TSX Building Render

TSX Entertainment to Reignite Times Square at TSX Broadway

April 21, 2022


By Ivan Yee

Redefining the entertainment experience of the future is no easy feat.


Industry-wide disruption fueled by the pandemic over the past two years has changed live events for the better, increasing expectations and excitement for integrated virtual and live experiences. We set out to find a partner and venue that could make entertainment’s most powerful moments accessible to a truly global audience in real time.

Enter L&L Holding Company. We recognized early on in the process that L&L’s goals for TSX Broadway, a 46 story, $2.5+ billion project in the heart of Times Square, aligned perfectly with our mission here at TSX Entertainment. With over 350,000 visitors per day, Times Square is the cultural center of the universe, a place where we’re able to marry the power and energy of IRL fans with the immediacy of cutting-edge streaming technology and offer an unmatched global platform showcasing the best and brightest artists and brands.

TSX Broadway is not your typical development project. It’s designed from the ground up to harness the power of one of the world’s most highly trafficked locations to make every type of experience possible. Some of our favorite features include:

  • Times Square’s only permanent indoor/outdoor stage
  •  An 8K interactive billboard with real-time digital engagement capabilities, retail, entertainment and food venues
  • 661-key hotel that will be fully integrated

At TSX Broadway, TSX Entertainment will completely reimagine live and virtual events, hospitality and engagement. Together, we are combining the physical location with the metaverse we’re developing to deliver an unprecedented range of live and digital engagement that is beyond imagination and will be defined by artists, fans, and brands.

We are pleased to share that under the terms of our agreement with L&L, we will occupy approximately 74,500 sq. ft of the retail and entertainment space of TSX Broadway which includes:

  • The indoor/outdoor performance stage overlooking Times Square
  • The full-building, 8k interactive billboard that runs to the top of the building

This is a significant milestone for us as we focus on powering New York’s post-COVID return to live events and building on Times Square’s storied history of delivering iconic moments to create a new experience for global audiences.


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