A 2,500 sqm immersive arena debuts in London: the international studio transforms the iconic TV game show into a destination where architecture and play converge
The boundary between television entertainment and physical space dissolves in the heart of London. Baranowitz + Kronenberg have unveiled The Cube Canary Wharf, bringing the famous British TV show into the real world. The project is not a simple replica of the set, but an architectural experience where emotion and human interaction coexist fluidly.
Architecture for Human Performance
Spanning a surface area of 2,500 square meters, the The Cube Canary Wharf project required a bold structural intervention. The studio removed 140 sqm of reinforced concrete to visually connect the building’s two levels. This choice encourages the flow of energy and guest circulation—essential elements for an engaging gaming experience.
Inside the structure are 21 glass cubes, seven bars, and a restaurant. The layout of The Cube Canary Wharf allows players and spectators to naturally swap roles. The cubes are layered throughout the space, while the lounge bars offer moments of respite in the heart of the competitive action.
Material Contrasts: Between Dockland Heritage and Digital Future
The design of The Cube Canary Wharf pays homage to the history of the Docklands. Baranowitz + Kronenberg created a dialogue between past and future through refined materials:
- Industrial Echoes: concrete, steel, and Douglas fir evoke the robustness of the old ports.
- Cutting-edge Technology: LCD floors and ultra-modern walls represent the digital soul of the challenge.
This contrast between analog and digital creates a unique visual identity that resonates with London’s urban context.
Beyond the Game: A New Vision of Entertainment
“The challenge was to translate an emotion into a physical space,” stated Alon Baranowitz. The opening of The Cube Canary Wharf sets a new standard for leisure: it is not just a place to play, but an inclusive destination based on storytelling. Here, architecture amplifies tension and human reaction, redefining how we experience collective entertainment and experiential design.
