National Geographic is bringing its first ever branded immersive entertainment centre to New York’s Times Square after signing a 15-year deal with real estate developer Kushner Properties.

National Geographic Times Square: Ocean Giants, coming in Q3 2017, will be developed by Times Square Attractions Live on behalf of a partnership between Peterson Companies, a Washington-based real estate developer, and SPE Partners, a New York-based entertainment developer.

Covering 60,000sq ft (5,560sq m), the 44th Street location will be developed into a state-of-the-art experience. Concept images suggest 4D elements will be used, though few details are available at this stage.

“National Geographic is one the world’s most respected and recognised brands,” said Milton V. Peterson, principal and chair of Peterson Companies. “Together with SPE Partners, we look forward to creating a world-class branded experience for National Geographic in the heart of New York City.”

“We’re excited to partner with Times Square Attractions Live to bring National Geographic to the crossroads of the world,” added Jared Kushner, CEO of Kushner. “This deal truly takes the consumer experience in Times Square to the next level, and exemplifies our work in repositioning one of Midtown’s most storied buildings as a world-class cultural and retail destination.”