Times Square is big, bright and brash. But even by those standards, a new mixed-use renovation project stands out.

The project, TSX Broadway, will pack in a theater, a hotel and a shopping center when it is completed in 2022, plus an outdoor stage that will stick out like a tongue toward people below. A planned LED billboard stretching almost the entire height of the building, or about 550 feet from the base to the roof, will try to outshine the bright lights of Times Square.

But what may be the most daring aspect of the $2.5 billion project, which kicked off this winter at 1568 Broadway, is the expectation that it can fill nine levels of retail space with a single tenant.

TSX is trying to sign a lease in a punishing climate for brick-and-mortar stores that has led to vacancies across New York, even in busy Times Square. But the development team behind the project, led by the real estate developer L&L Holding, is betting that if a store offers enough fun and games, it can beat back the encroachment of online retailers.