Projects / TSX Broadway

Sensory Interactive is working with L&L Holding Company and Maefield Development on the launch of the largest and most dramatic promotional platform ever created.

TSX Broadway is a 46-story, $2.5-billion mixed-use tower at 1568 Broadway, directly across from the iconic TKTS booth at the very heart of Times Square. The building will include 669 hotel rooms, 75,000 square feet of retail space, and 30,000 square feet of dining, including a 10,000-square-foot outdoor terrace.

To take advantage of its location at the center of the world’s best environment for branding, TSX Broadway will feature the nation’s first full-building promotional platform. This platform includes an 18,000 square-foot LED display at the base of the building, a 3,000-square-foot LED display near the middle of the tower, and New York’s first dynamic LED crown at the top of the building.

In addition to the three high-resolution LED display installations, the rest of the building will feature an integrated, state-of-the-art façade lighting system that will create a dramatic, 46-story canvas for the world’s biggest brands.

The promotional platform will also include a 4,000-square-foot stage – suspended 30 feet over 47th Street – that will be the only permanent outdoor performance venue in Times Square. The stage will deliver unique opportunities for interaction with the building’s LED components and direct engagement with audiences, both in the Square and around the world via streaming technology built into the building’s infrastructure.

The full-building promotional platform will be an excellent companion to the building’s ten stories of experiential retail space, which is expected to attract brands looking for unique ways to connect with customers. All of these elements will work together to enable the building to deliver unprecedented levels of customer engagement, entertainment, and experience.

Sensory Interactive is providing design development, procurement, and project management services for the building’s promotional platform, including the LED displays, the integrated façade lighting, and the outdoor stage.

Construction of TSX Broadway began in February 2019, with completion expected in 2021.

For more information on TSX Broadway, visit these articles on Fast Company and The Drum.

Images provided by L&L Development.