The New Amsterdam Theatre, home to the legendary Ziegfeld Follies, was designed by Herts and Tallant and opened in 1903. The interior and exterior are designated New York City Landmarks. At its opening, the theater, located on West 42nd Street in Times Square, was hailed as 'The House Beautiful.'

The project involved the complete interior and exterior rehabilitation of the building to restore extant historic fabric, provide space for contemporary program needs, and bring the building to modern standards. As the historic preservation and materials conservation consultant, BCA conducted archival research, prepared an architectural history and alterations chronology, conducted a hands-on conditions assessment, performed field and laboratory materials testing, investigative probes, and created the restoration construction documents. BCA conducted extensive paint analysis to develop specifications for the restoration of the decorative finishes. BCA also prepared the Historic Preservation Certification Application, earning an Historic Tax Credit.