q&a with developer behind massive attraction coming to times square - led billboard

Several reconstruction projects are under way in Times Square, which are expected to make the area more iconic, where 0. 127 billion people have been trafficked each year.
Among them, TSX Broadway will replace the existing Doubletree Hotel on Broadway 1658, bringing the famous Palace theater back to 1920 glory. When it is raised 30 feet m to make room for the ground --
Retail space.
There will also be 4,000 Development-square-
Walk the permanent outdoor stage, the first of its kind at the crossroads of the world, with 75,000 square feet of shopping and dining space spanning 8 floors, 669-room hotel.
Most importantly, 46-
Will be in a 18,000-square-
LED billboard. The $2.
It is predicted that 5 billion of the developments will show the future of the retail industry, allowing visitors to do physical and virtual shopping while entertaining, which has attracted interest from brands such as Amazon, Youtube and Disney.
I interviewed David Levinson, chairman and CEO of L & L Holdings, one of the developers behind the project, asking about the direction of retail development, how TSX Broadway will change Times Square and respect its history.
Heather senisen: How did you work with TSX Broadway?
David Levinson: about a year ago, a few years after the project was conceived, after the potential design of the project and the combination of many puzzles, we entered the project.
This is the vision of the Maefield Development Group.
This is a very complicated project because the Broadway theater has to rise 30 feet in the air ,[existing]
The hotel had to be destroyed so we were brought in as we had a lot of experience in very large, complex construction projects.
Senison: What are some of the challenges facing architecture?
Levinson: the logistics plan must be very, very thoughtful and managed.
A bunch of very smart and talented people [What is needed]
The understanding of traffic flow, when you can bring the mat in, how the demolition is carried out.
This is the most crowded place in the Western Hemisphere, which is why this project will take longer.
It is planned to be completed by the end of 2021 or early 2022.
The hotel is now closed and we are working on a soft demolition to remove the furniture and a few things.
Senison: TSX is expected to be a major shopping destination, what problems can it solve in retail?
Levinson: retail, as a destination, we know,
The experience of the century has failed.
People are now looking for very different things like how they identify and are attracted to brands, how they shop, and everyone realizes that it's all about some kind of experience.
Merger of online shopping and physical storesand-
Real estate market.
The idea of a store selling a certain number of items for each itemsquare-
The foundation of the foot will disappear.
Now you can bring people into the store and get people excited to stay in a place and then, as long as they buy your brand, they can go home and buy things online.
Senison: How will Times Square adapt?
Levinson: Times Square is really a Broadway and restaurant, never designed for any retail purpose.
So TSX, even in the name, X represents this incredible intersection [
Broadway and Seventh Avenue
It is the meeting point of media and technology, retail and catering.
Everything else in Times Square is built for other purposes, they are office buildings, hotels or theaters.
TSX is a purpose. built, 21st-
Create a century technology platform for companies to connect brands and customer loyalty.
Senison: This project has attracted big-
Box retailers, would people also want small businesses there?
Levinson: We are very interested in the local market, but I have young children and I don't think they think so.
They want everything for them. demand.
They want to see it on their phone and they want something very high
Energy and stimulation.
If you see what happened with Amazon today, online shopping is still 10-15% of shopping, so there will be more growth there.
I think a place where you can have a virtual experience, entertainment, and merchandise, that's why you bring them there.
They will then identify with the items and then they will buy them there or online.
This makes sense.
I asked from the point of view of a person shopping on a suburban street.
Levinson: I like Southampton [village]on Long Island]
, I like to take a walk in the street and walk into the store that has been there for 120 and there is no doubt that we want to do so.
Interaction with people-on-
One is very important, but I think there will be a balance between these things in general over time.
Will this project inspire the development of other cities?
Levinson: I think TSX is so unique.
There's only one place in the world where you can have 18,000square-
The foot digital logo is open to 4,000-square-
Walking stage in Times Square.
There are 50 to 60 million people in this corner every year. 22 of every [New York City]
The cost of the tour is spent there, so you can't repeat what we are doing.
You will be able to roll out part of it or its concept, which of course will happen, but it is completely unique and unique.
You can't even do something like this in Times Square.
How will TSX Broadway honor old New York?
Levinson: we will visit the Palace Theater, which has beautiful land marks inside, and we will do a real full renovation.
Not only were the seats renovated, but the back of the House, the dressing room, the lounge and the bathroom were also renovated.
It was a fantastic opportunity for us to take this fantastic Broadway theater with us and make it look new on the outside in this historic way, then there will be the best amenities behind these historic walls.
So this is one of the most exciting parts of it, because we have a deep affection for the Palace theater, and when we are done, it will rejuvenate and become spectacular, it still looks like it was when it was built in 1912, but it has been completely restored. Senison:Thanks.
Is there a final comment?
Levinson: One very interesting thing is that the skin of the hotel will be embedded in LED lighting, so we will upload the image outside the hotel.
You can't see it from inside, but it's really special.
You can get into the building and experience the incredible experience, shopping, watching Broadway shows, having dinner, and then going upstairs to sleep.
This is a very unique thing in New York.
The conversation has been edited and condensed for clarity.