TSX Broadway

Client
TSX

Location
New York City, USA

Collaborators
Roc Nation

Sector
Location-Based Entertainment (LBE)
Theatre & Live Performance
Digital Twins & Virtual Worlds

Services Provided
Strategy
Vision, Positioning & Value Proposition,
Experience Masterplanning & Placemaking

Story
Creative Concepting & Experience Mapping

Design
Interior Design,
Experience Design,
Lighting Design

Technology
Digital Twins, Real-Time Engines & Simulation

Delivery
Marketing Content

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.

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.

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.

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.

Impact

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.