The city is calling on artists and designers to create ways to spruce up the pedestrian malls in Times Square.
The design competition was announced Wednesday by the Department of Transportation and the Times Square Alliance.
It follows Mayor Michael Bloomberg's decision last month to make the year-old pedestrian malls permanent on Broadway from 47th to 42nd Streets.
Professional artists and designers living or working in New York City are eligible to compete.
A prize of $15,000 will go to the winner, who will then oversee the installation.
A capital project will begin simultaneously to pave and structurally repair the roadways in Times Square for the first time in decades.