When the building was completed, it had no tenants until the law firm Olwine, Connelly, Chase, O'Donnell & Wehyer leased space in April 1990.

Real-estate firm Hines and the General Motors Pension Fund bought 750 Seventh Avenue in 2000 and resold it in 2011 to Fosterlane Management.

[1] Nearby buildings include The Theater Center, Brill Building, and Ambassador Theatre to the west; Paramount Plaza to the northwest; the Winter Garden Theatre to the north; The Michelangelo to the northeast; 745 Seventh Avenue and 1251 Avenue of the Americas to the east; and Crowne Plaza Times Square Manhattan to the southwest.

Thomas W. Lamb had designed the Rivoli in a style resembling the Parthenon, with a triangular pediment and grand colonnade; these were removed in the late 1980s by the theater's owner, United Artists (UA).

[14] 750 Seventh Avenue has a Leadership in Energy and Environmental Design (LEED) Silver green building certification.

[11] Husband-and-wife team David and Jean Solomon had become involved in acquiring and residential structures in Manhattan during the late 1970s, moving on to office buildings in the following decade.

[24] The Solomons decided to develop two structures on Times Square's northern periphery in the late 1980s: 750 Seventh Avenue and 1585 Broadway.

The sole holdout was Stratford Wallace, owner of a 50 by 50 ft (15 by 15 m) site at Broadway and 50th Street, who said "All the money in circulation plus one dollar wouldn't have been enough" for the Solomons to buy his three-story building.

[30][32] Concurrently, the New York City Planning Commission (CPC) was considering enacting regulations that would have forced new buildings along Times Square's northern section to include bright signage.

[27] The CPC approved a planning regulation in September 1987, which required large new developments in Times Square to set aside about 5 percent of their space for "entertainment uses", such as broadcast studios or ground-floor stores.

[35] In March 1988, UA president Stewart Blair confirmed that the company had sold its ownership stake in the site to David Solomon.

[24] The next year, Solomon Equities unsuccessfully attempted to convince the Chemical Bank to lease space at either 1585 Broadway or 750 Seventh Avenue.

[46][47] News Corp ultimately canceled the negotiations altogether the next year, amid steep increases in interest rates.

[65][66] The firm faced several issues of its own, including increasing rent rates at 750 Seventh Avenue, as well as the fact that 40 of its 110 employees had departed between January and October 1991.

[64] Olwine Connelly disbanded altogether that November, leaving the building entirely vacant;[65][67] the firm had never made a single rent payment.

[67] The Wall Street Journal reported that Citicorp had endorsed the filing in order to restructure its $187.5 million mortgage on the building.

[74] Shortly afterward, EAB agreed to settle its $35 million loan on 750 Seventh Avenue for three percent of its face value.

[85] Morgan Stanley moved its entire technology division, with a thousand employees, into 750 Seventh Avenue from September 1994 to June 1995.

[87] In January 2000, Morgan Stanley decided to sell the building for $150 million to Hines Interests Limited Partnership,[88][89] in collaboration with General Motors Pension Trust.

[18][90] This was 67 percent more than what Morgan Stanley had paid six years earlier, but real estate experts believed the building was worth up to $175 million, nearly double the original purchase price.

[92] Following the September 11 attacks in 2001, Morgan Stanley dispersed employees from its Times Square "campus" to reduce the risk created by concentrating so many workers in a small area.

[103] Law firm Holwell Shuster & Goldberg also subleased three floors in the building in 2015,[104][105] and Shinhan Bank leased space there in 2022.

[106] Upon the completion of 750 Seventh Avenue in 1990, New York Times architectural critic Paul Goldberger called the structure "an agreeably quirky building" and compared its spire to a modern smokestack.

[108] Conversely, Eve M. Kahn of The Wall Street Journal described 750 Seventh Avenue as a "harsh black-glass pyramid with jagged projections spiraling down its body", noting that it stood dark at night due to the lack of signage.

[109] According to Kahn, "poor 750 Seventh Avenue falls utterly dark at sundown, although a string of lights was supposed to pulsate down its spiraling projections".