Challenge

Create a new kind of entertainment destination for Times Square, one that could extend beyond the limits of a physical venue and enable artists, brands, and audiences to connect across physical, digital, and virtual worlds.

Solution

Journey partnered with TSX and Roc Nation to envision and design TSX Entertainment, a multidimensional entertainment ecosystem. From experience strategy and placemaking to spatial design and virtual environments, we helped create a platform where artists and brands can take over the venue, culminating in iconic moments on the world’s largest permanent stage overlooking Times Square.

Not just anyone can upstage Broadway, yet that’s exactly what Journey did — with one of the most ambitious entertainment projects ever undertaken in New York City. We teamed up with TSX to reimagine and redefine pop culture moments through innovative technology and unforgettable experiences.

Central to this mission is TSX Entertainment (TSXE), a multidimensional entertainment ecosystem existing in both the physical world – eight floors in the TSX Broadway complex – and the virtual world through an innovative digital twin. TSX Broadway is a one-of-a-kind, 46-story, multi-use building bringing experiential retail, hospitality, integrated signage and top-flight entertainment to the heart of Times Square and well beyond.

The ecosystem was designed to enable opportunities for artists and brands to take over TSX and create custom sets of experiences across the building and virtually. With varying levels of public and private access that unfold across the physical, digital and virtual realms, everyone can participate while getting glimpses of more exciting worlds beyond.

Hidden behind a billboard in Times Square, the world’s largest stage magically opens towards Duffy Square, creating iconic moments that scale and reach millions.

Through its partnership with Journey and strategic programming partner Roc Nation, TSXE will seamlessly connect worlds to produce a range of experiences that will define pop culture and shape the future of entertainment.