New York City skyscrapers.[97] In the evenings, the restaurant space opened to the public as the Tower Suite, which originally offered meals for $8.50 per person.[96] The restaurant was operated by Restaurant Associates. George Nelson designed special chairs for the restaurant, which apparently were never manufactured.[96] Since the windows split the view from the 48th floor into many sections, the space was designed with window embrasures.[93]

The New Yorker reported several years after the Tower Suite's opening that "a butler in a black tailcoat and a maid in a fluffy white apron" visited every table seven days a week.[98] When the restaurant opened, Craig Claiborne of The New York Times called it "for the most part, excellent";[99] by 1970, New York magazine had called it "the baneful cumulus atop Time Inc."[100] According to New York Times food critic Florence Fabricant, the Tower Suite may have originated the trend of servers introducing themselves to guests.[101] When business at the Hemisphere Club declined with the construction of taller buildings in the area, the space was renovated so it could function as a dining hall at night.[93] Dinners at the Tower Suite cost $11.50 per person in 1970,[100] but they had increased to $70–130 per person by 1990.[102] The Hemisphere Club closed in the 1990s.[103]

History

[edit]

The media firm Time Inc. had been housed at 1 Rockefeller Plaza since 1937, when that building had opened as part of the construction of Rockefeller Center.[104][105] As early as 1946, it had sought to develop the site of the Hotel Marguery at 270 Park Avenue for a 35-story headquarters designed by Harrison & Abramovitz, though the plans did not come to fruition.[106][107] By 1953, Time Inc. was set to outgrow its existing space in 1 Rockefeller Plaza within a year, and it wanted to have its headquarters in a single building.[14] Time Inc. seriously considered relocating to Westchester County, a northern suburb of New York City, as well as to a suburb of Philadelphia.[7][17] By November 1955,[79] the company had decided to stay in New York City because of the large number of transportation options there.[7][17]

Construction

[edit]
1271 Avenue of the Americas as seen from 49th Street
Seen from 49th Street (2012)

Once Rockefeller Center Inc.'s managers learned of Time Inc.'s predicament, they hired Harrison & Abramovitz to create plans for a building on Rockefeller Center Inc.'s vacant plot that could house both NBC and Time.[14] The plans involved creating several elevation drawings as well as a 15-minute film.[6] NBC ultimately dropped out of the project because its CEO, David Sarnoff, dissented.[20] Rockefeller Center Inc. acquired the Roxy Theater in August 1956.[27][108][109] That December, officials announced the construction of the Time-Life Building.[8][17] When the plans were announced, Time had leased 600,000 square feet (56,000 m2) in the building,[16][110] and American Cyanamid, Shell Oil Company, McCann-Erickson, and Esso had already made lease agreements for other floors.[110] The developers had already ordered 27,000 tons of structural steel to be delivered in early 1958.[8][17]

Time Inc. and Rockefeller Center Inc. formed a joint venture, Rock-Time Inc., to share the tower's rental income.[20][30] Rockefeller Center had the majority stake of 55 percent, and Time Inc. had the remaining 45 percent.[23][111] Harrison & Abramovitz filed plans for the building in March 1957.[112][g] A groundbreaking ceremony occurred on May 16, 1957, marking the start of excavation.[113][114] By the following month, the building was 70 percent leased, and Curtiss-Wright and Westinghouse Electric Corporation had become tenants.[115] The Rockefeller Center Sidewalk Superintendents' Club, composed of members of the public who wanted to observe Rockefeller Center's construction, was revived after having been dormant for seventeen years.[116] The actress Marilyn Monroe presided over the club's inaugural ceremonies that July.[117][118] The site was excavated to a depth of 40 feet (12 m), where there was a layer of Manhattan schist.[22]

By November 1957, the excavations were largely complete; the Rockefeller Foundation had leased offices and two tenants had expanded their lease commitments.[119][120] Rockefeller Center Inc. chairman Nelson Rockefeller and Time Inc. president Roy E. Larsen announced details of the design the same month.[121] Construction on the Time-Life Building's superstructure started in April 1958.[122] That August, the Equitable Life Assurance Society lent the project's developers $50 million. At the time, it was the largest-ever financing on a single real-estate parcel.[123] The structure topped out in November of that year.[21] The next April, Time Inc. sublet six of the 21 floors under its control.[19][124] The building was 92 percent leased by then, including the space that was being sublet.[124] The Time-Life Building's cornerstone was laid in June 1959, at the southeast corner of the building, after the superstructure had been completed.[125][126]

