The CUBE Canary Wharf Case Study - Mellors Group Urban Playground

The CUBE, Canary Wharf - A Collaborative Journey with The LED Studio
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.
The Challenge
The project posed several challenges, primarily centered around delivering a fully immersive experience while incorporating advanced technology into a compact, multi-level space. With 21 glass cubes, each 4x4 meters, the attraction required top-tier AV systems that all needed to come together to create an engaging, immersive 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, emphasized 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 Solution
To meet these needs, The 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 LCD floors, operator panels, and large-format screens to enhance the overall visitor experience.
Kevin Yates, from The LED Studio, remarked on the scale of the project: "The site has 21 gaming cubes, each with P1.5 pitch , VIVID COB screens. As well as that, there are five in-venue screens in high footfall areas measuring 4m x 3m, along with a unique five-and-a-half-meter curved (CURVUS) screen."
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.
The Result
Despite a tight timeline and complex installation requirements, The 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 collaboration between Mellors Group and The LED Studio resulted in an attraction that not only meets but exceeds customer expectations. With crystal-clear visuals, dynamic lighting, and real-time game updates, visitors can fully immerse themselves in the experience, whether they are participating in the game or enjoying the atmosphere from a private event space.
"Finding a supplier that could both meet quality and price and a 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" said David.
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."
Conclusion
The Cube at Canary Wharf is a testament to the power of collaboration and innovation. By partnering with The LED Studio, Mellors Group Urban Playground were able to transform their vision into reality, creating a cutting-edge attraction that seamlessly blends technology, entertainment, and luxury. As they look toward future expansions, this project serves as a benchmark for how advanced LED display technology can redefine the entertainment experience.
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