Built in 1904 as the original headquarters of The New York Times, One Times Square hasn’t been open to the public since the 1970s, spending decades as an empty tower known mainly for its billboards. That changes this fall, as Jamestown (the building’s owner) and Roto, one of this year’s Fast Company Best Workplaces for Innovators honorees, unveil a new immersive experience inside the tower, bringing its history, the New Year’s Eve Ball, and Times Square itself to life. Fast Track attendees will be among the first people in the world to go inside, joined by the Roto team and by representatives from Jamestown, who will speak to how the project fits into its broader portfolio. What sets the experience apart is where its interactive techniques came from: Many were tested on real audiences at Prototype, Roto’s experimental museum and R&D lab in Columbus, Ohio. Attendees will get food, refreshments, and photo opportunities on the observation deck.