CM&B completes 15,000 s/f Activate Games NYC debut in Union Square

Manhattan, NY Construction Management and Builders, Inc. (CM&B) has completed construction of Activate Games’ first US flagship store in New York City, transforming a historic Union Square retail destination into a 15,000 s/f active gaming experience where players become part of the game.

Located at 24 Union Square East, the venue occupies a building that once housed the flagship Toys “R” Us store and later a Raymour & Flanigan showroom. The space now enters its next chapter as Activate Games brings a new generation of play to one of the city’s most recognizable retail addresses. The project marks Activate’s debut in New York City and expands the company’s growing global footprint.

CM&B worked closely with Activate and global architecture and design firm Gensler to deliver a dynamic, technology-driven environment that combines interactive gaming, physical activity, and hospitality-inspired design. 

“Opening our first US flagship store in New York City is a major milestone for Activate Games. Union Square is one of the most dynamic neighborhoods in the world, and this project gave us the opportunity to introduce the Activate experience to a location long associated with discovery, entertainment, and play,” said Dylan Tighe, vice president of development at Activate Games. We are excited to welcome New Yorkers into a space designed to challenge, engage, and bring people together.”

Bringing Activate to life in Union Square required careful planning, creativity, and collaboration at every stage. In addition to the challenges of working within one of New York City’s most active commercial districts, the team coordinated around significant landlord-led infrastructure improvements and a variety of highly customized design features, including illuminated architectural details, integrated lighting systems, custom ceiling installations, and specialty finishes throughout the space. 

“For its first location in New York City, Activate Games 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.”