The Cube
LED Studio designs custom display solutions for The Cube - London
Canary Wharf in London, a hub of innovation and business, is now home to a unique entertainment attraction, The Cube, inspired by the popular ITV game show. With 21 gaming cubes, advanced technology, and immersive digital experiences, this attraction offers visitors an unparalleled blend of entertainment and luxury. The project, spearheaded by Mellors Group Urban Playground, aimed to deliver an extraordinary experience for both public and private events. To achieve this, Mellors Group needed high-quality LED displays that could elevate the visitor experience, and they turned to The LED Studio for a tailored solution.
London, England
Challenge
The project posed several challenges, primarily centred around delivering a fully immersive experience while incorporating advanced technology into a compact, multi-level space. The attraction required top-tier AV systems to create an engaging atmosphere. Each cube needed to display real-time game data, player information, and visual effects that could evoke emotion, whether it was the excitement of winning or the disappointment of losing.
Dave Ireland, Design Manager at Mellors Group, emphasised the complexity of the task, saying, "The space is set across five floors, to get that amount of hardware into a space like this, functioning from an operational point of view to make sure that customers really have a good experience from start to finish, has been one of the biggest challenges."
THE MELLORS GROUP
Mellors Group is a fourth generation family run business with a wealth of knowledge and expertise in theme parks and attractions. Operating both indoor and outdoor attractions globally, they have created distinguished UK brands such as Nottingham Winter Wonderland – voted Vogue’s Number 1 Christmas Market in 2019.
Finding a supplier that could meet quality, price and lead times - the perfect Golden Triangle - was very, very difficult. Luckily, LED Studio were responsive, super competitive on price and to be honest with you, we're looking forward to working together on future venues.
- David Ireland, Design Manager at Mellors Group
Solution
To meet these needs, LED Studio was selected to provide cutting-edge LED technology that would integrate seamlessly with The Cube’s multi-sensory experience. The team delivered 21 custom 3-meter by 1-meter screens, paired with five additional in-venue screens, ensuring that each cube could display high-quality visuals. This included floors, operator panels, and large-format screens to enhance the overall visitor experience.
The VIVID screens were chosen for their durability and power efficiency, a key concern for sustainability. The ruggedness of the product ensured that the installations could handle the constant use required in a high-traffic entertainment venue, while the low power consumption made the project more environmentally friendly.
Kevin Yates
“We were up against it with time, but we were able to deliver a quality solution within the timeframe, which was a huge factor for the client.”
Results
Despite a tight timeline and complex installation requirements, LED Studio delivered on both quality and efficiency. As the final phase of the project, the installation of the LED screens was critical to bringing The Cube to life. Yates added, "We were up against it with time, but we were able to deliver a quality solution within the timeframe, which was a huge factor for the client."
The success of The Cube has paved the way for future expansions, both within the UK and globally.
David Ireland expressed his excitement for what’s next, saying, "We’re offering something completely unique and bespoke to the market, and we’re really seeing growth within the popularity of this attraction. That’s leading us to look at future sectors within the UK and also globally, specifically the U.S."