UPDATED Friday, May 10, 7:01 p.m.: TSX Broadway may become the largest billboard the world may have ever seen.
The mixed-use project developed by L&L Holding Company, Fortress Investment Group and Maefield Development also contains a landmarked theater and, once completed in 2022, will have a permanent stage facing out to Times Square, along with a 669-key hotel and 75,000 square feet of retail.
“Companies like Netflix are literally buying billboard companies. A fully online business thinks that the best way to connect with their customers is on a sign, out in public where they can fully engage with them,” said Dave Orowitz, managing director at L&L Holding Company.
Developers claim the finished building will be worth $4.2 billion.
Text by Erin Hudson
Editor’s Note: A quote in the third paragraph was previously misattributed to Lana Lenar.