TSX Broadway - The $2.5B Plan To Build A Branding Behemoth In Times Square
Scheduled for 2021 – 669 Rooms
The future of Times Square will be shaped by its ability to maintain a lasting tradition of innovation and creativity, L&L Chairman and CEO David Levinson said in a statement. The areas existing real estate is not equipped to host global brands with the most innovative technology. Through a dramatic intervention, TSX Broadway will replace an aging hotel and sub-par retail with a state-of-the-art, experiential global branding platform in the heart of Times Square, the most visited pedestrian destination on earth. Along with a 669-room hotel, the project will have 75K SF of flexible retail space across 10 floors and a 10K SF outdoor terrace. It will also have the only permanent outdoor stage in Times Square slated to be 30 feet above the street and an 18K SF LED sign, the largest of its type in the area.
Retail has taken a beating in New York City in recent years, and both landlords and retailers are being forced to find new, creative ways to engage consumers. Experiential retail that provides an environment that cannot be recreated online is increasingly being seen as a way to protect against swings toward e-commerce. Construction at TSX Broadway is expected to begin this winter, according to the release, and the project would be complete in 2021. The entire tower will have LED capabilities, activating the 46 stories as "a branding beacon."