ITV game show The Cube has become a live attraction in Manchester, opening as part of a multi-million pound entertainment complex called Urban Playground inside the Manchester Arndale shopping centre on February 10.
Hosted by Phillip Schofield, The Cube challenges contestants to complete seemingly simple tasks while under the spotlight in a large perspex cube. The Cube Live is a series of mental and physical challenges within the show’s iconic perspex boxes.
The Urban Playground also features Putters, a new technology-infused mini golf attraction. “We’ve been planning for about three years,” said Edward Mellors, owner of the Urban Playground.
“Obviously, Covid – in the middle of that – slowed everything down,” Mellors added. “We’re just so excited to be operating now. It’s just amazing.”
The Cube Live at Urban Playground
The Cube Live and Urban Playground were designed by international architects Baranowitz + Kronenberg (B+K), who said they have “created a world of exploration that sparks play and social interaction”.
“The Cube Live drops you right into the intensity of the TV gameshow,” a description reads. “It may look straightforward when you watch at home, but will you be able to hold your own when you are faced with The Cube?”
ITV has a vast collection of intellectual property (IP) at its disposal, which it is using to develop unique visitor attractions across the UK. For example, I’m a Celebrity… Jungle Challenge opened last year in Manchester’s Quayside MediaCityUK.
In addition, the broadcaster is continuing its expansion of Ninja Warrior UK Adventure Park venues, and currently has 12 locations across the UK. Coronation Street The Tour is also available to fans of the popular soap.
Images: ITV/The Urban Playground