Late 20th century

[edit]

The first tenant, the American Cyanamid Company, began moving into the tower in October 1959.[127] Over the next couple of months, tenants began moving into the building and the final interior design elements were installed. By that December, the construction fence around 1271 Avenue of the Americas had been dismantled and several companies had occupied their space.[128] Additional leases were announced in January 1960, including one storefront.[129] A passageway from the basement to the subway station opened the next month.[60] Life magazine moved into the building that April, writing that its new headquarters was "a victory in the fight to improve down-at-the-heels Sixth Avenue".[111] Ultimately, Time Inc. was able to sublet part of its space to more than forty firms.[130] By late 1961, the building was almost completely occupied.[131]

La Fonda del Sol had moved out of the Time & Life Building to a smaller location by early 1971.[132] The restaurant space was replaced by a Seaman's Trust bank branch. The bank was so popular that, in three weeks, it performed six months' worth of transactions.[73][77] Although Life magazine stopped publishing in 1972,[133] the building retained its name, and the former Life space was quickly taken by the company's other publications, such as People and Money.[134] A U.S. Steakhouse restaurant designed by Gwathmey Siegel & Associates Architects opened in the building in 1975 and was slightly renovated a few years later.[135] By 1981, Time Inc. occupied about 1,000,000 square feet (93,000 m2) of space and some of its divisions, such as HBO, had to be housed in other buildings.[136] The eighth-floor auditorium was renovated in 1983.[92] An electric cooling system was also added in the early 1980s to supplement the original steam-powered cooling system.[56]

Time Inc. sold its 45 percent ownership stake in December 1986 to the Rockefeller Group for $118 million. Time Inc. planned to use some of the proceeds from the sale for other purchases such as stock buybacks.[137][138] In the same transaction, Time Inc. extended its lease from 1997 to 2007, with an option to extend its lease by another ten years, to 2017.[138][139] Time Inc. executed its option to extend its lease in 1999.[140][141] At the time, the company occupied 80 percent of the Time & Life Building and it had rented space at the adjacent 135 West 50th Street. The two buildings were to be connected internally on the second floor as part of a $190 million renovation.[141] A natural-gas cooling system was added in 2000; at the time, it was New York City's only building with three cooling sources.[55][56]

21st century

[edit]
Scaffolding around 1271 Avenue of the Americas while it was undergoing renovation in 2018
The building, undergoing renovation during 2018

By August 2001, Time Inc. was part of AOL Time Warner and occupied 98 percent of the building's space. That month, AOL Time Warner subsidiary CNN and the Rockefeller Group agreed to convert a former Chase Manhattan Bank branch at the base into a two-story CNN television studio.[142] In July 2002, the New York City Landmarks Preservation Commission designated the lobby interior as a city landmark.[1] Municipal Art Society executive director Frank E. Sanchis III prompted the Rockefeller Group to support the preservation of the lobby. At the time, the lobby was being renovated by Swanke Hayden Connell Architects for $40 million. The renovation involved combining two storefronts into a waiting lounge, as well as creating a secure area around the elevators.[39] The CNN studio opened in September 2002,[143][144] with scenic design by Production Design Group.[145] The Ted's Montana Grill restaurant opened in 2006 on the ground level.[146]

In May 2014, Time Inc. announced it was planning to leave the Time & Life Building for the Brookfield Place complex in lower Manhattan.[147][148] The following year, Time Inc. moved out of its offices,[149] and the Rockefeller Group announced a $325 million renovation of the entire building, designed by Pei Cobb Freed & Partners.[32][150] As part of the renovation, the architects created a new entrance on Sixth Avenue, repaved the plaza, and replaced the facade.[32] All 30 elevator cabs were replaced with new cabs whose ceiling design was an homage to the 51st Street canopy.[151] The Rockefeller Group also restored the lobby and renamed the building to its address.[32] Time Inc. removed a time capsule that had been embedded in the building when its cornerstone was laid.[152] The time capsule included contemporary objects such as magazines, photography books, a pencil, and a microfilm about the Rockefeller Center complex.[153] Glarner's and Albers's paintings were restored, and the floors, ceilings, and signs were modified to match the original design.[63] The building was completely vacant by the beginning of 2018.[154]

