The CUBE at Canary Wharf is a new attraction inspired by the popular ITV game show, featuring 21 interactive glass gaming cubes and advanced technology to deliver an immersive entertainment experience.
Developed by Mellors Group Urban Playground, The CUBE serves as a premier venue for both public and private events. To enhance visitor engagement, the team partnered with The LED Studio, renowned for their high-quality LED displays.
The project faced several challenges, particularly in delivering a fully immersive experience within a compact, multi-level space. Each glass cube measures 4×4 metres and requires top-tier audiovisual systems to effectively showcase real-time game data and dynamic visual effects. Dave Ireland, Design Manager at Mellors Group, highlighted the complexity of integrating extensive hardware across five floors while ensuring a seamless operational experience.
To meet these demands, The LED Studio provided 21 custom 3-metre by 1-metre screens, four large highlight screens, and a custom curved leaderboard display. Kevin Yates from The LED Studio explained that each gaming cube is equipped with P1.5 pitch VIVID COB screens, designed for durability and energy efficiency, making them suitable for high-traffic environments.
Despite tight timelines and intricate installation requirements, The LED Studio successfully delivered a high-quality solution. The installation of these LED screens was critical in bringing The CUBE to fruition, which now offers striking visuals and dynamic lighting that allow visitors to fully engage with the experience.
The success of The CUBE has also opened avenues for future expansions, both within the UK and internationally. Ireland expressed optimism about exploring new markets, particularly in the U.S., where similar attractions could thrive.
