Madonna

A surprise Times Square takeover by Madonna last night served as the unveiling of a new multi-use space in the heart of one of the most visible landmarks in the world, which organizers hope introduces a new model for live experiences.

“The Square represents a fundamental shift in how experiences are conceived, created, and distributed,” said Jeff Marks, CEO of sponsorship and naming rights agency Innovative Partnerships Group,. The event was produced alongside dating app Grindr, for a performance that was also described as a Pride Month celebration. “We’re not just building a live venue – we’re creating a dynamic platform for culture, content, commerce, and brand storytelling. From live events and entertainment to media activations, broadcasts, partnerships, and immersive experiences, The Square is designed to connect audiences in real time and extend far beyond the physical space itself.”

Madonna performed six songs, including her first full performance of “I Love New York” since 2006.

The Square venue includes a performance stage with retractable doors that extend outward into Times Square, designed to make the famous intersection a live broadcast arena, with a focus on shareability and scale.

The stage is complemented by an 18,000-square foot digital billboard while its own audio tech – Square Stream – transmits sound directly to passersby via their personal listening devices in real time.

“Times Square is known for large scale and innovative events, entertainment, and spectacle as the Crossroads of the World and The Square has elevated that status through the roof,” said Tom Harris, President of the Times Square Alliance. “We congratulate Innovative Partnerships Group and SL Green for bringing this extraordinary venue to Times Square and look forward to the amazing entertainment they will bring to the district that we know will be jaw-dropping.”

_Originally reported by [Pollstar](https://news.pollstar.com/2026/06/05/madonnas-surprise-times-square-takeover-debuts-new-the-square-performance-space/)._