The renovation was nearly completed by 2019, and the building was fully leased at that time.[155][156] The building's major tenants included financial firms such as American International Group,[155] Greenhill & Co.,[157] and H.I.G. Capital.[158] and Mizuho Financial Group.[159] The other tenants included law firms Blank Rome[160] and Latham & Watkins,[161][162] as well as multi-family office Bessemer Trust on the top seven floors.[163] In addition, Major League Baseball moved its headquarters to the building,[164][165] and it leased two stories in the building's base for use as an MLB store, which opened in 2020.[166][167]

With the onset of the COVID-19 pandemic in New York City, the building stood largely empty for several months in 2020.[168] The building received a Leadership in Energy and Environmental Design (LEED) Gold certification the same year.[78] The building was again fully leased by May 2021,[169] and the Greek restaurant Avra Estiatorio leased a two-story space at the base, which opened in June 2022.[170][171] Another restaurant, Cuerno New York, opened in the building in 2025.[172][173]

Impact

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Upon the building's completion, Architectural Forum wrote: "The building's character reflects a joining of partners, a marriage of uses, a meld of design, and a union between New York's two generic office-building types. [...] In skyscraper society, the Time & Life Building is upper-middle-class."[23][106] New York Times critic Ada Louise Huxtable, writing in 1960, said that 1271 Avenue of the Americas, 28 Liberty Street, and 270 Park Avenue all had a "still too-rare esthetic excellence".[58] Huxtable also characterized 1271 Avenue of the Americas' spaces as "flexible architectural anarchy".[81] Another architectural critic, Carter B. Horsley, praised the lobby's design and materials, though he believed the facade had an inconspicuous, albeit "not terrible", design.[47]

The Time & Life Building's completion spurred the construction of similar office buildings along Sixth Avenue.[93][174] The architect Robert A. M. Stern wrote in his 1995 book New York 1960 that the building "marked the first key step" in the avenue's reconstruction.[175] Architectural Forum wrote that the building's completion "opens a wide frontier for an expanding city", leading the way for the construction of other large office buildings west of Sixth Avenue.[93][30]

1271 Avenue of the Americas has appeared in several media works. The building was featured in the television series Mad Men as the fictional headquarters of the advertising agency Sterling Cooper Draper Pryce (later Sterling Cooper & Partners).[176] AMC, the network on which Mad Men airs, unveiled a bench in front of the building in 2015; it contains a sculpture of lead character Don Draper's black silhouette, as shown in the show's opening credits.[177] The 2013 film The Secret Life of Walter Mitty was partially set within the building.[178]

See also

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References

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1271 Avenue of the Americas

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1271 Avenue of the Americas is a prominent 48-story office skyscraper in , , situated at the intersection of and West 50th Street as part of the complex. Originally constructed in 1959 and known as the Time & Life Building, it was developed by the as the first structure to expand eastward across , serving initially as the headquarters for . Standing at 587 feet (179 meters) tall with approximately 1.96 million square feet of leasable office space, the building exemplifies mid-century modern architecture through its sleek steel-framed design and expansive glass curtain wall. From 2016 to 2020, it underwent a comprehensive $600 million redevelopment led by Pei Cobb Freed & Partners, which included recladding the facade with energy-efficient low-E glazing, modernizing mechanical systems, upgrading elevators, and restoring its iconic lobby featuring abstract murals by artists Fritz Glarner and Josef Albers. The project achieved Gold certification for sustainability and enhanced the surrounding plaza with patterned pavement inspired by Rio de Janeiro's Copacabana Beach, while preserving the original eight-story base and 48-story tower configuration designed by & Harris. Today, the building houses major tenants including the headquarters of the , AIG, law firm, and , underscoring its ongoing role as a key commercial hub in one of 's most vibrant districts.

