Following the success of The Cube in Canary Wharf and Manchester, UK, the iconic entertainment concept arrives on Chicago’s Magnificent Mile with a new design inspired by the city’s spirit of movement, reinvention and connection.
Internationally acclaimed design studio Baranowitz + Kronenberg has unveiled The Cube Chicago, the latest addition to the growing portfolio of immersive entertainment destinations inspired by the well-known television gameshow. Following the openings of The Cube Canary Wharf and Manchester in the UK, the immersive gaming concept now makes its US debut with a 25,000sq ft venue located at 600 North Michigan Avenue, on Chicago’s iconic Magnificent Mile.
Originally launched as a television gameshow, The Cube has evolved into a live entertainment experience where guests step inside the iconic glass cubes to take on a series of physical and mental challenges. Commissioned by Mellors Group, Baranowitz + Kronenberg once again was tasked with translating the tension, anticipation and spectacle of the gameshow into an immersive and interpersonal challenge rooted in its distinct sense of place. Whilst sharing the brand DNA of the other its sister venues, The Cube Chicago takes inspiration directly from the city’s character. The design draws on Chicago’s legacy as a city shaped by movement, resilience and continual reinvention, creating a spatial experience that feels fluid, connected and constantly in motion.
Located within one of the city’s most recognisable commercial corridors, The Cube Chicago arrives at a moment when urban destinations are increasingly shifting from retail-driven environments towards experience-led social spaces. Positioned between office towers, hotels and cultural attractions, the venue introduces a new kind of destination where hospitality, entertainment and social interaction converge.
Embracing Chicago’s layered identity, The Cube references both its visible urban structure and its hidden histories. Subtle nods to the city’s network of bridges, underground passageways and the era of Prohibition create a sense of movement and mystery, allowing spaces to unfold gradually and creating an atmosphere of anticipation that mirrors the emotional rhythm of gameplay itself.
