New Delhi, June 5 -- What began as an ordinary evening in New York City's Times Square quickly turned into a major pop culture moment when global music icon Madonna emerged from a hidden stage built inside a giant billboard and performed a surprise concert for thousands of fans gathered below.

The unannounced performance, held on 3 June, served a dual purpose. While it promoted Madonna's latest album Confessions II, it also marked the official unveiling of The Square, a new entertainment and events venue located at Broadway and 47th Street in the heart of Times Square.

For most of the day, Times Square appeared no different from usual, with tourists taking photos and crowds moving through one of New York's busiest locations.

However, a...