Location and Site

Geographic Position

1271 Avenue of the Americas, also known as , is situated in the neighborhood of , with its exact address at 1271 Avenue of the Americas between West 50th and 51st Streets. The building's geographic coordinates are approximately 40°45′37″N 73°58′51″W. As part of the expansive complex, which spans 22 acres between Fifth and s and 48th to 51st Streets, it integrates seamlessly into this iconic urban development originally envisioned as a cohesive "city within a city." The structure occupies a prominent position along the west side of , a vital corridor in characterized by high-rise office towers, retail spaces, and heavy pedestrian traffic. Its location enhances accessibility, with direct connections to the underground concourse of , facilitating easy movement for occupants and visitors. Proximate landmarks underscore its central role in the neighborhood's cultural and architectural fabric. It stands adjacent to at 1260 Avenue of the Americas, a renowned entertainment venue sharing the same block between 50th and 51st Streets. Nearby, St. Patrick's Cathedral at between 50th and 51st Streets lies just across the avenue, contributing to the area's blend of commercial and historic elements. Transit options are abundant, with the 47-50th Streets– subway station—serving the B, D, F, and M lines—located mere steps away, providing swift connections throughout the city.

Site History and Acquisition

In the early 20th century, much of the site at 1271 Avenue of the Americas, located on the west side of between 50th and 51st Streets, served as a trolley for the New York Railways Company, supporting the city's extensive streetcar network before automobiles dominated urban transport. By the mid-20th century, the trolley had been replaced by a , while adjacent portions of the block included low-rise structures such as the four-story Levy Building—housing shops, a , and a —along with restaurants, small office buildings, and stores, reflecting the area's transitional commercial character amid declining industrial uses. This acquisition formed a key part of Rockefeller Center Inc.'s westward expansion of the original complex, which had been developed on leased land from . In August 1953, purchased the approximately 1.5-acre tract from the Underel Corporation for $5.5 million, consolidating ownership of the frontage and enabling a long-term to Rockefeller Center Inc. for redevelopment. The deal involved negotiations to integrate the new site with adjacent properties, including from the nearby Roxy Theatre, to support taller structures while adhering to zoning allowances for commercial towers in . The purchase aligned with broader 1950s urban renewal initiatives in , which aimed to revitalize —renamed the Avenue of the Americas in 1945—through demolition of outdated buildings and construction of modern office towers to boost economic activity and prestige in the post-World War II era. This effort marked the first of five planned additions to the west side of the avenue, transforming a fragmented urban edge into a cohesive extension of the district.

Architecture and Design

Structural Overview

1271 Avenue of the Americas, originally known as the Time & Life Building, stands as a 48-story skyscraper reaching a height of 587 feet (179 meters) and encompassing approximately 1,960,000 square feet of office space. Completed in 1959 following a topping-out in late 1958, the structure was designed to serve as the headquarters for Time Inc., marking a significant expansion of Rockefeller Center across Sixth Avenue. The building's overall form emphasizes a sleek, vertical profile typical of mid-century commercial architecture, with an eight-story base that partially wraps the main tower, optimizing the site's footprint for efficient office utilization. The design, led by architect Wallace K. Harrison of the firm & Harris, embodies the International Style's modernist principles, prioritizing verticality to convey aspiration and progress while maximizing natural light through expansive window arrays. This philosophy reflects postwar optimism and technological advancement, integrating the building seamlessly into Rockefeller Center's ensemble of low- and high-rise structures. The original construction, costing $78 million, utilized an all-steel frame engineered by Edwards & Hjorth, which supported the tower's height without compromising interior flexibility. A key engineering feature is the absence of dedicated mechanical floors, allowing uninterrupted across the tower's levels; instead, mechanical systems are consolidated into a central core, enabling column-free floor plates of about 28,000 square feet each. This innovative approach enhanced operational efficiency for tenants and exemplified efficient use of steel framing in high-rise design, contributing to the building's enduring functionality.

Facade and Exterior

The facade of 1271 Avenue of the Americas consists of a curtain wall framed by piers, particularly prominent at the base where they integrate with the surrounding plaza. The original 1959 design employed a stick-built system with single-glazed vision panels and glass, accented by bronze mullions and silver fins that emphasize verticality through narrow, elongated window proportions. This configuration rises continuously without major setbacks, reflecting the flexibility of the , which permitted such unstepped slab forms on wide avenues like Sixth to maximize buildable volume while controlling overall bulk. From 2015 to 2019, the building underwent a full recladding of its 626,000-square-foot curtain wall, replacing the original system with a unitized, thermally broken assembly featuring double-glazed insulated units coated in low-E for enhanced . The project, completed in 2020, preserved the piers, mullions, and silver fins while increasing the vision area by 50 percent, reversing the original spandrel-heavy ratio to allow greater transparency and daylight penetration. This upgrade achieved savings of over 40 percent compared to the pre-renovation structure, contributing to the building's Gold certification, which was recertified at the same level in 2022. The resulting exterior presents a sleek, highly reflective surface that amplifies natural light and views, reinforcing the modernist "glass canyon" aesthetic along amid Center's cluster of mid-century towers. The $325 million renovation effort not only modernized the facade but also maintained its proportional rhythm, ensuring visual harmony with the original architectural intent.

