Design studio Baranowitz + Kronenberg has unveiled The Cube Chicago, a new immersive entertainment venue inspired by the television gameshow. The 25,000 square foot venue is located at 600 North Michigan Avenue, on Chicago’s Magnificent Mile.
The opening marks The Cube’s debut in the United States, following earlier venues at Canary Wharf and Manchester in the UK. The project was commissioned by Mellor Group, with Baranowitz + Kronenberg again responsible for the design.
The Cube originated as a television gameshow and has since developed into a live entertainment format. Guests enter glass cubes to complete a series of physical and mental challenges, with the design translating the tension and spectacle of the original show into an interactive, in-person experience.
While The Cube Chicago shares core design elements with its sister venues, its interior draws directly on the host city’s character. The design reflects Chicago’s history of movement, resilience and reinvention, creating a layout intended to feel fluid and constantly in motion.
The venue sits within one of Chicago’s most prominent commercial corridors, surrounded by office towers, hotels and cultural attractions. Its arrival reflects a broader shift in urban destinations, as retail-focused areas increasingly make room for experience-led social spaces that combine hospitality and entertainment.
The design also references Chicago’s lesser-known history, with subtle nods to the city’s bridges, underground passageways and Prohibition era past. These details are intended to build a sense of anticipation that mirrors the emotional rhythm of the games themselves.
Expanded metal mesh runs throughout the venue as a recurring design feature, giving the space an industrial character linked to Chicago’s architectural heritage. The mesh works as both divider and connector, keeping sightlines open between different areas and allowing activity to remain visible throughout. This raw, industrial backdrop is offset by the precision of the gaming cubes and by vibrant splashes of colour across the venue.
Alon Baranowitz, Co-Founder of Baranowitz + Kronenberg, said The Cube is fundamentally about human emotion. He said that while the games provide the framework, the designers’ role is to create an environment that amplifies anticipation, connection and interaction. He added that for Chicago, the studio looked closely at the city’s energy, movement, layered histories and culture of reinvention, resulting in a venue that feels rooted in its context while remaining part of The Cube’s wider architectural identity.
The Chicago opening follows the earlier launches of The Cube Canary Wharf and Manchester, and represents the brand’s next step in international expansion. It shows how a globally recognised entertainment format can be reinterpreted through architecture and design for different cities, while keeping the experience immersive and instantly recognisable.
