We will soon see Broadway completely assimilated into the fabric of Times Square, creating new plazas and endless potential for new and exciting experiential moments. The conversion of Broadway begins a new interpretation of the very nature of Times Square, its identity as a public place, and its function as an iconic and phenomenal destination.

A cursory glance at the historical evolution of the signs in Times Square tells a story of blatant and unabashed advancement. The continual growth of scale, density, and technology indicates Times Square’s legacy of pushing itself to the limit of advancement at any given time.

Today, the cacophony of the signs creates a unique and dazzling fabric and an almost wholly immersive experience–a kind of virtual reality. The walls of the room of Times Square, although made from distinctly individual pieces, act as a unit. New LED technology grants full control and unlimited potential to nature of the display content.

The experience of being in a new plaza in Times Square offers more immediacy to the signs than ever before. This direct relationship to the signs, coupled with the blank slate of what was Broadway, will dictate the future of the Times Square experience.

The plaza is completed as the ground plane takes on the same function of the walls.

The simple act of completing the room sets the stage for real-time interactivity between the occupants and the built environment. Of course, this is also creates unlimited opportunities for the experiential nature of branding.

Dissolving Broadway and completing the plazas is the immediate first step to completing the room. It is also the step in which the nature of interactivity in Times Square must first be addressed.

Interactivity is already emerging in the plazas and with instantly observable success. Direct participation with the built environment sparks excitement for the participants as well as the rest of the occupants of the plaza.

Trends in technology and entertainment clearly indicate the movement towards the immersive experience. This is especially marked by the fierce competition in those markets to develop the best 3D technology and to place it directly in the homes of consumers.

Current technology also allows users to interact with their immediate environment and then to use that interaction to tap into a database of information. This technology is already capable of deciphering lights and sounds and comparing them against known data. The end result often informs users and offers them choices to move forward.

Future technology will allow users all of the same amenities, but the interactions will be un-contained and taken out of the electronic device. The smartphone will conceivably be kept in the pocket, acting as a transponder for the user interactions and the databases behind them. This brings the interactions directly to the immediate environment of the user–wearable software. (Pranav Mistry and Sixth Sense technology).

The next step in Times Square will harness new technology to create wearable software for the plaza. Holography will create fully immersive experiences.

This technology will also be interactive, allowing the users of Times Square to be an integral part in their experience and the experiences of others.

Ushering in a new era of branding and experiential advertisement, the technology will encourage new types of place-specific interactions with the product line, enabling the user to download and upload content exclusive to Times Square. In other words, a user will go to Times Square and through these interactions will become the playwright as well as the player.

With control of the ground plane comes a unique opportunity to guide the evolution of Times Square and to propel it into a new era of its iconic legacy. The new plazas, coupled with the power of ever-progressing visual technology, have set the stage for the next level of entertainment, experience, and virtual reality in Times Square.