CM&B is proud to celebrate the opening of Activate Games’ first U.S. flagship in New York City—a nearly 15,000-square-foot immersive entertainment destination in the heart of Union Square.
Located at 24 Union Square East, the new Activate Games transforms a historic Manhattan retail space into a completely new kind of experience, where players don’t just play the game—they become part of it.
The project marks Activate’s New York City debut and brings the brand’s technology-driven, active gaming experience to one of Manhattan’s most recognizable retail destinations.
Bringing a New Kind of Play to NYC
Transforming the space required more than a traditional retail build-out. From the beginning, CM&B worked closely with Activate Games and global architecture and design firm Gensler to bring a highly customized vision to life.
The nearly 15,000-square-foot space features 13 interactive game rooms, a new street-level entrance, custom stair and elevator access, specialty millwork and finishes, and extensive integrated LED lighting throughout the experience.
Behind the scenes, the project came with its own set of challenges. The team was working in one of New York City’s busiest commercial districts while coordinating around significant landlord-led infrastructure improvements and a highly customized design. Every element—from illuminated architectural details and custom ceilings to technology integration and specialty finishes—required close coordination across the project team.
The result is a space that feels less like a traditional entertainment venue and more like stepping inside the game itself.
Building What’s Next
For CM&B, the project was also an opportunity to continue growing our presence in New York City and partner with a global brand on an important milestone.
“Activate challenged the project team to create the next generation of the brand, and we were proud to help bring that vision to life,” said Leah Blackman, Senior Vice President at CM&B. “Beginning in pre-construction, we worked alongside the Activate team to achieve that ambition while navigating the complexities of building in the heart of Manhattan. In partnership with Gensler on their first project with Activate, we delivered an immersive, technology-driven destination that reflects the energy of the brand and creates a memorable experience for New Yorkers.”
From pre-construction through completion, the project was built on collaboration, creativity, and a shared commitment to getting the details right.
And now, the doors are open.
A new generation of play has arrived in Union Square.