Plaza and Public Spaces

The plaza at 1271 Avenue of the Americas serves as a key , designed to enhance pedestrian connectivity within Center's urban ensemble. Completed in 1959 as part of the original building by & Harris, the outdoor area features a distinctive serpentine paving pattern inspired by the Copacabana style, creating a dynamic that invites foot and visual flow. By positioning the main building entrances on 50th Street instead of the avenue, the architects transformed the plaza into a prominent gathering spot, effectively extending the open, accessible character of Center's adjacent public realms. The original design incorporated elements like fountains and bronze grilles at the base, contributing to a welcoming atmosphere with integrated seating and limited greenery that complemented the building's limestone facade. During the major repositioning from 2015 to 2019, led by Pei Cobb Freed & Partners, the plaza underwent significant enhancements to boost , usability, and integration with surrounding streets. The east side was reconfigured with a stepped feature, expanded seating, and seasonal plantings, promoting a more vibrant and pedestrian-oriented environment. Key updates included the addition of five custom fountain pools by Fluidity Design Consultants, which provide calming water elements scaled for closer interaction, replacing larger original features to better suit modern public use. The iconic Copacabana paving was preserved and extended to the curb using durable custom concrete, improving seamless transitions to sidewalks and enhancing overall accessibility. Landscape architecture by Ken Smith Landscape Architect introduced contemporary greenery and improved circulation paths, while a new canopy at the 51st Street entrance offers shelter and facilitates retail access—such as Cuerno New York, an acclaimed Northern Mexican steakhouse praised by The New York Times and Eater NY—further embedding the space in daily urban life. These changes connect fluidly to the building's facade base, preserving mid-century modernism while adapting to contemporary needs for openness and flow.

Interior Layout

The interior of 1271 Avenue of the Americas features two lobbies designated as a interior landmark in 2002 by the Landmarks Preservation Commission, recognizing their design and artistic elements. The south lobby houses a large titled Two Portals by , installed in 1961 and measuring 42 feet wide by 14 feet high, while the north lobby displays Fritz Glarner's Relational Painting #88, a 40-foot-by-15-foot rectilinear work completed in 1960. These murals, to the building's original aesthetic, were meticulously restored during recent renovations to preserve their vibrancy and historical significance. Upper floors employ flexible open-office layouts, utilizing movable partitions to create perimeter offices while keeping central areas open for cubicles and circulation, allowing tenants to adapt spaces to evolving needs without dedicated mechanical levels interrupting the floor plates. Each of the 48 office levels spans approximately 28,000 square feet, centered around a stainless-steel core patterned after Rio de Janeiro's Copacabana sidewalk. Amenities include ground-floor retail spaces totaling about 20,000 square feet, which originally featured dining options such as the Latin American-themed La Fonda del Sol restaurant, providing convenient access for occupants and visitors. The building is served by high-speed elevators, modernized with destination dispatch controls for efficient vertical transport across all 48 floors. A comprehensive completed in , led by , upgraded interior systems including a new high-performance perimeter HVAC system that enhances energy efficiency by 28.5 percent, along with increased natural daylighting to reduce lighting demands. Wellness features added during this project include a dedicated storage room, private changing rooms, and showers, supporting occupant health and sustainability goals that contributed to the building's Gold certification, recertified in 2022.

