Internationally acclaimed architecture and interior design studio Baranowitz + Kronenberg has recently completed The Cube Chicago, the U.S. debut of the immersive entertainment concept, following the success of its sister venues in Canary Wharf and Manchester.
Occupying 25,000 square feet on Chicago’s Magnificent Mile, the project explores how architecture can transform a globally recognised television format into a place-specific social destination. Rather than simply recreating the iconic gameshow, the studio has reimagined it through the lens of Chicago itself, drawing on the city’s spirit of movement, resilience and continual reinvention.
At the heart of the design is the idea of connection. Inspired by Chicago’s network of bridges and layered urban fabric, circulation becomes an integral part of the experience, guiding visitors through a sequence of evolving spaces where gameplay, hospitality and social interaction continuously overlap. References to the city’s industrial heritage, underground passageways and the era of Prohibition introduce moments of intrigue and discovery, encouraging visitors to explore the venue as they would the city itself.
Materiality plays an equally important role. A recurring language of expanded metal mesh creates visual permeability throughout the venue, defining spaces without enclosing them and allowing glimpses, movement and activity to remain constantly visible. The raw industrial palette is contrasted with the precision of the illuminated gaming cubes and vibrant colour interventions, creating a dialogue between infrastructure and spectacle that reflects Chicago’s architectural identity.
The Cube Chicago reflects the growing shift towards experience-led destinations, where architecture becomes an active participant in shaping human interaction, anticipation and play.
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