Qualcomm Revolutionizes Times Square with Immersive, State-of-the-Art Visitor Experiences

Smart Times Square Experience (STSX) brings to life a futuristic 360 experience at TSX Broadway, with 5G private networks, WiFi 6, XR, IoT, and more

SAN DIEGO, USA; November 16, 2021Qualcomm Technologies, Inc. today revealed plans to make New York’s Times Square the epicenter of a brand new smart entertainment, hospitality and retail experience, working with developer L&L Holding Company. Qualcomm Technologies will orchestrate the project, bringing together its ecosystem of Qualcomm® Smart City Accelerator Program members, including support from product and solution providers Zyter and Veea – bringing to life a breakthrough experience and modern take on one of the most iconic and recognizable locations in the world.

Plans for the TSX Broadway development include multiple IoT as a Service (IoTaaS) implementations through the Qualcomm® IoT Services Suite, delivering a one-of-a-kind visitor experience exploring a fusion of senses from visual, sound, physical, virtual, and augmented realities and much more – in addition to bringing unparalleled opportunities for businesses to captivate and engage a historic audience of global visitors numbering around 134 million per year. Qualcomm Technologies and L&L Holding Company are exploring the following IoTaaS implementations and use cases:

IoTaaS Implementations:

  • Smart venues, smart retail spaces, and a smart hotel.
  • State-of-the-art connectivity infrastructure with 5G and WiFi 6 networks powered by Qualcomm Technologies.
  • Digitized and immersive indoor and outdoor experiences anchored on 5G.
  • Central control and command center with an experience management system.

Ground-breaking Use Cases:  

  • Transforming visitor experiences with premium content engagement, live streaming 4K video, and real-time multimedia sharing delivered through ubiquitous 5G connectivity.
  • Enabling interactive AR with immersive content for site tours, entertainment, dining, retail, and much more.
  • Hosting multiplayer VR and digital gaming with live audience participation.

“We are looking forward to working with Qualcomm Technologies to deliver an extraordinary digital experience at TSX Broadway,” said David Levinson, chairman, and chief executive officer, L&L Holding Company. "Bringing the full spectrum of smart technology to our building and Times Square will allow us to celebrate the neighborhood's iconic entertainment history while unleashing a new era of innovation."

“Qualcomm Technologies is pleased to work with L&L Holding Company on plans to revolutionize Times Square with a brand new digitally transformed experience with our leading IoT solutions. This project will set the stage for the future of modernized retail and entertainment experiences, showcasing how technology can act as a catalyst in delivering enhanced and seamless experiences which are critical in the evolving digital economy,” said Sanjeet Pandit, senior director and global head of Smart Cities, Qualcomm Technologies, Inc.

“We are thrilled to be a contributor to one of the most visionary digitally transformed experiences of a celebrated venue with a hyperconverged network solution spanning Wi-Fi 6, IoT, edge computing with machine learning and AI, and one of the largest 5G private networks planned to date,” said Allen Salmasi, chairman and chief executive officer, Veea Inc. “Veea’s hybrid edge-cloud platform, built on Qualcomm Technologies’ edge solutions, is uniquely suited to provide support for the automation and monitoring of smart spaces and building management functions, edge intelligence, AR and gamification of immersive experiences with targeted advertising, and more.”

TSX Broadway is envisioned to be a ground-breaking immersive building experience in the heart of Times Square – presenting a premium platform for the world’s most imaginative and innovative tenants. The digitally transformed implementations bring the potential for numerous entertainment, performance, and interactive experiences in one of the world’s most famous visitor locations while offering a compelling on-site experience for visitors, with the ability to easily engage and share their experiences across social platforms to capture memories that last a lifetime. 

This project exemplifies that Qualcomm Technologies is well-positioned to enable the global digital transformation of industries and experiences, with a differentiated approach that leverages the growing number of smart devices that make up the connected intelligent edge – set to revolutionize future experiences – from cities, entertainment, hospitality, retail and more – around the world.

The STSX implementation is estimated to be unveiled at the end of 2022.

About Qualcomm

Qualcomm is the world’s leading wireless technology innovator and the driving force behind the development, launch, and expansion of 5G. When we connected the phone to the internet, the mobile revolution was born. Today, our foundational technologies enable the mobile ecosystem and are found in every 3G, 4G and 5G smartphone. We bring the benefits of mobile to new industries, including automotive, the internet of things, and computing, and are leading the way to a world where everything and everyone can communicate and interact seamlessly.

Qualcomm Incorporated includes our licensing business, QTL, and the vast majority of our patent portfolio. Qualcomm Technologies, Inc., a subsidiary of Qualcomm Incorporated, operates, along with its subsidiaries, substantially all of our engineering, research, and development functions, and substantially all of our products and services businesses, including our QCT semiconductor business.