It wouldn't be a true Times Square building without a giant sign attached to it.
"One thing about Times Square is everything's old," he said. "Many buildings there are from the late 1800s. It's very hard to get something modern, and we're able to do so by acquiring a bunch of different pieces and putting them together."
While Times Square is an attractive location for event planning due to its massive captive audience, it can be a headache both logistically and financially. When complete, the stage will function as a 30 foot by 30 foot panel that juts out to the broadest part of the plaza, Orowitz said.
"To build a stage there, to run broadcast cabling, to have your talent there — those things are really difficult," he said. "It's also expensive permit-wise. So we're building a permanent infrastructure to basically create a private-owned stage in Times Square."
Prior to its closing in September 2018, The Palace Theater was home to the Tony-winning "Spongebob SquarePants: The Broadway Musical."
"[Many] online brands think that they need a physical presence now, with brands like Amazon opening stores," Orowitz said. "Most of these brands have been really successful online, but know that they need to have showrooms. They need to have ways that they can engage with customers in a physical location beyond just on their phones, and then they need to integrate the two."
"Times Square is this really unique space where 127 million people come every year. There are just a massive amount of people around the world seeing it. It's very visually interesting," he said.
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