Locals and visitors to Midtown Manhattan may have noticed something different about Times Square this week.
There is a groundbreaking addition to the usual flashy LED screens and bustling shops that make the New York City neighbourhood so iconic, but it is only temporary.
So what exactly is going on in Times Square? DAZN News explains.
Known as a major tourist attraction and gathering place, Times Square is often the centre of attention in New York and will make further history this week.
On Friday, the eyes of the boxing world will turn to the iconic Manhattan intersection as it hosts its first ever boxing fight card, with three major fights taking place in the heart of of the city.
Superstars abound as Ryan Garcia faces Rolly Romero , Devin Haney takes on Jose Ramirez and Teofimo Lopez will defend his WBO welterweight title against Arnold Barboza Jr.
The three-fight card brings together some of the biggest names in American boxing and puts them in the most recognizable neighbourhood in the country, making the neon lights of Times Square glow a little bit brighter.
Cris Esqueda/Golden Boy/Getty Images
You cannot have boxing without a ring, and workers are putting together a stage deserving of the marquee event that will be held there.
Times Square's unique layout provides the backdrop for what will be a memorable sporting occasion.
Garcia vs Romero and the whole card, live from New York's Times Square, will be exclusively on DAZN PPV.
Fight fans can purchase the fight individually for $59.99 US; £/€21.99 UK/IRE; ROW - $24.99 per PPV or take advantage of the DAZN Knockout Weekend Bundle for $90 US; £34.99 in the UK and €34.99 in Europe which includes both the Garcia vs Romero and Canelo vs Scull (May 3) fight cards.
His Excellency Turki Alalshikh has said that the event is about history rather than profit.
He wants to be the first to stage an event in Times Square. That would seem to be apparent by the lack of direct access for fans.
It is understood that screens will be placed on the outside of the venue to broadcast the fights for free to those who can squeeze into Times Square on fight night.
No - Fatal Fury Times Square will represent a groundbreaking event for the sport of boxing, as it finds another new way to deliver for the biggest fight fans around the globe.
As a domestic showcase featuring some of America's most popular talents right now, the card will make history for sport as it opens up new avenues and possibilities.
Regardless of the outcome when the final bell sounds, one thing is for sure - it promises to be another blockbuster night of entertainment from the Big Apple.
Fight fans are in for a treat this week, with two amazing fights exclusively DAZN PPV.
Fight fans can purchase either these fight nights individually for $59.99 US; £/€21.99 UK/IRE; ROW - $24.99 per PPV or take advantage of the DAZN Knockout Weekend Bundle where both fight cards can be purchased for $90 US; £34.99 UK and €34.99 Europe .