Madonna’s surprise Pride Month performance in Times Square on Thursday wasn’t just a launch event for new music. It also served as the biggest showcase yet for The Square, a new venue that is introducing a different approach to live events in New York City.
Developed within the heart of Times Square, The Square is built behind a large-scale LED display that functions as part of the surrounding digital landscape. From the street, it appears to be another billboard. When activated, sections of the screen open to reveal a performance space hidden inside the building.
The venue combines a physical stage with more than 18,000…
