One of NYC’s Most Unexpected New Attractions Is Under Times Square

Times Square is famous for sensory overload—but one of its newest attractions is hiding in plain sight.

Inside the historic Brill Building, a landmark long associated with music legends like Carole King and Burt Bacharach, two immersive experiences have quietly opened their doors, offering something very different from Broadway shows or neon-lit tourist traps. The result is a new kind of Times Square play space—one built around teamwork, competition and getting completely swept up in the moment.

The first is The Escape Game, which has opened its second Manhattan location here. Spanning nearly 5,000 square feet, the venue features six cinematic escape room adventures, each designed to feel like stepping onto a movie set.

Players have 60 minutes to solve puzzles, crack codes and work together to “escape” themed worlds that range from museum heists to deep-sea missions. Three of the rooms—Cosmic Crisis, Legend of the Yeti and Ruins: Forbidden Treasure—are making their New York City debut.

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Just steps away, the building is also home to the New York City debut of Great Big Game Show. It’s basically like a live TV taping—except you’re the contestant. Small groups face off in fast-paced, host-led games that blend trivia, physical challenges and strategy, all under bright lights and booming music. With rotating mini-games and a full production setup, no two sessions play out the same way.

What makes the pairing especially interesting is the setting. The Brill Building has always been a place where creativity happened behind the scenes—where songs were written, not performed. Now, instead of hit records, it’s housing experiences built around participation. You don’t sit back and watch; you jump in.

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It’s also a smart addition to Times Square’s evolving lineup. As visitors look for activities that go beyond shopping and theater, interactive attractions like these are becoming a go-to option—especially for groups, families, and anyone who’s already “done” the usual highlights.

“New York City has always been a global stage for innovation and culture, and the Brill Building is a symbol of that legacy,” said Jonathan Murrell, co-founder and CMO of The Escape Game. “We’re excited to add a new chapter to its story by bringing both The Escape Game and Great Big Game Show under one roof. It’s the perfect setting to invite locals, visitors and teams to step into unforgettable shared adventures.”

In a neighborhood known for being loud and obvious, this is something a little more tucked away—and that’s part of the appeal. Behind the flashing billboards and Broadway marquees, Times Square has a new playground, and you’d never know it unless someone tipped you off.

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