Construction and History

Planning and Development

The planning for 1271 Avenue of the Americas, originally known as the Time & Life Building, began in 1956 as part of a between and Inc. to expand the media company's operations and retain its presence in . Announced in December 1956, the project was conceived to house 's growing headquarters amid the postwar boom in publishing, with the 47-story structure designed to integrate seamlessly into 's master plan for westward expansion along . The initiative was spearheaded by key figures including president Roy Larsen and Rockefeller family members such as , reflecting a collaborative effort to blend commercial development with . Construction commenced with excavation in May 1957, following delays from an earlier proposal involving that was abandoned due to the broadcaster's relocation. The Company served as the general contractor, overseeing the $78 million project on a site that previously included low-rise buildings and a trolley barn, requiring careful coordination with New York City's underground infrastructure, including connections to the IND subway line via a subterranean . The steel frame reached its full height by November 1958, and the cornerstone was laid in a on June 23, 1959, attended by Time Inc. co-founder Henry R. Luce and . This phase highlighted the challenges of mid-century urban construction, such as integrating the new tower with adjacent structures while minimizing disruptions to ongoing city traffic and utilities. The building achieved partial occupancy in late 1959, with staff beginning to move in as interiors were completed, and full operations commenced by March 1960, marking its official opening in October 1959 as the media conglomerate's primary headquarters. This timeline positioned the Time & Life Building as the first high-rise in Rockefeller Center's extension, setting the stage for further developments in the area.

20th-Century Operations

Upon its completion in 1959 and opening for occupancy in 1960, 1271 Avenue of the Americas, then known as the Time & Life Building, served primarily as the headquarters for Time Inc., which acted as the . The company initially occupied 21 floors, utilizing the space for editorial, production, and administrative functions supporting its portfolio of magazines such as , and Fortune. Over the ensuing years, Time Inc. expanded its footprint within the building to approximately 1.5 million square feet by the mid-1960s and further to around 2 million square feet, accommodating the growth of its operations amid the postwar media boom. The building's ownership structure evolved significantly during the late 1980s. Developed as a joint venture between Time Inc. and the Rockefeller Group, it saw Time Inc. divest its 45 percent stake in December 1986, selling it to the Rockefeller Group for $118 million while retaining substantial leased space as a tenant. This transaction marked a shift toward full Rockefeller Group control. In October 1989, Mitsubishi Estate Company, a major Japanese real estate firm, acquired a 51 percent controlling interest in the Rockefeller Group for $846 million through the purchase of shares from Rockefeller family trusts, thereby integrating the property into its international portfolio via the joint venture structure. Key operational adaptations addressed external challenges and technological needs throughout the century. In the , amid the oil crises, the building implemented minor retrofits, including HVAC system upgrades, to enhance energy efficiency and reduce operational costs in line with broader industry responses. By the , as media tenants demanded advanced capabilities, the property underwent significant modernization through renovations completed between 1995 and 1997 at a cost of $200 million, incorporating upgrades such as improved electrical and data systems to support digital publishing and activities. Time Inc.'s role as dominant occupant began to transition in the late 1980s, fostering a multi-tenant model. Following the 1986 ownership sale, the company consolidated its operations in , vacating portions of its expansive space to streamline efficiency after the divestiture. This created opportunities for diversified leasing, with the building increasingly accommodating a mix of media, financial, and professional service firms by the decade's end, reflecting the evolving demands of Midtown Manhattan's commercial landscape.

21st-Century Renovations

In 2014, was spun off from Time Warner Inc. as a separate , leading to its decision to relocate its headquarters from the building. The company fully vacated 1271 Avenue of the Americas in 2015, moving to a new location in . Following the departure, the initiated a comprehensive of the property, with construction costs estimated at $325 million as part of a total project investment exceeding $600 million. The overhaul, designed by , spanned from 2016 to 2020 and focused on modernizing the structure while preserving its mid-century aesthetic. Key upgrades included the complete replacement of the original facade with a new high-efficiency double-glazed curtain wall featuring low-E glazing and thermal breaks, increasing vision glass by over 50 percent to enhance natural light and energy performance. Sustainability improvements incorporated high-performance HVAC systems and other energy-efficient features, culminating in Gold certification in 2020. The redevelopment achieved near-100 percent occupancy by 2019, with the final major lease signed that year bringing the rate to 98 percent ahead of full completion. Post-renovation enhancements to the plaza and public spaces supported new retail activations, including the 2022 opening of Avra Estiatorio Rockefeller Center, a 500-seat Greek spanning multiple levels. In 2025, the plaza welcomed Cuerno New York, a Mexican emphasizing fire-driven northern , marking its U.S. debut on June 18. Ownership of the building has remained stable under the , a of Company since 1989.

