10 Times Square1441 Broadway has been officially awarded a new address: 10 Times Square. The announcement comes as the building is undergoing a comprehensive renovation. Also known as the Bricken Textile Building, the 33-story high-rise was built in 1930 and is the current headquarters of the Liz Claiborne company.

“With this new address, the building has been officially recognized by the City of New York for something it has always been — a part of Times Square,” said Winick Realty Group’s Kelly Gedinsky, part of 10 Times Square’s retail leasing team.

Gedinsky and her associates Melinda Miller, Kenneth Hochhauser and Jeff Winick, CEO of Winick Realty Group, have overseen the building’s revitalization, which includes a re-configuration of 56,000 square feet of retail space, the installation of new three-story glass façade and the installation of 12,000 square feet of state-of-the-art LED Spectaculars that rise 147 feet into the Manhattan skyline. The new LED signage makes 10 Times Square Broadway the only building visible from Herald Square to the Times Square Bowtie.

“With its impressive floor plates, eye-catching dual-corner frontage and spectacular LED signage, this building will embody all of the energy, electricity and market power that Times Square has to offer,” said Miller. “The 10 Times Square address truly captures the magnitude of the space and confirms 41st Street’s status as the true southern border of Times Square.”