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 25,000-square-foot 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 Mellor 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.
Materiality plays a key role in articulating this narrative. A recurring design language centred around expanded metal mesh runs throughout the venue, introducing a raw, industrial character that reflects Chicago’s architectural heritage. Acting as both divider and connector, the mesh creates visual transparency between spaces, allowing energy, movement and activity to remain constantly visible. This industrial framework sits in deliberate contrast to the precision and technological sophistication of the gaming cubes, establishing a dialogue between infrastructure and spectacle. Vibrant splashes of colour enliven the venue’s broader, industrial palette, amplifying the playful energy of the space.
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Alon Baranowitz, Co-Founder of Baranowitz + Kronenberg, said: “The Cube is fundamentally about human emotion. While the games provide the framework, our role as designers is to create an environment that amplifies anticipation, connection and interaction. For Chicago, we looked closely at the city’s energy, its movement, its layered histories and its culture of reinvention. The result is a venue that feels distinctly rooted in its context while remaining part of The Cube’s broader architectural identity.”
Following the successful launches of The Cube Canary Wharf and Manchester, The Cube Chicago represents the next milestone in the brand’s international expansion, demonstrating how a globally recognised entertainment concept can be reinterpreted through architecture to create experiences that are simultaneously familiar, immersive and deeply connected to place.
For more information about Baranowitz + Kronenberg, visit http://bkarc.com/
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