Tenants and Operations

Major Occupants

1271 Avenue of the Americas has transitioned from being dominated by a single major tenant to hosting a diverse array of prominent businesses across , , and media sectors. Originally anchored by , which occupied much of the building until its departure in 2015, the property now features a mix of anchor and notable occupants that reflect its repositioning as a modern office hub. Mizuho Americas, the U.S. arm of the Japanese multinational bank, serves as a key , leasing approximately 411,000 square feet across multiple full floors following expansions in 2017 that positioned the building as its Americas . Similarly, global law firm occupies 10 floors (25 through 34) and additional space, totaling over 435,000 square feet under a 15-year lease signed in 2018, with an expansion in 2021 that contributed to the building reaching full occupancy. Other significant financial services tenants include (AIG), which maintains a substantial presence, alongside Greenhill & Co., (occupying the top seven floors with 239,000 square feet), and . In the media and entertainment space, (MLB) has established its commissioner's office and network headquarters in the building, leasing approximately 330,000 square feet. Advertising and media firms, such as Network, also occupy space, continuing a legacy of creative industry tenants like McCann Erickson from earlier decades. The building's occupancy has diversified significantly post-2015, achieving full occupancy by 2021 through strategic leases, with floors averaging around 29,000 rentable square feet to accommodate varied tenant needs. Recent signings, including Blank Rome's 138,000-square-foot lease in 2018 and H.I.G. Capital's relocation in 2019, were enabled by the 21st-century renovations that modernized the interiors for contemporary business use.

Amenities and Facilities

1271 Avenue of the Americas features a variety of amenities and facilities designed to support tenants, visitors, and the surrounding community as part of the broader complex. The building includes a ground-floor retail corridor spanning approximately 20,000 square feet, providing convenient access to and dining options directly within the structure. This retail space integrates with the adjacent plaza, enhancing pedestrian flow and public accessibility. Dining options within the building emphasize high-end cuisine. Avra Estiatorio, a Greek seafood restaurant, occupies a two-story, 16,500-square-foot space and opened in June 2022, offering indoor and outdoor seating with a focus on fresh and Mediterranean flavors. Cuerno New York, a Mexican celebrating northern Mexican culinary traditions through fire-driven dishes, opened in June 2025 and serves lunch and dinner daily. Additional facilities cater to wellness and professional needs, including a tenant fitness center equipped for cardio and , conference rooms suitable for meetings and presentations, and a 650-seat for larger events. Bike storage and valet services are available to encourage sustainable commuting, with expanded capacity added during post-2019 renovations. Sustainability efforts are prominent, with the building achieving Gold certification following extensive renovations completed in 2020, incorporating energy-efficient systems and practices. (EV) charging stations were introduced as part of these upgrades to support eco-friendly transportation. Public access is facilitated through the grand lobby, which features permanent artwork installations and serves as an entry point for Rockefeller Center's seasonal events, such as holiday celebrations and art exhibitions.

Significance and Legacy

Architectural Influence

1271 Avenue of the Americas, completed in 1959 as the Time & Life Building, played a pivotal role in the urban transformation of Sixth Avenue during the 1960s. Prior to its construction, the avenue was characterized by industrial and mixed-use buildings, but the tower marked the first westward expansion of Rockefeller Center across Sixth Avenue, initiating a shift toward a modern office corridor. This development spurred the erection of additional skyscrapers along the avenue, converting the area into a hub for corporate headquarters and contributing to Midtown Manhattan's evolving skyline. As an exemplar of post-World War II modernism within the , the building's design by emphasized clean lines, functional aesthetics, and innovative use of materials like cladding and accents. Its architectural approach influenced subsequent expansions, notably the 1971 construction of , which adopted similar modernist principles to maintain the complex's cohesive identity. The lobby's eclectic interior, featuring artworks by and Fritz Glarner alongside serpentine floors and panels, further exemplified mid-century commercial design innovation. In recognition of its architectural significance, the building's ground-floor interior was designated a New York City Interior Landmark on July 16, 2002, by the Landmarks Preservation Commission, highlighting its contributions to the in commercial architecture and its status as one of the city's most intact mid-20th-century interiors. The structure's inclusion of a pedestrian plaza fronting promoted the early integration of public open spaces with high-rise office towers, setting a precedent that predated the floor-area bonus incentives for such amenities formalized in the 1961 Resolution. This design element encouraged urban planning practices that balanced density with accessibility, influencing broader zoning policies aimed at enhancing pedestrian-friendly environments in dense commercial districts.

