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Times Square Will See Full-Building Branding Platform

L&L Holding Company, Maefield Development and Fortress Investment Group have unveiled plans for TSX Broadway, a ground-up, full-building promotional platform said to be the first of its kind. Construction on the $2.5-billion project at 1568 Broadway, which will include a permanent outdoor stage suspended 30 feet above Times Square, is scheduled to begin this winter.

Times Square’s existing real estate, said L&L CEO David Levinson, isn’t up to the task of hosting “global brands with the most innovative technology.”

Via “a dramatic intervention,” Levinson continued, “TSX Broadway will replace an aging hotel and sub-par retail with a state-of-the-art, experiential global branding platform” located in “the most visited pedestrian destination on earth.”

The existing structure at 1568 Broadway will be demolished and replaced with a 46-story tower that can be illuminated as a “branding beacon” via a full-building lighting system. There will also be 75,000 square feet of ground-floor retail.

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About Paul Bubny

Paul Bubny serves as Senior Content Director for Connect Commercial Real Estate, a role to which he brings 13-plus years’ experience covering the commercial real estate industry and 30-plus years in business-to-business journalism. In this capacity, he oversees daily operations while also reporting on both local/regional markets and national trends, covering individual transactions across all property types, as well as delving into broader subject matter. He produces 15-20 daily news stories per day and works with the Connect team and clients to develop longer-form content, ranging from Q&As to thought-leadership pieces. Prior to joining Connect, Paul was Managing Editor for both Real Estate Forum and at American Lawyer Media, where he oversaw operations at both publications while also producing daily news and feature-length articles. His tenure in B2B publishing stretches back into the print era, and he has served as Editor in Chief on four national trade publications. Since 1999, Paul has volunteered as the newsletter editor of passenger rail advocacy groups (one national, one local).

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