On February 2, Beyoncé will mark the launch of her debut fragrance Beyoncé Heat, in New York City's Union Square:

...New Yorkers will catch the fever as Beyonce turns up the heat in Union Square. To celebrate the launch of her debut fragrance, Beyonce Heat, the visionary artist is illuminating the central destination with fiery red light and smoky fog, infusing the winter landscape with a steamy, sexy aura that embodies Beyonce's unique appeal.

The unprecedented, spectacular display will vividly capture the spirit of Beyonce Heat, creating a dramatic play of light that promises to turn heads and pique curiosity. The radiant spotlights transforming Union Square will serve as a luminous backdrop to the Beyonce Heat launch party, where luminaries from the worlds of music, film, and media will gather to toast Beyonce's latest venture.

The illumination will take place from 6 pm until midnight. (via prnewswire)