At the NYC Design Week event, ICRAVE and TSX Entertainment revealed their ambitious plans for the first-ever Web3 building.

Lionel Ohayon from ICRAVE Design and Nick Holmstén from TSX Entertainment sat down for an engaging discussion at ICRAVE's Manhattan headquarters, focusing on their collaborative venture as part of this week’s NYCxDESIGN festivities. TSX Broadway This venture aims to merge the vibrant entertainment scene of Times Square with the evolving Metaverse. 

Ohayon emphasized that this project is unique in its simultaneous creation of both digital and physical spaces. The ongoing cultural events across New York this week showcase the intriguing intersection of Web3 with the tangible world. SuperRare ICRAVE has created experiences for notable clients like Lavo Nightclub, Exhale Spa, and even the Dallas Cowboys. Holmstén, co-founder and CEO of TSX and former Global Head of Music at Spotify, humorously dubbed himself the 'grandfather of playlists' during the discussion. Together, they possess the creativity and expertise to make significant advancements, backed by ample resources. 

The TSX Broadway site is taking charge of the historic Palace Theater in Times Square, a venue once graced by legends like Judy Garland and Frank Sinatra. While completion is still slated for 2023, the project is in its nascent stages. Recently, they made headlines by raising the entire Palace Theater by 30 feet to establish new foundations. Besides the open-air stage at TSX Broadway, the venue will feature a spacious 100-square-foot gallery and a colossal 8K screen, expected to be the largest in the area, alongside a brand-new Palace Hotel with over 660 luxurious guest rooms boasting floor-to-ceiling windows and top-notch amenities.

Ohayon and Holmstén have invested heavily in assembling a skilled web development team to ensure that the building provides a fully integrated app experience. Additionally, their Metaverse initiative allows fans globally to engage in the TSX Broadway experience, regardless of their physical location.  made headlines While the specifics about the experiences TSX Broadway will introduce remain under wraps, both Ohayon and Holmstén underscored their ambition to aim higher than Web2's 'broadcast model.' In the past, platforms like MTV captured collective attention through interactive shows such as TRL, where audiences were more than passive viewers but active participants.

The recurring theme in conversations about the future of Web3 is about ownership. Fans are eager to go beyond mere observation; they want to be part of the action. Although traditional culture tends to trickle down from the top, its actual essence is fueled by the people. 'We're witnessing this shift in every medium,' remarked Holmstén, referencing BTS's success, who cultivated a massive fan base before their debut album. He quipped, 'Build the army, then cast the band.' Their vision for inclusion extends to exploring how the Metaverse can enhance opportunities for producers and songwriters, the unsung heroes behind the scenes who often shine in their own right. 

After a year of dedicated effort, Ohayon and Holmstén revealed they developed a detailed 3D model showcasing all the buildings, stores, and screens within Times Square, laying the groundwork for a fully immersive remote experience. They also perfected the synchronization of sound with visuals so that audience members can enjoy seamless performances at TSX Broadway without any delay.

Despite Times Square seeing an influx of 400,000 visitors daily—surpassing major events like Coachella, Lollapalooza, and the Super Bowl—Ohayon pointed out that the only significant outdoor celebration there is the annual New Year's Eve ball drop. With a focus on the inherent drama of the location, TSX Broadway aims to demonstrate that the Metaverse is not merely an artificial construct but a legitimate parallel world of equal importance. By contributing to its creation, they're redefining how music is launched, for both fans and creators alike. 

'The design community is exceptionally poised to spearhead societal and cultural advancements,' Ohayon remarked as the conversation wrapped up. Designers function as architects and cultural analysts, dissecting sources of societal relevance to forge meaningful experiences through emerging technologies. 'There's a pressing need for broader recognition of this comprehensive thinking,' he emphasized. If not their team, then who?

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Vittoria Benzine, an art writer from Brooklyn, dives into contemporary art, focusing on human narratives, subcultures, and chaos magic. Her work appears in publications such as Maxim, Hyperallergic, and Brooklyn Magazine.