Beyoncé to illuminate New York square for fragrance launch

Singer Beyoncé Knowles isn't exactly known for subtle choices when it comes to her outfits, performances on stage, or music videos, and now the star is capping it all off: for the launch of her first fragrance Heat on February 2, she will be illuminating New York's Union Square with red light and smoky fog for a total duration of six hours.

Both the red light and the fog were already used for the ad campaign for the new perfume.

"The unprecedented, spectacular display will vividly capture the spirit of Beyoncé Heat, creating a dramatic play of light that promises to turn heads and pique curiosity," reads a press release.

Starting at 6pm on February 2 and lasting till midnight, the event will serve as official launch party for the fragrance, which will gather personalities from the worlds of music, film, and media.

Heat smells of red vanilla orchid, magnolia, neroli and blush peach, and will come in three sizes, retailing for between $39-$59. A matching body lotion will also be released.

An international roll-out is planned for later this year.