tenant during the 2000s and 2010s: the production company in charge of the Times Square Ball drop. In early 2006, the lower floors were occupied by a pop-up store operated by J. C. Penney and known as The J C. Penney Experience. The pharmacy chain Walgreens leased the entire building in 2007, paying $4 million yearly. The chain had previously operated a store in the building for four decades until 1970. Walgreens opened a new flagship store in the space in November 2008. As part of the store's opening, Gilmore Group designed a digital sign for the facade, constructed by D3 LED. The sign ran diagonally up the western and eastern elevations of the building and contained 12 million LEDs, surpassing the nearby Nasdaq MarketSite sign as the largest LED sign in Times Square. The sign operated 20 hours a day and advertised Walgreens's products. 2010s to present In September 2017, Jamestown unveiled plans to use much of its vacant space. Under the proposal, a museum dedicated to the history of Times Square would be built on the 15th through 17th floors, and the 18th floor would contain a new observatory. At the time, the building's billboards had started to become dated because of the increasing popularity of interactive programming. The ground level would also be renovated to provide an expanded entrance to the New York City Subway's Times Square–42nd Street station, directly underneath the building. Work on the subway entrance was originally supposed to be completed in 2018, but the MTA did not start construction on the 42nd Street Shuttle reconstruction project until August 2019. As part of the redevelopment of One Times Square, a new staircase entrance with a glass canopy, as well as a new elevator entrance, would be built. The new $40 million station entrance, including the elevator, formally opened in May 2022. Jamestown announced in January 2019 that it planned to renovate the building and lease the upper floors, which at the time were completely blocked by billboards. Jamestown also planned to either terminate Walgreens's lease or reduce the size of the pharmacy. The Real Deal magazine estimated that Jamestown was earning $23 million per year from the building's billboards. Later the same year, the individual billboard screens on the front of the tower were replaced by one Samsung LED display, with a resolution of 1312×7380 pixels. The installation of the screen necessitated the removal