Cube International (Cube) launches Cube Sight & Sound - a new event, stadium and venue retail solution, incorporating a large format video screen situated above a retail, merchandise or F&B portable building. The unit is being unveiled at Cube’s stand at The Showman’s Show today.

Bringing promotional, activation and revenue-making opportunities to stadia and events, each unit incorporates a 6m screen mounted on top of one of Cube Modular’s (a Cube division) fully brandable point of sale units. Opportunities for event and venue organisers include brand activation, product visualisation, information sharing, live action broadcast, gamification, or a combination of the above.

Cube’s new product offering is a prime example of how the Cube group of companies is forward thinking, unique in its approach and looking to re-imagine and re-invent stadia and events, by delivering innovative solutions which can increase revenue streams and maximise brand activation at venues.

The units fit particularly well within Cube Management’s event services portfolio. Jon Graham, Cube Management’s MD, said, “The potential applications for these new Cube Sight & Sound retail units are endless. We are really looking forward to working with our partners and clients to create an impact, add value and maximise brand activation and sponsorship possibilities across their stadia and venues.”

The screen cassette frame’s size matches the length of Cube Modular’s award-winning range of foldable Continest merchandising and retail units perfectly, allowing the biggest screen width possible above the units and enabling eco-friendly transport of multiple, stacked units to take place. Up to 10 of the multi-purpose base units can be transported flat-packed and stacked on a single truck, leading to an 80% reduction in carbon emissions compared to transporting the equivalent number of traditional fixed framed units.
The compact, neat and sustainable solution offers a rapidly installed pop-up retail opportunity with immediate activation, ideal for monetising event and festival brands, and will equally enhance stadium and sport fanzones.

Key applications for these versatile units include:
• Public events, including sports, festivals, concerts and other live events
• Retail environments and pop-up shops
• Spectator villages and fan zones
• Roadside and city centre public spaces
• Showrooms, marketing suites and product launches
• Corporate premises
• Gamification


The concept was recently proven during the Birmingham 2022 Commonwealth Games, where a Cube Sight & Sound unit was installed at Brindley Place, Birmingham, to welcome residents and sports fans into its Central Square to enjoy watching the action, live in a community atmosphere. Fitting neatly into the corner of the square with its small 6m x 2.4m footprint, a food and beverage unit was used to serve refreshments whilst fans watched the competition on the 6m x 3m screen above. The combination of pop-up café and cinema screen proved a winning formula throughout the Games fortnight and its popularity outstripped all expectations. The same unit was also used to screen the Women’s Euros final to a packed audience, during which food and drink sold out very quickly.