On the northern edge of Times Square Warner Bros. Construction is inching towards the top of the latest hotel in Midtown, a 54-story, 668 key tower at 1710 Broadway. 

Developed by the Spanish hotel group RIU Hotels & Resorts, 1710 Broadway will become their 3rd property within a tight radius of Midtown Manhattan. The uninspired design comes from Moss Architects who is responsible for among other projects, both of RIU's existing midtown properties. Not even ChatGPT could spit out a more on-the-nose rendering of "generic midtown budget hotel", but it would be difficult to argue the tower isn't "contextual". 

1710 Broadway Progress Photo Close-up Looking South, with neighboring Office Conversion at Foreground. Michael Hayes

The 630' structure, sits atop a 5-story podium with plans for a lounge and restaurant at the base levels. It replaces a long-vacant, but handsome limestone neo-classical building by the famed "Architect of Detroit" Albert Kahn; initially serving as the Ford Motor Manhattan showroom, it was eventually the offices of P. Diddy before it was demolished in 2022. 

Posted Signage indicates completion in 2027.