The renovation that spurred the revival of Times Square, the New Amsterdam first opened in 1903 as the most lavish theatre in New York and the first major Art Nouveau interior built in the United States. Featuring intricate murals, carved paneling, terracotta balustrades, and botanical ornament, the ornate venue played host to the Ziegfeld Follies for three decades before it was converted into a movie house in the 1960s, and eventually sat vacant from the early 1980s until its renovation in the late ‘90s. The revival of the New Amsterdam was the first major commitment of private capital into Times Square, and it began the cascade of hospitality, retail, and entertainment projects that helped to rebirth the city’s center. In renovating the historic theatre, Theatre Projects collaborated with a high-profile client to reimagine a house built for vaudeville with the rigging, stage machinery, performance lighting, and audiovisual systems that contemporary musical theatre demands—in a room where nothing could be seen and nothing could be touched. Our team threaded this theatrical infrastructure through the restored fabric of the venue without surrendering sightlines or finishes, resulting in what is now an 1,800-seat theatre equipped for the most technically demanding productions on Broadway that appears, from any seat, as it did the night it opened. This theatre is one of the most outstanding examples of Art Nouveau design in the United States.