A $50 Million Bet on Timeless Wonder (Image Credits: Pixabay)
A once-stodgy steakhouse on Chicago’s iconic Michigan Avenue has undergone a stunning metamorphosis. The McCormick mansion now houses The Hand & The Eye, a 35,000-square-foot wonderland dedicated to the art of illusion. Backed by a $50 million investment from venture capitalist and magic aficionado Glen Tullman, this venue promises immersive evenings where guests surrender their phones and dive into three hours of mind-bending performances.
A $50 Million Bet on Timeless Wonder
Glen Tullman envisioned a space built to endure for a century, prioritizing performers and audiences over short-term gains. The venue spans intimate parlors, grand theaters, and hidden nooks, all crafted to evoke Chicago’s storied tradition of close-up magic from the mid-20th century. Guests pay $225 for the experience, which includes $75 in credits for food and drinks amid a no-cameras policy that fosters pure presence.
Tullman shared his philosophy during a tour: “We built this to be a 100-year venture from every little aspect of what we’ve done. We built it to be for the performers and for the guests. We didn’t build it to say, ‘Let’s maximize profits.’ [Though] sometimes when you do that, you actually maximize profits, because people say, ‘This is so special.’” The result draws both locals and tourists into a realm where time slips away in perpetual twilight, thanks to the mansion’s limited windows.
Navigating an Ever-Changing Maze of Illusions
Visitors begin their journey by answering a mysterious ringing telephone in the lobby, then receive a flexible schedule guiding them through diverse spaces. Staff use color-coded pins to usher groups between communal bars, dining areas, cozy rooms for up-close tricks, and four auditoriums for stage spectacles. One standout area mimics a vault lined with safety deposit boxes for VIP members, while a séance room sets the stage for ethereal surprises.
The venue ensures no two visits repeat the same path, with secret passages adding intrigue. Phones receive camera-blocking stickers upon entry, eliminating distractions. Tullman noted the appeal: “Today you go to a concert, and if you’re not in the front row, you mostly see it through the back of someone’s phone. Here, you’re in the moment and people walk out, and they’re, like, ‘That’s just the best evening I’ve had.’ Some of them don’t even think about why it was so good. And it’s because you were totally focused on enjoying it with people next to you.”
Artistry in Every Detail: Architecture and Artifacts
Architecture firm Rockwell Group and design firm Pentagram collaborated to blend 1870s grandeur with 1930s magic-era motifs. Rich wallpapers, marble bars, velvet fringes, and custom brass plaques create a timeless atmosphere across uniquely varied rooms. Antique furnishings mix with bespoke pieces, avoiding kitsch through authentic touches.
A museum-quality collection anchors the space, featuring Harry Houdini’s milk can escape device, Alexander Herrmann’s Chinese rings, and a decapitation cloth – all from Tullman’s personal holdings. These relics honor magic’s golden age and Chicago’s tavern-table traditions of sleight-of-hand with everyday cards.
- Intimate parlors for point-blank card tricks
- Four theaters for grand illusions
- VIP safe room with member deposit boxes
- Séance chamber for surprise performances
- Communal bars and dining halls
- Hidden passages for repeat explorers
Crafting a Mystique: The Branding Story
Pentagram’s 12-person team, aided by Paper Tiger, ditched the initial “Metamorphosis” name for something evocative: The Hand & The Eye. Partner Emily Oberman explained, “We wanted a name that wasn’t just a pun or had the word ‘magic’ in it. The hand is about how all the magicians perform their magic, and then the eye is how the audience experiences it.” The logo depicts a curled hand cradling a floating eyeball, shunning clichés like top hats or wands.
Designs incorporate Chicago flag blues, local star motifs, and mansion filigree for a retro, unscripted richness. Associate partner Mira Khandpur highlighted the variety: “It’s kind of like a mix of styles; all the filigree is a little bit different, too, and unique to the piece that it’s on.” Branding extends to custom card decks and tricks sold in a magician-staffed store. Visit the venue at The Hand & The Eye.
Key Takeaways
- 35,000 sq ft makes it the world’s largest dedicated magic space.
- $50M investment revives a historic site amid Mag Mile challenges.
- No-phone policy enhances immersion in Chicago-style illusions.
The Hand & The Eye not only elevates magic as an art form but also bolsters Michigan Avenue’s post-pandemic recovery, inspiring nearby investments. For enthusiasts, it offers a rare pedestal for solitary-honed skills shared in spectacular fashion. What draws you to a night of pure illusion? Share your thoughts in the comments.
