Inside THE CUBE Chicago: 350㎡+ Full LED Display Solution Across 21 Game Cubes, Video Walls, and Curved Screens

XYGLED delivered the complete LED display solution for THE CUBE Chicago, a 25,000-square-foot competitive entertainment venue on Michigan Avenue. The project combined five distinct display types across the venue — 21 in-cube game floors, 21 suspended glass-house screens, 3 fixed wall screens, a large elevator-lobby video wall, and a pair of curved screens — engineered as one coordinated visual system rather than five separate installations.

This case study covers the venue, the scope of a five-part display solution, and why coordinating that many display types across one space is a different kind of project than installing a single large screen.

Project Snapshot

Display Component	Configuration	Unit Size	Total Area	Pixel Pitch
In-cube game floor displays	21 sets	3.5m × 3.5m	12.25 m² per unit (257.25 m² total)	P6.25
Suspended glass-house screens	21 sets	2.88m × 0.96m	2.7648 m² per unit (58.0608 m² total)	P1.5
Fixed wall screens	3 sets	3.5m × 2m	7 m² per unit (21 m² total)	P1.5
Elevator lobby video wall	1 set	4.5m × 8m	36 m²	P1.5
Curved screens	2 sets	5.04m × 1.44m	7.2576 m² per unit (14.5152 m² total)	P1.5

Client: THE CUBE Chicago · Location: 600 N. Michigan Avenue, Chicago, IL · Application: Competitive entertainment venue — game floors, ambient screens, wayfinding video wall

About THE CUBE Chicago

THE CUBE Chicago is a competitive entertainment venue built around a televised game-show format, where teams of players take on physical and mental challenges inside a set of illuminated glass cube pods while spectators watch from surrounding seating and bar areas. The Chicago location, on Michigan Avenue’s Magnificent Mile, is built around 21 individual glass cube challenge pods within a 25,000-square-foot space, alongside food and beverage areas for spectators between games.

A venue built on this format lives or dies on atmosphere. Every cube pod needs its own reactive game floor, the space around the pods needs ambient screen coverage that keeps energy high for spectators, and the venue’s public-facing areas — from the elevator lobby to the bar — need to carry the same visual identity.

Because the format is built on spectacle — contestants under pressure, a countdown clock, and an audience watching every move — the venue’s screen infrastructure had to do more than show scores. It needed to build atmosphere across the entire space, from the floor spectators stand on to the surfaces above and around the cubes.

A standard video floor could display basketball-themed content, but it couldn’t respond to an actual player dribbling, moving, or shooting on it. The store needed motion capture built directly into the floor, working in sync with a screen that visitors could see through rather than around.

The dealership needed a floor surface that could do two things at once. First, it had to support the physical weight and rolling load of full-size vehicles, day after day, without any loss of flatness or panel integrity. Second, it had to function as a visual stage — capable of displaying brand graphics, lighting effects, and product-launch content directly beneath the car.

A static floor could not deliver the second requirement. A fragile display could not survive the first. XYGLED’s brief was to solve for both.

The Challenge: Five Display Types, One Coordinated Experience

Most LED projects involve a single display type sized to one location. THE CUBE Chicago required the opposite: five structurally and visually different display types, spread across a single large venue, that all needed to feel like part of one connected environment rather than five unrelated installations.

Each of the 21 game cubes needed its own floor display capable of withstanding direct physical gameplay — players jumping, balancing, and moving under time pressure. Above and around those same cubes, a separate set of suspended screens needed to run ambient lighting and spectator-facing content without interfering with game visibility. Elsewhere in the venue, fixed wall screens, a large-format video wall by the elevators, and curved screens each had to serve a different functional purpose — wayfinding, branding, and atmosphere — while still reading as part of the same design language as the game floors.

Each of these formats carries different engineering requirements — load-bearing capacity for the floor, weight and rigging considerations for the suspended screen, mounting precision for the fixed wall, and bendable panel construction for the flexible units. Delivering them as one coordinated system meant matching color calibration and content architecture across all four, so the venue reads as a single immersive environment rather than four separate installations.

The Solution: A Five-Part LED Display System

XYGLED delivered all five display types as one coordinated project, matched to each area’s specific function inside the venue.