Cultural Depictions

The Time-Life Building at 1271 Avenue of the Americas has served as a prominent backdrop in several films and television series, symbolizing mid-20th-century corporate America. In the AMC series Mad Men (2007–2015), the building represents the headquarters of Sterling Cooper, the fictional advertising agency central to the show's narrative set in 1960s New York City. Exterior shots and establishing scenes frequently feature the tower's modernist facade along Sixth Avenue, evoking the era's professional ambition and urban energy. The series' use of the location introduced the building to a new generation of viewers, highlighting its role in midtown Manhattan's media landscape. In the 2013 film The Secret Life of Walter Mitty, directed by and starring , the building appears as the workplace of the protagonist, a photo editor at Life magazine facing closure. Interior and exterior sequences, including scenes of the final issue's production, were filmed on location at the Time-Life Building, capturing its escalators, lobby, and plaza to underscore themes of routine and transformation. The movie's portrayal ties into the building's historical association with Time Inc., amplifying its cultural resonance as a hub of and . Public events at and around 1271 Avenue of the Americas have further embedded the building in New York City's collective memory, particularly during holiday seasons and moments of activism. The plaza and facade host elaborate annual holiday displays installed by American Christmas, drawing crowds and photographers to complement nearby Rockefeller Center festivities and transforming the site into a festive landmark amid midtown's winter illuminations. The building has also been a focal point for protests; in 2011, fans of actor Ryan Gosling gathered outside to demonstrate against People magazine's cover choice, highlighting its role as a media headquarters. Its proximity to high-profile sites like Radio City Music Hall has occasionally placed it near larger demonstrations, such as those during the 2023 Rockefeller Center Christmas tree lighting. As an iconic element of the skyline, 1271 Avenue of the Americas frequently appears in and visual media, its 48-story silhouette framing views from and nearby vantage points like Top of the Rock. Professional photographers and stock image collections often capture the building's clean lines against the midtown grid, emphasizing its aesthetic in skyline compositions that blend history with . In the 2020s, following its major renovation, the building has garnered attention in and discussions as a case study in . Pei Cobb Freed & Partners' redesign, completed in 2020, reduced energy use by over 40% through a new high-performance facade and achieved Gold certification, earning praise in industry publications for balancing preservation with environmental goals. Post-renovation coverage in outlets like Architect Magazine highlights it as a model for older skyscrapers amid challenges, with full occupancy by tenants in , , and media underscoring its renewed vitality.

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  46. https://www.sportsbusinessjournal.com/Journal/Issues/2020/01/20/Leagues-and-Governing-Bodies/In-The-Office/
  47. https://www.rockefellergroup.com/news/blank-rome-leases-138000-sf-at-1271-avenue-of-the-americas/
  48. https://commercialobserver.com/2019/04/h-i-g-capital-lease-1271-avenue-of-the-americas-rockefeller-group/
  49. https://www.connectcre.com/stories/avra-estiatorio-will-open-third-manhattan-location-at-1271-aofa/
  50. https://www.thenationalherald.com/avra-estiatorio-rockefeller-center-officially-open-june-8/
  51. https://www.modernluxury.com/cuerno-new-york/
  52. https://www.leadersmag.com/issues/2021.2_Apr/Purpose/LEADERS-Meg-Brod-Rockefeller-Group.html
  53. https://www.rockefellergroup.com/wp-content/uploads/2021/03/RTO.pdf
  54. https://officesnapshots.com/2023/02/20/major-league-baseball-mlb-offices-new-york-city/
  55. https://www.commercialcafe.com/commercial-property/us/ny/new-york/time-life-building/
  56. https://www.sec.gov/Archives/edgar/data/1802215/000153949720000467/n2032-x5_ts.htm
  57. https://www.rockefellercenter.com/events/
  58. https://dspace.mit.edu/bitstream/handle/1721.1/8007/53484128-MIT.pdf?sequence=2
  59. https://www.imdb.com/title/tt0359950/locations
  60. https://www.cbsnews.com/newyork/news/american-christmas-mount-vernon-nyc-christmas-displays/
  61. https://gothamist.com/arts-entertainment/ryan-gosling-fans-will-protest-outside-of-people-magazine-today
  62. https://www.theguardian.com/us-news/2023/nov/30/we-stand-against-genocide-gaza-peace-protesters-target-new-york-christmas-tree-lighting
  63. https://www.gettyimages.com/photos/1271-avenue-of-the-americas
  64. https://www.architectmagazine.com/project-gallery/1271-avenue-of-the-americas-recladding-and-repositioning
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