Put yourself to the test at Magnificent Mile’s new interactive experience “The Cube”

The Magnificent Mile is adding a new member to its roster of exciting experiences as The Cube is set to debut this June on Michigan Avenue.

Based on the hit British game show, The Cube is described as a “high adrenaline experience designed to test your focus, nerve and precision under pressure.” 

As advertised on their website, The Cube will occupy 25,000 square feet at 600 N. Michigan Ave., where visitors will be greeted by a state-of-the-art entertainment facility outfitted with 21 distinctive cubes, which fans of the program will recognize.

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In groups of four, players will take on seven unique challenges, recreated from the show, that test speed, balance, judgment and memory, all while racing against the clock, creating an exciting dynamic filled with teamwork and blistering excitement.

On top of the non-stop action, guests can also enjoy a curated selection of delicious shareable plates as well as three mixologist-led bars complete with a full menu of cocktails, mocktails, beer and wine.  

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The Cube continues the trend of similar experience-based concepts that have come to Michigan Avenue in recent times, including the Harry Potter Store, The Hand & The Eye Magic Lounge, and the upcoming Candy Hall of Fame, among others. The pattern has signaled a Mag Mile transition away from traditional retail and towards hands-on interactive entertainment.

According to IMDB, “The Cube” television program first premiered on the British-based ITV in 2009, where it enjoyed a successful run through 2015, along with a brief return in 2020 and 2021. At its height, the show featured spinoffs in sixteen different broadcast regions globally, including a version aired on TBS in the U.S. between 2021 and 2023, hosted by famed NBA alumni Dwayne Wade. None of the various versions of the show are still producing new episodes.

The live television experience of “The Cube” is owned and operated by the England-based Mellor Group. The organization was founded in 1890 originally as a timber procurement operation that supported local fairgrounds per the company’s website; however, under recent leadership, the group has expanded into the entertainment and leisure industries globally. 

The first iteration of The Cube was opened in Manchester in 2022, according to the company's website, with a second location following in London in 2024. The Chicago operation will mark The Cube’s first foray into the U.S. market.

Perfect for large groups, after work events or a date night out, The Cube aims to be a new home for socialization and entertainment. So whether you're a Mag Mile regular or just a tourist passing through, put yourself to the test at this exciting new experience, bringing heart-pulsing excitement to the heart of downtown Chicago.