21 in-cube game floor displays (P6.25, 3.5m × 3.5m, 12.25m² each)

Each of the 21 glass cube pods received its own 3.5m × 3.5m LED floor display at P6.25 pixel pitch, totaling 257.25m² of gameplay floor across the venue. These floors are the core interactive surface for every challenge — built to handle direct physical play from competitors while rendering game graphics, timers, and effects clearly beneath them.

21 suspended glass-house screens (2.88m × 0.96m, 58.0608m² total)

Above the cube pods, 21 suspended screens were installed within the glass-house structure surrounding the games. Sized at 2.88m × 0.96m each, these screens add ambient lighting, spectator-facing graphics, and atmosphere to the space without competing with the game floors for attention — reinforcing the tension and energy of each challenge from above.

3 fixed wall screens (3.5m × 2m, 21m² total)

Three ultra-thin fixed wall screens, each 3.5m × 2m, were installed at key points around the venue to carry branding, sponsor content, and game-related graphics to spectators moving through the space between challenges.

Elevator lobby video wall (4.5m × 8m, 36m²)

A 36m² video wall, sized at 4.5m × 8m, was installed in the elevator lobby — the first large-format display visitors encounter on arrival. At this scale and location, it functions as both a branding statement and a wayfinding cue, setting the tone for the venue before guests reach the game floor.

2 curved screens (5.04m × 1.44m, 14.5152m² total)

A pair of curved screens, each 5.04m × 1.44m, was installed to follow architectural curves elsewhere in the venue, extending the display system into spaces where a flat panel wouldn’t fit the building’s design.

Why the Combination Matters

The value of this project is not any single display — it’s that XYGLED engineered all five as one system. A visitor’s first large-scale visual impression comes from the elevator lobby video wall. Moving through the venue, curved and fixed wall screens carry that same visual identity into the bar and social areas. At the center of the experience, the 21 game floors and their suspended companion screens turn each challenge into a self-contained visual event, watched by spectators from every side.

For an entertainment brand built on spectacle and repeat visits, that consistency matters. A single mismatched screen — different pixel density, different color calibration, or a display that couldn’t handle Chicago’s gameplay volume — would break the illusion the venue depends on. Delivering all five display types as one coordinated solution meant every surface in the venue, from arrival to gameplay to socializing, was engineered to the same standard from day one.

Why XYGLED for This Project

A project spanning 21 interactive game floors, dozens of suspended and fixed screens, and a large-format video wall requires a manufacturer capable of engineering multiple display formats — floor, suspended, fixed, and curved — to a single coordinated standard. XYGLED’s production capabilities covered every display type this venue required, which made it possible to deliver THE CUBE Chicago as one complete solution rather than sourcing each display type separately.

Frequently Asked Questions

What pixel pitch is used for game-floor LED displays?

The game floors are typically built at pixel pitches fine enough for close-up viewing while remaining durable enough for direct physical gameplay. THE CUBE Chicago’s 21 game floors use P6.25, sized to match each 3.5m × 3.5m cube pod.

Can one project combine floor, wall, suspended, and curved LED screens?

Yes. Large entertainment venues often require multiple display formats working together — floor displays for interactive gameplay, suspended or fixed screens for ambient content, and curved or large-format screens for branding and wayfinding. Coordinating all formats under one project ensures consistent visual quality throughout the venue.

Why does an entertainment venue need a large video wall near the entrance?

An entrance or lobby video wall sets the visual tone before visitors reach the main experience. At venues built around spectacle, a large-format display at arrival — such as THE CUBE Chicago’s 36m² elevator lobby wall — reinforces the brand identity from the very first moment of a visit.

How many LED floor displays does a multi-cube entertainment venue need?

The number depends on the venue’s format. THE CUBE Chicago required a dedicated floor display for each of its 21 individual game cube pods, since every pod runs its own challenge and needs its own independently controlled interactive surface.

XYGLED designs and manufactures full-scope LED display solutions, including interactive floor displays, suspended and fixed screens, large-format video walls, and curved screens for entertainment, retail, and cultural venues. [Contact XYGLED] to discuss a custom multi-display LED project.